Category Archives: Internet

online trends latam

A Quick Roundup of the Latest Latam Online News

We run into tons of data as we plan campaigns for online media and programmatic. But since sharing all of it will glaze your eyes, below we break down some key recent developments in the Latin American online world with some links if you want to read further.

LATIN AMERICA
Latin Americans spend more time online than anyone else, use PCs to go online much more than mobile, are big on connected devices and are booking travel online in record amounts.

ARGENTINA
Argentines are making tons of online purchases, huge amounts of them check social networks from their phones and use Facebook way more than Twitter.

BRAZIL
Brazilians are also buying online in massive amounts, respond well to video ads, book loads of online travel and their social network users are predominantly 18-34 years old.

CHILE
Chileans lead Latin America in Internet penetration, mostly go online with smartphones, prefer Facebook hugely over Twitter, love news sites and are adopting Instagram in a big way.

COLOMBIA
Colombians love digital video, spend more time online than other Latin Americans, mostly all look for health information online and are adopting video on demand services in a big way.

MEXICO
Mexican millennials dominate Internet use, social media use and smartphone use, while Mexicans in general are shopping online in greater numbers while watching a ton of digital videos.

PERU
A significant amount of Peruvians are multiscreen users, they consume more web pages per person than the rest of Latin Americans, are growing hugely as fans of brands on Facebook and are visiting travel sites in droves.

URUGUAY
Uruguay’s online audience spiked strongly in 2014, they lead Latin American in monthly online visits, they are predominantly under 35, spend more time on social media sites than other Latin Americans, and also overindex in their use of car sites, online gaming sites, business sites and news sites while shifting significantly towards going online via mobile devices.

VENEZUELA
Venezuelans consume more pages per visit than the rest of Spanish-speaking Latin America, the amount of Internet users in Venezuela went up by 19% in the past year and they spend significant amounts of time on retail sites, sports sites and tech sites.

Okay, now you’re caught up. Please contact us if you need help reaching Latin Americans in general or in specific markets with an online display campaign or a programmatic buying campaign.

 

brazil myths 2

5 Myths about Internet Use in Brazil

After reviewing new research from IBOPE and We Are Social, we found some facts that suggest that conventional wisdom about Internet users in Brazil that could be wrong in certain areas.

Myth #1: Brazilian Internet Users Are Mostly the Rich Upper Classes
IBOPE’s study showed that 52% of Brazilian Internet users are from the Class C middle class. Only 4% of Internet users in Brazil are from Class A, while 34% are from Class B. Classes D and E make up 10% of the Internet users.

Myth #2: Men Dominate Internet Use in Brazil
In fact, IBOPE’s research shows that 53% of Internet users in Brazil are women and 47% are men.

Myth #3: Most Internet Users in Brazil Are Young
While many have indicated that living online is more of a Millennial trait, IBOPE’s study shows that 34% of Brazilian Internet users are between 35 and 54 years old. This age group has a larger percentage of users than Brazilians aged 16 to 24, who make up 28% of the country’s online users. And Brazilians aged 25 to 34 make up 32% of Internet users, still less than the 35 to 54 group. However, it is important to note that Brazilians over 55 make up only 7% of the country’s online users.

Myth #4: Mobile Is Taking Over Internet Use in Brazil
While there’s no doubt that mobile Internet is gaining quite a bit of ground in Brazil, We Are Social indicates that 77% of page views in Brazil are from laptops and desktops, compared to 20% of page views coming from mobile phones and 3% from tablets.

Myth #5: Facebook is Fading Away in Brazil
Despite reports that teens have abandoned Facebook in droves, it doesn’t seem to be happening in Brazil—and in markets like the U.S., no proof has been offered that Snapchat or Yik Yak command a larger share of the social media audience than Facebook. As far as Brazil is concerned, We Are Social reports that Facebook was the most popular  social platform, trailed closely by WhatsApp. And in the number 3 spot was Facebook Messenger. Other social networks—including Twitter, Google+, Instagram and Pinterest—had much lower usage levels than the top 3, anywhere from 11% to 19% lower.

Please contact US Media Consulting if you need help with media buying for a campaign targeting Latin Americans—whether it’s during Christmas or any other time of the year—with any time of media, including programmatic.

Cartoon phone man king

Latin America Leads the World in Smartphone Growth

Market research firm GfK recently released its figures for smartphone growth and it looks like Latin America is leading the world in this area.

