Category Archives: OOH

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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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.

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.

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).

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.



Cross-Media Consumption Takes off in Latam

A while back we shared some statistics on media consumption in Latin America, showing the results for each country. However, TGI Latina has done some more recent measurements in the larger media markets in the region that show increases in certain areas.


  • Newspaper consumption has gone up by 5%
  • Magazine consumption up by 7%
  • Pay TV consumption up by 5%



  • Newspaper consumption has gone up by 15%
  • Magazine consumption up by 8%
  • Pay TV consumption up by 11%


More Offline Going Online
These results show the changes in consumption between 2011 and 2013 in these countries. But what’s driving this growth? TGI cites the growth of the middle class and the fact that the Latin American media market still has plenty of room for growth.
One other key factor is that these numbers reflect the consumption of these forms of media either offline or online. Basically, more Latin Americans are consuming traditional forms of media—but they’re doing it online. Here are the increases TGI Latina has found between 2011 and 2013 for Argentina, Brazil, Colombia and Mexico:

  • Online viewing of TV shows is up 24%
  • Online radio listening is up by 16%
  • Online magazine readership is up by 9%
  • Online newspaper readership is up by 6%
  • Reading the news on mobile devices is up by 6%
  • Watching or downloading a TV show on a mobile device is up by 5%

Cross-Media Consumption
In its analysis, TGI Latina also looked at consumption of major forms of media in terms of the platform, offline vs. online, in Argentina, Brazil, Colombia and Mexico. In these 4 countries, while offline media still tend to be consumed more in offline platforms, a significant percentage of consumers consume traditional media in both offline and online platforms. The graphics below show how this cross-media consumption is becoming more prevalent in these 4 large Latin American markets.













Given these patterns, it’s clear that brands need a calculated cross-media approach to maximize reach and ROI in Latin America’s major markets.

To find out more how we can help you reach Latin Americans with a strategic cross-media campaign, please contact us.

Valla Emprende-t - EnterBio

The Secret of the Success of Advertising in Latin America

Recently Nielsen published its 2013 Global Trust in Advertising report, which measures consumer attitudes towards all types of advertising. Nielsen surveyed 29,000 consumers in 58 countries. And for the second straight year, Latin Americans were shown to have the most confidence in advertising of all the consumers in the world.

Here’s a breakdown of some of the key figures in the report:

  • 75% of Latin Americans trust TV advertising compared to 62% of the rest of the world
  • 74% of Latin Americans trust radio advertising compared to 57% of the rest of the world
  • 72% of Latin Americans trust magazine advertising compared to 60% of the rest of the world
  • 74% of Latin Americans trust newspaper advertising compared to 57% of the rest of the world
  • 65% of Latin Americans trust out-of-home (OOH) advertising compared to 57% of the rest of the world
  • 61% of Latin Americans trust online search advertising compared to 48% of the rest of the world
  • 50% of Latin Americans trust online ad banners compared to 42% of the rest of the world
  • 54% of Latin Americans trust online video advertising compared to 48% of the rest of the world
  • 60% of Latin Americans trust social media advertising compared to 48% of the rest of the world
  • 54% of Latin Americans trust mobile phone display advertising compared to 45% of the rest of the world

Ads Spark Action in Latin America
Beyond trust, what obviously is key is the action that someone take after being exposed to advertising. Well, Latin America also leads the world in this category. According to Nielsen’s results, Latin Americans are much more likely to take action after being exposed to advertising than the consumers in the rest of the world.


On average, Latin America’s consumers are 16% more likely to take action after being exposed to an ad in 10 of the major media types.


Real Life=Real Impact
Nielsen also asked consumers about the messaging elements in ads that had the most impact for them. The ads that present real world situations were the ones that had the largest amount of resonance with Latin American consumers (57%). Globally, the ads that use humor had the most resonance with consumers (47%), but ads that show real-life situations were a close second (46%).

