Category Archives: Online

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Quick Insights into Brazilian Internet Users

Google Think Insights recently published an interesting infographic on Brazilian Internet users, all based on recent research.

Even though it’s in Portuguese, most of the data is easy to figure out. Some of the highlights are:

  • 48% of Brazilians are connected to the Internet
  • 74% of Brazilians aged 15 to 49 are online
  • Smartphone penetration in Brazil went from 26% in 2013 to 29% in 2014
  • Tablet penetration in Brazil is at 9%
  • 80% of Brazilians compare products online before buying them.

And more. Click on the link below to view the infographic:

Google Think Insights Brasil 2014

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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7 Top Trends among Colombian Internet Users

A quick review of some key studies reveal key shifts among Internet users in Colombia:

#1 Smartphone Use Spikes
Colombia has surpassed Argentina to become one of the top 3 smartphone markets in Latin America. In 2014 there were 14.4 million smartphone users in Colombia and in 2015 there will be more than 16 million Colombian smartphone users. In comparison, in 2015 there will be 12.6 million smartphone users in Argentina.
The top smartphone markets remain Brazil (nearly 49 million smartphone users in 2015) and Mexico (34 million). Overall, 45% of consumers with a mobile phone in Colombia own a smartphone.
Source: eMarketer

#2 More Time Online
Colombian Internet users average 1,404 minutes a month online, higher than the average for Latin America (1,298 per month) and not far below the monthly Internet usage of Europeans (1,659). Per visit, Colombians consume 37 pages of Internet content, #2 in Latin America after Brazil, with 40 pages per visit.
Source: comScore, 2014 Futuro Digital Colombia

#3 Mobile Internet Use Surges
Nearly 24 million Colombians are now using the mobile Internet. This represents a 58% increase compared to 2013.
Source: Asómovil (an association of top mobile providers in Colombia that includes Claro, Movistar and Tigo-UNE)

#4 E-Commerce Grows
In 2013 e-commerce transactions in Colombia totaled more than US$2.5 billion and it’s projected that in 2014 e-commerce growth in Colombia will be 25% to 30%. In 2014 52% of Colombian Internet users made an online purchase of a good or service.
Source: Cámara Colombiana de Informática y Telecomunicaciones

#5 Social Remains Strong
Colombians spend at least 13 minutes a day on Facebook and total up more than 54 million likes a day on this social network. Colombian Internet users spend 6 minutes a day on YouTube and 68% use Twitter at least every couple of days. More than 93% of the total time that Colombians spend on social media is spent on Facebook.
Sources: Ericcson Consumer Lab, Ipsos Tech Tracker, comScore

#6 Enthusiastic about Entertainment
Per online visit, Colombian Internet users consumer more than 10 pages of entertainment content, more than any other country in Latin America. YouTube is the leader in the entertainment category in Colombia in terms of unique users. The reach of online video is highest in Colombia: 88% of Internet users watch online video, slightly ahead of Brazil (with 87.8%) and ahead of Argentina (85.5%), Chile (84%) and Mexico (81%). Each month, there are 24.6  million unique viewers of online videos in Colombia who spend 216 million hours watching a total of more than 3.1 billion videos. This means that each Colombian Internet user watches 126 online videos per month, on average. Although YouTube is the #1 video site in Colombia and draws more than 21 million unique viewers a month, Facebook is closing the distance and draws more than 16 million unique viewers a month, followed by VEVO with 15.6 million.
Source: comScore, 2014 Futuro Digital Colombia

#7 Top CTR for Banners in Latam
With an average CTR of .12% for banner ads, Colombia is tied with Brazil and is ahead of other countries in Latin America.
Source: comScore, 2014 Futuro Digital Colombia

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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Where Ad Investment in Latin America Should Go in 2015

The challenge that every marketer faces is how to develop a media budget that delivers the best results. Making changes to your approach is hard, not only because of the risk but also because of the need to sell other people in the company on those changes. But as the media landscape changes, it’s actually a bigger risk to make no changes, since you can easily fall out of step with your customers. In reviewing the data, here are some areas that both brands and media agencies need to look more closely at in executing their 2015 campaigns.

#1: Mobile Programmatic
Mexico clearly leads Latin America when it comes to mobile ad investment and is set to reach US$287 million by next year, while Brazil mobile ad investment will reach US$245 million and Argentine mobile ad spend will be a surprisingly small US$14.5 million.

But this modest level of investment doesn’t seem to jibe with the mobile boom happening in Latam. For instance:

And if those numbers aren’t enough to get the point across, see how smartphone penetration, tablet ownership and mobile Internet user are growing in other Latam markets, including Chile, Peru, Colombia, Ecuador and Venezuela.

Now to programmatic. We know that programmatic ad spend is set to spike dramatically in Latin America, so definitely the industry knows this works. The advantages of the tight targeting of programmatic are becoming clearer, in addition to the fact that it may deliver a more efficient spend than manual online ad buying.

Given this, it seems logical that brands need to deepen their mobile spend. And if the concern is that mobile may be a risk, why not look at some trials with mobile programmatic? Sharper targeting could lead to even better results with mobile and allow brands to fully take advantage of an audience that’s using smartphones more and more in the purchase process.

