Modern social media abstract scheme

14 claves sobre redes sociales para agencias y anunciantes

Hace poco comScore publicó un reporte importante sobre las redes sociales en Latinoamérica. Para facilitarles a las agencias y a los anunciantes la toma de decisiones basada en estos datos, decidimos desglosar los puntos más importantes que podrían afectar a los enfoques, las estrategias y las campañas.

00 big_data
LA VISTA INTEGRAL

>>>Tiempo: Los latinoamericanos pasan más tiempo en redes sociales que los internautas de cualquier otra parte del mundo: casi 9 horas por internauta

>>>Volumen: A diario los sitios sociales reciben unos 59 millones de visitantes únicos de Latinoamérica

>>>Juventud: Más del 60% de los usuarios de redes sociales en Latinoamérica tienen entre 15 y 34 años de edad, el 20% tienen entre 35 y 44 y el 20% tienen más de 45 años de edad

>>>Dominio: Facebook ocupa más del 95% del tiempo total que los latinoamericanos pasan en medios sociales; en conjunto las demás redes (Twitter, Ask.fm, Badoo, Tumblr, LinkedIn, Vostu, Taringa) acaparan el restante 4,4% del tiempo de los latinoamericanos en redes sociales

>>>Alcance profundo: Las redes sociales llegan a casi el 96% de los internautas latinoamericanos y tiene su mayor alcance entre los internautas mexicanos (98%), argentinos (97,5%), peruanos (97,2%), chilenos (97,1%) y colombianos (96,8%)

>>>Share This: ComScore clasifica a ShareThis (un widget para compartir contenido en redes sociales que también permite correr publicidad) como la red social N°2 en todo Latam en cuanto a visitantes únicos totales

2 FANS
MÁS FANS, MÁS ACTIVIDAD

Como parte de su reporte, comScore incluyó datos de Shareablee, un aliado comercial que mide la actividad en las redes sociales que es relevante para marcas. Esto puede resultar útil porque más allá de los anuncios, las empresas buscan formas de medir cómo los usuarios de redes sociales interactúan con, usan y comparten contenido para entonces poder tener una idea del retorno sobre la inversión que obtienen. Después de todo, las iniciativas sociales no se pueden medir con la precisión de un banner o un post patrocinado.
Bien, pues este aliado de ComScore ha observado varias tendencias, entre ellas el crecimiento:

  • El crecimiento en fans en Latinoamérica fue del 194% entre enero 2013 y enero 2014
  • El crecimiento en fans en varios mercados latinoamericanos también fue significativo durante este periodo:  173% en Argentina, 179% en Brasil, 314% en Chile, 255% en Colombia, 196% en México y 205% en Perú
  • El engagement con páginas de Facebook en Latinoamérica aumentó en un 110% entre enero 2013 y junio 2014

3 INSTA
INCREMENTO CON INSTAGRAM

Desde enero 2013 ha habido un incremento masivo en la actividad en Instagram en Latinoamérica. Aumentos fuertes se han dado en Argentina (171%), Brasil (751%), Chile (183%), Colombia (52.000%), México (2.082%) y Perú (1.278%). Estas cifras miden los incrementos en acciones en Instagram cada mes. Entonces, por ejemplo, en enero 2013 en Brasil hubo 452.000 acciones en Instagram en Brasil. Pero para junio 2014 hubo 3,8 millones de acciones en Instagram en Brasil, un incremento del 751%.

Ahora bien, resulta importante notar que las acciones en Instagram representan una parte pequeña de la cantidad total de acciones en las redes sociales. ComScore observa que si bien hubo 633 millones de acciones sociales tomadas en Latinoamérica durante el primer trimestre de 2014, el 97% se hicieron en Facebook, el 1,5% se hicieron en Instagram y el 1,2% en Twitter.

4 SHARE
SUBE EL SHARING

En general, los usuarios en Brasil, México y otros países tienden a indicar que les gusta contenido en lugar de compartirlo. De hecho, el 75% de las veces que los brasileños tomaron acción con contenidos en Facebook, Twitter e Instagram, era para decir que algo les gustaba. Lo compartieron sólo el 19% de las veces y en un 5% de las veces hicieron un comentario al respecto. A modo de comparación, el 83% de las veces los mexicanos indicaron si algo le gustaban pero lo compartieron sólo el 12% de las veces.

