Author Archives: Luciano

About Luciano

Luciano Rodrigues is Digital Ad Sales Manager for US Media Consulting and based in Sao Paulo, Brasil.

laptop computer with  national flag of brazil

3 Keys to a Successful Online Ad Campaign in Brazil

IAB Brasil recently published its 2013 Indicadores de Mercado report and it features some Brazilian online market intelligence that agencies and advertisers should factor in when planning their 2014 Internet ad campaigns in Brazil.

#1 Social Takes Up Most of the Searching by Brazil
IAB Brasil’s report cites data from Serasa Experian and Hitwise that shows that nearly 33% of site categories visited through organic searches in Brazil are social media sites.  Social media’s share of organic searches dwarfs the #2 site category, multimedia (video, music), which takes up nearly 9% of organic searches by Brazilian Internet users.
Applying this: Obviously, leveraging Brazilians’ love of social media depends on the target and the campaign goals. LinkedIn is Brazil’s #4 social site with 14.4 million uniques in October 2013 and reaches professionals. Blog sites like Tumblr and WordPress are also quite popular, but these require a content marketing rather than advertising approach. Also important to factor in is that comScore stated in its Futuro Digital Brasil 2013 report that Facebook takes up more than 90% of the time that Brazilians spend on social media sites, which suggests that Facebook retargeting needs to be part of the plans.

#2 More and More Brazilians Use Multiple Screens
Four out of 10 Brazilian Internet users watch TV while online. That data comes from TG.Net research, but it’s not an isolated result. A June 2013 study from Google and Ipsos indicated that 63% of Brazilian Internet users watch TV while on the Internet and 30% combine smartphones, TV and Internet.  Another 2013 study, this one from eCGlobal solutions, polled more than 2,100 Brazilians and found that 86% like to make comments on social media while watching TV. And a 2012 study from IBOPE Nielsen found that 43% of Brazilian Internet users watched TV while online.
Applying this: Shazam could be one interesting possibility to take advantage of this multiscreen tendency among Brazilians. The pattern also suggests the importance of tying in a social media component to TV campaigns beyond just hashtags.

#3 Brazilians Are Watching More Online Videos
More than 68 million Brazilian Internet users go on online video sites every month (87% reach) and they watch 184 videos per viewer every month.  In comparison, comScore indicated in its Futuro Digital Chile 2013 report that Argentine Internet users watch 81 online videos per user per month, Chileans watch 119 videos per user per month, Mexicans watch 103 per user per month and Colombians watch 135. In other words, Brazil has the largest amount of online video users in Latin America and they watch more videos per user than any country in the region.
Applying this: Besides a campaign on premium online video sites, online video networks may offer more cost-efficient pricing and useful targeting possibilities.

To find out more about how we can help you reach Brazilian Internet users with a wide range of fresh approaches, please contact us.

How Young Brazilians Use Mobile Devices

Research firm E.Life recently surveyed more than 500 Brazilians from around the country and from different socioeconomic classes to understand better how they use mobile devices. Below we recap the key study results to help marketers, advertisers and media professionals optimize their mobile ad campaigns in Brazil.

#1 Young people in Brazil are more likely to use smartphones than tablets to access the Internet
The survey results indicated that 91% of Brazilians between 15 and 24 use their smartphones to go online, while only 42% use tablets. Brazilians aged 25 to 65 also show heavy use of smartphones to access the Internet (nearly 94%) but are more likely to use tablets (nearly 53%).
If you’re targeting by socioeconomic class, nearly 91% of Brazilians from classes AB access the Internet with smartphones and 57% use tablets.

#2 The Different Uses Brazilians Have for Mobile Devices
According to the survey results, smartphones, laptops and tablets each have specific uses among young Brazilians:

  • Smartphones: social media, messaging, photos, answering email
  • Tablets: watching videos, playing games and reading
  • Laptops: e-commerce, working, answering emails and Internet searching

#3 Social Media Apps Are the Most Popular
According to e.Life’s results, nearly 98% of class AB Brazilians use social media apps, while 97% of class C Brazilians use them. Social apps seem to be slightly more popular among Brazilians aged 25-65 (98.6%) than among those aged 15-24 (96%).
Besides social, top apps among Brazilians aged 15 to 24 are music/video/photo apps (93%), maps (91%) and games (90%). For Brazilians aged 25 to 65, besides social apps, the only app type to score more than 90% were navigation apps (96%), though music (86%) and games (84%) are also popular. In previous articles we have discussed the growth of mobile commerce in Brazil, so it wasn’t a surprise to see that 71% of Brazilians aged 25 to 65 are using bank apps.

