Author Archives: Raul Galofre@US Media Consulting

About Raul Galofre@US Media Consulting

Raul focuses on improving efficiencies for US Media Consulting and helping clients connect with Latin America's rapidly growing consumer market.


MediaDesk Launches Programmatic Buying by Audience for Latin America

Buying audiences is at the heart of programmatic buying. Typically we buy ad impressions on sites whose audience profiles match our target audience. But with programmatic, you can use third party data to select the target audience you want to reach and the buy is made to reach that audience on the sites they visit.

Up to now, buying by audience has not been widely available in Latin America. But MediaDesk, Latin America’s premier programmatic buying platform, is debuting a new feature that allows you to buy online display advertising by audience. This is due to a partnership with Navegg, one of Latin America’s top online market research firms. MediaDesk has integrated Navegg’s deep data stores for Latin American consumers into its user-friendly system. For users, this means that you can define your target audience by demographic, psychographic, interests and purchase intent. As a result, your online ad campaigns have much greater potential for reaching clients.

How It Works
MediaDesk is designed for media, advertising and interactive agencies, basically any type of agency that handles online media buying for their clients. These agencies have no fixed fee for using MediaDesk and no minimum buy. Upon registering, they can then implement campaigns and purchase ad impressions using a specially designed RTB (real time bidding) system that is part of MediaDesk. And of course, now these agencies can also target more precisely by buying the audience that their client wishes to reach, rather than buying by media.

The Next Step
If you want to explore MediaDesk’s new feature or try out the platform in general, please contact us to arrange a demo:


4 key qualities latam consumers look for

4 Key Qualities that Latin American Consumers Look For in Products

A new report from market research firm identifies 4 important features that Latin American shoppers look for in products. These may be worth factoring into plans for future campaigns in terms of the creative or the approach with media planning.


This quality is not just about trying out a new product but about trying a new experience and to be the first. According to Trendwatching, 56% of Latin American customers are willing to pay a premium for new products and 80% of them like it when a manufacturer releases new product options—the highest rate in the world.

Flex Life

For years, tight regulations and fixed plans have been the norm for Latin America’s consumer market. However, things are loosening up and consumers have embraced a newly available, greater array of choice. And they want more of it. Brands that are taking advantage of this include Joanninha, a Brazilian toy rental business, and Librerías Gandhi, which recently launched a print on demand service to self-print their own books or print books that are out of stock.

Local Pride

New prosperity in Latin American has helped consumers become even more proud of their countries and their region. As such, brands have found success by emphasizing local traditions. In Mexico, school stationery brand Scribe came out with a range of notebooks featuring characters from Tixinda, a Mexican design brand that incorporates traditional-style icons. In Brazil, Coca-Cola began sponsoring Batalha do Passinho, a dance competition between favelas in Rio de Janeiro. And in Argentina, Nobrand is a design firm that creates products based on aspects of the country’s culture: it recently launched a line of notebooks that feature an illustration of writer Julio Cortázar on the cover.


Beyond greater economic opportunities, Latin American consumers are excited about taking advantage of greater educational opportunities. In 2012, Productora, a Mexican architecture studio, launched the A47 Mobile Library. It carries more than 1,500 books and features a public reading space that can also used for presentations and poetry readings. Also in 2012, Brazilian telecom firm Vivo premiered a service allowing customers to access tips and even video classes on Portuguese grammar and punctuation.

More data about Latin American consumers can be found in the full report.

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

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Global Worldwide Network of People

50 Quick Facts about Latin American Media

As part of our work here at US Media Consulting, we’ve come across a number of recent trends in different media markets in Latin America. To help marketers, advertisers and media professionals stay current with these trends, we’ve grouped them all together in this post.





  • Ad spend reached nearly US$ 2 billion in all of Central America in 2012, a 15% increase compared to 2011
  • In 2012 Honduras grew the most of all Central American countries in ad spend, with 35% growth
  • In 2012 Guatemala was Central America’s largest market in terms of ad spend, with 37% of the total in the region, followed by Costa Rica, with 21%
  • TV is the medium that leads in ad spend in all of Central America, with 74% of the ad spend in Guatemala, 66% of the ad spend in Honduras, 87% of the ad spend in Nicaragua, 48% of the ad spend in Costa Rica and 52% of the ad spend in El Salvador
  • Overall, magazine circulation has grown by 40% in Central America since 2008



  • According to a study done by the Ministerio de Tecnologías de la Información y la Comunicación (Ministry of Information and Communiations Technoogy) and Ipsos Napoleón Franco, 80% of Colombians use the Internet
  • Compared to 2010, 17% more Colombians of socioeconomic classes 1 and 2 use the Internet
  • 54% of Colombians use the Internet daily for an average of 2.6 hours a day, with 71% connecting from home and 20% connecting from Internet cafes
  • 64% of homes in Colombia in cities with populations of 200,000 or more have Internet service
  • 23% of Colombians use smartphones to connect to the Internet
  • Pay TV now reaches 84% of the homes in Colombia and as such Colombia has the highest pay TV penetration rate in Latin America, with Argentina in second place (83% penetration), Chile (60%) and Mexico (44%)
  • According to Flurry Analytics, Colombia is the fastest-growing iOS and Android market in terms of active devices: the country’s amount of active devices grew by 278% between January 2012 and January 2013


