Category Archives: Programmatic buying

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5 Major Myths about Programmatic Buying in Latin America

Programmatic has made a major splash in the advertising industries of the world and Latin America is no exception to this. But with all the coverage, hype and usage, certain notions have come up that are affecting people’s perceptions about the tactic. And lots of times, these notions come from people with scant experience in the area. Having worked with MediaDesk DSP since we started developing the product in 2012, I’ve developed a pretty solid idea of what’s fact and fiction about programmatic—all based on the hundreds of campaigns we’ve run for clients. As such, below I tackle a few of the erroneous perceptions about programmatic and explain the realities.

#1 Programmatic Inventory Is All Remnant
This is actually not true. Lots of quality inventory on high-trafficked sites is available for advertisers who wish to reach Latin American Internet users. Remnant inventory is a part of what’s out there, but it is far from the only option.  For example, MediaDesk’s recent certification by Google opens up some great YouTube inventory for brands and agencies that understand how wildly popular online videos have become among Latin American Internet users. In the end, what matters is the ability to bid for inventory that is relevant to a campaign’s objectives.

#2 Programmatic and RTB Are the Same Thing
Programmatic simply refers to buying online advertising impressions via a platform as opposed to buying them manually from a selection of Web sites. However, RTB (real time bidding) refers to the buying and selling of online ad impressions through real-time auctions that occur in the time it takes a webpage to load. The price of impressions is determined in real time based on what buyers are willing to pay, hence the name “real-time bidding.” Regardless, the goal is to maximize efficiency and better allocate the ad spend for a given campaign.

#3 Programmatic Is Cheap
DSPs like MediaDesk can help lower costs with online media buying by removing humans from part of the process. However, the true boost in ROI from programmatic comes from using a more strategic and efficient way to buy media rather than saving in fees or intermediary costs. This efficiency leads to less waste in target clients and thus can impact ROI. MediaDesk can help with this process through its vast array of data on Latin American Internet users that allows you to buy by audience.
Now, even with this increased efficiency, clients may find that they need to make higher bids to ensure a better performance with campaigns. That’s the nature of RTB—users are bidding for impressions and certain customer targets have a higher demand—and a subsequent higher price for the impressions to reach them.

#4 Programmatic Is Just for Performance
Because of its superior targeting capabilities and the fact that you can by audiences leads some brands and agencies to think of programmatic strictly as a performance tactic: leads, conversions, etc., nothing more.
However, programmatic is also a strong branding tool. You can occupy high-visibility positions where the data shows your audience goes, thus increasing awareness. In addition, programmatic buying tools allow you to see how the audience interacts with the brand and the results when you vary different messages to gauge engagement.

#5 Publishers Lose Money with Programmatic Inventory
Publishers seem to think that the real-time bidding system can drive down the prices for their inventory. However, publishers can take a look at their ad positions, determine the audience that will be reached via those positions and set a price that corresponds to their value with the supply side platforms (SSP). As such, programmatic can actually help publishers drive revenue as opposed to losing it.

Contact us to get a free demo of MediaDesk—the leading programmatic platform in Latin America—and get a direct sense of the reality of programmatic buying and how you can leverage it for your brand or clients.

future media buying

The Future of Media Buying in Latin America

While tech disruptions in the Latam media world may not move as fast as they do in other markets, there’s no question that changes are underway that will eventually impact our work in media buying and planning. To that end, below we highlight some developments that advertisers, marketers and media professionals in Latin America need to track.

#1: OTT Streaming
While over-the-top (OTT) streaming is far from huge in Latin America, in fall 2014 Netflix reported that it had 5 million subscribers in Latin America. HBO will launch an OTT service in the U.S. this year, and it’s possible that a Latin American launch of that service is not far behind. There are several challenges with OTT, such as measurement of viewership of shows and movies that are streamed, and as of yet Netflix does not sell ads. But with the rise in tablet sales in Latin America, the popularity of online videos in the region and the steady increase in smart TV sales, within the next few years media professionals may have to work OTT inventory onTV shows and movies into their planning.

#2: Programmatic TV Ad Buying
This is still in its infancy in large markets like the United States, but there is growth potential. The idea behind TV programmatic buying is not to buy the highest rated shows that reach your target audience, but to buy the target audience and have the ads run on shows watched by that audience. At this point, unlike with digital programmatic buying, advertisers cannot buy programmatic TV ads in real time. There’s also not a ton of inventory available as most networks have not embraced this approach. There is speculation that there could be an increase in 2015 in which 3% to 5% of TV ad inventory is bought programmatically—up from the 1% in 2014. That said, programmatic TV is another potential media buying disrupter that professionals need to be aware of.