As such, it seems clear that brands need to run programmatic mobile trials and increase their conventional mobile ad spend in 2015. We can help with this: find out more here.

#2: Social
The numbers on social make things pretty clear:

Ok, so we know we have a good audience. Then why is social network ad spending in all of Latin America only estimated to be US$481 million in 2014 and only to increase by 23% in 2015?

Per user, advertisers will spend US$2.52 on social network advertising in Latin America, compared to $46 per user spent in North America and $27 per user in Western Europe.

How does this make sense when comScore reports that the average social media user in Latam spends 8.67 hours a month on social media versus 8.07 hours spent by Europeans and 6 hours a month spent by North Americans?

>>>The Approach with Social
There are several ways brands should leverage this Latam love of social in 2015:

Facebook retargeting. On one hand, we have 200 million Facebook users. On the other, in 2014 we have e-commerce growing by 40% in Argentina, by 23% in Brazil, by 20% in Mexico and by 45% in Colombia. So obviously it makes sense to retarget people who visit e-commerce sites with ads on Facebook. You can find out more on how that works here or just contact us directly since we’re experts in this area and partners with Triggit, a leading company in Facebook Exchange retargeting around the world.

Native advertising and content marketing. Do any of you know how much Latin American marketers are spending on native advertising or content marketing? Many of us don’t know yet, and the reason is because no surveys that report tactical spend by Latam marketers has been released. But it doesn’t seem to be much, if at all.

And what a missed opportunity. Mobile Internet is expanding hugely in Latin America and part of that entails people checking social networks on their cell phones: 30% of Mexicans, 37% of Chileans, 32% of Argentines and 19% of Brazilians, according to one study. But other studies confirm this trend: see here, here and here.

This means that people are checking their Facebook feeds, scrolling down: this makes it the perfect place for you to include a sponsored post that’s part of your content marketing. A recent survey of American marketers showed that 23% are devoting more than half of their 2015 budget to content production. Why? Because posts on topics and videos, for example, are good ways to engage people and sell. A post can lead back to a mini-site where your content lives—along with banners to convert people. Or you can set up a content channel on a portal—something we helped a client do with iG a few years ago and which worked very well. And you can leverage content even further with mobile: 55% of Brazilians recently said that video was their preferred format for mobile ads.

Sponsored social. This trend has taken off in the U.S. and it makes sense: use social media users with strong followings to promote brands. A recent study showed that 52% of American marketers had used this tactic in 2014, nearly as many as those who used online display advertising (58%). This could be a trickier tactic to deploy but it definitely merits some trials considering the potential it has.

Bottom Line
As an industry, we’re skipping around the surface of the potential of digital in Latam with light investments. It’s not about jumping on the bandwagon to be cool. It’s about adjusting our business practices to our audience habits. And that’s just good business.

Contact us to learn more about how we can spike your response in 2015 via mobile, programmatic, mobile programmatic, Facebook retargeting, social and a deeper dive into digital campaigns.

 

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The Online Market in Argentina by the Numbers

While numbers may not tell the whole story when it comes to a market, they are definitely the best drivers for making decisions with media buys. At US Media Consulting we review figures all the time so that we can put together the most cost-efficient and effective media campaigns possible. With that in mind, here are some key metrics to keep in mind for reaching Argentine Internet users.

27 million
The amount of Internet users in Argentina in 2014: there will be 29 million Argentine Internet users in 2015 and more than 31 million by 2018
Source: Emarketer

67%

Internet penetration in Argentina in 2015, moving up to 70% by 2018.
Source: Emarketer

2 hours, 34 minutes
The average amount of time that Argentines use PCs every day
Source: Dirección Nacional de Industrias Culturales

5 hours, 11 minutes
is the average amount of time that Argentine Internet users spend using the Internet each day through a laptop or desktop
Source: We Are Social report, January 2014

#2
the rank of Argentina in terms of total page views by Internet users in August 2014, higher than any other country in Latin America except for Brazil
Source: comScore, Futuro Digital Argentina 2014

1.5 million
The amount of Argentines who visit sports web sites every day, #2 in Latin America after Brazil
Source: comScore, Futuro Digital Argentina 2014

81.3%
of online ads in Argentina are flash banners, while 14% are social ads and 3.8% are video ads
Source: adCuality

3.78 million
The overall ad spend across all media in Argentina in 2014: ad spend in Argentina is forecast to go up by 7% in 2015 to reach more than $US4 billion
Source:
eMarketer

.01%
of the ad spend online in Argentina goes to mobile advertising
Source: adCuality

13.1 million
of Argentines are mobile phone Internet users
Source: eMarketer

78%
of the mobile phones sold in Argentina are smartphones
Source: Carrier y Asociados

1.1 million
tablets are projected to be sold in Argentina in 2014, a new record
Source: IDC

84%
of mobile phone Internet users in Argentina use Whatspp
Source: Carrier y Asociados

20%
of Argentines used their smartphones in the purchase process
Source: Consumer Barometer, TNS & Google