  • Internet penetration reached 43% in Costa Rica in 2012
  • Costa Rica grew by 28% in ad spend in 2012, second only to Honduras in growth



  • According to iLifebelt, Guatemala has more Facebook users than any other country in Central America, with recent gains of 25,000 users per month



  • There will be 53% Internet penetration in homes by 2015




  • Ad spend in Uruguay reached US$263 million in 2012, 5.6% more than in 2011
  • Pay TV penetration is at 55% in Uruguay



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

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Facebook Network

How Top Companies are Using Social Media in Latam

It’s clear that social media are hugely popular in Latin America and reach more than 90% of the region’s 232 million Internet users. Given this, how are companies in Latin America using social media to further their marketing efforts? A new study from Burson-Marstellar analyzed these efforts by looking at the social media strategies of the top 25 companies in Argentina, Brazil, Chile, Colombia, Mexico, Peru, Puerto Rico, Uruguay and Venezuela.

We’ve grouped together some of the key takeaways of the study for marketing, media and advertising professionals.

This is an improvement from 2010, when only 49% of the Latin American companies were using social media. However, Latam firms are clearly behind the rest of the world in this regard: globally, 87% of companies are using at least one social media platform.

In 2012, 88% of the Brazilian companies and 84% of the Venezuelan companies analyzed by the Burson-Marstellar study were using social media platforms. Other countries in which a large percentage of top firms report using social media include Colombia (76%), Mexico (76%), Chile (76%) and Argentina (64%). The lowest percentage was found in companies in Puerto Rico, where only 28% of top firms use social media. However, only 5% of companies in Puerto Rico were using social media in 2010, so the rate quintupled in just two years, obviously indicating growth in this area. 

In 2012, 50% of the firms studied were using Facebook and 53% were using Twitter. In third place was YouTube (31%), with Google+ in fourth place (20%). This data is interesting when you consider that comScore results indicate that Google+ is not among the top social media sites in Latin America’s largest markets. For example, in November 2012, the top social media sites in Brazil in descending order were Facebook, Orkut, LinkedIn, Twitter,, Tumblr, Scribd, Badoo, Deviantart and Vostu. With the exceptions of Orkut and Vostu, these are the top social sites in Argentina, Mexico and Colombia.
Of course, the issue could be about fit. LinkedIn is for professional contacts, Badoo doesn’t accept advertising and is focused on meeting people, Deviantart is about posting artwork, Scribd is a document sharing site and is a Q&A site.
That said, Latin American firms may want to consider Pinterest, a site that many American firms are including in their social media mix. Pinterest is gaining ground in all of these markets and has cracked the list of the top 20 social media sites in Latin America, though not the top 10—yet.

Compared to 2010, companies in Brazil and Mexico have skyrocketed in followers. For example, Brazilian firms had an average of 4,206 social media followers per account in 2010 and in 2012 this figure reached 66,958; in Mexico, the average went from 2,240 social media followers to 43,107. That said, companies in other countries have also seen huge increases in the amount of followers per account:

  • Argentina: from 777 in 2010 to 19,023 in 2012
  • Chile: from 1,624 in 2010 to 13,000 in 2012
  • Colombia: from 525 in 2010 to 8,496 in 2012
  • Peru: from 85 in 2010 to 4,814 in 2012

In all of Latin America, the average amount of social media followers of these top 25 firms went from 2,626 to 33,077.


In these countries, the percentage either doubled or nearly doubled: up by 48% in Argentina, by 52% in Brazil, by 60% in Chile and by 52% in Peru. However, the firms in Colombia showed the most impressive growth. The amount of firms in Colombia with Facebook pages went up by 76% between 2010 and 2012.

An average of nearly 45,000 Brazilians are talking about company Facebook pages, much more than in any other country.  No other country in Latin America even comes close to this massive level of engagement. The country that occupies second place in the amount of people discussing company Facebook pages is Peru, with just 7,781 doing so.

Mexico has the highest percentage of firms that share content on YouTube at 52%, followed by firms in Chile and Brazil (each with 48%) and Argentina (32%). These figures are somewhat surprising given that Latin Americans are watching online videos more than ever.

Currently 20% have a Google Plus page, compared to the global average of 48%.

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

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The Hottest Growth Markets in Latin America

As Latin America’s economies continue to grow and more and more consumers emerge—particularly those from the middle class—the region has produced a number of growth markets. After reviewing dozens of studies, we’ve identified 8 different product categories that have posted impressive growth in recent years and seem to poised to grow even further in the near future. For marketing and media professionals, these growth trends may offer some hints as to where advertising dollars may be headed.

