Author Archives: Ignacio Roizman@US Media Consulting

About Ignacio Roizman@US Media Consulting

Ignacio is the Chief Operations Officer for US Media Consulting.

Argentina Internet

The 6 Hottest Trends among Internet Users in Argentina

Overall, the latest on Argentina’s Internet market can be summed up in two words: impressive growth. However, to help marketers, advertisers and media agencies take advantage of this growth in their digital media campaigns in Argentina, we put together some of the key growth trends.

#1 Online Radio is Growing Strongly in Argentina
According to comScore, online radio sites grew by 17% in unique visitors between March 2012 and March 2013. Overall, more than 3.5 million Argentines visited online radio sites in March 2013.

#2 Soon, a Mobile Market of 70 Million
A new report from Ericcson states that by 2018, Argentina will have 70 million mobile subscriptions. In addition, by 2018 mobile data traffic in Argentina will grow by 12 times. Factors involved in this growth include online video traffic, which will grow by 60% per year in Argentina between 2013 and 2018.
While not cited specifically by Ericcson, it’s likely that Argentina’s rapid rate of smartphone and tablet adoption—which we have covered previously—will also play a role in this mobile growth.

#3 Social Media Gains Reach and Impact
In May 2013, consulting firm Datos Claros reported that 90% of Argentina’s Internet users are on social media. This is massive growth compared to 2010, when just 25% of Argentine internautas used social media sites. In addition, according to Alejendro Zuzenberg, head of Facebook’s Argentina office, the social site has more than 20 million active users in Argentina and 52% of them are women.
However, the significance isn’t just in the sheer number of social media users. A recent survey from Oh! Panel reports that 62% of Argentine Internet users say they are fans of brands on social media.

#4 Online Video Reaches Nearly All the Country’s Internet Users
Recent research from comScore indicates that 96% of Argentine Internet users watch online video, watching an average of 117 videos per viewer per month.

#5 More Argentines Are Shopping Online Than Ever
In 2012 e-commerce in Argentina grew by 44%, according to a recent report from the Cámara Argentina de Comercio Electrónico (Argentine Chamber of E-Commerce or CACE). Overall sales topped 16.7 billion pesos (US$3.1 billion), compared to 11.5 billion pesos (US$2.1 billion) in 2011. The growth has been continual and impressive. In 2002 there were 3.7 million Internet users in Argentina and in December 2012 there were 31.1 million (75% penetration according to CACE). In 2002, only 10% of Internet users in Argentina shopped online and in 2012 more than 32% of Argentine Internet users engaged in e-commerce—nearly 10 million people.
The most popular products for Argentines to buy online in 2012 were smartphones, women’s clothing and car accessories. According to CACE, e-commerce will grow by 45% in Argentina in 2013.

#6 Legal Music Downloads Have Spiked
According to the Cámara Argentina de Productores de Fonogramas y Videogramas (Argentine Chamber of Producers of Sound and Video Recordings), there was a 400% increase in legal music downloads in Argentina in 2012. Nearly 42% of the downloaded music was from local artists, while English-language artists accounted for 42.5% of the year’s total.

To find out how we can help you reach Argentines or Latin Americans in general via Internet or any other type of media, please contact us.

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graph showing high growth

5 Ways to Improve Results with Online Campaigns in Latin America

Recently comScore released its Futuro Digital Report for Latin America. As always, there’s great intelligence here. We took a look at some of the key findings in order to apply them strategically and offer ideas for professionals in marketing, media and advertising.

#1 >>>Increase Social Media Campaigns
Social Media take up a huge portion of the time online spent by Latin American Internet users: 10 hours per visitor per month. In comparison, they only spend 4.5 hours per month on portals, 4 hours per month on services and 4 hours per month on entertainment. In addition, 5 of the top 10 countries with the highest engagement with social media sites are in Latin America: Argentina, Brazil, Peru, Chile and Mexico.
Beyond campaigns in Facebook, which clearly commands the most users of all social sites in Latin America, other options include sites with impressive growth in the region during 2012. ComScore’s report highlighted sites like ask.fm (770% growth), Pinterest (270%), LinkedIn (236%), Tumblr (98%) and Scribd (88%)

#2 >>>Use E-Commerce Tools to Boost Conversions
E-commerce continues to grow in Latin America. ComScore notes that visits to retail sites in Latin America went up by 16% and that retail sites have a 74% reach among the region’s Internet users. Department store sites (102%), home furnishings sites (65%) and sports equipment sites (65%) were among the retail Web sites with the most growth in 2012.
New technology offers a way to track e-commerce shoppers who navigate sites without buying and retarget them with ads in Facebook.  Contact us to find out more about how this works and how it may help you boost conversions.