To find out more about how we can help you reach Latin American consumers with a campaign in any type of media, please contact us.

media buying

7 Common Media Buying Mistakes in Latin America

As we work to plan and implement more than 2,000 campaigns a year in Latin America, we often see certain strategic stumbling blocks pop up on a regular basis. To help media and marketing professionals avoid these media buying mistakes in Latin America, we decided to highlight the most common ones.

#1 One Size Fits All

Often campaigns aimed at Latin America tend to treat it as a monolithic area. However, despite the broad commonalities, adjustments for certain markets are crucial. First, media consumption is different in different countries, so the budgets need to be weighted accordingly.

#2 Not Customizing Creative

As incredible as it may sound, some clients will run English-language creative in Latin American campaigns. Obviously, language is crucial for creative to connect. We also see clients running creative that doesn’t connect culturally. For example, Mexicans may not respond well to creative developed for the Southern Cone, and vice versa. Brands need to factor in the differences in both regional accents and terminology, because a radio spot that works well in Uruguay may not do well in Puerto Rico, for example. An additional investment in development will pay off in response, whereas not customizing creative can lead to low response or embarrassing copy. Finally, brands need to keep in mind that mistakes that ended up under the radar 20 years can get around a lot faster via social media.

#3 Low Investment in Internet Ad Spend

There is a tendency among some brands to think that TV is the medium with the best reach in Latin America and the highest consumption. While there’s no doubt that free TV has a penetration rate above 90% in many Latin American markets, there are now 300 million Internet users in Latin America, which is 50% penetration (the region’s total population is 598 million). By 2017 there will be nearly 400 million Internet users in Latin America.
In addition, the Internet is rivaling free TV in media consumption in several Latam markets. For example, more than half of Mexicans watch TV between 2 and 4 hours a day, 60 to 120 hours per month. But Mexican Internet users spend 5 hours a day online—150 hours per month. Peruvian Internet users spend 2 hours and 40 minutes a day online, while Peruvians in general watch 3 hours and 20 minutes of free TV every day. A study of Colombian TV consumption showed an average of 4 hours per day for those between 5 and 17, 120 hours per month, compared to a Google study that showed that Colombians spend 4 hours a day on the Internet—also 120 hours per month.

#4 Running a Social Media Campaign without a Clear Plan

While there’s no doubt that social media can deliver strong and tangible results, clients often request social media campaigns without clear objectives or even expectations. Or they set objectives that social media is not designed to deliver. This happens because brands are naturally looking for new ways to drive sales and social media certainly has that potential, especially when you consider that 5 of the top 10 countries in social media use are in Latin America. However, without establishing goals, having a clear expectation, and having a clear action plan, it’s likely that brands won’t get the results they’re after.
In addition, social media is a conversation, yet we sometimes see that brands are not prepared to handle the interaction between them and their clients. Before any social media effort, advertisers must truly understand the value of a like or a follower as an engaged consumer, or even a social advocate; this will change the way they perceive social media as a vehicle to drive brand loyalty —and consequently—sales. It is somewhat easy to generate likes or followers, but without a clear strategy on what to do with them, including using the right metrics to evaluate results, the benefits of social media are limited.

#5 Buying Cheap Instead of Buying Smart

Sometimes clients will choose a particular media vehicle because it’s cheaper, thinking it will be more efficient. While it’s always good to spend wisely, the cheapest medium isn’t always the most effective. As such, clients can end up saving money on the buy on a cost per unit basis, but still not achieving their goals, because they are not reaching the audience they want, or because the target’s consumption of that medium is low compared to other media types, or simply because that placement is simply not within the best context to generate interaction or engagement. Advertisers must always keep in mind that they are buying audiences and not media. It’s amazing that still to this day a lot of marketers remain obsessed with cost-based metrics (CPM, CPC, CTR, CPV). We need to start looking at metrics that help us understand where consumers are in the sales funnel. Cheap does not mean valuable.

