Author Archives: US Media

About US Media

Marketing Manager for U.S. Media Consulting.

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Analysis of the Top 2014 Marketing Trends in Latin America

In February 2014 we predicted which marketing trends would dominate in Latin America during this year. Now that we’re in the final quarter of 2014, we took a look at some of the available data to see if our predictions were accurate.

01 rtb
#1 RTB Will Grow Significantly

We predicted strong growth for programmatic buying via real-time bidding (RTB) systems in the Latin American market.

>>>Did it come true? Apparently, yes.

Details: This year Magna Global released a report that indicated that there will be 67% growth in programmatic ad spend in Latin America in 2014: US$836 million versus US$502 million in 2013. On its own, RTB spend in Latin America will grow by 232% in 2014, as projected by Magna Global. In addition, the firm indicated that programmatic (both RTB and non RTB purchases) in Latam will represent 35% of total display spend in 2014 but grow to 61% of total display spend by 2018. Of course, to be sure we will have to review final 2014 numbers and these probably won’t be available until late in Q1 of 2015, but so far the indicators are positive for programmatic. In addition, this year we’re seen a powerful burst of demand for MediaDesk, the DSP (demand side platform) we created for Latin America.

02 mobile
#2 Brands Will “Mobilize” Their Content

We predicted that brands would create web sites with more responsive designs to reach mobile users.

Did it come true? It’s not clear.

Details: While mobile solutions firm Movilgate —based in Argentina— recently said that it has experienced a 30% increase in demand for mobile sites, we haven’t seen supporting data for the whole Latam region, so it’s difficult to say if a majority of brands are doing this.

trad media
#3 Traditional Media Will Stay Strong
Despite inroads from online, we predicted that TV, radio, print and OOH in Latin America would not lose ground.

Did it come true? Yes.

Details: In June 2014 the World Association of Newspapers and News Publishers (WAN-IFRA) reported that newspaper circulation in Latin America went up by 2.56% and that newspaper circulation in Latam has gone up by more than 6% over the past 5 years.
Pay TV is also growing strongly in Latin America, as reported by Business Bureau, a leading firm specialized in researching and marketing intelligence for the pay TV industry. Another study from the Organización de Estados Iberoamericanos showed that Latin Americans watch TV an average of 3.7 hours per week and listen to the radio slightly more (3.9 hours a week), while 55% of Latin Americans surveyed said that they never used the Internet. In addition, recently PriceWaterhouseCoopers identified some relevant trends with traditional media in Latam:

  • Argentina and Venezuela are the fastest-growing radio markets in the world
  • Several Latin American countries will have 5% annual growth in their out-of-home advertising markets between 2014 and 2018
  • 6 Latin American markets will see growth in magazine advertising between 2014 and 2018
  • 7 Latin American markets will see 5% annual growth in TV advertising between 2014 and 2018

#4 social tv
#4 Social TV Campaigns Will Increase
Given that more and more studies show that Latin Americans go online while watching TV, we predicted more brands would run social TV campaigns.

Did it come true? It’s not clear.

Details: While as a firm we have seen strong interest in social TV campaigns, there has not been data released that looks at social TV in light of the overall Latin American advertising industry.

#5 crossmedia
#5 Marketers Will Find Innovative Ways to Combine Online and Offline Tactics
We cited the example of a campaign in Israel by Aldo and indicated that we could see Latam agencies do more of this.

Did it come true? Apparently, yes.

Details: An example of this would be the DNI Feliz campaign in Peru, in which Coca-Cola was part of campaign to encourage Peruvians to smile for their Documento Nacional de Identidad (DNI or national ID cards) photos.  The campaign used TV commercials, an online campaign and activities at offices where people obtain the DNIs and won an award at Cannes this year:

https://www.youtube.com/watch?v=DD5nImguekQ

 

 

 #6 retargeting
#6 Retargeting Will Become Much More Common

Given the strong confluence between heavy Facebook use and the growth of e-commerce in Latin America, we predicted an increase in retargeting investment.

Did it come true? It’s not certain.

Details: The challenge in gauging the popularity of retargeting in Latin America is that there are hardly any surveys of Latin American marketers, much less those that ask specifically about retargeting spend. But we do know that Latin America tends to adopt marketing tactics from the United States. And in the U.S., an August 2014 survey of marketers found that nearly 9 out of 10 are using retargeting as part of their digital advertising strategy. The most popular channel for retargeting is display (81%), followed by search (77%), social (48%) and mobile (32%).However, 67% plan to dedicate more budget to social media retargeting over the next 12 months.
#7 native advertising
#7 Content Marketing and Native Advertising Will Gain Ground

Did it come true? It’s not certain.