#3 >>>Consider More Campaigns on Music Sites and Video Sites
In its report, comScore noted that 94% of Latin American Internet users visit entertainment sites, which include both music and online video.
More than 95% of Argentine Internet users watch online videos and these sites have strong penetration in other key markets, like Chile (91%), Brazil (86%) and Mexico (81%).
In terms of music, sites like last.fm—represented by US Media Consulting—rank among the top 10 entertainment sites in Argentina and Mexico and among the top 20 in Brazil and Colombia. In addition, it’s important to note that between 2011 and 2012, Internet radio sites in Argentina posted a 17% increase in unique visitors. Internet users in other Latin American countries are also starting to migrate to online radio, which explains why Spotify recently opened an office in Mexico and will be targeting Latin America.

#4 >>>Target Users on News Sites
Overall, comScore reports that 85% of Internet users in Latin America visit news sites, higher than the global average of 76%. In terms of specific markets, 94% of the Internet users in Peru, Argentina and Chile visit news sites, while 88% of internautas in both Mexico and Brasil do so. Nearly 85% of Internet users in Colombia visit news sites, while the rates are lower for the online audiences of Venezuela (66%) and Puerto Rico (55%).

#5 >>>Add Mobile to the Mix
The comScore report indicates clearly that the large majority of web traffic in key Latam markets is from PCs as opposed to mobile devices. For example, 93% of the web traffic in Argentina and Brazil is from PCs, while PCs account for 90% of the web traffic in Chile and for 86% of Mexico’s.
That said, nearly 10% of the web traffic in Mexico is from mobile phones and another 3.5% comes from tablets—that’s a  total of 13% that can be reached via a mobile campaign. In addition, the significant growth in mobile device adoption in Mexico, Brazil and Argentina will continue to boost mobile’s share of web traffic.
In fact, Ericcson predicts that by 2018 Argentina will have 70 million mobile subscribers and that Chile will have 50 million. In Brazil, mobile broadband subscriptions grew by 60% in 2012 and Yahoo! Insights reported that at the end of 2012 Brazil had 51 million mobile Internet users—and will have 110 million mobile Internet users by 2015.

To find out how we can help you reach Latin Americans via Internet or any other type of media, please contact us.

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US Media Consulting is Hiring

As part of its continued expansion, US Media Consulting is looking to fill a range of positions. In its Miami office, the company is seeking an Accounts Receivable Specialist whose duties include handling the entire monthly invoicing process, reconciling payments, analyzing payment trends and ensuring billing accuracy. Another open position in US Media Consulting’s Miami office is Digital Account Manager: the duties of this position include ensuring the impeccable execution of client campaigns, negotiating favorable rates with publishers, developing engaging proposals and media plans, strengthening client relations and identifying new opportunities to expand service offerings.

In our office in Buenos Aires, Argentina, US Media Consulting is seeking IT professionals as part of development of innovative technological platforms and products for the Latin American media and advertising industries. These positions include:

IT Support Engineer. As part of a team involved in the development of transactional web-based applications in a fast-paced environment, requirements for this position include 4 years of experience in systems development and network operations, 5 or more years of industry experience with Microsoft Windows Server 2008, required experience in Amazon Web Service Configuration and Administration and required experience in UNIX-based system configuration.

Senior .Net Developers. As part of a team involved in the development of transactional web-based applications in a fast-paced environment, requirements for this position include strong knowledge of .Net Framework and C#, OOP development, ORM NHiberante, EntityFramework, SQL Base Database and overall, a strong command of English, both lexically and orally.

