Category Archives: Media

TECH TRENDS

The Top 10 Tech Trends in Latin America

Here’s a quick look at the changes in Latam tech usage and habits that agencies and advertisers may find useful to know about:

  1. The average Latin American consumer spends 7 hours a day using multiple digital screens, 5% above the world average
  2. In 2013 online travel booking in Latin America went up by 13%, almost double the U.S. increase (7%)
  3. Latin Americans trust search engines more than traditional media
  4. The Latin American digital games market is worth US$4.5 billion: mobile games account for 43% of revenue, more than social, console and PC games
  5. Chrome is the mobile browser that’s most used in Latin America
  6. The use of mobile devices to go online in Latin America went up by 61% in the past year
  7. Latin America has 185 million gamers and gaming revenues in Latam will reach US$3.3 billion in 2014
  8. Data and note storage tool Evernote now has 8 million users in Latin America and is the fastest-growing region for the product
  9. In Latin America, digital TV went from 18% penetration in 2010 to slightly more than 50% in 2014 and will reach 94% by 2020
  10. 22% of Latin American companies have a mobile app strategy in place

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.

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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.

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#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.

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#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.

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#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%.

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#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.

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#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.

 

 

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The Latest on Media Consumption in Argentina

A massive 2013 study of more than 30,000 Argentines reveals their media consumption habits. Agencies and advertisers should find this data useful in planning media campaigns in Argentina. As such, below we break down some of the study’s key findings.

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TV

  • 98% of Argentines watched TV in the past year
  • 83% of Argentines watch TV nearly every day while 13% watch TV a few days a week
  • 68% of Argentines say their TV signal is from cable while 15% say they watch free TV, suggesting heavy cable TV penetration in Argentina
  • Argentines watch an average of 2 hours and 51 minutes of television a day
  • 65% of Argentines watch between 2 and 4 hours a day
  • 73% of Argentines watch the news on TV, 50% watch movies, 43% watch series and 34% watch sports
  • 95% of Argentines watch TV with a TV set, while 6% use a PC and 2% use a mobile phone

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RADIO

  • 86% of Argentines listen to the radio
  • 54% of Argentines listen to the radio every day and 26% listen to it several days a week
  • Argentine radio listeners spend an average of 3 hours and 28 minutes a day listening to the radio
  • 78% of Argentines listen to the radio with a home device
  • 35% of Argentines listen to the radio using a mobile phone or MP3 player
  • 22% of Argentines listen to the radio with a PC or tablet
  • 75% of Argentines listen to music on the radio and nearly 60% of Argentines listen to the news on the radio
  • 55% of Argentines listen to FM radio, 11% listen to AM radio and 17% listen to both frequencies

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PRINT MEDIA (newspaper, magazines, books)

  • Overall, 70% of Argentines read newspapers
  • 23% of Argentines read newspapers nearly every day while 36% of Argentines read newspapers several days a week
  • 56% of Argentines read books, the highest readership level for books in Latin America
  • Overall, 47% of Argentines read magazines
  • 22% of Argentines read magazines several days a week

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COMPUTERS AND INTERNET

  • 71% of Argentines own a PC and 68% are PC users
  • 65% of Argentines connect to the Internet and 60% of Argentines have Internet connections in their homes
  • Argentines use PCs an average of 2 hours and 34 minutes a day
  • 62% of Argentines connect to the Internet with a computer while 24% of Argentines connect to the Internet with a mobile phone
  • 2% of Argentines connect to the Internet using a tablet
  • The main reasons that Argentine Internet users go online is to go on social media (57%), check email (54%), listen to/download music (49%), chat (46%), read newspapers (37%) consume other types of media (36%), homework (34%) and watch movies (32%)
  • Facebook is the page that Argentines say they visit the most (24%) while YouTube is the second most popular page (22%); other sites like Hotmail (3%) have much lower reported visit rates
  • 55% of Argentines have Facebook pages while only 13% have Twitter accounts

 

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DEVICE & MEDIA PENETRATION

  • 99% OF Argentines own TVs
  • 95% of Argentines own radios
  • 85% of Argentines own CD players
  • 85% of Argentines own mobile phones and 39% can connect to the Internet with their phones
  • 81% of Argentines have pay TV
  • 71% of Argentines have laptops or PCs

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.

 

 

 

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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.