Details: As with retargeting, little is reported on investment levels with native advertising or content marketing by Latin American marketers. However, we do have some indicators for the U.S. market that may suggest what could be next for Latin America. According to eMarketer projections, native ad spend will total US$3.1 billion and increase by 19% in 2015 to reach US$3.7 billion. By 2017 native ad spend in the U.S. is projected to reach US$5 billion.

Another survey of American B2C marketers in October 2014 found that 77% use content marketing.

In addition, a study from the Content Marketing Institute and Tracto found that 83% of Brazilian B2B marketers use content marketing and 57% plan to increase their spend in this area during 2014.

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

 

 

Business Graph with arrow and coins showing profits and gains

3 Changes That Will Spike Response to Your Ads

More consumers ignore online ads than TV ads.

Ads on traditional media are more trusted than ads on social media.

Consumers say personalized ads are more engaging, relevant and memorable.

Younger consumers are more willing to accept online ads around content.

These are a few of the recent results from surveys that looked to understand what consumers think of advertising. Although we individually measure what’s working for our brands in terms of advertising, it can be helpful to get a quick sense of overall consumer attitudes so as to optimize our approaches. So based on recent research, below we offer some quick takeaways about what consumers like (and don’t like) about ads.

3 Fixes for Online Ads
A February 2014 survey from Goo Technologies found that 42% of people surveyed said that interactive ads are the most engaging. In addition, significant percentages offered additional suggestions that would help them pay more attention to online ads:

  • Make the ad funny (40%)
  • Make the ad entertaining (32%)
  • Add stunning graphics (19%)

Personalization Rules: Here’s What to Ask for
A Yahoo survey of 6,000 consumers aged 13 to 64 found that many consumers find that personalized ads are more engaging (54%), memorable (45%) and educational (52%) than general ads. Of course, getting more data is crucial to making ads more personalized, so privacy can be an issue with consumers. That said, in the Yahoo survey around two-thirds of respondents either accept or are neutral toward publishers gathering the following types of information to help personalize ads:

  • Specific content viewed
  • Time spent
  • Search words used
  • Ads they clicked on
  • Products they browsed

Millennials Favor a Combination of Traditional and Digital Advertising
According to a January 2014 survey by Androit Digital, 36% of millennials think that digital advertising is more effective than traditional advertising—not unexpected considering how deeply entrenched digital media are in the lives of younger consumers. But the same study also found that 45% of Millennials say that traditional and digital advertising in combination are equally or more effective in influencing their brand decision making than either type by itself. In addition, 70% of millennials said that TV is the medium that has the most influence on how they perceive brand value.

Contact us to find out more how we can help your agency increase its efficiencies via media services like Facebook retargeting and new technology developed for the Latin American market.

 

Hand pushing blue pay button

4 Fixes to Drive More Sales from Social Media

ROI is the big problem with social media marketing. We can show our bosses that we have plenty of shares and likes, but so what? We’re not using social media to be liked. We’re using social media for the same reason we use TV ads, print ads and billboard ads: to sell.

Up to now, there hasn’t been much research on how social media leads to conversion, i.e. somebody actually buying something. A new study from AOL Platforms may help with this. The firm conducted an analysis in the first quarter of 2014 that covered 500 million clicks, US$15 million in conversions and 3 billion impressions, as well as 13 million unique purchase paths, all to see where social media content—both organic and paid—fits in the purchase path of consumers.

Here are some basic results from the study that may be helpful in guiding your future social media investments.

Social Is the Middleman
To understand the results, it’s best to also understand the basic process. The study identified 4 points in the path to purchase that convert a prospect into a customer.

  • First: the beginning, when a product is introduced
  • Middle: a point in which advertising impacts customer awareness as they research products
  • Last: the last point of contact with advertising before the customer buys
  • Only: when only one marketing channel reaches a customer and he or she buys as a result

Social media rarely are the only channel a customer goes through when buying. Instead, social media advertising falls in the middle of the purchase path around 87% of the time.

Now, falling in the middle isn’t exactly uncommon. Here are the rates for other online marketing channels in falling in the middle of the purchase path:

  • Display: 89%
  • Email: 78%
  • Non brand search: 71%
  • Affiliate: 69%
  • Brand search: 52%

Essentially, this means that social media helps shape a customer’s consideration of a product and offers an opportunity to cement awareness and influence selection to get to the last stage.

Paid Social Leads to More Sales
When AOL compared organic social media marketing to paid advertising on social media, paid social advertising was more likely to generate sales. For example, overall the conversion rate of organic social content was 2.26%, compared to 2.82% for paid social media, an increase of 25%.