Dicho esto, cabe notar que el índice de compartir contenidos en estos medios sociales ha aumentado entre enero 2013 y junio 2014:

  • Argentina                            +30%
  • Chile                                     +93%
  • Colombia                             +129%
  • Perú                                      +71%
  • México                                 +189%

POST
MÁS POSTS

Desde enero 2013 parece que los latinoamericanos están “posteando” más en Facebook. Por marca, la cantidad de posts en Facebook hechos cada mes incrementó en un 29%. A continuación indicamos los aumentos por país:

  • Argentina                            +16%
  • Brasil                                     -5%
  • Chile                                      +8%
  • Colombia                             +34%
  • México                                 +37%
  • Perú                                      +79%

En cuanto al tipo de contenido que los latinoamericanos postean en Facebook, he aquí un desglose:

  • Fotos                                     78%
  • Enlaces                                 14%
  • Estatus                                 4%
  • Videos                                  3%

Cuando Shareablee midió el tipo de contenido que generaba la mayor cantidad de engagement (nivel de reacción e interacción con el contenido) en Facebook, a nivel global fotos tenían un índice de engagement del 99,4% mientras que otros tipos de contenido tenían niveles mucho más bajos, entre ellos video (0,4%), estatus (0,1%) y enlaces (0,1%). Este patrón parece observarse en Latinoamérica: por ejemplo, en México las fotos “posteadas” en Facebook tienen un nivel del engagement del 88% en México.

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PREGUNTAS

Shareablee también consideró si las marcas usan preguntas como parte de sus llamados a la acción en sus posts pero la vasta mayoría (el 87%) no las usan.  Sin embargo, la empresa notó que las paginas en Facebook de la categoría Medios/Noticias/Publicaciones que incluyeron preguntas en sus posts en 2014 han tenido un incremento del 37% en el nivel de engagement.

Aprovechando estos datos
Hay varias formas en que los anunciantes y las agencias pueden aprovechar estos resultados:

  • Centrar la mayor parte de sus esfuerzos sociales en campañas en Facebook debido a su gran ventaja sobre otras redes en cuanto al alcance
  • Asignar una cantidad apropiada de recursos a Instagram debido a su popularidad creciente
  • Usar imagénes llamativas en anuncios porque las fotos provocan el mayor nivel de engagement
  • Considerar el mayor uso de fotos en esfuerzos del marketing  de contenidos y agregar branding y mensajes que provoquen conversión a las imágenes

Comuníquese con nosotros para averiguar más sobre cómo podemos ayudar a su empresa a aprovechar Facebook u otros tipos de redes sociales en campañas exitosas.

00 internet user1

Cómo usar la conducta para llegar a internautas latinoamericanos

La conducta resulta esencial para dirigirse a los internautas latinoamericanos. Si bien los datos sobre el comportamiento online de los internautas en Latam han sido un poco escasos, un nuevo estudio de JWT —llamado Digilats— nos ayuda a entender mejor sus preferencias y tendencias. JWT realizó una encuesta con más de 9.000 internautas en Argentina, Brasil, Chile, Colombia, Ecuador, México, Perú, Puerto Rico y Venezuela. A continuación detallamos algunas de las conclusiones que se pueden derivar de los datos.

# social tv
N°1 CONSIDERE UNA CAMPAÑA DE TV SOCIAL
Casi 6 de cada 10 (58%) de los internautas latinoamericanos dice que ven la televisión mientras que están conectados al internet. Y como ya sabemos que el internet móvil está creciendo enormemente en Latinoamérica (junto con las ventas de tablets y smartphones), resulta lógico suponer que estos internautas se están conectando al internet con dispositivos móviles. Pues los datos del estudio de JWT lo comprueban, ya que porcentajes significativos de latinoamericanos dicen que se conectan al internet con móviles:

  • El 66% de chilenos
  • El 61% de venezolanos
  • El 62% de puertorriqueños
  • El 58% de brasileños
  • El 57% de mexicanos
  • El 54% de colombianos
  • El 54% de ecuatorianos
  • El 49% de argentinos
  • 44% de peruanos

Más allá de la conexión con móviles tenemos resultados de un estudio de Ericsson que indica que el 62% de los argentinos, brasileños y mexicanos se conectan al internet con dispositivos móviles mientras que ven la televisión… y otro estudio reveló la misma fuerte tendencia con los chilenos.