#3 In-App Ads
It’s difficult to find data on app usage in Latin America, though we do know that Brazilian mobile users have an average of 7 apps on their phones and that 61% of mobile users in Latin American have downloaded WhatsApp. We also know that mobile adoption keeps steamrolling forward in Latin America, along with mobile Internet use.   On the advertising side, a recent study from MediaLets showed that in-app ads perform two times better than ads on the mobile web. Another study from InMobi showed that in-app ads performed nearly 2.8 times better than ads on the mobile web.  Given this, we could see more ad spend in Latin America move towards apps as opposed to the mobile web.

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.

mobile ad buy

4 Keys for Mobile Media Buying in Latin America

Study after study indicates that there’s a major mobile migration happening in Latin America, with a big projected growth in device adoption, mobile Internet use and m-commerce. But mobile media buying in the region still offers some challenges. That’s why we put together this basic guide about the key factors to factor in when buying mobile media in Latam.

1 apps
#1: Mobile Web Versus Applications
Mobile ads run in two basic areas: mobile internet and apps. Mobile internet means the mobile versions of Web sites that people go to by using their mobile phones or tablets. And mobile ads are also sold on apps like Facebook, Deezer and Preguntados. It’s a matter of context, i.e. seeing an ad on the mobile version of a Web site like you would when you go to the site with a PC or laptop or seeing an ad while using an app, maybe an interstitial video or banner that comes up before you start a new game of Candy Crush, for example. You also have to factor in different metrics. With mobile Internet the metrics are similar to those of a regular online campaign but with apps you have to look at average daily users, how much time people spend using the app, their demographic group, etc.
Although apps have gained a lot of ground in Latin America, there are some disadvantages for media buyers and planners. First, not all of these apps run ads. For instance, WhatsApp doesn’t run ads, even though it’s used by 61% of mobile users in Latin America, according to GlobalWebIndex.
Second, apps don’t seem to have ultra-heavy penetration (90% or more) among Latam mobile users. We just saw that WhatsApp, though very popular, only reaches 61% of mobile users in the region. And if we look at a specific market like Argentina, we see that the Facebook app is the country’s most popular app—yet it’s only been downloaded by 76% of mobile users. So you have to factor in that penetration issue when buying in-app ads.
Third, if you buy in-app ads from an ad exchange just to get at the most inventory you can, since you’re not buying directly, the spend may not be as cost-efficient as you—or the client—would like.

2 feature vs smart
#2: Feature Phones Versus Smartphones

When you run a mobile campaign in Latin America, you have to factor in the type of device. Feature phones are still used by quite a bit of people. According to eMarketer’s estimates, out of the 400 million mobile users in Latin America, there are 194 million mobile users in Latin America that use their mobile phones to go online…and these are obviously who can see mobile ads.  Of these 194 million, 126 million or so have smartphones, while about 68 million still use feature phones to access the Internet. Given this, you may want to consider putting around 30% of the spend towards ads served on feature phones. Without this, you may not see optimal reach or fulfillment.

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#3: Tablets Are Far From Universal

Emarketer estimates that there is a 32% penetration rate for smartphones in Latin America. No surprise here, especially given that smartphone sales have been strong for years. And even if tablets have also sold well in Latam, their sales don’t stack up to those of smartphones. For example, in Q2 2014 tablet sales in Mexico went up by 107% to reach 1.8 million. Great, but in the same period Mexicans bought 6.7 million smartphones. In Q3 2014, Brazilians bought more than 2 million tablets and it’s projected that they will buy more than 10 million in all of 2014. Yet just in Q3 2014 more than 15 million smartphones were sold in Brazil—and it’s projected that 2014 smartphone sales in Brazil will top 55 million. As such, this factor of 4 or 5 in sales volume difference between smartphones and tablets should be considered when you buy mobile ads in Latin America. Unlike smartphones, tablets allow for the same type of display ads that can be viewed on a PC or laptop because tablet screens allow the same web page to be displayed with the same ad formats. This allows for additional segmentation without major modifications of the elements used in a digital campaign.

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#4: Not All Sites Are Ready for Mobile

Before running a mobile ad campaign for a brand, it’s important for media agencies to find out the following about the site where the mobile ads will take users:

  • Does the site have a responsive design that allows it to be viewed well with a mobile device?
  • Does the site have short, easy to use forms for users to fill out?
  • How fast is conversion time for the site?