The difference between paid and organic content is even more dramatic with individual social networks. On Facebook, here is where organic content ended up on the purchase path:

Organic

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Most of the time (84%), it was in the middle. It was rare for organic social content to be on the last point before purchase (9% of the time) or to be the only marketing channel a customer saw before purchase (4%).

But with paid social content, things changed:

Paid

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Paid social media content was at the last point of the purchase path 13% of the time. More importantly, 24% of the time it was the only marketing channel a customer saw before purchase. This is a sixfold increase compared to organic, showing clearly that paid social content leads directly to purchases more often than organic content.

Similar results were observed for other major social networks.

YouTube and Facebook Drive the Most Sales from Social
The overall results of the AOL Network analysis showed that YouTube was the strongest at driving sales conversions, followed by Facebook:

Convertro-Social-Media-Funnel

As shown by the chart above, 14% of the time Youtube was the only online marketing channel seen by customers before purchase and 10% of the time, Facebook was the only marketing channel seen before purchase. In addition, these two networks tended to be the last online channel seen before purchase, with higher percentages than most of the other networks. In comparison, Twitter and Tumblr were the least effective channels for conversion or for being the last channel seen by customers before purchase.

These results suggest that despite the interest that new social networks pique as they attract users, the more popular, established networks tend to drive purchases.

Subscriptions, Beauty and Services Sell Best with Social
The AOL study also looked at how social media lead to sales of different product types.

For most product types, social media fell clearly into the middle of the purchase path:

  • 95% of the time with food and beverages sold via e-commerce
  • 87% of the time with apparel and accessories sold via e-commerce
  • 85% of the time with home furnishings sold via e-commerce
  • 82% of the time with technology products

However, when it comes to subscriptions, health/beauty products and services, social media was the only channel seen before purchase 48%, 29% and 21% of the time, respectively.

Besides leading to what AOL Platforms terms “impulse buys” with these product categories, social media also was the last channel in the purchase path (seen just before the consumer bought a product) a significant amount of the time with certain products:

  • 21% of the time with health/beauty products sold via e-commerce
  • 18% of the time with services
  • 15% of the time with subscriptions
  • 13% of the time with entertainment and leisure sold via e-commerce

Contact us to find out more how we can help your agency increase its efficiencies via media services like Facebook retargeting and new technology developed for the Latin American market.

 

Modern social media abstract scheme

14 Latam Social Media Keys for Agencies and Advertisers

Recently comScore released a major report on social media in Latin America. To help agencies and advertisers make decisions based on the data, we decided to break down the key highlights that could affect approaches, strategies and campaigns.

1 BIG PICTURE
THE BIG PICTURE

>>>Time: Latin Americans spend more time on social media than Internet users from any other region in the world

>>>Volume: Social media sites receive 59 million daily unique visitors from Latin America

>>>Youth: More than 60% of social media users in Latin America are 15 to 34, 20% are 35-44 and 20% are over 45

>>>Dominance: Facebook takes up 95.6% of the time that Latin Americans spend on social media while combined, the rest of the social sites (Twitter, Ask.fm, Badoo, Tumblr, LinkedIn, Vostu, Taringa) take up the remaining 4.4% of the time

>>>Deep Reach:  Social media reaches 95.8% of Latin American Internet users and has its deepest reach among Internet users in Mexico (98%), Argentina (97.5%), Peru (97.2%), Chile (97.1%) and Colombia (96.8%)

>>>Share This: ComScore classifies the ShareThis widget (which does allow firms to advertise on it) as the #2 social media site in all of Latin America in terms of total unique visitors

2 FANS
MORE FANS, MORE ACTIVITY

As part of its report, comScore included data from Shareablee, a partner that measures social media activity that’s relevant to brands. That’s because aside from ads on social media, firms look to measure if social media users interact, use and share content to help get a sense of ROI from social media activity that can’t be measured directly (like a banner ad or sponsored post). One of the recent trends has been simple growth:

  • Fan growth in Latin America was 194% between January 2013 and January 2014
  • Fan growth in several Latam markets was also high in this period: 173% in Argentina, 179% in Brazil, 314% in Chile, 255% in Colombia, 196% in Mexico and 205% in Peru
  • Engagement with Facebook pages in Latin America went up by 110% between January  2013 and June 2014

3 INSTA
INSTAGRAM INCREASE

There has been a massive increase in Instagram activity in Latin America since January 2013, with surges in Argentina (171%), Brazil (751%), Chile (183%), Colombia (52,000%), Mexico (2,082%) and Peru (1278%). These numbers refer to the increases in monthly actions on Instagram. So for example, in January 2013 there were 452,000 actions on Instagram in Brazil. But by June 2014 there were 3.8 million actions on Instagram, an increase of 751%.