Senior C++ and NodeJS Developers. As part of a team involved in the development of transactional web-based applications in a fast-paced environment, requirements for this position in include strong experience in C++ working with networking and multithreading, good knowledge of OOP development and a strong command of English, both lexically and orally.

Senior Systems Analyst. Duties include translating functional requirements into technical design, UI design, UX analysis, document and analyze results with mockups, guidelines and formal business requirement documents.

To find out more about these positions or apply, please click here.

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Usuario-Notebook-Argentina-FDG

5 Lessons about Online Argentines

In June 2011 comScore released a study called El Estado del Internet en Argentina  (The State of the Internet in Argentina). The intelligence from the study is great—if you know how to interpret it. Here are some of the key findings from the study and what they mean to marketers and advertisers.


#1 Argentines Spend the Most Time Online

With 12.9 million Internet users, Argentina is third in Latin America, behind Brazil (41.5 million) and Mexico (19 million), and just ahead of Colombia (12.7 million). But Argentines spend more time online than all other Latin Americans: 27.4 hours a month compared to 25 in Brazil and Mexico and 4 hours more than the world average, which is 23 hours a month.
>>>What it means: More time online means more opportunities and a higher frequency to reach this audience with your ads. And this is an audience worth reaching: not only did e-commerce grow by 48% in Argentina in 2010, the country is among the top 30 emerging retail markets of the world


#2 Argentines Look a Lot

Like most of the rest of the world, Argentines love search. Nearly 97% of online Argentines use the Internet to search and 89% of these users prefer Google. Each Argentine search user averages 175 searches per month, which places the country among the world’s “heavy searchers.” A number of Latin American countries make this list, including Colombia (#1 with 233 monthly searches), Peru (203), Mexico (178), Venezuela (168) and Brazil (150). 
>>>What this means: Google search ads are likely to generate a huge amount of impressions while getting your brand in front of almost the entire online audience in Argentina. We have a number of Google-certified professionals to help plan, manage and optimize search ad campaigns.


#3 Argentina’s Heaviest Online Users Are Younger

Men and women aged 15-24 are online over 30 hours a week in Argentina, in marked contrast to the United States, for example, where the heaviest users are 45-54 years old. Nearly 28% of Argentine male users are 15-34, while 26% of female users are 15-34—the younger users are by far the biggest portion of the overall online audience.
>>>What it means: For advertisers looking for this younger audience, tech, entertainment and gaming are all good fits. In fact, CNET, which we represent exclusively in Latin America, is the #3 technology news site in Argentina, with 500,000 uniques a month, while last.fm. ranks #8 among music sites. For its part, Gamespot ranks among the top 12 gaming sites in the country, with 182,000 uniques per month. Of course, our extensive relationships with over 1,000 publishers in the region means that we can craft a custom campaign with many other sites that draw this younger audience.


#4 Argentines Love Local News Sites

As a category, news reaches 71% of Argentina’s overall online audience. This is significantly higher than the news category’s reach in Brazil (56%), Mexico (55%) and Colombia (59%). Grupo Clarín and Grupo La Nación are the leaders in the news category, with a 44% and 31% reach, respectively. MSN News is a distant third with 13%.
>>>What it means: This reflects the Argentine market’s preference for local news providers. In fact, this preference has made it a challenge for advertisers in the U.S. or outside Argentina to reach the market. However, US Media Consulting has longstanding relationships with Argentina’s leading newspapers—as well as those of all of Latin America. As such, we can help American and other non-Argentine advertisers position themselves to take advantage of this market preference and reach Argentina.


#5 Argentines Love Sports Sites

Given the country’s well-known soccer fever, this is not a surprise. In March 2011, 38% of online Argentines visited a sports site. Only Brazil equaled this figure—Mexico and Colombia trailed significantly in this category, with 25% and 28%, respectively. The sites with the biggest reach were Ole.com.ar and Gran DT, and users spent an average of nearly 70 minutes on Ole.
>>>What this means: If your product or products skew young and male, sports sites like Ole will generate a strong CTR. Our media relationships can help you reach this demographic with a variety of options.

To learn more about how we can help you increase your reach in Argentina’s market, contact us at info@usmediaconsulting.com.

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