Without a responsive design for a site, a user will click on the mobile ad and find a site that’s difficult to navigate with their device and probably leave quickly. Or if a brand wants subscribers to a service but has a mobile online form with 10,000 fields or that’s difficult to fill out with a smartphone, the user will probably give up and leave. The same applies if a site doesn’t have a quick and easy purchase process for its product once the mobile ad drives the users there. All of these factors can kill mobile ad performance and believe it or not, lots of brands do not factor this in when deciding to run a mobile ad campaign. This makes a big difference with apps and sites, since ultimately what counts is the user experience and this in turn will have a direct relationship with a campaign’s performance.

THE PROGRAMMATIC ADVANTAGE
Ok, so clearly there are a number of factors to consider when running a mobile ad campaign that can quickly become obstacles.

Fortunately, there’s a way to cut through many of these complications. MediaDesk—the leading programmatic buying platform in Latin America—has put together a substantial mobile ad inventory, and there are several advantages with using MediaDesk’s platform to buy mobile ads:

  • A real time bidding (RTB) system that allows for a smarter, more transparent spend
  • The ability to buy ads and observe the real cost of impressions during campaigns and adjust pricing as need to deliver greater fulfillment as needed
  • Reaching mobile users in Latin America with any type of mobile device or operating system
  • Reaching consumers in all levels of their user experience of a brand and being able to compare and analyze in real time the way that consumers react to different messages in different devices (smartphones, feature phones, tablets or PCs)

Contact us to get a free demo of MediaDesk and get a direct sense of the power of mobile programmatic buying.

 

Flying dollars banknotes isolated on white

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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8 Top Marketing Tactics for 2015

There’s a certain amount of buzz around certain tactics that come along but it’s not always easy to tell whether they’re worth adopting—or even if they’re that popular to begin with. So we took a look at a number of recent surveys of marketers to see how they evaluate certain tactics and what their investment plans are for them in the future. Stripping it down to the numbers, here’s what we found.

1 digital
#1 Digital Dominance?

  • 78% of chief marketing officers believe that marketing will undergo radical changes over the next 5 years
  • 37% of CMOs feel that digital will account for more than 75% of marketing budgets and that mobile itself will account for more than 50% of marketing budgets
  • 42% of CMOs believe that analytics skills will become a core competency in marketing.

Source: CMO Insights 2014 by Accenture

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#2 Traditional Media Are Still Effective

Accenture also asked CMOs about a different channels to gauge which percentage of them found them effective and compared these results to results from 2012. Clearly, these CMOs are seeing results from traditional media that make them basically as viable as digital media:

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3 native
#3 Native Advertising
Marketers are clearly showing a strong interest in this tactic, reflected not only in their attitudes but also in their budgets:

Sources: *eMarketer, **14 Group, ***Advertiser Perceptions

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#4 Content Marketing
We’re seeing mixed results with this tactic, with a relatively small amount putting significant money towards it:

Part of what may be holding back marketers with content is a lack of certainty about its effectiveness:

Sources: *Contently, **Content Marketing Institute

5 social ifluencer
#5 Sponsored Social
This tactic consists of paying people with strong social media followerships to promote products. Results from a recent study indicate:

  • 52% of marketers have used sponsored social in the past year, compared to the 58% that used online display advertising
  • The marketers surveyed found sponsored social to be more effective than any of the other tactics they had used in the past year, including TV advertising, online display, radio, magazines and celebrity endorsements
  • 74% said that they are likely or very likely to use sponsored social in the future
  • Sponsored social seems to deliver a favorable ripple effect:
  • 88% of social influencers tell friends about a brand that sponsors them
  • 72% share additional posts about the sponsors outside of the contractual agreement
  • 77% say they are more likely to purchase from brands that sponsor them
  • Brands who use sponsored social typically pay influencers directly, but other popular forms of compensation include free products (89%), gift cards (74%) and free service (62%)

Source: IZEA

mobile video
#6 Mobile
While there’s definitely an interest in mobile, the challenges with tracking mobile response (due in part to no cookies on mobile devices) has kept mobile from taking up a significant amount of marketing budgets. For example:

Sources: *eMarketer, **Forrester

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#7 Programmatic

Based on both investment numbers and usage, programmatic may be the hottest marketing tactic for 2015:

Sources: *eMarketer, **Chango, ***AOL Platforms


#8 Video Marketing
Both good investment levels and strong intentions to increase budgets suggest that marketers will embrace this tactic even more in 2015:

Sources: *Demand Metric, **FLIMP, ***eMarketer, ****Animoto

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.

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.

 

 

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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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.