While there aren’t figures available for the entire region, many of Latin America’s markets are seeing spiking sales of appliances. For example, in 2011 appliance sales went up by 25% in Argentina, by 20% in Colombia, by 16.6% in Brazil and by 16% in Peru. While sales figures for Mexico have not been published, research firm Global Insight has projected that appliance consumption in Mexico should increase by 11.6% through 2015.

Coffee Shops
Over the past few years Latin America has been growing as a market for specialty coffee shops. According to research firm Euromonitor International, by 2016 Latin America will contribute 13% of the world’s total value of specialty coffee shops. In Mexico, the specialty coffee shop segment has more than doubled since 2006 and Colombia is expected to contribute US$212 million in new value to this market. Given the growth, it’s not surprising that Starbucks has announced plans to open hundreds of shops in Brazil, Mexico and Argentina over the next few years. The strategy for brands like Starbucks seems to be to focus on the premium quality of its products and the ambience of its stores.

According to Euromonitor, the Latin American cosmetics market grew by 20% in 2010 to reach US$64 billion—it’s the fourth-largest cosmetics market in the world. This regional growth is fueled by key individual markets, starting with Brazil. In 2011, Brazil’s cosmetics market posted US$43 billion in sales, an increase of 18.9% compared to 2010. Also in 2011, cosmetics consumption in Peru grew by 13% to reach US$290 per person. In fact, Peru now ranks #5 in cosmetics consumption per person in Latin America, behind Venezuela (US$390), Brazil (US$380), Mexico (US$330) y Colombia (US$320). It’s estimated that Peru’s cosmetics consumption per capita will grow by 9% in 2012 to reach US$318 per person.
In Mexico, the country’s US$9.1 billion-dollar cosmetics market grew by 7.6% in 2010 and by 8% in 2011. It’s projected to grow by another 5% in 2012, a greater rate than the country’s GDP.  In Chile, the cosmetics market grew by 11% between April 2011 and April 2012, with overall growth for 2012 projected to be 7%. Argentina’s cosmetics market posted 40% growth in value and 12% in volume in 2011 to reach US$200 million.

Pet Care
According to research firm Euromonitor International, spending on pet care products in Latin America has risen by 44% during the past 5 years to reach $11 billion. Brazil is the largest pet care market in Latin America, registering sales of US$5.2 billion in 2010, followed by Mexico (US$1 billion in sales) and Argentina (US$645 million). Despite being a smaller market in terms of pet care, Chile has the highest rates of both dog ownership (60% of households owned a dog in 2011) and cat ownership (31% of households). As such, it’s not surprising that that the pet care market in Chile has grown by 20% over the past 5 years. Peru is another growing market in pet care, posting 25% growth in 2011.

According to the market research report Emerging Pharmaceutical Markets in Latin America, Argentina, Chile, Colombia Peru and Venezuela should see their pharmaceutical markets grow significantly between 2012 and 2016. The report projects 8% annual growth for Colombia’s pharmaceuticals market until 2016 and 20.8% annual growth in this sector for Venezuela.
Overall, the Latin American pharmaceutical market is worth more than US$60 billion per year, equivalent to 7% of global pharmaceutical sales.
Brazil, not surprisingly, has the largest pharmaceutical market in Latin America and in fact its market ranks 7th in the world. Mexico’s pharmaceutical market ranks #14 in the world but is #2 in Latin America—it was worth US$11.4 billion in 2010, up significantly from its US$7 billion worth in 2004. IMS predicts that Mexico’s pharmaceutical market will grow by 6% per year to reach US$13 billion by 2014. For its part, Argentina’s pharmaceutical market grew by 26% in 2011 to reach 17 billion pesos (US$3.6 billion).

Soft Drinks
Between 2004 and 2010, Latin America was the region that grew the most in the consumption of energy drinks: 31%. In addition, by 2016 the per capita volume of soft drink consumption in Latin America will equal that of Western Europe. Households in Latin America spend a greater proportion of their income on soft drinks than on any other region: 4%. A study from Yale University’s Rudd Center indicates that Mexico is the world’s biggest consumer of soft drinks, with a per capita consumption that’s 40% higher than that of the United States.

Sun Care Products
In 2011 Latin America posted US$1.7 billion in sales of sun care products, up significantly from the US$1.4 billion in sales in 2010. Global sales of sun care products was US$9.3 billion, which means that Latin America accounted for 18% of sales, just behind North America. In addition, Euromonitor projects that Brazil’s growth could propel Latin America into the #2 spot in sun care product sales by 2016.

In 2011 Latin America accounted for about 9.2% of the worldwide toy market. While the region’s share isn’t as large as that of Europe or Asia, it’s important to note that Latin America is the world’s fastest-growing toy region in the world: its annual retail sales growth is between 6-8%. The combination of the region’s growth in both per capita income and population of children are helping drive Latin America’s toy market. Top categories in terms of sales include dolls, building sets and infant/preschool products. Latin America was responsible for 14.4% of Mattel’s worldwide sales in 2011 and for 7.8% of Hasbro’s worldwide sales.

To explore how we can help you reach Latin America’s growth markets through a campaign in any type of media, please contact us.

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