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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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8 Reasons Why Latin America’s Media Market Is Set to Skyrocket

While overall economic growth for Latin America is not projected to be stratospheric, it’s clear that there has been a historic rise of the middle class taking place. That shift is leading to lots of purchases by a whole new set of consumers. As a result, there will be a very positive impact on Latin America’s media market, good news for advertising, marketing and media agencies.

This month PriceWaterhouseCoopers (PwC) released its latest report, Global Entertainment and Media Outlook 2014-2018. A number of the firm’s predictions suggest a very favorable outlook for the Latin American media and advertising industry, including:

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#1 The ‘BRIM’ Markets Will Drive Growth

This refers to Brazil, Russia, India and Mexico, all of which will contribute significantly to the world’s media growth over the next few years. In fact, these 4 markets will account for 8.5% of global entertainment revenue, a big increase from 2009 (in which they accounted for 5.2%). By 2018 these BRIM media markets should strengthen considerably:

  • By 2018 the Mexican media market will see revenues of US$34 billion
  • By 2018 the Brazilian media market will see revenues of US$66 billion

In comparison, the Indian media market will produce US$39 billion in revenues in 2018, while Russia’s media market will produce US$42 billion in revenues.

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#2 Argentina’s Media Market about to Join the Major Global Media Markets
According to PwC, Argentina, South Africa, Turkey and Indonesia are the four countries that will be transitioning into higher-growth, large-scale markets over the next few years. The forecast growth rates for these markets are between 7% and 11% over the next 4 years.

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#3 Argentina and Venezuela Are the Fastest-Growing Radio Markets in the World

According to PwC, Argentina’s radio market will grow by an average of 14% a year between 2014 and 2018. Venezuela’s radio market will grow by an average of 13.7% a year between 2014 and 2018. While other countries like Mexico will have good growth in their radio markets in the next few years, Argentina and Venezuela are the leaders in this area. For its part, Brazil’s radio market will grow by 3.4% a year between 2014 and 2018.

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#4 Five Latam Markets to Have High Growth in Out of Home (OOH) Advertising

The firm’s report indicates that the following five Latin American countries will experience annual growth of 5% or more in their OOH markets between now and 2018: Argentina, Brazil, Chile, Colombia and Peru.

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#5 Six Latin American Markets to See Growth in Magazine Advertising
PwC predicts annual growth of nearly 5% a year for Brazil’s magazine market between 2014 and 2018, and positive growth for the magazine markets of Argentina, Chile, Colombia, Mexico, Peru and Venezuela.

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#6 Seven Latin American Markets to See Growth in Newspaper Advertising
Despite the challenges with newspaper advertising in markets like Canada, the United States, Germany and Italy, several markets in Latam will see growth in the coming years. According to PwC, Brazil and Mexico are among the higher-growth, larger-scale newspaper markets in the world. The Brazilian and Mexican newspaper markets will have positive annual growth between 2014 and 2018 and each will be worth  more than US$2 billion by 2018. In addition, the newspaper markets of Argentina, Chile, Colombia, Peru and Venezuela will all post growth between 2014 and 2018.

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#7 Seven Latin American Markets Will Post Strong Growth TV Advertising

Brazil’s TV advertising market will grow by more than 5% annually between 2014 and 2018 and be worth more than US$4 billion by 2018. For their part, the TV advertising markets of Argentina, Chile, Colombia, Mexico, Peru and Venezuela will also grow by 5% or more per year between 2014 and 2018.

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#8 Seven Latin American Markets will Post Significant Growth in Internet Advertising

The growth in advertising in Latin America that is predicted won’t just be for traditional media. PwC projects that between 2014 and 2018 the Internet advertising market will grow by 11% or more per year in Brazil, Mexico, Argentina, Colombia and Venezuela. In Chile and Peru the online advertising market will grow well between 2014 and 2018 but will be less than 11% a year.

To find out more about how we help agencies in Latin America maximize their efficiencies through media services and technology, please click here.

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MediaDesk Nominated for Portada Award

MediaDesk has been nominated for an award as the Mejor Innovador Digital en el Mundo Latino (Best Digital Innovator in the Latin World) from Portada, a leading Latam media industry publication.

Developed by US Media Consulting’s technology team, MediaDesk is the premier programmatic buying platform in Latin America. Find out more here and here.