#6 No Benchmarks or the Wrong Benchmarks
While it may be hard to believe, sometimes we are told that the goal of an online campaign is to “increase traffic”, but what’s not explained is what current traffic is and how much of an increase the client wants. In fact, we’ve even had instances in which even the client doesn’t know what their current traffic is. This same thing can also happen with “awareness”, where many clients set goals based on increasing awareness, however, sometimes they don’t even know what their current awareness is, or have a plan in place to measure it before and after the campaign.
So do your homework and establish real and measurable KPIs. That way, you won’t set yourself up for failure.




#7 Bigger is Not Always Better

For online campaigns, we’ve had instances in which clients look at comScore rankings in the area they want and tell us to buy the top 5, period. However, these big sites with the deep reach don’t always produce the best results. Why? It could be that the sites’ content doesn’t connect with enough of the target audience or that the ad space is crowded because of the sites’ size and popularity, meaning that the client’s ads get lost in the shuffle. Or maybe the target audience that visits the big sites aren’t necessarily all that engaged.
On the other hand, you could run ads on an aggregate of smaller sites with highly engaged users and deliver both the volume and response a client wants. Obviously, this varies, but the point is to consider the best solution to reach the target audience based on available data and not equate reach with response.

To find out more about how we can help you avoid media buying mistakes in Latin America and optimize your results with a campaign in any form of media, please contact us.

Looking Forward to the Festival of Media Latam

This year US Media Consulting will be one of the event partners for Festival of Media Latam, taking place September 25-27 at the Fontainebleau hotel in Miami.

Having attended previously, we decided to step our participation with a stand and other promotion for a number of factors:

Insightful Speakers
This year’s edition offers a compelling mix of top-level speakers from a range of industry areas, including Jay Stevens from The Rubicon Project, Alejandro Rosado from Starcom and Andreza Santana from Telefonica Brasil. This depth of speakers has allowed for a broad-ranging agenda that reflects the diversity of the industry—and the region.

Apt Attendees
In our experience, FOM Latam tends to attract the type of attendees that are a good fit for what we do in terms of media buying, planning and representation, as well as for our multiple Latam media solutions. But the event also attracts brands and high-level professionals from related industries that are great for deepening professional networks and learning more about different aspects of the media and advertising industries in Latin America.

The Academy
This training event—designed to help emerging young media industry talents in the region to deepen their skill sets—is another factor that elevates FOM Latam beyond the usual events that focus on media, marketing and advertising in Latin America.

ShortList 2013
While professionals on the creative side have abundant opportunities for industry recognition, those in media seem to have fewer. As such, Shortlist 2013 offers awards for media professionals in a variety of categories, including Best Communications Strategy, Best Engagement Platform and Best Social Media Campaign. This clearly allows agencies to showcase their part in successful campaigns throughout the region.

Feel Free to Reach Out
So while this is what got us to Festival of Media Latin America this year, maybe some of these factors will be enough to convince you to attend as well. If you do, please feel free to drop by our stand, where we’ll be serving free gourmet coffee, discussing some of our new offerings (such as Facebook retargeting and Media Desk) and sharing market intelligence.

Also please keep an eye out for the attendees from our company that will be circulating throughout the event:

If you’d like to meet with any members of our team before or during or after the Festival, please feel free to use the Festival app or contact us directly.

Media Penetration in Latin America

To help media, marketing and advertising professionals get a sense of the current media landscape in Latin America, below we’re sharing media penetration statistics from IBOPE’s most recent edition of its Media Book. Since IBOPE did not list 2012 media penetration figures for Mexico, our charts show 2011 data from IBOPE’s 2012 Media Book for México.


Comments: Free TV’s deep penetration is consistent with other studies, and it’s interesting to note the significant growth of pay TV in certain markets, such as Honduras (84% penetration). The deep pay TV penetration noted for markets like Colombia (86%), Argentina (74%) and Chile (63%) are similar to figures reported by organizations like LAMAC.


Comments: Overall, these figures seem consistent with those reported by other sources, except for Brazil’s 49% figure, which contradicts an earlier 2013 post by IBOPE that indicated that radio reaches 73% of Brazilians and last year’s Media Book, which reported 76% penetration for Brazil. It could be that this is driven by the panel used to develop the number and the question they were asked, which seems to be the last time they listened to the radio. In addition, it’s important to note that according to the Encuesta Nacional sobre Acceso y Uso de Tecnologías de la Información y la Comunicación (National Survey about Access and Use of Information Tecnologies and Communication or ENTIC), 89.5% of homes in Argentina have a radio, significantly higher than the 62% listed here.


