Author Archives: Sergio Kligin@US Media Consulting

About Sergio Kligin@US Media Consulting

Sergio is the Ad Sales Director and Brazil Country Manager for US Media Consulting.

phone with brazil flag illustration design

8 Key Stats about the Brazilian Mobile Market

Using numbers for expediency and speed, below we break down what’s happening with the mobile market in Brazil:

1.5 billion
The Brazilian apps market is worth US$1.5 billion and is #11 in the world.

This is how much tablet sales went up in Brazil during the first half of 2014.

In the second quarter of 2014 Brazilians bought 100 smartphones a minute. Smartphone sales in Brazil during Q2 2014 were 22% higher than in Q2 2013.

of Brazilians use WhatsApp, the most popular app in Brazil.

Brazilians spend 84 minutes every day using smartphones, 10 minutes more than the global average.

of Brazilians polled by Pagtel in June 2014 said they make purchases with a smartphone or tablet.

10 million
Projected sales of tablets in Brazil during 2014: 4.2 million were sold during the first half of the year.

of Brazilians prefer video as a mobile ad format, more than banners (12%), coupons (11%), text (6%), search (5%) or an ad displayed after in-app activity (5%)

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 concept male finger pressing Brazil enter key

The Top 10 Tech Trends among Brazilians in 2014

The latest studies give us a quick look at the changing technological habits in Brazil:

  1. In 2013 nearly half of Brazilian homes had computers—compared to just 12% in 2001
  2. The Brazilian online games market will reach more than US$1.5 billion in 2014
  3. More than 40 million Brazilians are multiscreen consumers: TV, PC and smartphones
  4. 62% of Brazilians say they send or receive intimate content (photos, videos, messages) via smartphone
  5. Internet consumption among young Brazilians grew by 50% between 2003 and 2013
  6. 35% of Brazilians plan to buy e-books in the next year
  7. A larger percentage of Brazilians (72%) use smartphones to go online than PCs (65%)
  8. Brazil is the world’s #2 market in terms of consumption of online videos
  9. Only 10% of Brazilians plan to buy a smart TV during the next 12 months
  10. 70 million Brazilians watch online videos and they spend 8 hours a week doing so 

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.


The 5 Most Popular TV Commercials among Brazilian Internet Users

A commercial from Kit Kat called #meubreak (My Break) is the most popular commercial among Brazilian Internet users. This ranking came from IBOPE, which developed a new tool called AdScore in partnership with a firm called Contplay.

The tool helps agencies and advertisers get a sense of how their commercials—and those of their competitors—are received. Considering that Brazilians are now using multiple screens to consume content and watch large amounts of online videos, having a tool like AdScore can help measure impact of TV ads beyond just one screen.

More than 25,000 Brazilian Internet users participated in the ranking, which included TV commercials airing on free TV, pay TV and online, all between May and June 2014.

Here are the top 5, as ranked by the internautas of Brazil:

#1 Kit-Kat, #meubreak

#2 Burger King, Whopper Bacon Jr.

#3 OLX, Viking e Zumbi

#4 Coca-Cola, Manifesto

#5 Gol Linhas Aéreas,#Sófatouvoar

Contact us to find how we can help you reach Brazilians via social TV solutions like Shazam, though programmatic buying or other means.

brazil map

The 5 Top Trends in Brazilian Media

Recently, consulting firm PriceWaterhouseCoopers (PwC) shared the results of its most recent report, Global Entertainment and Media Outlook 2014-2018. The report uses current market data to paint a picture of how media markets around the world will look in the next 4 years, including that of Brazil. After reviewing the report, we wanted to share some key trends in Brazilian media that may be helpful for agencies and advertisers know about.

Brasil mobile 2d
#1 Brazilians Are Doing Much More on Their Mobile Devices

In trying to reach customers more frequently and effectively in their daily lives, agencies and advertisers may want to consider expanding their mobile investment. Why? Because when PwC asked consumers in Brazil, China, the United Kingdom and the United States about the top 19 activities they perform with their mobile phones, Brazilians showed significantly higher levels of engagement in 15 out of 19 activities.
For example, 95% of Brazilians use mobile phones to go on social media, compared to 87% of Americans, 74% of British people and 88% of Chinese. In fact, high percentages of Brazilian consumers are more likely to use their mobiles for the following:

  • Playing games (90%)
  • Using GPS (80%)
  • Going on video sites like Youtube (93%)
  • Making bank transfers (77%)
  • Downloading movies (73%)
  • Buying tickets to shows or movies (51%)

This behavioral data may offer some ideas for advertisers to target their mobile campaigns. And there’s more research which may help advertisers in understanding how to best create mobile advertising for Brazilians. You can find it here.

pay TV brasil
#2 Pay TV Advertising in Brazil Will Grow Twice As Fast as in the Rest of the World

Around the world, Pay TV advertising will grow by 3.2% between 2013 and 2018. However, in Brazil pay TV advertising will grow by 7.2% between now and 2018.