Smartphone sales in Latin America totaled 68.7 million in 2013 and went up by 59% in 2014 to total nearly 110 million units. In terms of sales value, Latin America is again the leader when it comes to smartphones: US$31 billion in 2014 versus US$20.6 billion in 2013—a 52% increase.

Here’s a graphic to illustrate the numbers and show the numbers in different markets:

Latam leads in smartphone sales

For advertisers and agencies, these numbers clearly point to the advantages of investing more in mobile campaigns and may explain the powerful growth in mobile advertising in Latin America that was recently projected by eMarketer. One challenge is determining exactly how to invest in mobile marketing in Latam: apps vs. mobile internet, for example. We have some advice on that here.

Please contact us to find out more how we can increase efficiencies for Latin American advertisers and agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

Man With Smart Phone

The Data Every Latin American Digital Marketer Needs

With oceans of data floating around, all from different sources and sometimes conflicting, it’s key to be able to drill down to the essentials. So in this post we do exactly that with the Latin American online market. A quick scroll down will show you some key numbers you can use for background in preparing proposals or memos or for sharing with colleagues.

Market Size
Emarketer estimates there are 309 million Internet users in Latin America and that by the end of 2015 there will be more than 331 million. Here’s a look at eMarketer’s projections of Latin American Internet users with certain larger markets broken out (click to enlarge):

Internet users in Latam 2013 to 2018

Average CTR for Online Ads in Latin America
Even though comScore and other sources rightfully point out that CTR is not really the best measure for the effectiveness of online ads, just for reference, Sizmek reported the following:

  • Average CTR for a banner ad in Latin America: .12%
  • Average CTR for rich media ads in Latin America: .29%
  • Average CTR for rich media polite video formats: .48%
  • Average CTR for polite banners in Latin America: .15%
  • Average CTR for expandable banners in Latin America: .19%

Email Marketing
While we don’t have recent numbers for all of Latin America, in late 2012 Return Path—an email intelligence company—reported that Latin America had the lowest inbox placement rate of all regions studied: 69%. In September 2014 Return Path noted that Brazil had 60% inbox placement rate for emails, compared to rates of more than 80% in the U.S., Canada, U.K., France, Germany and Italy.

Mobile
According to eMarketer, 194 million Latin Americans access the Internet with mobile phones and of these 126 million do so via smartphones. By the end of 2015 there will be more than 152 million smartphone users in Latin America and Chile will lead the region in smartphone penetration with 55.5%.
While in 2015 Mexico will have the highest tablet penetration in Latin America at 35%, Brazil will have nearly 35 million tablet users in 2015 compared to just under 23 million in Mexico. Overall, by the end of 2015 more than 92 million Latin Americans will own tablets. Given that the Population Reference Bureau reports that the region has a population of 618 million, this means that there will be nearly 15% tablet penetration in Latin America by the end of 2015. Below are some data tables from eMarketer on smartphone penetration and tablet penetration in Latam (click to enlarge):

smartphone penetration latam

tablet penetration Latam
Smartphone Shopping
According to a 2014 study from ING Global Solutions, 54% of Latin Americans have bought a product with their smartphones (click to enlarge):

Smartphone shopping

Online Videos
A couple of sources offer guidance in this regard. The Digilats study from JWT surveyed more than 9,000 Latin American Internet users from 9 countries and found that 67% said they watched online videos (click to enlarge):

Latam study streaming and other online activities
ComScore has a different set of numbers (click to enlarge):

Online video viewers Latam

Now, it’s important to note that comScore lists a smaller amount of Internet users for countries than other sources. For example, if we extrapolate out the numbers above, it would seem that comScore is reporting a total of 75 million Internet users in Brazil, while both IBOPE and eMarketer indicate that their more than 100 million Brazilian Internet users.

In addition, data from Google and TNS indicates that Internet users in Brazil watch online video ads more frequently than those in Argentina or Mexico. In fact, 36% of Brazilian Internet users say they watch online video ads every day. Brazilians are also more likely than other Latin Americans to watch mobile video: 35% of Brazilian smartphone users watch mobile online videos at least daily, compared to 25% of Mexican smartphone users and 19% of Argentine smartphone users.