Of course, it’s important to note that Instagram actions represent a small part of the total amount of actions on social media. ComScore points out that of the 633 million social media actions in Latam during the first quarter of 2014, 97% were on Facebook, with 1.5% on Instagram and 1.2% on Twitter.

4 SHARE
SHARING SPIKE

Overall, users in Brazil, Mexico and other countries tend to like social media content more than share it. For instance, when it came to content posted on Facebook, Instagram and Twitter, Brazilian social media users tended to like content 75% of the time, commented on it 5% of the time and shared it 19% of the time. In comparison, Mexican social media users liked content 83% of the time but shared it only 12% of the time.

That said, sharing mostly rose in Latin America between January 2013 and June 2014:

  • Argentina                            +30%
  • Chile                                      +93%
  • Colombia                             +129%
  • Peru                                      +71%
  • Mexico                                 +189%

POST
POSTING UP

Latin Americans mostly seem to be posting more on Facebook since January 2013. Monthly Facebook posts per brand in Latin America went up by 29%. Here’s a look at the changes in each country:

  • Argentina                            +16%
  • Brazil                                     -5%
  • Chile                                      +8%
  • Colombia                             +34%
  • Mexico                                 +37%
  • Peru                                      +79%

In terms of the type of content posted on Facebook, here’s a breakdown:

  • Photos                                  78%
  • Links                                      14%
  • Status                                   4%
  • Video                                    3%

When Shareablee looked at the type of content that generated the most engagement on Facebook, globally photos had a 99.4% engagement while other types of content like video (0.4%), status (0.1%) and links (0.1%) had much lower levels of engagement. The pattern seems to hold up in Latin American markets, with photos accounting for 88% of the Facebook engagement in Mexico.

question mark with speech bubles, vector on the abstract background
QUESTIONS

Shareablee also considered whether brands use questions as part of their calls to actions with Facebook posts and the large majority (87%) of posts did not. However, the firm observes that Media/News/Publishing pages in Mexico that included questions in their 2014 posts have observed a 37% increase in engagement up to now.

Taking Advantage of This
In looking at these results, advertisers and agencies can leverage these results in several ways:

  • Focus efforts on Facebook because it has a gigantic reach advantage over other social networks
  • Allocate an appropriate amount of resources to Instagram due to its rising popularity
  • Use powerful images in ads because photos dominate engagement
  • Consider employing more photos in content marketing efforts, adding some subtle branding and messaging to lead to conversion.

Contact us to find out more about how we can help your firm use Facebook retargeting and other social media advertising  in successful campaigns.

 

money-sign

The Most Valuable Brands in Latin America

Recently Interbrand—a global brand consultancy firm—took a close look at some of the major retail brands in Latin America to gauge their values. Interbrand factored in 2013 results from each company, their expansion plans and other variables (including the growth of Latam’s middle class and the surge of e-commerce in the region) to create a realistic ranking. Here’s a quick look at the top 20 most valuable retail brands in Latin America and the factors that Interbrand used in developing each brand’s rank.

1 natura
#1: Natura (cosmetics)
Based in: Brazil
Value: US$3.1 billion
Factors in its ranking:

  • Clear brand proposition
  • Consistent customer experience
  • Innovative research and development

2 oxxo
#2 Oxxo: (convenience stores)

Based in: Mexico
Value: $US$2.61 billion
Factors in its ranking:

  • Rapid expansion, with 1,120 new stores in 2013 and a total of 11,721
  • Responsive to local needs through proprietary brands
  • Banking services in stores as a further convenience for customers

3 bodega aurrera
#3: Bodega Aurrera (grocery stores)

Based in: Mexico
Value: $US1.01 billion
Factors in its ranking:

  • Net sales increase of 3.1% in 2013
  • Iconic character of Mamá Lucha that drives ad campaigns
  • Wide variety of products available at affordable prices

4 falabella_logo
#4: Falabella (department stores)

Based in: Chile
Value: US$547 million
Factors in its ranking:

  • 89 stores in 4 countries with ambitious expansion plans in place
  • Vast array of brands, products and services

liverpool
#5: Liverpool (department stores)

Based in: Mexico
Value: $US485 million
Factors in its ranking:

  • Nearly 100 stores
  • Heavy investment in remodeling existing stores and opening new ones
  • Third most important credit issuer in Mexico
  • Bringing the U.S. brand Chico’s to Mexico via a partnership

6 casas bahia
#6: Casas Bahia (home furnishings)

Based in: Brazil
Value: US$420 million
Factors in its ranking:

  • Investment of $700 million in advertising, #2 advertiser in the country
  • Expansion in north and northeastern Brazil: 25 new stores in 2014
  • Consistency in communication + strong business model

7 sodimac
#7: Sodimac (home improvement)

Based in: Chile
Value: US$381 million
Factors in its ranking:

  • Comprehensive offer that smaller stores are unable to match
  • 135 stores in Chile, Argentina, Colombia and Peru
  • Successful market segmentation strategy via store formats and sub-brands
  • Inroads into new markets like Uruguay and Brazil

9 elektra
#8: Elektra (electronics)

Based in: Mexico
Value: US$366 million
Factors in its ranking:

  • Focus on the base of the pyramid in Latin America
  • Accessible credit for customers
  • Acquisition of Blockbuster Mexico to expand its locations

9 renner
#9: Renner (apparel)

Based in: Brazil
Value:$US$357 million
Factors in its ranking:

  • Second largest chain in Brazil
  • High customer satisfaction rate: 96.6%
  • Expanded portfolio of brands

10 lojas americanas
#10: Lojas Americanas (convenience stores)

Based in: Brazil
Value: US$320 million
Factors in its ranking:

  • Positive in-store experience for clients
  • 59% reduction in complaints to Brazilian Consumer Protection Organization
  • Strong event-centered promotional events

11 superama
#11: Superama (grocery stores)

Based in: Mexico
Value: US$319 million
Factors in its ranking:

  • Strong focus on good service
  • Developing more digital shopping experiences like its mobile app

12 extra logo
#12: Extra (mass merchant)

Based in: Brasil
Value: US$263 million
Factors in its ranking:

  • Accounts for 33% of the revenue of its parent firm, Grupo Pão de Açúcar
  • Extra.com has become a virtual mall much like Amazon.com
  • Good Brand positioning and expansion of its Minimarket Extra stores

13 hering
#13: Hering (apparel)

Based in: Brazil
Value: US$261 million
Factors in its ranking:

  • 130-year history, broad appeal across all ages and social classes
  • Expanded offerings to include higher-priced items
  • Consistent communications and strong corporate citizenship initiatives

14 exito
#14: Éxito (mass merchant)

Based in: Colombia
Value: US$246 million
Factors in its ranking:

  • Strong variety of products, formats and services
  • Online sales platform that offers wider range of products at better prices
  • Expanded into mobile phone, insurance, credit cards and travel services

15 suburbia
#15: Suburbia (apparel)

Based in: Mexico
Value: $173 million
Factors in its ranking:

  • Delivers fashion to growing middle and lower-income segments
  • Strong social media presence including a style guide blog
  • 13% sales growth and 108 stores, more than any other clothing retailer in Mexico

16 Tottus
#16: Tottus (mass merchant)

Based in: Chile
Value: US$160 million
Factors in its ranking:

  • Revenue increase of 23% in 2012
  • Market share of 27% in Chile and 7% in Peru
  • Part of parent company Falabella’s expansion plans

17 Havaianas-logo
#17: Havaianas (apparel)

Based in: Brazil
Value: US$159 million
Factors in its ranking:

  • Popular sandals and expanded product line
  • Celebrity endorsements, magazine ads and in-store experience keep brand relevant and fresh
  • Expansion to other markets, including Australia and Europe
  • Plans to open 90 new stores in Brazil and abroad

18 pao de acucar
#18: Pão de Açúcar (grocery stores)

Based in: Brazil
Value: US$147 million
Factors in its ranking:

  • Premium position in the marketplace
  • Expansion of delivery service
  • Commitment to innovation and sustainability

R03_ManualPontoFrio.indd
#19: Pontofrio (electronics)

Based in: Brazil
Value: $147 million
Factors in its ranking:

  • Targeting growing middle classes with fresh visual brand identity
  • Inaugurating concept stores and developing new campaigns to deliver innovation in every point of contact
  • Responding to consumer preferences

20 arezzo
#20: Arezzo (apparel)

Based in: Brazil
Value: $124 million
Factors in its ranking:

  • Glamorous campaigns that include bloggers
  • 1.3 million fans on Facebook as part of strong social media presence
  • Revenue growth that is five times the global industry’s average

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market, please contact us.

 

00 main image

Popular Marketing Myths You May Believe

While it’s important to stay current with trends and be open to new tactics, sometimes the drive to share what’s latest and greatest may make us skip over a hard look at actual effectiveness. In other instances, we interpret isolated incidents as a paradigm-shifting pattern. Or our own biases can allow us to draw a conclusion based on intuition rather than data. In any event, to offer agencies, advertisers and marketers some extra perspective, we decided to highlight a few marketing myths that seem prevalent while pointing out what available data actually indicates.