Por lo tanto, las agencias y anunciantes quizás deben explorar las posibilidades de la aplicación de Shazam y otras soluciones que combinan la publicidad en televisión con componentes móviles.

deezer
N°2 INCREMENTE LA INVERSIÓN EN SITIOS DE VIDEO Y MÚSICA
Casi 7 de 10 (67%) de los internautas latinoamericanos dicen que ven o descargan videos online, mientras que el 58% bajan música y el 30% realiza streaming de radio. Además, más de la mitad (53%) dicen que escuchan música online. Además de explorar la compra programática de publicidad en sitios de video para mejorar la eficiencia publicitaria e invertir más en general en la publicidad en los videos online, las marcas y las agencias también pueden evaluar las oportunidades que ofrecen sitios como Deezer, el servicio líder de streaming legal de música.

mobile money
N°3 DEDIQUE MÁS MONEY A MÓVIL 
Si bien el 89% de los internautas latinoamericanos acceden al internet de un PC en su casa, el dispositivo N°2 que usan para conectarse al internet es el smartphone: el 56% lo hace. Y el 24% se conecta al internet con tablets, comparado con un 32% que se conecta al internet con un PC en el trabajo, el 17% que se conecta con PC en la escuela y el 13% que se conecta con un PC en un café cibernético. Un estudio reciente de PriceWaterhouseCoopers ofrece algunas ideas para crear campañas móviles bien dirigidas a brasileños que tal vez apliquen al resto de Latinoamérica. En todo caso, la adopción masiva de estos dispositivos sugiere que nuestras campañas online necesitan un componente móvil significativo sólo para seguir llegando a los internautas latinoamericanos que dependen cada vez más de estos dispositivos para conectarse al internet.

# social money
N°4 SEA SOCIALMENTE SENSATO

No sorprende que el estudio JWT indica que el 76% de los internautas latinoamericanos se comunican en los medios sociales todos los días. Para agencias y anunciantes, es posible que esta tendencia los haga sentir cierta presión para mantenerse al día con todas las nuevas redes que surgen. Pero tal vez no sea tan necesario hacer esto. Si bien muchas de estas redes sociales pueden ofrecer algunas oportunidades interesantes para conectar con ciertos grupos nicho, la métrica clave para tomar en cuenta es el tiempo que se pasan los internautas en estas redes. Un reporte de 2014 de comScore sobre redes sociales indica que Facebook acapara más del 95% que los latinoamericanos pasan en redes sociales, lo cual sugiere que debemos ponderar nuestras inversiones en conformidad con esta realidad.
De lo contrario, a pesar del crecimiento de Twitter y LinkedIn, las marcas quizás no consigan buenos resultados  con campañas simplemente porque la gente no pasa suficiente tiempo en estas redes para ver los anuncios. Con Facebook, el retargeting mediante Facebook Exchange podría ser una forma de maximizar alcance debido a que se basa en conducta comprobada online, a diferencia de los posts patrocinados u otros tipos de anuncios.

Contáctenos para averiguar sobre podemos ayudar a su empresa con varias de las tácticas, medios y plataformas que reflejan la conducta y preferencias de los internautas latinoamericanos, entre ellas la compra programática de anuncios display o con videos online, campañas en Shazam o en Deezer, publicidad móvil y retargeting mediante Facebook Exchange.

00 internet user1

Using Behavior to Reach Latin American Internet Users

In targeting the Latam online audience, understanding their behavior and activities is crucial to initiate and later optimize campaigns. A recent study from JWT polled thousands of Latin American Internet users in countries like Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru, Puerto Rico and Venezuela. The JWT study includes some behavioral data that could be helpful for agencies and advertisers. Here are some of the key takeaways:

# social tv
#1 Consider a Social TV Campaign

Nearly 6 out of 10 (58%) of Latin American Internet users say that they watch TV while online. And since we know that mobile Internet is growing hugely in Latam (along with tablet and smartphone acquisition), it stands to reason that these internautas are going online with mobile devices while watching TV.  In fact, significant percentages of Latin Americans in the JWT study report that they go online with mobile devices:

  • 58% of Brazilians
  • 66% of Chileans
  • 61% of Venezuelans
  • 62% of Puerto Ricans
  • 57% of Mexicans
  • 54% of Colombians
  • 54% of Ecuadorians
  • 49% of Argentines
  • 44% of Peruvians

Further supporting this is a study from Ericsson that revealed that 62% of Argentines, Brazilians and Mexicans go online with mobile devices and another on Chileans doing the same.
As such, agencies and advertisers may want to explore the possibilities with the Shazam mobile app and other solutions that combine TV advertising with mobile components.

deezer
#2 Up Investment in Online Video & Music Sites

Nearly 7 in 10 (67%) of Latin American Internet users say they watch or download online videos, while 58% download music and 30% stream radio. Also, more than half (53%) say that they listen to music online. Besides exploring programmatic buying of ads on video sites to improve efficiency and overall investment in online video advertising, brands and agencies can also evaluate the opportunities offered by sites like Deezer, the world’s leading legal music streaming service.

mobile money
#3 Put Money in Mobile

While 89% of Latin American Internet users access the Internet from a PC at home, the #2 device they use is a smartphone: 56% go online with these. And 24% go online with tablets, compared to 32% going online from a PC at work and 17% connecting via a PC at school and 13% using a PC at an Internet café. A recent study from PriceWaterhouseCoopers offers some ideas for crafting mobile campaigns that appeal to Brazilians and it may have applicability for the rest of Latam. Regardless, device adoption suggests that our online campaigns need a significant mobile component just to continue reaching Latam Internet users that rely more and more on these devices to connect.

# social money
#4 Be Smart about Social

Not surprisingly, the JWT study shows that 76% of Latin American Internet users engage in social networking every day. The tricky part for agencies and advertisers is that there’s pressure to stay current with all the new networks that are popping up. While many of these social networks can offer some interesting opportunities to connect with certain niche groups, the key metric to factor in is time spent. A 2014 report from comScore indicates that more than 95% of the time that Latin Americans spend on social media sites is spent on Facebook, so this suggests that we should weigh our investments accordingly. Otherwise, despite the growth of Twitter and LinkedIn, brands may not see good results with campaigns, simply because people aren’t on these long enough to see ads. With Facebook, retargeting through Facebook Exchange may be a way to maximize reach because of its basis in proven behavior, as opposed to sponsored posts or other types of ads.

Contact us to learn more about how we can help with a variety of these tactics, media and platform, including programmatic buying of display or online video ads, campaigns on Shazam or Deezer, mobile advertising and retargeting via Facebook Exchange.

Modern social media abstract scheme

14 Latam Social Media Keys for Agencies and Advertisers

Recently comScore released a major report on social media in Latin America. To help agencies and advertisers make decisions based on the data, we decided to break down the key highlights that could affect approaches, strategies and campaigns.

1 BIG PICTURE
THE BIG PICTURE

>>>Time: Latin Americans spend more time on social media than Internet users from any other region in the world

>>>Volume: Social media sites receive 59 million daily unique visitors from Latin America

>>>Youth: More than 60% of social media users in Latin America are 15 to 34, 20% are 35-44 and 20% are over 45

>>>Dominance: Facebook takes up 95.6% of the time that Latin Americans spend on social media while combined, the rest of the social sites (Twitter, Ask.fm, Badoo, Tumblr, LinkedIn, Vostu, Taringa) take up the remaining 4.4% of the time

>>>Deep Reach:  Social media reaches 95.8% of Latin American Internet users and has its deepest reach among Internet users in Mexico (98%), Argentina (97.5%), Peru (97.2%), Chile (97.1%) and Colombia (96.8%)

>>>Share This: ComScore classifies the ShareThis widget (which does allow firms to advertise on it) as the #2 social media site in all of Latin America in terms of total unique visitors

2 FANS
MORE FANS, MORE ACTIVITY

As part of its report, comScore included data from Shareablee, a partner that measures social media activity that’s relevant to brands. That’s because aside from ads on social media, firms look to measure if social media users interact, use and share content to help get a sense of ROI from social media activity that can’t be measured directly (like a banner ad or sponsored post). One of the recent trends has been simple growth:

  • Fan growth in Latin America was 194% between January 2013 and January 2014
  • Fan growth in several Latam markets was also high in this period: 173% in Argentina, 179% in Brazil, 314% in Chile, 255% in Colombia, 196% in Mexico and 205% in Peru
  • Engagement with Facebook pages in Latin America went up by 110% between January  2013 and June 2014

3 INSTA
INSTAGRAM INCREASE

There has been a massive increase in Instagram activity in Latin America since January 2013, with surges in Argentina (171%), Brazil (751%), Chile (183%), Colombia (52,000%), Mexico (2,082%) and Peru (1278%). These numbers refer to the increases in monthly actions on Instagram. So for example, in January 2013 there were 452,000 actions on Instagram in Brazil. But by June 2014 there were 3.8 million actions on Instagram, an increase of 751%.