Online Reviews
The Digilats study of Latin American Internet users by JWT indicated that significant percentages of Latin Americans are reading online reviews of products (click to enlarge):

Digilats product review

Online Research Before Purchase
A recent eCMetrics study of Christmas shoppers in Latin America showed that a majority of Latin Americans tend to research products online before purchasing, including reading product reviews. This dovetails with results from other studies. For example, the Consumer Barometer study from TNS and Google showed that 47% of Argentines researched their last purchase online and offline while 53% of Brazilians AND 53% of Mexicans reported doing the same thing.  In addition, the JWT Digilats study showed the products that Latin American Internet users were most likely to search online (click to enlarge):

Products researched online latam

Social Media
It’s fairly obvious that this is a huge area with Latin American Internet users. Some of the key takeaways with this would be:

>>>Latin Americans spend more time on social media than people from any other region (click to enlarge):

social media engagement latam

 

>>>The overwhelming majority of the time that Latin Americans spend on social media is spent on Facebook (click to enlarge):

Facebook dominance Latam

>>>Mobile is increasingly becoming an important way for Latin Americans to access social media (click to enlarge):

mobile social media users in latam

Contact us to find out more how we can help you reach Latin American Internet users with digital media buying or via MediaDesk, Latin America’s premier programmatic buying platform.

Human hand with a bag of US Dollars, coming out from computer sc

Digital to Dominate Surging Ad Spend in Latin America

A recent report from ZenithOptimedia and eMarketer offers encouraging projections for Latin America and suggest a much larger role for digital, especially in certain markets.

Overall Ad Spend
While Zenith Optimedia predicts 4.9% global growth in ad spend in 2015, eMarketer has a rosier forecast of 6.8%. Both organizations predict increased ad spend growth around the globe in the coming years, between 5 and 6% per year in 2016 and 2017.

Latin America’s Ad Spend Share to Grow
In 2014 eMarketer indicated that Latin America accounted for 7.3% of global spend, compared to 35.6% for North America, 27.9% for Asia-Pacific, 21% for Western Europe, 4.5% for Central and Eastern Euripe and 3.8% for Middle East and Africa. However, by 2018 eMarketer forecasts that Latin America’s share of global ad spend will rise to 8.4%.  (Click on the image below to enlarge.)

Ad spend 2018 Eng

In fact, eMarketer projects that between 2014 and 2017 Latin America’s ad spend will grow by 10% a year: only countries in a group called Fast-Track Asia (China, Indonesia, Malaysia, India, Pakistan, Philippines, Taiwan, Thailand and Vietnam) will grow more, with 10.3% annual growth.

Digital Driving Growth
According to Zenith Optimedia, mobile advertising will account for 51% of total ad spend growth around the world between 2014 and 2017. Desktop digital will also be an important part of global ad spend growth: it will account for 25% of it between 2014 and 2017. In fact, by 2017 desktop advertising will account for nearly 20% of global ad spend while TV will remain #1 with 37.4%. Mobile advertising will be close behind newspapers, accounting for 11.5% of global ad spend compared to 12.2% for newspapers. (Click on the image below to enlarge.)

Ad spend 2017 by medium Eng

Digital to Play a Key Role in Latam Markets
Historically, it’s obvious that traditional media have dominated ad spend in Latin America, particularly television. But eMarketer’s projections suggest a significant shift will happen in certain markets this year. For example, eMarketer forecasts that digital will command as much as 50% of the ad spend in the United Kingdom in 2015, while accounting for anywhere from 42% to 45% in countries like China, Denmark, Australia and Norway.
While digital won’t be as dominant in Latam countries, it’s significant to note that eMarketer projects that digital will account for 24% of the total 2015 ad spend in Mexico, not far behind the percentage projected for digital in the United States (31%). In fact, Mexico’s projected digital ad spend percentage is the same as that of Germany, Finland and Japan. In Brazil in 2015 digital will account for 15% of total ad spend. In Argentina, digital will account for 9% of total ad spend in 2015. While neither Brazil nor Argentina will have digital dominance in their 2015 ad spend, those familiar with ad spend in these countries will note that these percentages represent a significant increase for digital compared to years past.

Massive Mobile and Digital Ad Spend Growth for Argentina, Brazil and Mexico
According to eMarketer’s projections, in 2015 digital ad spend will grow by 30% in Argentina. Digital ad spend in Mexico will grow by 28% in 2015. And in Brazil, digital ad spend will grow by 15% in 2015.