#3 Print, Radio and Out-of-Home Advertising Will Continue Growing in Brazil

Compared to the rest of the world, these traditional forms of media in Brazil should also post good growth in the coming years. For example, PwC projects growth of 4.8% for magazines in Brazil and 4.1% for newspapers in Brazil between now and 2018, compared to global growth averages of 0.1% for newspapers and 0.3% for magazines in the same period. And while PWC projects global growth for out-of-home (OOH) advertising between 2013 and 2018 that is a bit higher (4.7%), OOH will grow even more robustly in Brazil in the same period: by nearly 9%.

#4 Free TV Advertising in Brazil Will Grow at Nearly Double the Global Rate
According to PwC, TV advertising in Brazil grow by 9.1% between 2013 and 2018, compared to a growth of 5.5% for the rest of the world. While Internet ad spend is expected to increase to 16% of total ad spend in Brazil by 2018, free TV will remain dominant and take up 54% of total ad spend in Brazil in 2018.

#5 Internet Will Continue Its Strong Growth in Brazil

PwC predicts that US$3.3 billion will be spent on Internet advertising in Brazil in 2018. Between 2013 and 2018, PwC projects nearly 17% growth in online ad spend in Brazil. The key factors that are part of this growth is the projected 43% penetration of fixed broadband in Brazil by 2018, as well as the predicted 54% smartphone penetration rate in that same year. Between now and 2018 PwC predicts that the biggest growth in online advertising in Brazil will happen with mobile (27% projected increase) and online video advertising (48% projected increase).

For access to this report, please click here.

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




7 Key Insights into Brazilian Marketers

Recently ExactTarget polled more than 400 marketers in Brazil to gain an understanding of their goals and priorities. After reviewing the results, we decided to highlight some of the most relevant findings for both advertisers and agencies.

Sales funnel
#1 Increasing Conversion Rates Is the Most Important Goal

More than half (55%) of marketers listed upping conversion rates as a priority for 2014, while improving brand recognition is the second-most important priority.

#2 Mobile and Social Media Advertising Are Highly Valued by Marketers in Brazil

#3 Banner Ads Are Still a Key Part of Digital Marketing Mix

roi orange black dice blocks
#4 Conversion, ROI and Engagement Are the Main Metrics for Digital Campaigns
More than 8 in 10 (82%) of Brazilian marketers rank conversion rate as their most important metric, followed by ROI (69%) and engagement rate (55%), with other tactics scoring decidedly lower rankings: social interactions (30%), increasing subscriber list (30%) and lifetime value (24%).

excited businesswoman with money
#5 More Money Going to 5 Key Areas

When asked to rank the areas in which they plan to increase their investments during 2014, Brazilian marketers favor 5 areas:

  1. Content management (80% plan to increase investment)
  2. Data and analysis (77% plan to increase investment)
  3. Social media marketing (72% plan to increase investment)
  4. Marketing automation (72% plan to increase investment)
  5. Email marketing (71% plan to increase investment)

#6 Responsive Design Is Still not Widely Adoptive

Despite the increase in mobile device adoption by Brazilian consumers, many Brazilian marketers are not using mobile-friendly responsive design for their e-mail marketing and landing pages:

  • 44% of Brazilian marketers say their rarely or never use responsive design for their email marketing
  • 37% of Brazilian marketers rarely or never use responsive design for their landing pages

#7 Facebook, Twitter and YouTube Are the Top Social Media Choices

  • 93% of Brazilian marketers currently use Facebook for their social media marketing, while 78% use Twitter and 66% use YouTube
  • Blogs are actually the #4 social media choice for Brazilian marketers since 57% use them
  • Smaller amounts of Brazilian marketers use LinkedIn (48%) and Google+ (43%) for their social media campaigns
  • Other social media sites are much less popular with Brazilian marketers, including  Pinterest (24%), Foursquare (23%), Slideshare (11%) and Flickr (9%)

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.