#4 Buying, Promotion and Discount Apps Score Low
When segmenting the results by class and age group, Classes AB, Class  C, 15-24 and 25-65 all indicated the lowest use of buying/promotion/discount apps, an average of around 45% across all these segments.

#5 Brazilians are Resistant to Paying for Apps
Nearly 60% of Brazilians aged 15-24 don’t pay anything for apps; the same applies to nearly 52% of class AB Brazilians and nearly 56% of those from Class C. Around 21% of Brazilians aged 15-24 spend R$ 10 to R$ 30 (US$5 to US$15) per month on apps, while 27% of Brazilians aged 25-65 spend that range every month. Well over 50% of Brazilians aged 15-25, 25-65, Classes AB and Class C all say that they don’t seek to spend money on apps.

#6 Tablets Are for Consuming Online Content and Social Media
Among Brazilian mobile users, the main uses reported for tablets are accessing social media (38.6%), reading books & magazines (37%), searching (36.7%), watching videos (36%) and receiving emails. Tablets scored much lower for Internet banking (19.7%), playing online games (20.9%), using geolocalization sites like Foursquare (24%) and looking at online maps (31%).

#7 Young Brazilians Are More Likely to Watch TV Shows or Movies on Mobile Devices
Nearly 61% of Brazilians between 15 and 24 say they watch movies with their mobile devices, while 57% watch TV shows. In contrast, only 40% of Brazilians 25-65 use their mobile devices for watching movies and TV. Class C is slightly more likely to do this (49.7%) than Classes AB (44%).

#8 Books and Magazines Are Even More Popular on Mobile Devices
While watching TV and movies on mobile devices scored high with young Brazilians, consuming traditional media scored even higher. Around 71% of Brazilians aged 15-24 report reading books on mobile devices, while 67% read magazines and 58% read newspapers. In comparison, nearly 80% of Brazilians aged 25 to 65 read magazines on mobile devices, 79% read books with mobile devices and nearly 71% read newspapers with them.

To find out more about how we can help you reach Brazilians of all ages with a strategic mobile ad campaign or a campaign in any form of media, please contact us.


80% of Brazilians Research Products on the Internet Before Buying

A March 2013 survey conducted by Ipsos OTX and Ipsos Global @dvisor revealed that the Internet was the #1 medium for Brazilians to find out about new products. In fact, 80% of Brazilians cited the Internet as the top source to learn about new products and brands, compared to 68% for TV advertising, 57% for social networks, 40% for magazine advertising, 40% for entertainment like TV shows or movies, 24% for magazine articles and 19% for blogs.
However, these results aren’t really a surprise. Here at US Media Consulting we’ve seen a number of study results that are very similar, including these:

  • In a 2011 survey done by eCMetrics, 81% of Brazilian consumers said they used the Internet to search for the best prices while 68% used the Internet to research product details
  • A 2012 survey by TG.Net revealed that 74% of Brazilians said they had gone on the Internet to obtain information about products before buying them
  • In the same TG.Net survey, 68% of Brazilians agreed either totally or partially with the statement “The Internet helps me more than TV does in terms of deciding which product to buy”
  • According to an IAB Brasil survey done in 2012, 65% of Brazilian Internet users look for information online about products they wish to buy in retail stores
  • In a survey done by Centro de Estudos sobre as Tecnologias da Informação e da Comunicação, 64% of Brazilian Internet users reported researching products and prices online during the past 12 months
  • According to a survey done by Rakuten in 2011, 63% of Brazilians say they recommend products via social media
  • A survey from Mobile Entertainment Forum in fall 2012 showed that 66% of Brazilians said they researched products using their mobile phones

Given that this large amount of disparate sources have produced similar results, clearly companies targeting Brazilian consumers need to have a well-defined digital marketing plan in place. And that plan needs to reflect the key components of Brazilian Internet user behavior and preferences, including mobile, social media patterns, online shopping habits and more.