Here’s a quick look at 2015 ad spend in these countries as per eMarketer (click on the image below to enlarge):

Ad spend ARG BR MX 2015 eng

Mobile advertising is set to grow in all 3 countries, according to eMarketer. Here’s the breakdown:

  • In 2015 mobile advertising spend will grow by 201% in Argentina
  • In 2015 mobile advertising spend will grow by 120% in Brazil
  • In 2015 mobile advertising spend will grow by 81% in Mexico

Over the next few years, between 2015 and 2018, digital ad spend should grow strongly in these countries, as per eMarketer projections. For example, digital ad spend will grow by 49% in Brazil between 2015 and 2018 to reach nearly US$5 billion. Mexico will post 73% growth in digital ad spend between 2015 and 2018, with more than US$2 billion invested in digital advertising in 2018. However, Argentina will have the most dramatic growth: 114% growth in digital ad spend between 2015 and 2018 and a total of nearly US$1 billion invested that year.

Leveraging This Data
As the digital money flow gushes in the coming years, we’ll see a parallel growth in programmatic ad spend in Latin America: a 600% increase just in 2015 and a nearly 9,000% increase by 2018. See more on that here. These projections suggest that brands will be putting more of their digital spend into programmatic, which makes sense when you consider the improved targeting offered by programmatic and the ability to buy by audience. An additional factor in this could be the ability to buy mobile programmatic impressions, which allows brands to reach the 194 million Latin Americans who use mobile Internet.

Contact us to find out how you can use programmatic to reach Latam’s 307 million Internet users via desktop, mobile or video, or if you just need help with a digital desktop campaign.

Latam digital music

Digital Music Cranks Up in Latin America

Both online music downloads and digital music subscriptions are on the rise in Latin America.

According to the most recent digital music report from the International Federation of the Phonographic Industry or IFPI—released in November 2014—Latin America posted 27% digital music revenue growth in 2013. Overall, revenues from digital music grew by 124% in Latin America between 2010 and 2013.

According to the Federation’s report, a number of Latam countries had powerful individual growth, including Peru (149%), Colombia (85%) and Argentina (69%).

But IFPI is not the only source that points to digital music growth in Latin American countries.

Colombia
Ipsos-Napoleón Franco’s Technology Tracker study, released in 2014, indicated that 37% of Colombian internet users stream music, compared to the 49% that buy CDs.

Mexico
The Mexican Association of Phonographic Producers (Amprofon) reported a 130% increase in revenues from streaming music services in Mexico during the first half of 2014. Streaming revenues totaled 175 million Mexican pesos in the first half of 2014, while digital music sales went up by 14% to reach 428 million Mexican pesos in the same period. Overall, 59% of the revenues generated by the Mexican music industry in the first half of 2014 came from digital sources, either streaming or purchases.

Brazil
A recent study from Opinion Box indicated that 28% of Brazilians stream music, though 76% still prefer to listen to music via traditional radio. However, another study from Opinion Box—done in June 2014—surveyed 1,484 Brazilian Internet users and found that 76% listened to music on their cell phones. Of these, 84% listen to MP3 files, 65% listen to the FM radio embedded in the device and nearly 31% use streaming music apps. In addition, while 2014 numbers aren’t available yet, the Associação Brasileira de Produtores de Discos, (Brazilian Association of Record Producers or ABPD) reported that digital music sales in Brazil went up by 22% in 2013 and that digital sales accounted for 36% of total music sales.

What to Do with This Data
While it’s tricky to find large scale spikes in digital music consumption for every Latin American country, there’s enough data for the larger markets to suggest a significant change is taking place. For advertisers and agencies, this means that looking into ad solutions from sites like Deezer may deliver some strong results with campaigns, especially with the younger age groups (15 to 24, 25 to 35) that make up the majority of Latam’s Internet users.

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.

3 tablets
#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.

4 responsive
#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.

 

pc_brasil-Tech-Metrics-Brasil-Intel

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.

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.

 

 

Latam mobile trends main shot

4 Key Changes in Latin America’s Mobile Market

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

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

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

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

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

2 mobile commerce
#2 M-COMMERCE BECOMES MORE COMMON

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

40%
of Mexican mobile users make mobile purchases

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

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

 

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

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

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

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

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

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

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

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

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

7 of 10
Internet users in Argentina go online with cellphones

50%
of Mexican digital users go online with smartphones

43%
of Colombian mobile users go online with their phones

58%
of Chileans have access to mobile internet

67%
of Paraguayan mobile users go online with their phones

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

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.