1
#1 Traditional Media is Dead, Especially to Reach 
Millennials
A survey of millennial smartphone users revealed that 36% of 18 to 34 year-olds think that digital advertising is more influential. But 47% said that traditional advertising was either more influential or equally as influential as digital advertising. In fact, 70% of the millennials surveyed said that TV advertising was most effective for branding and messaging—versus 42% saying the same thing about online display marketing.

In addition, a Nielsen survey from January 2014 showed that traditional media ads were more trusted by consumers than web ads. For example, 63% of consumers that were surveyed said they trust newspaper ads, 62% trust magazine ads, 61% trust TV ads, 58% trust radio ads and 55% trust billboards, compared to a 44% for online search ads, 44% for online video ads and 33% for online banner ads.

2
#2 Everyone Is Doing Content Marketing

While this tactic has gotten a lot of attention recently, a January 2014 survey of 285 top marketers from Gartner indicated that marketers actually plan to decrease their investment in content creation and management by 9.3%. Another study by Vocus and Market Connections Inc. found that only 19% of marketers that were surveyed plan to add a content marketing strategy in the coming year.

3
#3 Blogging Is Essential

The Vocus/Market connections study showed that only 35% of respondents ranked blogging as one of the most effective tactics. They found a number of other tactics to be more successful for them, including websites, email, events and social media.

4
#4 Brands Should Switch to the Up-and-Coming Social Media Networks

A number of articles that suggest that Facebook has lost popularity seem to suggest this while highlighting the gains being made by other sites like Instagram. While it’s great to be aware that Google+ is making strides, as are Ask.fm and Linkedin and other sites, one key metric to consider is time spent by users on these sites. A recent comScore study indicated that more than 97% of the time that Brazilians spend on social sites is spent on Facebook. So while Instagram use went up by 900% in Brazil between 2013 and 2014, is an ad more likely to be viewed by Brazilians on Facebook or on Instagram? Don’t get me wrong, a brand could very well see a tremendous response from one of these other social networks with certain segments. However, the fact that Facebook and other top social sites have competition doesn’t mean that this competition is necessarily more viable.  In our desire to stay current or ahead of trends, this could easily lead to some misguided investment.

5
#5 Consumers Use Their Mobile Devices on the Go

While the name itself (mobile) suggests ads on phones and tablets reach people while they are out and about, research suggests this may not be the case. A study from AOL Networks and the University of Virginia showed that 75% of mobile ad impressions were viewed within the home.

mail contact
#6 E-mail Marketing No Longer Works
Despite the popular belief among some that e-mail marketing is no longer effective, a recent study from predictive analytics firm Custora showed that customer acquisition over the past 4 years has gone up by 4 times and now accounts for almost 7% of customer acquisitions. Another study from the Direct Marketing Association indicated that nearly 76% of marketers are using more promotional emails than they were three years ago. According to Salesforce.com and Exact Target’s The 2014 State of Marketing Survey, 97% of marketers will use email marketing in 2014, 58% plan to increase their spending on email marketing and 88% believe that it produces ROI. Similar results came from the 2014 Marketing Trends Survey from Strongview, in which 52% of marketers said they would increase their spend on email marketing in 2014. And a 2013 study from Econsultancy/Adestra found that 66% of marketers believe that email marketing delivers good or excellent ROI. Finally, Forrester also recently predicted that email marketing spending will increase to more than US$2 billion in 2014.

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market, please contact us.

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5 Top Trends among Latin American Shoppers

Trendwatching.com is a market intelligence firm that consistently offers insights into the mindsets of consumers around the world. Recently they highlighted 5 important trends among shoppers in Latin American markets—Chile, Brazil, Colombia, Mexico, Argentina—that could be helpful for brands to work into their positionings and media campaigns.

 

1
#1 Wising Up

While Latam consumers have felt for years that they often can’t access new ideas as quickly as they would like, the Internet allows concepts to be communicated in a flash. As a result, Latam consumers are placing a greater value on education. In fact, a Nielsen study highlighted the top 10 countries in the world in which consumers say they are more willing to buy products and services from companies that support education—and 6 were in Latin America. These included, Colombia, Brazil, Venezuela, Peru and Chile.

Application: Besides sponsoring education programs or creating scholarships, brands can work in educational components into their campaigns. Trendwatching cites that in Paraguay, Burger King replaced toys with books in kids meals and in Brazil, the app firm Easy Taxi turned the cities’ taxis into portable libraries.

eco-cultura-img06

#2 Using Social Media for Social Change
Trendwatching cites data that suggests that large percentages of Latin Americans are using social media to create change in their communities.