To find out how we can help you reach Brazilians via media campaigns of all types, please contact us.

50 Million Brazilians Will Shop Online This Year

Fresh data from consulting firm e-bit project that more than 50 million Brazilians will buy products via the Internet this year and that overall, e-commerce sales in Brazil will total more than R$28 billion (US$14 billion). This is a 24% increase compared to 2012, in which overall e-commerce sales in Brazil reached R$22.5 billion (US$11 billion).
Recently, Mercado Libre, one of Brazil’s biggest e-commerce sites, reported sales of more than US$1.56 billion in the first quarter of 2013, more than 18% higher than in 2012.

The Products Brazilians Buy Online the Most
According to IBOPE, the top products that Brazilians buy via Internet are books, DVDs, cell phones, sneakers and perfumes.
While Brazilian women and men both spend about the same amount in their online purchases, their habits differ a bit. For both, the top products they buy online are books, CDs and DVDs, but for women the #2 online product is clothes/shoes. In addition, Brazilian women are responsible for 52% of the online purchases of pet products in Brazil and 61% of the products for babies.

Other Key Points about Brazilian E-commerce Shoppers:

  • The majority are aged 25-34
  • 46% have an average household income of R$1,000 to R$3,000 (US$500 to US$1,000)
  • 42% of Brazilian Facebook users ask friends for advice about what products to buy
  • 38% of Brazilians read blogs to find out about products
  • 65% of Brazilian Internet users have visited an e-commerce site in the past month

To find out how we can help you reach Brazilians via media campaigns of all types, please contact us.

Top advertisers in Brazil2

The Top Advertisers in Brazil in All Media

Recently IBOPE published a list of the top 30 advertisers in Brazil during 2012. The list is based on data from IBOPE’s Monitor Evolution product and tracks results with all major forms of media, including free TV, magazines, radio, newspapers, pay TV, cinema, Internet and OOH. Here’s the list of the top 15:

Major Online Advertisers

While we don’t have a list of top online advertisers in Brazil in terms of reales invested, comScore recently published a list of companies with the most display ad impressions. While this is obviously not the same as direct investment, this measure does suggest strongly which advertisers are more active in the online world in Brazil:

Given this massive level of investment and Brazil’s projected future status as the #5 advertising market in the world by 2014, it’s not surprising that O Globo recently reported that the revenue of digital agencies in Brazil more than doubled between 2010 and 2012. The source for this was the Brazilian Association of Digital Agencies (ABRADI), which indicates that digital agency revenues went from R$974 million (US$452 million) to R$2.2 billion (US$1 billion). As part of the growth, Brazil has seen an increase in the amount of digital agencies—from 2,518 in 2010 to 3,094 in 2012.

To find out how we can help you reach Brazilian consumers via media campaigns of all types, please contact us.

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6 Reasons Why Internet Advertising is the Best Way to Reach Brazilians

A recent survey from IAB Brasil and comScore—called Brasil Conectado 2—looked at the attitudes and preferences of Brazilians when it comes to the Internet.  There are six key points that professionals in media, marketing and advertise should factor in when planning their next campaign in Brazil:

#1 >>>Brazilian Shoppers Begin Shopping by Going Online
74% of the Brazilians surveyed say they search for products online that they intend to purchase offline

#2>>> Internet Ads Drive Traffic
Nearly 70% of Brazilians say that online ads motivate them to visit the site of the advertised brand

#3>>>Internet Ads Close the Deal in Brazil
66% of Brazilians say that Internet ads motivate them to visit the store that’s being advertised and 63% of Brazilians say that Internet ads make them want to buy the products advertised

#4>>>Brazilians Are Now Confident Online Shoppers
69% of Brazilians say that Internet is easiest medium for shopping and 63% say they have no problem with using a credit card to make purchases online

#5>>>Online Video Is a Smart Option for Advertising Online in Brazil
Nearly 6 out of 10 Brazilians (58%) say they prefer to see advertising incorporated into online video rather than paying to view the content

#6>>>M-Commerce is Becoming More Popular among Brazilians
More than one-third of Brazilians surveyed said that they had bought products using their tablets and 23% of Brazilians reported that they bought products with their smartphones

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

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Internet surpasses newspapers use

In Brazil, Internet Surpasses Newspapers in Ad Spend

While TV still rules ad spend in Brazil, Internet has grown significantly and now is #2, commanding larger amounts of ad spend than newspapers, magazines, radio, pay TV and out of home advertising.