Infographic: The 2014 Mobile Market in Brazil

Here at US Media Consulting we focus on various aspects of Brazil’s media market, including the growth of mobile advertising. The infographic below offers key statistics for Brazil’s mobile market that may be useful for advertisers, ad agencies, media agencies and other professionals. Click on it to see it in another window. Click on it again to see it full size.


To find out how we can help you reach Brazilians via a mobile ad campaign or through any other type of media, please contact us.



Brazil Internet

Dominant 2014 Trends among Brazilian Internet Users

Let’s start with online ad investment figures from IAB Brasil:

  • In 2013 online advertising in Brazil grew by nearly 26% to reach R$ 5.7 billion (US$2.5 billion)
  • In 2014 it will grow another 25% to reach R$ 7.1 billion (US$3.2 billion)

Unlike Projeto Inter-Meios, IAB Brasil counts search, social and classified in its figures for online ad investment, whereas Projeto only counts display. Since Projeto reports that overall 2013 ad investment in Brazil was R$ 47.9 billion (US$21.4 billion), this means that online ads took up nearly 12% of the overall ad spend.

What to Know When Targeting Brazilian Internet Users
Recent data from comScore’s Brazil Futuro Digital 2014 and other sources offers some guidance for planning online campaigns in Brazil. Here are the trends to keep in mind:

>>>Start Test Campaigns with Instagram if You Haven’t Already
Why: Instagram use in Brazil has grown by nearly 900% since January 2013

>>>Ignore the Reports about Facebook Losing Influence in Brazil and Elsewhere

  • Facebook takes up nearly 98% of the total time that Brazilians spend on social networks
  • Twitter takes up only 0.7%
  • Total number of Facebook fans in Brazil has gone up by 148%
  • Total monthly interactions Across Top Facebook Pages in Brazil has gone up by 26%

>>>Mobile Components to Online Campaigns in Brazil Are Increasingly Important

>>>Social Campaigns Remain Crucial to Reaching Brazilian Internet Users

  • Total time spent on social networks grew by 6% in Brazil between 2013 and 2014
  • Brazilians spent nearly 13 hours in February on social sites
  • Brazilians spend more time on Facebook than the Mexican and Argentine online audiences combined: 46 million minutes in February 2013 versus 22 million minutes in Mexico and 22 million in Argentina
  • Despite Facebook’s dominance, other social sites are growing in Brazil, particularly LinkedIn, Tumblr and Yahoo Profile
  • Brazil is #2 in the world in terms of the reach of blogs: 77% reach compared to 78% reach in Japan, the #1 country in this respect

>>>Online Video Still Commands a Strong Audience in Brazil

  • In February 2014 Brazilians watched 156 online videos per viewer, compared to 160 per viewer in February 2013
  • YouTube is still the online video leader with Brazil, with 85 videos per viewer watched every month, while Globo is #2 with 30 per month
  • Turner Digital and Facebook are the fastest-growing online video sites in Brazil, posting 262% and 228% growth since 2013, respectively

To find out more how we can help your agency increase its efficiencies in Brazil through media services, innovation procurement or advanced media technology like programmatic buying, please contact us.




brazil traveler

Reaching the Brazilian Travel Market

According to a recent survey from research firm Data Popular, more than 6.5 million Brazilians plan on traveling by August 2014. In 2013 Brazilians spent more than US$25 billion on international trips, a hefty increase from the US$22 billion they spent in 2012.

Clearly, travelers are a key Brazilian market segment for agencies and brands to reach. Since here at US Media Consulting we often plan both online and offline media campaigns aimed at Brazilian travelers, we find quite a bit of data on them. Recently we found a report from Braztoa (the Associação Brasileira das Operadoras de Turismo or Brazilian Association of Tour Operators) that offers lots of relevant data points. As such, we decided to summarize some key findings that may be helpful to agencies and brands that seek to target Brazilian travelers.

#1 Class C Spending Spikes
Between 2002 and 2012, Brazil’s Class C middle class increased its travel expenditures by 242%. And the upward trend did not stop in 2012: we recently reported that Class C Brazilians will spend even more on travel in 2014.

