Category Archives: Colombia

Fernando Monedero color

Latam Digital Media Trends for 2015: An Interview with Fernando Monedero of MEC

Even if 2014 isn’t exactly in the rearview yet, there’s not much of it left. So when we look at 2015, we wanted to consider which digital media trends will be the strongest in Latin America. So we sat down with an expert—Fernando Monedero, Regional Digital Director for MEC—to get his take on what’s next in 2015.

It seems like every year is predicted to be “The Year of Mobile” in Latin America, in which mobile will occupy a top slot alongside the other forms of media. How do you see the role of mobile in 2015 in Latam?

I don’t know if it will be “The Year of Mobile,” but we do know that Latin America is growing rapidly in terms of Internet connections through broadband on smartphones and tablets, as well as in the number of these devices. This indicates the relevance that this form of media is gaining with the population and, as a result, with the consumers of brands. I think that brands are realizing this and that mobile will have a larger presence in their marketing strategies.

How strong will social TV be in 2015? Will we see more buys that integrate TV advertising with complementary advertising on social media?

We’re living in a multiscreen world in which marketing professionals are looking for innovative ways to connect with consumers.
Our TV watching experience is becoming a social event. TV and social media are changing our passive experience to make it more social and interactive: now a conversation about the shows we watch is taking place. We’re experiencing the rapid rise of social TV.

Some companies have projected that in 2015, we’ll see strong increase in programmatic ad spend in Latin America. Do you agree?

Totally. It’s a much more efficient way to buy media. With this new media landscape, marketing professionals will need smart systems to buy media, with new algorithms to increase their understanding of consumers and improve targeting based on behavior. [Programmatic buying] involves a big-picture understanding of brand messaging, facilitating customization, transparency and real-time integration to connect brands to consumers through greater credibility and the continual visibility and relevance of the brand.

Do you think that we’ll see greater investment with the programmatic purchase of mobile advertising or with online videos? If so, do you think that brands will spend more with these two types of advertising through programmatic buying?

Mobile is just another channel within programmatic buying and as an ad format, video is becoming much more relevant due to its wide range of possibilities for communication and interaction; it’s not necessarily where brands will spend more, but we’ll surely see an increase in spend.

In the United States, marketing professionals are investing more in native advertising. In 2015 will we see a parallel increase in Latin America in terms of native advertising?

Yes, I believe so; it’s minimally intrusive form of communication that lends itself to multiple platforms, which brands like. On the part of the consumer, I think that it will be more accepted by older rather than younger consumers, since the latter will be able to identify native ads as advertising with greater ease.

Have you observed any preference for any particular type of native advertising on the part of advertisers? Perhaps online video?

I think it’s interesting how mobile native advertising will be bought and sold programmatically.

According to comScore, in 2014 Facebook continues to dominate the social media scene in Latin America. But in the United States, marketing professionals are taking advantage of other social networks like Snapchat, Pinterest and Instagram, among others. Do you think that in 2015 we will see newer social networks become stronger in Latam?

Facebook is not the only option, but it is and in 2015 will continue to be the first option for any advertiser when it comes to communication through social networks. In my opinion, Pinterest will indeed take on more relevance, especially in categories related to higher social strata; the rest [of the social networks] will have growth but won’t be that significant.

Will there be a trend that we have not cited so far that you think will be strong in 2015?

I think that the intelligent use of data will be a determining factor in the communications strategies of brands, as well in their optimization processes. These days, technology allows us to understand much better who the consumer is and what they want, and the use of data management platforms (DMPs), tools and dashboards to understand information will be of great importance in 2015.

 

 

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4 Key Changes in Latin America’s Mobile Market

Going strictly by the numbers, here’s a look at significant shifts with the mobile market in Latin America—data that could help agencies and brands with their next mobile campaigns.

1 mobile growing
#1 THE LATAM MOBILE AUDIENCE KEEPS GROWING MASSIVELY

328,000,000
The amount of mobile users in Latin America in 2014—expected to reach 374 million by 2017

122,000,000
The projected amount of smartphones that will be sold in Latin America in 2014

14,200,000
The amount of tablets sold in Latin America in 2013

2 mobile commerce
#2 M-COMMERCE BECOMES MORE COMMON

54%
The percentage of Latin American smartphone users who have purchased a product or service with their smartphones

40%
of Mexican mobile users make mobile purchases

83%
M-commerce in Brazil grew by 83% between 2013 and 2014

15%
of online payments made in Argentina are made with mobile phones

 

3 MESSAGING
#3 INSTANT MESSAGING & OTHER APPS GROW IN POPULARITY

8.5
Brazilians spend an average of 8.5 hours a month using instant message services, the highest amount of use in the world. Mexico, Argentina, Peru and Chile are also among the top 10 countries in the world in instant messaging use, each with an average of at least 6 hours a month.