Application: While many firms have corporate social responsibility (CSR) initiatives, not all of them tie them to their marketing. There could be alliances to explore with social change movements that are spread by social media to further a good cause and position firms well with consumers.

3
#3 Confronting Realities

As Latin American consumers look for new relationships with brands in 2014, they will look for messaging that moves beyond safe and bland to address social issues that they face every day. In fact, July 2013 from Havas indicates that 82% of Latin American consumers believe that companies should be involved in improving people’s well-being and quality of life, but only 46% think brands work hard to do this.

Application: Brands can ally themselves with organizations that work to tackle tough issues and create campaigns that relate to them. Trendwatching cites a campaign from humanitarian organization Domund in Peru in which products on supermarket shelves were glued down. When consumers tried to pick them up and failed, messages opened up that explained that many poor Peruvians feel this way every day.

4
#4 Feeling Safer through Technology

Recent surveys cited by Trendwatching.com indicated that 83% of consumers in Argentina and 74% of Mexican consumers think that the world is increasingly hostile and uncertain. Concerns include both personal safety and data security: recently 72% of Brazilians from Sao Paulo indicated that they aren’t confident about the safety of their personal data.

Application: Brands can explore new ways to make consumers feel safer. Trendwatching cites the example of how La Polar, a Chilean department store, installed a biometric reader to complete payments made with a card. Another example of this approach in action is Banco do Brasil, in late 2013 tested new ATM terminals that recognize clients through, vocal, iris and facial scanners.

5
#5 Ease Up

As the Latam urban consumer market matures, shoppers will expect greater convenience, accessibility and flexibility in terms of goods and services. For example, the number of convenience stores increased by 56% in Mexico between 2007 and 2012.

Application: Brands can play up the convenient aspects of their products and services—or introduce new ones and build campaigns around them.

To read the whole report from Trendwatching, click here.

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market, please contact us.

 

Earth boy - South America

US Media Consulting Releases 2014 Latin American Media Market Report

US Media Consulting, a leading media services and technology firm, has released its 2014 Latin American Media Market Report. The report offers the latest data in a wide range of areas, including:

  • Media penetration in Latin America for all major forms of media
  • Media consumption in major Latam markets
  • Ad spend projections for Latin America
  • Breakdowns of ad spend by medium in key markets
  • Data on the growth of newspaper circulation in Latin America in 2013
  • Social media usage and fastest-growing social sites in Latin America
  • The pay TV market in Latin America
  • Latest data on Latin America’s mobile market and e-commerce

And much more.

Click here to download the study.

To find out more about how we can help your agency increase its efficiencies with media services or the latest in media technology, please contact us.

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The Top Advertisers in Latin America

IBOPE has published the latest edition of its MediaBook and one of the key data points is the companies that invested the most in advertising in 2013.

While IBOPE did not publish data for Mexico, the top online advertisers in Mexico in 2013 can be found here.

Below we list the top advertisers for key markets in Latin America, ranking them in descending order and including the amounts in dollars.

ARGENTINA

  1. Unilever: $708 million
  2. Genomma Lab: $637 million
  3. Presidency of Argentina: $469 million
  4. Procter & Gamble: $426 million
  5. Coca Cola: $324 million
  6. Danone: $244 million
  7. Telecom: $228 million
  8. Grupo Telefónica: $224 million
  9. Quilmes: $216 million
  10. SC Johnson: $211 million

BRAZIL

  1. Unilever Brasil: $2.1 billion
  2. Casa Bahia: $1.5 billion
  3. Genomma: $1.1 billion
  4. Ambev: $804 million
  5. Caixa (GFC): $771 million
  6. Petrobras: $655 million
  7. Hypermarcas: $566 million
  8. Volkswagen: $555 million
  9. Reckitt Benckiser: $519 million
  10. Fiat: $503 million

 CHILE

  1. Procter and Gamble Chile: $209 million
  2. Falabella: $205 million
  3. Unilever: $191 million
  4. Nestle Chile: $99.6 million
  5. Ecusa: $93 million
  6. Entel PCS: $92 million
  7. Sodimac: $90 million
  8. Movistar: $81.4 million
  9. Sociedad Productores de Leche: $81.3 million
  10. Loreal: $77.4 million

COLOMBIA

  1. Postobon: $94.4 million
  2. Procter &Gamble: $88.2 million
  3. Unilever Andina: $69 million
  4. Claro: $67 million
  5. Claro Soluciones Fijas: $63 million
  6. Tecnoquimicas: $62.715 million
  7. Almacenes Éxito: $62.711 million
  8. Telefonica MoviStar: $58 million
  9. Genomma Lab Colombia: $57 million
  10. Coca Coca: $56.7 million