#2 Top Destinations for Brazilian Travelers
According to data from cited by Braztoa, the top destinations for Brazilian travelers are:

  1. Orlando
  2. New York
  3. Buenos Aires
  4. Miami
  5. Las Vegas
  6. Santiago
  7. Paris
  8. London
  9. Roma
  10. Los Angeles

Braztoa also cited data from Viajanet from 2012 that presented a slightly different list of top travel destinations for Brazilians:

  1. Buenos Aires
  2. Miami
  3. Santiago
  4. Orlando
  5. New York
  6. Los Angeles
  7. Paris
  8. Lisbon
  9. Assunção
  10. Cancun

#3 Top Boarding Cities for Brazilian Travelers
Here are the top 10 cities for Brazilian travelers to board from, which could be relevant for out-of-home advertising campaigns and other targeting purposes:

  1. Sao Paulo
  2. Rio de Janeiro
  3. Rio Grande do Sul
  4. Minas Gerais
  5. Brasilia
  6. Bahia
  7. Santa Catarina
  8. Pernambuco
  9. Fortaleza
  10. Paraná

#4 Brazilian Travel to the United States Will Continue Surging
Braztoa noted that in 2005, 485,000 Brazilians visited the United States and spent US$2.2 billion. By 2013 Brazilian travel to the United States increased by 332% as nearly 2.1 million Brazilians visited the United States and spent US$10.5 billion. This year more than 2.2 million Brazilians will visit the U.S. and by 2018 the total will reach 3 million.

#5 Brazilian Travelers Are Mostly under 40 and Travel with Family
Braztoa cites data that indicates that 62% of Brazilians travel with family, while 55% travel with a spouse or significant other. Nearly one third (31%) travel with friends and only 12% travel alone. Nearly a quarter (24%) of Brazilian travelers are 18-30 years old and 34% are 31-40, so 58% are 18 to 40. Around 22% of Brazilian travelers are 41-50 and 20% are 51 years or older.

#6 Brazilians Travel Frequently
More than 4 out of 10 Brazilians (41%) travel 3 times a year or more, while 36% travel twice a year and 19% travel once a year.

#7 They Prefer Beaches and Cities
When asked what they look for in terms of travel destinations, 35% of Brazilian travelers look for beaches, 30% for cities and 9% for resorts.

#8 Long Nights and Short Planning Times
Braztoa cited more data that revealed other key preferences of Brazilian travelers:

  • They plan trips no more than 1-3 months ahead of time
  • They like to travel during extended holidays in Brazil
  • They’re looking for new destinations or new experiences at destinations they have visited
  • They love going out at night so they prefer destinations with entertainment that stays open late
  • They DO NOT like wasting time while traveling or staying inside the hotel

To find out more how we can help you reach Brazilian travelers or other consumer segments within Brazil with a targeted media campaign in any form of media, please contact us.

brazil movile

8 Keys to Powerful Mobile Campaigns in Brazil

It’s clear that a mobile revolution is taking place in Brazil. You can see for yourself the numbers we have observed through our own research. The challenge is in how to convert this massive group of users into a massive group of buyers. A recent study from PricewaterhouseCoopers may help with this. The research company polled mobile device users from Brazil to better understand their attitudes toward mobile advertising. We decided to turn these findings into tips that our clients and colleagues may be able to take advantage of as they target Brazilians with mobile ad campaigns.

#1 Make your ad relevant. Besides Brazilians, PricewaterhouseCoopers surveyed mobile users from China, the United Kingdom and the United States. The results showed that Brazilians were the most receptive to mobile ads and in fact 82% of Brazilian mobile users said they are likely to click on a mobile ad. However, the 82% indicated that the ad content needs to be relevant for them to click.

#2 Use mobile video. When asked to rank their favorite mobile ad format, 55% of Brazilian mobile users selected video, while 12% selected banners and 11% selected coupons. Only 5% preferred an ad displayed after an in-app activity.

#3 Target daily. When asked how often they preferred to be targeted by mobile ads, 44% of Brazilian mobile users reported that they preferred to be targeted daily. In contrast, 27% of Brazilians prefer to be targeted weekly by mobile ads and 10% prefer monthly targeting. A small percentage (9%) said they preferred hourly targeting, while another 9% of the users said they didn’t want to be targeted at all by mobile ads.

#4 Make sure the factors fit. Large majorities of Brazilian mobile users identified a number of key factors that they see as most important for mobile ads. First, 86% of Brazilians say that it’s most important for ads to be relevant. Other important factors that Brazilians think are very important for mobile ads are offering free things (78%), products/services that are specific to user locations (76%) and the duration/size of ads (74%). Other factors that Brazilians regarded as important for mobile ads include offers that are good for a limited time (67%), the ad format (62%) and personalizing ads so they use the user’s name (54%).