#7 content marketing

The Top Marketing Trends that Will Dominate 2014 in Latin America

As we plan more than 2,000 media campaigns every year and work directly with top agencies and brands, we are afforded an interesting perspective on what changes will take place in the market. Combining that with our constant monitoring of industry studies, we think that 2014 will bring an increased focus on the following.

#1 RTB Will Grow Significantly
Marketers in Latin America have become increasingly aware of the major advantages involved in programmatic buying through real-time bidding (RTB) systems. As they try it out, they discover that buying an audience rather than media can deliver some impressive results. As a result, they’ll expect their media agencies (as well as interactive marketing agencies they hire for certain services) to be skilled in programmatic buying.

 


#2 Brands Will “Mobilize” Their Content

While smartphone and tablet penetration in Latin America are relatively low compared to more mature tech markets (e.g., 28% smartphone penetration in Mexico vs. 63% in the United States), both are growing significantly. It also stands to reason that some of the most attractive customer segments for brands are heavy users of mobile devices. As such, brands need to use responsive web design and other technology to ensure that mobile users engage with their content.

 


#3 Traditional Media Will Stay Strong

Despite the attention to online, mobile and social, it’s clear that marketers in Latin America value traditional media. This is reflected in ad spend allocations in both smaller and larger markets. For example, in Peru’s ad spend during 2013, TV took up 49%, newspapers took up nearly 15%, radio took up 11%, OOH took up nearly 10% and Internet, in contrast, took up 6.2%. For Mexico, the most recent available numbers for ad spend are from 2012, but they show the following: free TV took up 52%, radio took up 9%, magazines nearly 8% and online nearly 7%, barely edging out newspapers (6.84% for digital compared to 6.66% for newspapers).
Given media consumption patterns in Latin America, it makes sense to weight traditional media according to their advantage in reach and the suitability of certain types for certain purposes. While Internet will continue to make inroads and crossmedia consumption is on the rise, in 2014 we shouldn’t expect a major shift away from traditional media—and certainly nothing approaching the redistribution that’s happened in markets like the United States and Europe.

 


#4 Social TV Campaigns Will Increase

This new trend is another example of how offline and online strategies will come together in Latam. A 2012 study from Ericsson showed that 62% of Argentines, Brazilians and Mexicans that were surveyed engage in social TV, essentially watching TV with a mobile device and commenting on the shows via social media. In addition, a 2013 study from Google Brazil showed that 30 million Brazilians watch TV while commenting on social media and other studies have offer insights into how Brazilians use social TV. This will offer marketers an opportunity to test the trends and see if they can take advantage of Latin Americans’ love of social media, their growing mobile use and the deep penetration of free TV. To that end, marketers in Latin America will explore solutions like Shazam for branding and conversion purposes.

 


#5 Marketers Will Find Innovative Ways to Combine Online and Offline Tactics

A recent campaign from Aldo in Israel combined offline and online engagement, attracting people with a bell to ring in a public space, followed by an invitation to Instagram their shoes and a reward for doing so. This video shows the tactic in action:

Latin American marketers are skilled in below the line (BTL) tactics, events and several other offline ways to engage clients. A great recent example was the billboard that generated water, created by UTEC and Mayo DraftFCBand:

Changes in the market will dictate a change in tactics, resulting in Latin American brands playing off the growth social media and mobile with offline tactics to achieve specific goals with campaigns.

 

 


#6 Retargeting Will Become Much More Common

A number of Latin American brands have already seen for themselves how effective retargeting can be in converting customers. As companies like Triggit refine the technology that allows for Facebook retargeting and the rewards become even more evident, more Latin American companies will seek to take advantage of Latin Americans’ love of social media like Facebook and their growing adoption of e-commerce.

 


#7 Content Marketing and Native Advertising Will Gain Ground

The idea of a publireportaje or advertorial is not new in Latin America and has been featured in print and other media in the past. However, these days content means more than a magazine article: it can be a blog post, a video or a mobile app. All of these offer ways to capture consumer attention and get them to interact with a brand or actually buy a product. Content in the form of blogs could be particularly worth experimenting with when you factor in how blogging platforms like WordPress, Tumblr and Blogger are among the top social media sites in Latin America in terms of visitors.
Online, this branded content is often worked into the regular posts and articles from websites and is now referred to as native advertising. Newspapers like The New York Times are developing templates for native ads, and it’s likely that Latin American newspapers will follow suit as a way to increase revenue. That said, there still aren’t a ton of companies out there producing content for Latin America advertisers to use, so these approaches are more likely to emerge gradually in Latam during 2014 rather than spike dramatically.

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