COSTA RICA

  1. Colgate Palmolive: $10.5 million
  2. Unilever: $10 million
  3. Banco Nacional Costa Rica: $9.6 million
  4. ICE: $8.8 million
  5. Procter and Gamble: $5.9 million
  6. Banco de Costa Rica: $5.884 million
  7. América Móvil: $5.833 million
  8. Genomma Laboratories: $5.828 million
  9. Gollo: $4.79 million
  10. Tica Panamco: $4.74 million

ECUADOR

  1. National Government: $107 million
  2. Unilever Andina: $99.6 million
  3. Conecel: $76.6 million
  4. Genomma Lab: $59 million
  5. Lotería Nacional: $52.6 million
  6. Johnson & Johnson: $50 million
  7. Otecel: $48 million
  8. Colgate Palmolive del Ecuador: $45 million
  9. La Fabril: $39 million
  10. Quala: $37 million

GUATEMALA

  1. Interacel: $30.7 million
  2. TV Offer: $27.8 million
  3. Telepromos: $26.1 million
  4. Pepsi: $20 million
  5. Procter & Gamble: $18.88 million
  6. Genomma Lab: $18.87 million
  7. Colgate Palmolive: $17.7 million
  8. Ambev Centroamérica: $16.8 million
  9. Unilever: $15 million
  10. Sears: $14.3 million

HONDURAS

  1. Genomma Lab: $24 million
  2. Tigo: $13.4 million
  3. Claro: $9.9 million
  4. Diunsa: $9.5 million
  5. FICOHSA: $8.1 million
  6. Banco AtlántidaL $7,2 million
  7. La Colonia: $6.5 million
  8. Unilever: $6.2 million
  9. Pepsi: $5.9 million
  10. BAC Honduras: $5.7 million

PANAMA

  1. Tova SA: $21.3 million
  2. Cable & Wireless: $19.6 million
  3. Claro Panama: $19.4 million
  4. Dist Comercial: $16.5 million
  5. Super Xtra: $11 million
  6. Importadora Ricamar: $10.7 million
  7. Digicel: $10.5 million
  8. Minipresidencia: $8.9 million
  9. Jose Domingo Arias: $8.4 million
  10. Bayer: $8 million

PARAGUAY

  1. Interacel: $23.6 million
  2. Telecel: $22.5 million
  3. Unilever: $18 million
  4. Chena Ventures: $13.8 million
  5. Nucleo: $13.2 million
  6. National Government: $12.5 billion
  7. Gambling: $11 million
  8. Paraguay Refrescos: $10.1 million
  9. Servicios Digitales: $9.3 million
  10. Talisman: 8.9 million

PERU

  1. Procter & Gamble: $243 million
  2. Alicorp: $155 million
  3. Telefónica Móviles: $75.9 million
  4. América Móvil Perú: $73.8 million
  5. Saga Falabella: $71 million
  6. Coca Cola: $66.4 million
  7. Unilever Andina Perú: $63 million
  8. Nestlé Perú: $62.8 million
  9.  Quality Products: $62.3 million
  10.  UCP Backus y Johnston: $60.3 million

URUGUAY

  1. Unilever: $58 million
  2. Loreal: $42.3 million
  3. Antel: $28.9 million
  4. Fábricas Nacionales de Cerveza: $28.8 million
  5. SC Johnson: $28.7 million
  6. Conaprole: $23.3 million
  7. Coca Cola: $22.9 million
  8. Fucac: $22.4 million
  9. Motociclo: $19.6 million
  10. Chic Parisien: $18.3 million

 

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market, please contact us.

 

 

Bimbo

The Hottest Consumer Brands in Latin America

A recent study from Kantar Worldpanel called Brand Footprint focused on the brands

for fast-moving consumer goods (FMCG), such as snacks and drinks. Kantar’s research looked to determine which FMCG brands are bought the most often by the most people. Here’s a look at the top 10 most chosen FMCG brands in Latin America:

  1. Coca-Cola
  2. Colgate
  3. Bimbo
  4. Maggi
  5. Tang
  6. Knorr
  7. Pepsi
  8. Nescafe
  9. Palmolive
  10. Omo

While Bimbo is the only local Latin American brand among the top 10, Kantar noted that local FMCG brands in region are growing faster than global brands. Between 2013 and 2014, local FMCG brands in Latin America grew by 1.5%, more the double the 0.7% growth of global brands.

And while global brands may dominate the top 10 rankings when it comes to fast moving consumer goods, local brands top the rankings in terms of home care products. For example, the leading home care brands in Latam include Ype in Brazil, Bolivar in Peru, Nova in Chile, Las Llaves in Venezuela and AS in Colombia.

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market, please contact us.