These new figures are from IAB Brasil and they are different from those recently released by Projeto Inter-Meios, which indicated that in 2012 newspapers were the #2 medium in Brazil in terms of ad spend, with 11% share and R$ 3.3 billion (US$1.65 billion).

The discrepancy comes from the fact that Projeto Inter-Meios only factors in display advertising. As such, the organization indicated a total of R$1.5 billion (US$750 million) in Internet ad spend for 2012, which means that online’s share of ad spend in Brazil in 2012 was just 5%.

In contrast, IAB Brasil counts display advertising, social media advertising and also search/classified advertising. This significantly changes the picture. According to IAB Brasil, the total ad spend for Internet in Brazil in 2012 was R$ 4.5 billion (US$2.25 billion). This figure takes into account both search/classified (R$2.7 billion or US$1.35 billion) and display/social media advertising (R$1.8 billion or US$900 million).

When using IAB Brasil’s total of R$4.5 billion for Internet ad spend and the overall figure of
R$ 30 billion (US$15 billion) in Brazilian ad spend for 2012, online’s share of ad spend is 11.8%. This edges out newspapers’ share of 11.2% and clearly surpasses the shares of the other forms of media except free TV, which had 64.7% of 2012 ad spend.

Going forward, IAB Brasil projects that in 2013 online ad spend in Brazil will increase by another 31.8% to reach R$6 billion (US$3 billion).

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

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Brazil smartphone

3 Key Trends You Need to Know about Brazil’s Mobile Market

A recent survey of U.S. marketers done by Aquent and the American Marketing Association showed that 82% of them expect to increase their focus on mobile advertising in 2013. No other tactic—including social media, SEM, marketing automation, webcasts and others—scored as highly in the survey.

While a similar survey for Brazilian marketers has not yet been done, it’s clear that mobile should be an important concern. Why? First, Brazilians bought nearly 16 million smartphones in 2012 and will buy another 21 million in 2013. IDC projects that Brazil will become the #5 smartphone market in the world in 2013, just ahead of India and trailing only the U.S., China, the U.K. and Japan. In addition, mobile broadband subscriptions went up 45% in 2012 in Brazil, 67 million Brazilians will access the mobile Internet in 2013 and they will also buy more than 5 million tablets this year.

As such, it’s clear that both mobile device adoption and mobile Internet usage point to a significant audience that advertisers, marketers and media professionals can’t afford to ignore.

To help shape the approach that can be taken with mobile campaigns, we decided to highlight 3 key trends in Brazil’s mobile marketplace.

#1 When Targeting by OS in Brazil, Remember That Android is #1
Despite the worldwide popularity of the iPhone and other Apple products, a study from Kantar Worldpanel done in October 2012 indicated that iOS only had 0.4% share. The leader in operating systems for smartphones in Brazil appears to be Android, with 56% market share, followed by Nokia (31.5%), Windows (4%) and RIM (2.7%). If you’re going after business customers using a phone issued from their companies, then you should know that RIM is the dominant operating system for corporate smartphones.

#2 Brazilians Want Free Content with Their Mobile Advertising
Nielsen recently completed a study of mobile consumers around the world called Mobile Consumer: A Global Snapshot. Ten countries were studied, including Brazil, the United States, India, Australia, Russia, Italy and United Kingdom. Overall, the study suggested that Brazilians receive quite a bit of mobile ads (62% of smartphone owners in Brazil receive at last one mobile advertisement a day on their devices) and that they are receptive to them. Results indicated that:

  • 50% of Brazilians are okay with mobile ads if it means they can access content for free
  • 44% of Brazilians like ads which contain geographically relevant information based on where they are at the time
  • 54% of Brazilians say they are more likely to click on a mobile ad that does not take them outside of the application to another Web site
  • While 38% of Brazilians said they were more likely to click on simple text mobile ads, a larger amount (41%) said that they are more likely to click on ads that incorporate multimedia elements

#3 Games, Social and Maps Are Key Ways to Reach Brazilians via Mobile
The same Nielsen study showed that 68% of Brazilian smartphone users prefer to use their devices with gaming applications, while 67% prefer to use them with social media apps. Other types of popular apps among Brazilian smartphone users include maps (51%), video/movies (45%). Knowing this propensity, in 2012 US Media Consulting began representing SongPop—a music trivia game popular as an app for Android and iOS and on Facebook—in Brazil. Not surprisingly, we delivered strong ROI for a number of advertisers.