Comments: These figures seem similar to other print media penetration figured reported by IBOPE in the past. It’s also important to note that print media in Latin America has experienced fewer challenges that in other regions and in fact PriceWaterhouse Coopers has forecast 5.5% annual revenue growth for Latin America through 2016. In addition, the World Association of Newspapers and News Publishers (WAN-IFRA) recently reported that newspaper ad revenues in Latin America grew by 9.1% in 2012, the largest growth of anywhere in the world.


Comments: These figures seem similar to other OOH penetration figured reported by IBOPE in the past.


Comments: Colombia’s rate of Internet penetration seems surprisingly low, considering that Internet World Stats has reported 60% internet penetration. On the other hand, Brazil’s 60% rate of Internet penetration seems a bit high, given that IBOPE estimates there are 102 million Internet users in Brazil and the population totals 193 million, which yields an Internet penetration rate of 52.8%. It also seems unusual that Costa Rica would lead Latin America in Internet penetration at 71% given that Internet Worldstats reports a more modest figure of 43%.

To find out how we can help you reach Latin American consumers with a precisely targeted campaign in any form of media, please contact us.

Ad spend

Latin America Still Leads the World in Ad Spend

In a number of stories over the years we’ve noted the positive predictions about ad spend growing in Latin America, including a prediction from Zenith Optimedia that Latin America will grow by 10% in ad spend in 2013 and a different forecast from eMarketer for 23% ad spend growth in 2013.

Now that we’re into the fourth quarter of 2013, ad spend results for 2013 are showing the growth predictions to be correct. Recently Nielsen noted that Latin America grew by 11.9% in ad spend in the first quarter of 2013, ahead of Asia-Pacific (5.8% growth), Middle East & Africa (2.9% growth) and the global average growth of 1.9%.

Here’s a look at recent results in terms of ad spend for specific markets in Latin America:

According to the Cámara Argentina de Agencias de Medios, in the first half of 2013 ad spend in Argentina went up by 30% to reach 10.6 billion Argentine pesos (US$1.8 billion), though this figure does not include online ad spend. In 2012, ad spend in Argentina went up by 24% to reach 22 billion Argentine pesos (US$3.9 billion).

Argentina: Ad Spend Breakdown for 1st Quarter 2013 (excluding Internet)

According to Projeto Inter-Meios, between January and May 2013 ad spend in Brazil had a modest increase of nearly 2% compared to January-May 2012, reaching R$11.8 billion (US$4.59 billion). In 2012 ad spend in Brazil was R$ 38 billion (US$19 billion), an increase of 6% compared to 2011.

Brazil: Ad Spend Breakdown by Medium for 1st Quarter 2013

While no figures are yet available for the first part of 2013, in 2012 ad spend in Chile was 674,399 pesos (US$1.387 million), a decrease of 0.6% compared to 2011, according to the Asociación Chilena de Agencias de Publicidad (Chilean Association of Ad Agencies). However, online ad spend in Chile increased by 24% in 2012; the other forms of media with ad spend increases include pay TV (17%) and OOH (0.6%).

Chile: Ad Spend Breakdown by Medium for 2012

In the first quarter of 2013, ad spend in Colombia grew by 11.2% to total 418 billion Colombian pesos (US$252 million). The biggest growth was in newspapers, with 32%, compared to 5% for TV. This figures are from Aomedios and Andiarios, which do not offer ad spend figures for online. IAB Colombia reported in May 2013 that online ad spend went up by 29.5% to reach 37, 333,000,385 Colombian pesos (US$19.6 million).

Colombia: Ad Spend Breakdown by Medium, 2012 (excluding Internet)

While no figures have yet been reported for the first half of 2013 yet, in 2012 ad spend in Mexico was 68 billion pesos (US$5.3 billion) and one projection for Merca2.0 and Zenith Optimedia has Mexico’s ad spend rising another 4.6% in 2013 to reach 72 billion pesos (US$5.6 billion).