Click HERE to see the nominees for Portada awards and cast your vote.

If you’re not registered on Portada, the first screen will be to set up the registration, which takes 30 seconds. After that, you’ll see the list the of categories, we are the 5th category from the top:

MEJOR INNOVADOR DIGITAL EN EL MUNDO LATINO

The Portada Awards will be distributed at the 2014 Latam Advertising and Media Summit, taking place June 3-4 in Miami.

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Traditional Media in Brazil Is Growing, Not Shrinking

The recent PriceWaterHouse Coopers survey 2013-2017 and other recent data allow brands and media agencies to get a sense of  the different forms of media that are expanding their reach in Brazil.

Out-of-Home (OOH) Advertising
Brazil’s  OOH advertising will grow by more than 10% between 2013 and 2017. Only India will grow more than Brazil when it comes to out of home advertising over the next few years.

Newspapers
PriceWaterhouse Coopers projects that only 4 markets in the world will see growth in newspaper revenues between now and 2017—and Brazil is one of them. The firm projects that the Brazilian newspaper market will grow by 4% annually between now and 2017 and only the newspaper markets in Indonesia, China and India will grow more. In comparison, PriceWaterhouse Coopers projects that the newspaper markets in the United states, Japan and Italy will contract by 3% and in Germany the newspaper market will go down by 2% annually through 2017.

TV
Brazil will be among the top 5 markets in the world in terms of TV advertising. Between now and 2017 TV advertising in Brazil will grow by 10% a year, only exceeded by markets like Kenya (16% current adjusted growth rate or CAGR), Indonesia (15%) CAGR), India (12% CAGR) and Nigeria (11% CAGR).

Magazines
Despite recent reported dips in circulation, PriceWaterhouse Coopers still projects robust returns for the Brazilian magazine market in the coming years. According to the firms projects, Brazil will be among the top 5 magazine markets in the world. Between now and 2017 the Brazilian magazine market will grow by 7% revenue, the same rate as China and South Afria and just behind the growth for Nigeria (9%) and Kenya (9%).

To find out more how we can help you connect with Brazilian consumers through a campaign in any of these media types, please contact us.

 

Ad spend skyrocket latam

Ad Spend to Skyrocket in Latin America in 2014

According to recent data from Magna Global, ad spend will grow powerfully in Latin America in 2014, building on impressive growth in 2013. The firm reported that Latin America closed 2013 with 9.5% growth in ad spend. And because of the World Cup and the economic growth anticipated for the region, Magna Global forecasts that ad spend will increase by nearly 13% in 2014. The 12.7% growth rate in ad spend forecast for Latin America will only be rivaled by Central and Eastern Europe, which is predicted to grow by 10.5% in ad spend this year.

Latin America’s ad spend growth is significantly higher than what’s been projected for more mature or larger markets, including North America (5.5% forecast growth for 2014), Western Europe (5.7%) and Asia Pacific (8.7%).

Here’s a look at the ad spend growth in 2013 for key Latin American markets:

  • Argentina’s ad spend went up by 30% in 2013
  • Brazil’s ad spend went up by 7% in 2013
  • Colombia’s offline ad spend went up by nearly 13% in 2013, while its online ad spend went up by 31%
  • Peru’s ad spend went up 8% in 2013
  • Uruguay’s ad spend went up 2.6% in 2013
  • Venezuela’s ad spend went up 19% in 2013

No data for overall ad spend is available yet for Mexico, but a report from Q4 2013 indicated that in 2012 ad spend in Mexico went up by nearly 8%. Data for Chile’s ad spend in 2013 is also unavailable.

The ad spend increase is not a surprise considering that consumers in Latin America increased their spending in a variety of areas in 2013. In addition, media consumption continues to increase in the region, allowing advertisers myriad ways to connect with Latin American shoppers.

To find out more how we can help you target Latin America’s growing consumer market with a campaign in any form of media, please contact us.

7 hottest trends Brazil media consumption

7 Hottest Trends in Media Consumption in Brazil

The last time we reported on media consumption in Brazil, it was tricky. We had to consult various sources to get at the data, including Motorola Mobility IBOPE and comScore. There was no one source with all the data. In addition, the sources we used did not always have the same standard measure. In other words, these sources did not all break down how many hours a day or per week or per month that Brazilians use various forms of media. While they did in some cases, in others they simply offered a percentage of Brazilians that consume a particular media type.