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

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Brazil Now Among the Top 10 Online Video Markets in the World

According to comScore, in December 2012 Brazil become one of the top 10 markets in the world in terms of online video viewers. With 42.9 million unique visitors to online video sites, Brazil is now ahead of France, the United Kingdom and Italy. In terms of penetration, online video reaches 82.2% of Brazil’s Internet audience, which is very close to online video’s global reach (83.8% of Internet users).

The most popular destination for this huge online video audience in Brazil is Google sites, which mostly means YouTube. However, while Google Sites had 38.9 million unique viewers in December 2012, this is actually 7% less than in December 2011. VEVO is the number two site for online videos in Brazil but it also lost audience between December 2011 and December 2012, dropping by 2%. In contrast, Facebook shot up by 408% during the same period, as did Globo (86%). In fact, with 17.5 million unique viewers in December 2012, Facebook is closing in on VEVO (17.6 million unique viewers in that same month). Other online video sites with impressive gains in Brazil between December 2011 and December 2012 include Yahoo (318%), R7 Portal (172%), Terra (136%) and UOL (34%).

Recently, IBOPE highlighted a number of trends in Brazilian online video viewing that advertising, media and marketing professionals may find interesting:

  • In September 2012, nearly 38 million Brazilians watched content on sites from official distributors of TV shows and films—as opposed to YouTube, which consists of content shared by users
  • Film sites attracted a significant portion of 18-24 year-olds, mostly men
  • Streaming media sites reached 19.8 million unique users in Brazil in September 2012, an increase of 20% compared to September 2011
  • The audience visiting streaming media sites in Brazil prefers videos about sports, soap operas or elections, and the largest group of viewers is men aged 25-54 and women aged 25-34
  • The number of children aged 2 to 17 watching online videos in Brazil went up by 46% between September 2011 and September 2012, while the increase was 62% for children under 11

To find out how we can help you reach Brazilians via online videos or any other type of media, please contact us.

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what brazilians will buy 2013

What Brazilians Will Buy in 2013

Recently, we covered what Brazilians were buying in 2012, highlighting strong sales in a variety of product categories. But now IBOPE is sharing the results of a new study of 27 million Brazilian households that looked at their buying habits.

According to the study’s results, here are the top products that Brazilians reported buying during the past 12 months:

  • Cell phone                      20%
  • TV                                    11%
  • Computer/notebook      9%
  • Digital camera                 6%
  • Refrigerator                     5%
  • DVD player                      4%


Here’s what Brazilians plan to buy this year:

  • TV                                     8%
  • Cell phone                       5%
  • Computer/notebook      5%
  • Refrigerator                     5%
  • Washing machine          5%
  • Microwave oven             4%
  • Digital camera                3%

Along for the Ride
However, these weren’t the only products on the shopping lists of Brazilians in 2013. The survey found that 29% of the 71 million Brazilians living in metropolitan areas plan to buy a car in 2013. In terms of socioeconomic class, 37% of Brazilians from classes AB plan on buying a car in 2013, while 25% of class C Brazilians and 17% of classes DE Brazilians plan on buying a car this year.

Most Influential Media for Brazilian Car Buyers
When it comes to information sources that impact the purchase decision with a car, for class AB Brazilians the top media are direct mail promotions (76%), magazines (74%) and Internet (70%). Interestingly, radio (57%), newspapers (56%) and out of home media (56%) had greater influence on the auto purchase decisions of class AB Brazilians than TV (47%).
For class C, which now totals 103 million people and will have more purchasing power in 2015 than classes A and B combined, out of home was the form of media (44%) that most influenced their car buying decision. In second place were radio (43%), followed by TV (42%), newspapers (41%), Internet (30%) and magazines (23%).
For classes DE, TV was the form of media that most impacted their auto purchase decision (11%), while the other forms of media generated single-digit responses.

To explore how we can help you reach Brazil’s consumers, please contact us.

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