Mexico: Ad Spend Breakdown by Medium, 2012

No figures are yet available for 2013 but in 2012, ad spend in Perú reached US$650 million, a 9% increase compared to 2011, according to the Compañía Peruana de Estudios de Mercado y Opinión Pública (Peruvian Company of Market Studies and Public Opinion). According to IAB Peru, online ad spend in Peru grew by 50% in 2012 to reach 101 million nuevos soles (US$36 million). The consulting firm Métrica recently estimated that overall ad spend in Peru will increase by 10-15% in 2013.

Peru: Ad Spend Breakdown by Medium, 2012

Although 2013 figures aren’t available, in 2012 ad spend in Venezuela grew by 16% to reach 8.3 billion bolívares (US$1.3 billion), according to the Asociación Nacional de Anunciantes.

Venezuela: Ad Spend Breakdown by Medium, 2012

To find out how we can help you reach Latin American consumers with a precisely targeted campaign in any form of media, please contact us.

Speaking Up and Stepping Out

Recently, we at US Media Consulting have been invited to speak at a number of events focused on marketing, media and advertising in Latin America.

Back on June 27, Ignacio Roizman—our Chief Operations Officer—spoke at Red Innova in Buenos Aires about programmatic buying. Here is the the video of his presentation and you can also see the presentation slides on Slideshare.

On August 22 at Ecommerce CO, Chief Revenue Officer Bruno Almeida will be speaking about a new advertising strategy taking root in Latin America: retargeting with Facebook Exchange.

And on August 28 at IAB Now in Buenos Aires, Magdalena Prat Gay, our Product Development Manager, will be part of a panel discussion that will cover demand-side platforms (DSP) and real-time bidding (RTB).

Speaking of RTB, US Media Consulting recently had the distinction of being the only Latin American company listed in the ecosystem of RTBKit, an open-source software framework for creating RTB systems.  This distinction happened because of our work in creating Media Desk, a new self-service online media buying platform for Latin America, and RTBKit’s leading-edge technology will be instrumental in delivering superb transactional functionality for Media Desk users.  As we expand Media Desk and explore more innovative ways to leverage technology to benefit marketers, advertisers and media firms, we’ll be looking to share our learnings with our colleagues via more blog posts, studies and speaking opportunities.

In fact, if you need a speaker for an event you’re involved in, here’s a quick look at some of our areas of expertise:

Please contact us if you’re interested in exploring speaking opportunites with us or want to learn more about our services.


Financial Analysis with graphs and data  in brazil

Brazil to Lead the World in Media Growth from 2013-2017

Brazil is set to experience powerful growth in all forms of media between 2013 and 2017, according to the Entertainment and Media Outlook report from Price WaterhouseCoopers (PwC).

The report indicates that Brazil will be one of the top 8 countries in the world in terms both ad spend and consumer consumption of media & entertainment. In addition, PwC projects that Brazil’s growth will be greater than that of the global average.  The chart below shows the compound annual growth rate (CAGR) for each form of media in Brazil, along with the global average for comparison purposes.

According to PwC, Brazil’s most impressive area of growth will be web advertising: 18% per year from 2013 through 2017, compared to just 13% growth for the rest of the world in that period. Clearly, PwC projects that advertisers will seek to take advantage of Brazil’s deepening Internet and mobile Internet penetration. Video games is another interesting area of growth: Brazil’s CAGR for video games is more than double the rate of the global average. Also noteworthy is a powerful rate of growth for out-of-home advertising in Brazil, also more the double the average growth projected for the rest of the world.

Finally, the PwC report highlights the strength of traditional media in Brazil. At a time in which print media is suffering reductions in circulation and ad revenue in other parts of the world, PwC forecasts a CAGR of nearly 7% for magazines and of 4.3% for newspapers in Brazil. The firm also projects strong growth for radio and TV, both free and pay.

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

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