48%
of Argentine Internet users will make an online purchase in 2015 and by 2018 50% of Argentine Internet users will buy online
Source:

58%
of Argentines research appliances online to buy them offline, while 52% do the same for TVs
Source: Consumer Barometer, TNS & Google

58%
of Argentines surveyed by TNS and Google said they made their last purchase of flights online, while 32% made hotel reservations online
Source: Consumer Barometer, TNS & Google

40%
The overall growth in e-commerce in Argentina in 2014
Source: Cámara Argentina del Comercio Electrónico

8,317
minutes was the amount of time that Argentines spent on social media sites in August 2014, much more than any other category
Source: comScore, Futuro Digital Argentina 2014

594,000
The average number of fans on the top Facebook pages in Argentina, a 93% increase since January 2014
Source: comScore, Futuro Digital Argentina 2014

17 million
of Argentines are active daily users of Facebook while 23 million use Facebook every month
Source: Facebook Argentina

89%
of Argentine Internet users are on Facebook while only 22% use Twitter, 19% use Google+, 10% use LinkedIn and 2% use Pinterest
Source: Carrier y Asociados

18%
of households with broadband access in Argentina connect their TVs to the Internet and of these, 61% use Smart TVs and most of these (68%) use their connected TVs to stream movies and TV shows
Source: Carrier y Asociados

124
online videos per month are watched by Argentines
Source: comScore, Futuro Digital Argentina 2014

15.6 million
The amount of total online video viewers in Argentina
Source: comScore, Futuro Digital Argentina 2014

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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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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The Latest on Latin American Media and Marketing

Keeping up with marketplace changes can be a real challenge. To make things easier, we reviewed what’s been happening and below we have a selection you can skim quickly.

>78% of Brazilian Millennials Use Smartphones
This stat comes from a Telefónica survey of 6,700 millennials around the world. This is a big jump compared to last year’s survey, in which 63% of Brazilian millennials said they used smartphones.

To read more about this survey, please click here.
To read more about millennials in Latin America, please click here.

>Latin American Consumers Buying More Budget Brands
While the Latam middle class continues to aspire to own name brands in certain areas like smartphones or fashion, to save money it’s switching to cheaper brands when it comes to certain products, like shampoo.

To read more about this trend, please click here.
To find out which 10 products Latin Americans are buying the most in 2014, please click here.
To find out which 5 trends are dominating among Latin American consumers, please click here.

>Social Networks Reach 93% of Latin American Internet Users
This data point is from ComScore Futuro Digital Peru and was cited in an article by eMarketer. Interestingly, social media have a stronger reach in Latin America than they do in either the United States or the United Kingdom: in the former their penetration is 82.7% and in the latter it’s 80.4%.

To read more about social media penetration in Latam, please click here.
To read more about the top 10 social media trends in Latin America, please click here.
To read about the companies in Latin America that are strongest in social media, please click here.

>Ad Spend in Brazil Represents 50% of All Ad Spend in Latin America
According to eMarketer, total ad spend in Brazil in 2014 will reach US$20 billion while total ad spend in all of Latin America will reach US$39.6 billion in 2014. TV still commands the largest share, with 62% of the total ad spend.

To read more about ad spend in Brazil and Latin America, please click here.
To learn about projected ad spend trends for Latin America until 2018, please click here.

>90% of Latam Traffic Will Be from Online Videos
This is an estimate from Sergio Quiroga, president of Ericsson Latin America. Quiroga predicted that by 2018, online videos will be responsible for 90% of traffic handled by telephony operators.

To read more about this prediction, please click here.
To read more about mobile trends in Latin America, please click here.

>67% Penetration for OTT Mobile Messaging in Latin America
Citing data from Ericsson, eMarketer reported that over-the-top (OTT) mobile messaging has 67% penetration in Latin America, compared to just 40% in 2013. Mexico has the biggest OTT mobile messaging penetration at 75%, followed by Argentina (64%) and Brazil (60%)

To read more about this trend, please click here.
To read about the spike in smartphone and tablet use in Latin America, please click here.

>More than 65 million pay TV subscribers in Latin America
This is according to research from Dataxis, which lists Brazil as the #1 pay TV market in Latin America due to its 18.97 million subscribers, while Mexico is #2 with 16 million.

To find out more about Dataxis’ research, please click here.

>Argentina Leads Latin America in Online Ad Spend
An infographic published by IAB Chile indicates that Argentina leads Latam in online ad spend. This is because 14% of the total ad spend in Argentina in 2013 went to online advertising. Online’s share was lower in other countries, such as Mexico (9.3%) and Colombia (9%). The infographic from IAB Chile did not show numbers from Brazil. However, we do know that in 2013 Brazil had overall ad spend of R$ 32 billion as per Projeto Inter-Meios and that online ad investment in 2013 totaled R$ 5.7 billion as per IAB Brazil, suggesting that online accounted for nearly 18% of ad spend in Brazil in 2013.

To see the IAB Chile infographic, please click here.
To find out more about ad spend trends in Latin America, please click here.

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.

 

 

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.