61%
Despite the growth of WeChat, GlobalWebIndex reports that 61% of mobile Internet audience in Latin America has used WhatsApp in the last month: only the Middle East/Africa has higher usage

62%
of Argentines use the app for Preguntados, a trivia game, while 42% use Candy Crush and 28% use Angry Birds; Facebook is the top social app among Argentines as 76% use it while Whatspp leads Skype and Line in the messaging app category

11,500,000
The amount of business app users in Mexico, 27% of the total amount of apps users in the country

2502%
The growth of WeChat ( a mobile messaging app) in Mexico between 2013 and 2014. In this same period, WeChat grew by 835% in Argentina and by 1108% in Brazil.

88%
of Brazilians between ages 15 and 32 have the Facebook app on their phones, while 84% have email apps, 81% have YouTube and 79% have Whatsapp

4 mobile web
#4 LATIN AMERICA’S INTERNET AUDIENCE IS BECOMING MORE OF A MOBILE AUDIENCE

52,000,000
The amount of Brazilians who go online with their cell phones

7 of 10
Internet users in Argentina go online with cellphones

50%
of Mexican digital users go online with smartphones

43%
of Colombian mobile users go online with their phones

58%
of Chileans have access to mobile internet

67%
of Paraguayan mobile users go online with their phones

686,000
Total amount of mobile subscriptions in Peru that allow for Internet access

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.

 

00 millennials

Reaching Millennials with Media in Latin America

Much like Big Data, content marketing and programmatic buying, marketing to Millennials has become a hot topic. It makes sense: Millennials (people aged 13 to 28) are the largest age group in Latin America, according to a report from Tendencias Digitales released in March 2014. According to the report, called Conecta tu marca con los millennials, 30% of the population in Latin America are Millennials, while 27% are Generation X (people 29 to 48), 26% are Generation Z (under 12), 13% are baby boomers (49 to 68) and 4% are veterans (over 69).

Given that Latin America’s population is at around 588 million, this means there are 176 million Latin American Millennials, a pretty significant market. Based on some of the latest research we have reviewed, here are some suggestions for tailoring to your media strategy to Millennials in Latam.

#1 Online Trumps TV
When we look at ad spend in Latin America, clearly TV rules and in most countries free TV takes up the majority of ad spend. For example, free TV takes up 66% of ad spend in Brazil, 53% of the ad spend in Mexico and 49% of the ad spend in Peru, as summarized in our recent media report.
Yet only 68% of Latin American Millennials say they watch TV, compared to 75% of Generation X and 72% of Baby Boomers. A larger percentage (74%) of Millennials in Latin America go online than other age groups, such as generation X (69%) and Baby boomers (72%).*
Beyond overall usage, Millennials in Latin America spend an average of 7 hours a day online, the same amount as those in North America. When asked which form of media provides the credible coverage of news, 45% of Latin American Millennials picked Internet and social media, as opposed to 33% selecting TV news and 18% selecting print news. In addition, when asked to select their favorite entertainment medium, 69% of Latin American Millennials chose Internet, while only 28% chose TV.**
Sources: *Tendencias Digitales, **Telefónica

#2 Invest in Online Video
Research keeps pointing to the heavy consumption of online video in Latin America, and it all likelihood it’s probably driven by Millennials. This is because 59% of Millennials in Latin America watch movies online and 46% watch TV online, much higher percentages than other age groups: in comparison, 47% of Generation Xers watch movies online and 33% watch TV shows. The percentages are even lower for Baby Boomers in Latam: 36% watch movies online and 21% watch TV shows online.
Source: Tendencias Digitales

#3: Socialize
It’s clearly not a shock that 88% of Latin American Millennials have social media profiles, especially since social media is the #1 activity among Latam Internet users. Now, in terms of weighing these investments, of the 88% of Latam Millennials on social media, nearly all (93%) are on Facebook, while much smaller percentages report using Instagram (29%) and Foursquare (10%).*

Beyond use, social media are a stronger influencer on the purchase decisions of Millennials in Latam than they are with other age groups. And when structuring social media marketing, agencies and advertisers should keep in mind that Millennials tend to want specific benefits from brands: 69% want promotions and 45% want activities.**
Sources: *Tendencias Digitales,** Telefónica

#4 Mobilize
As part of any brand’s online strategy to reach Latin American millennials, mobile has to play a huge role because it’s such a huge part of their online behavior and daily lives. Let’s take a look:

  • 80% of Latin American millennials say they connect to social networks with their mobile phones*
  • In general, they prefer using mobile devices to look for product info and prices*
  • 68% of Latin American Millennials surveyed by Telefonica in 2013 said that they own a smartphone**
  • In a Cisco survey, 60% of Latin American Millennial respondents said they check their smartphones compulsively for emails, texts or social media updates***
  • When segmented by gender, 85% of female Millennial smartphone users check their phones compulsively, while 63% of males report this compulsive checking***
  • Among Latam Millennials, smartphones were twice as popular as desktop PCs and three times more popular than tablets***
  • 90% of Latin American Millennials say that checking their smartphones is an important part of their morning routines***
  • 60% of Latin American Millennials use 1 to 9 apps regularly and 20% use 20-25 apps regularly***
  • Nearly 70% say that smartphone apps are important to their daily lives***

Sources: *Tendencias Digitales, **Telefónica, ***Cisco

Contact us to find out more how we can help you reach Latin American Millennials with online media options that include social and mobile.

 

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The Hottest Pay TV Markets in Latin America

Argentina is the top pay TV market in Latin America in terms of penetration, followed by Venezuela and Puerto Rico. Business Bureau—a leading firm specialized in consulting, research and marketing intelligence for pay TV and multiplatforms—recently reported on its market estimates for Latin America. Here’s a look at individual Latam markets in terms of pay TV penetration, which is calculated by dividing subscribers by the total amount of homes in each country.

Argentina                                84.5%

Venezuela                               70.3%

Puerto Rico                             63%

Uruguay                                   62.1%

Colombia                                 61.2%

Chile                                         61%

Honduras                                 58.8%

Mexico                                      56.7%

Brazil                                        42.7%

Ecuador                                    38.9%

Peru                                          33.5%

Market Sizes
Not surprisingly, Brazil is the largest pay TV market in Latin America—Business Bureau reports that it has more than 26 million subscribers. Here’s a breakdown of the top pay TV markets in Latin America in terms of the total amount of subscribers:

Brazil                                       26.2 million

Mexico                                     17.1 million

Argentina                                11 million

Colombia                                 7.98 million

Venezuela                               5.4 million

Chile                                        3.2 million

Peru                                        2.6 million

Ecuador                                   1.6 million

Honduras                                950,873

Puerto Rico                             873,595

Uruguay                                   753,787

Overall, Business Bureau indicates that there are 77.7 million pay TV subscribers in Latin America and that overall penetration is at 53%.

Cable vs. Satellite
The type of subscription varies by market, with cable having a stronger market share in some and satellite dominating in others. Here’s a quick look by market (click on the image to enlarge it):

00 Pay TV Eng

 

 

 

 

 

 

 

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 internet user1

Using Behavior to Reach Latin American Internet Users

In targeting the Latam online audience, understanding their behavior and activities is crucial to initiate and later optimize campaigns. A recent study from JWT polled thousands of Latin American Internet users in countries like Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru, Puerto Rico and Venezuela. The JWT study includes some behavioral data that could be helpful for agencies and advertisers. Here are some of the key takeaways:

# social tv
#1 Consider a Social TV Campaign

Nearly 6 out of 10 (58%) of Latin American Internet users say that they watch TV while online. And since we know that mobile Internet is growing hugely in Latam (along with tablet and smartphone acquisition), it stands to reason that these internautas are going online with mobile devices while watching TV.  In fact, significant percentages of Latin Americans in the JWT study report that they go online with mobile devices:

  • 58% of Brazilians
  • 66% of Chileans
  • 61% of Venezuelans
  • 62% of Puerto Ricans
  • 57% of Mexicans
  • 54% of Colombians
  • 54% of Ecuadorians
  • 49% of Argentines
  • 44% of Peruvians

Further supporting this is a study from Ericsson that revealed that 62% of Argentines, Brazilians and Mexicans go online with mobile devices and another on Chileans doing the same.
As such, agencies and advertisers may want to explore the possibilities with the Shazam mobile app and other solutions that combine TV advertising with mobile components.

deezer
#2 Up Investment in Online Video & Music Sites

Nearly 7 in 10 (67%) of Latin American Internet users say they watch or download online videos, while 58% download music and 30% stream radio. Also, more than half (53%) say that they listen to music online. Besides exploring programmatic buying of ads on video sites to improve efficiency and overall investment in online video advertising, brands and agencies can also evaluate the opportunities offered by sites like Deezer, the world’s leading legal music streaming service.

mobile money
#3 Put Money in Mobile

While 89% of Latin American Internet users access the Internet from a PC at home, the #2 device they use is a smartphone: 56% go online with these. And 24% go online with tablets, compared to 32% going online from a PC at work and 17% connecting via a PC at school and 13% using a PC at an Internet café. A recent study from PriceWaterhouseCoopers offers some ideas for crafting mobile campaigns that appeal to Brazilians and it may have applicability for the rest of Latam. Regardless, device adoption suggests that our online campaigns need a significant mobile component just to continue reaching Latam Internet users that rely more and more on these devices to connect.