However, a new study does offer a uniform measure of media consumption for Brazilians. It’s from the Secretaria de Comunicação da Presidência da República, the Communications Secretariat for the Presidency. This study, released in March 2014, is based on a survey of more than 18,000 Brazilians. After reviewing the study, we identified 7 key trends in media consumption in Brazil that media planners, marketers and advertisers can use to sharpen their campaigns.

#1 Brazilians Spend More Time Online Than They Do Watching TV
According to the study, Brazilians watch TV an average of 3 hours and 29 minutes per day during the week and 3 hours and 32 minutes a day on weekends. However, Brazilians use the Internet an average of 3 hours and 39 minutes a day during the week and 3 hours and 43 minutes a day on weekends.

#2 TV Still Rules in Brazil
Despite the higher per-day consumption of Internet, TV still reaches more Brazilians overall. When asked how often they watch TV, 65% of Brazilians say they watch it every day and only 3% say they never watch TV. In contrast, 53% of Brazilians say they never use the Internet. However, it is important to note that 26% of Brazilians report going online every day and 48% of Brazilians use the Internet 1-7 days a week. In comparison, 60% of Brazilians listen to the radio 1-7 days a week. So as a medium, Internet in Brazil has a weekly consumption that is not far behind that of the top 2 media: 48% for Internet compared to 60% for radio and 65% for TV.

#3 Brazilians Trust Newspaper Ads the Most
When asked about the advertisements that they trusted most in different media, 47% of Brazilians said they trusted newspaper ads most or all of the time. The #2 medium in terms of trust in advertising was radio: 42% of Brazilians said they trusted radio ads most or all of the time. Interestingly, ads on TV earned the same amount of trust from Brazilians as radio, i.e. 42%. Ads on blogs earned the most distrust among Brazilians: 76% said they either never trust or rarely trust ads that appear in blogs.

#4 Free TV Still Dominates the Airwaves
While pay TV has grown impressively in Brazil to reach more than 18 million subscribers at the end of 2013, this survey shows a significant advantage in penetration for free TV in Brazil. According to the survey results, 67% of Brazilians reported only watching free TV in their homes versus 7% reporting that they only watch pay TV and 24% indicating that they watch both pay and free TV.

#5 Facebook Rules the Internet in Brazil
When the Internet users among the Brazilians surveyed were asked which sites they visit the most, Facebook was mentioned by nearly 64% of them. In the #2 spot was Globo.com, mentioned by 7%. Among the top 10 sites mentioned by Brazilian Internet users was the portal iG, which was more popular than sites like Instagram, Twitter or Mercado Livre. Facebook was also the #1 site mentioned by Brazilian Internet users when they were asked which site they use most as an information source, while iG was in the top 10 for this category as well.

#6 Broadcast Media Are Better for Reaching Brazilian Women

Speaking strictly in terms of time spent using certain media, Brazilian women listen to the radio and watch TV more than men do. For example, Brazilian women listen to the radio for 3 hours and 14 minutes a day, compared to 2 hours and 59 minutes for men. Brazilian women watch TV for 3 hours and 47 minutes a day during the week, compared to 3 hours and 10 minutes a day for men. On weekends, Brazilian women watch TV for 3 hours and 38 minutes a day, compared to 3 hours and 26 minutes for men.
Why is this important? One reason is that the income of Brazilian women has grown by 62% over the past 10 years, compared to just 39% for men. In addition, women make 80-90% of purchase decisions in Brazilian homes when it comes to beauty products, home décor, food and childcare. Brazilian women also make 62% of the purchase decisions when it comes to male hygiene products.
Other studies have shown that married men in Brazil indicate that their wives generally are the ones who decide on supermarket purchases, the clothes that men wear, the family car, the computer and the travel destinations of the family when they go on vacation.

#7 PCs Are Still the Top Device for Accessing the Internet in Brazil
When asked which device they use to access the Internet, 84% of Brazilian Internet users in the survey said they use computers and 40% said they use cell phones. Only 8% of Brazilians said that they use tablets to access the Internet.

To find out more how we can help you reach Brazilians with a campaign in any form of media, including Facebook via retargeting, print, TV, Internet or via programmatic buying, please contact us.