#5 Target by interest. More than 7 in 10 Brazilians (74%) said that they prefer that mobile advertising target them by interest, and in fact users in the other countries also had this approach as their biggest preference. The other important targeting criteria cited by Brazilians was location—44% said that they prefer that mobile advertising target them by location—and name, since 41% prefer targeting by name. Other targeting criteria ranked considerably lower, including online purchase history (37%), types of sites they visit with their mobile phone (28%), by their route to work (19%), by keywords uses in text messages (15%) and by keywords used in emails (15%).

#6 Run the campaign in the morning. More than 3 of 10 Brazilians (33%) reported that they prefer to be targeted by mobile ads in the morning when they wake up, while 14% prefer targeting when they are on their way to work and 10% prefer it while at work. Another 13% prefer to be targeted in the evening before dinner and another 11% prefer targeting on weekends. Given that we’re discussing  mobile campaigns what’s ironic is that only 3% of Brazilians said they preferred to be targeted while on the move.

#7 Be careful about personal space. One of the key concerns that Brazilians have about mobile ads is that it crosses the line into their personal space. In the context of the study, this means that Brazilians are concerned about ads that target by tracking texts and emails or ads received as text messages. Another concern is that mobile ads are too intrusive, meaning that they interrupt an activity that is important to mobile users at the time, such as getting directions or playing a game.

#8 Adapt your approach to their preferred scenario. As part of the survey, PricewaterhouseCoopers presented mobile users with various scenarios for receiving a mobile ad based on user location. For Brazilians, the most preferred scenario (80% of users) was the coffee shop scenario: a user walks by a coffee shop and receives message with a coupon for a discounted drink at the coffee shop—if they buy in the next 10 minutes. The second most popular scenario (67% of users) was one in which the phone knows the user is a fan of Michael Jordan and while the user is at the mall, they receive an alert for a store that sells Air Jordan sneakers. Another popular scenario (65% of users) was the milk reminder. In this scenario, a mobile user’s phone receives data from the user’s grocery shopping reward card. As a result, the phone knows the user last purchased milk 7 days before, so it reminds the user they are out of milk and provides route guidance to the nearest supermarket on the way home from work. In this scenario, the phone knows the user’s route home because it has passively tracked their commute.

To find out more how we can help you reach Brazilians with a targeted mobile advertising campaign, please contact us.

15 fast facts brazil mobile market

15 Fast Facts about Brazil’s Mobile Market

In planning mobile campaigns in Brazil or anywhere else, it’s helpful to know the latest numbers. So we put together a quick presentation of key Brazilian mobile market numbers to help our clients and colleagues at agencies and brands.

68 per minute
In 2013, Brazilians bought 68 smartphones per minute.

The amount of active mobile lines in Brazil as of the end of the first quarter of 2014.

Overall mobile penetration in Brazil as of the end of the first quarter of 2014.

140 million
The number of active mobile Internet subscriptions in Brazil as of February 2014, a 50% increase compared to February 2013.

The growth in smartphone sales in Brazil in 2013.

The amount of smartphones sold in Brazil in 2013.

The projected growth of sales of smartphones, PCs, tablets and notebooks in Brazil during 2014—a total of 71 million units.

67.8 million
The amount of cell phones sold in Brazil in 2013, a record-breaking figure.

The level of smartphone penetration among Brazil’s Class A.

5 inches or more
58% of Brazilians buy cell phones with screens that are 5 inches or more, 32% pick phones with screens that are 4.5 to 4.9 inches and 31% pick cell phones with screen sizes ranging from 4.0 to 4.4 inches.

8% to 17%
The change in smartphone penetration rate among Brazil’s Classe C middle class between 2012 and 2013. Classe C now numbers 108 million people.

The amount of tablets sold in Brazil during the last quarter of 2013. This marks the first time that tablets have outsold notebooks in Brazil.

Growth in tablet sales in Brazil during 2013. Total 2013 sales of tablets in Brazil were 8.4 million.

101.4 million
The amount of 3G subscriptions in Brazil as of the end of February 2014.

1.8 million
The amount of 4G mobile subscriptions in Brazil as of the first quarter of 2014.

Sources:  IDC, Anatel, Telebrasil, KantarWorldpanel

To find out how we can help you reach Brazilian mobile users with a targeted campaign, please contact us.