# social money
#4 Be Smart about Social

Not surprisingly, the JWT study shows that 76% of Latin American Internet users engage in social networking every day. The tricky part for agencies and advertisers is that there’s pressure to stay current with all the new networks that are popping up. While many of these social networks can offer some interesting opportunities to connect with certain niche groups, the key metric to factor in is time spent. A 2014 report from comScore indicates that more than 95% of the time that Latin Americans spend on social media sites is spent on Facebook, so this suggests that we should weigh our investments accordingly. Otherwise, despite the growth of Twitter and LinkedIn, brands may not see good results with campaigns, simply because people aren’t on these long enough to see ads. With Facebook, retargeting through Facebook Exchange may be a way to maximize reach because of its basis in proven behavior, as opposed to sponsored posts or other types of ads.

Contact us to learn more about how we can help with a variety of these tactics, media and platform, including programmatic buying of display or online video ads, campaigns on Shazam or Deezer, mobile advertising and retargeting via Facebook Exchange.

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.

 

Tom-Ford-WSJ-Magazine-September-2013-01 (1)

WSJ. Magazine Expands in Latam to Reach Growing Luxury Market

WSJ., the high end luxury lifestyle magazine published by the Wall Street Journal for the past five years in the U.S., will launch Latin American editions starting this fall. The first issues of WSJ. América Latina—aimed at Spanish-speaking Latin America—and WSJ. Brasil will come out in October 2014, followed by issues in December 2014, April 2015 and July 2015.

These quarterly publications will reach more than 95,000 high-end readers in Mexico, Argentina, Brazil, Chile, Colombia and Panama, and have emerged in response to a rapidly growing luxury market in Latin America. This market is obviously driven by an increasing affluent population in the region:

  • The 2014 World Wealth Report from Capgemini indicates that there was a 3.5% increase in High Net Worth Individuals (HNWI)* in Latin America and a 2.1% increase in wealth
  • Overall, Capgemini indicates that there are a little more than 500,000 HNWI in Latam
  • According to the 2013 World Ultra Wealth Report, the ultra-high net worth (UHNW) population of Latin America will grow by 4.6% annually over the next 5 years
  • There are more than 14,000 UHNW individuals in Latin America, with 4,015 in Brazil and 3,733 in Mexico

*defined as those with $1 million to $30 million in assets
**defined as those with more than $30 million in assets

Not surprisingly, Latin America’s affluent market is impacting the growth of the luxury sector:

WSJ. América Latina and WSJ. Brasil will be distributed with the region’s most popular newspapers, including Reforma, El Mercurio Group, El Norte, El Tiempo Group, La Nación, La Prensa, Mural and Valor Econômico.

To find out more about these publications and how they can help your reach with Latin America’s growing affluent market, please contact us.

 

http://www.dreamstime.com/stock-photography-composite-image-colombia-football-fan-face-paint-against-black-image39863462

The Latest on Media Consumption in Colombia

Recently Mediosencolombia.com synthesized data from a range of sources to offer a relevant portrait of media consumption in Colombia. Here are some key highlights that may be useful to agencies and advertisers.

MEDIA PENETRATION

  • TV has 95% penetration in Colombia and is the #1 medium in this regard
  • Radio has 71% penetration in Colombia
  • Internet is the #3 medium in Colombia, with 53% penetration
  • Independent magazines have 48% penetration in Colombia while newspapers are at 34%

MOST POPULAR OUTLETS
Here are some of the most popular outlets in Colombia in terms of each form of media:

  • TV: RCN (12.2 million viewers) and Caracol (12 million viewers)
  • Radio: Caracol (9.5 million listeners) and RCN Radio (5.8 million listeners)
  • Newspapers: Q’Hubo (2.4 million readers) and ADN (1.2 million readers)
  • Magazines: TVyNovelas (1.3 million readers) and 15 minutos (1.1 million readers)
  • Websites: Google (7.4 million daily visitors) and Facebook (6.8 million daily visitors)

Sources: Estudio General de Medios 2012, 2013

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for Colombia and other Latam markets, 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

 

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