Of course, it’s important to note that Instagram actions represent a small part of the total amount of actions on social media. ComScore points out that of the 633 million social media actions in Latam during the first quarter of 2014, 97% were on Facebook, with 1.5% on Instagram and 1.2% on Twitter.

4 SHARE
SHARING SPIKE

Overall, users in Brazil, Mexico and other countries tend to like social media content more than share it. For instance, when it came to content posted on Facebook, Instagram and Twitter, Brazilian social media users tended to like content 75% of the time, commented on it 5% of the time and shared it 19% of the time. In comparison, Mexican social media users liked content 83% of the time but shared it only 12% of the time.

That said, sharing mostly rose in Latin America between January 2013 and June 2014:

  • Argentina                            +30%
  • Chile                                      +93%
  • Colombia                             +129%
  • Peru                                      +71%
  • Mexico                                 +189%

POST
POSTING UP

Latin Americans mostly seem to be posting more on Facebook since January 2013. Monthly Facebook posts per brand in Latin America went up by 29%. Here’s a look at the changes in each country:

  • Argentina                            +16%
  • Brazil                                     -5%
  • Chile                                      +8%
  • Colombia                             +34%
  • Mexico                                 +37%
  • Peru                                      +79%

In terms of the type of content posted on Facebook, here’s a breakdown:

  • Photos                                  78%
  • Links                                      14%
  • Status                                   4%
  • Video                                    3%

When Shareablee looked at the type of content that generated the most engagement on Facebook, globally photos had a 99.4% engagement while other types of content like video (0.4%), status (0.1%) and links (0.1%) had much lower levels of engagement. The pattern seems to hold up in Latin American markets, with photos accounting for 88% of the Facebook engagement in Mexico.

question mark with speech bubles, vector on the abstract background
QUESTIONS

Shareablee also considered whether brands use questions as part of their calls to actions with Facebook posts and the large majority (87%) of posts did not. However, the firm observes that Media/News/Publishing pages in Mexico that included questions in their 2014 posts have observed a 37% increase in engagement up to now.

Taking Advantage of This
In looking at these results, advertisers and agencies can leverage these results in several ways:

  • Focus efforts on Facebook because it has a gigantic reach advantage over other social networks
  • Allocate an appropriate amount of resources to Instagram due to its rising popularity
  • Use powerful images in ads because photos dominate engagement
  • Consider employing more photos in content marketing efforts, adding some subtle branding and messaging to lead to conversion.

Contact us to find out more about how we can help your firm use Facebook retargeting and other social media advertising  in successful campaigns.

 

brazil map

The 5 Top Trends in Brazilian Media

Recently, consulting firm PriceWaterhouseCoopers (PwC) shared the results of its most recent report, Global Entertainment and Media Outlook 2014-2018. The report uses current market data to paint a picture of how media markets around the world will look in the next 4 years, including that of Brazil. After reviewing the report, we wanted to share some key trends in Brazilian media that may be helpful for agencies and advertisers know about.

Brasil mobile 2d
#1 Brazilians Are Doing Much More on Their Mobile Devices

In trying to reach customers more frequently and effectively in their daily lives, agencies and advertisers may want to consider expanding their mobile investment. Why? Because when PwC asked consumers in Brazil, China, the United Kingdom and the United States about the top 19 activities they perform with their mobile phones, Brazilians showed significantly higher levels of engagement in 15 out of 19 activities.
For example, 95% of Brazilians use mobile phones to go on social media, compared to 87% of Americans, 74% of British people and 88% of Chinese. In fact, high percentages of Brazilian consumers are more likely to use their mobiles for the following:

  • Playing games (90%)
  • Using GPS (80%)
  • Going on video sites like Youtube (93%)
  • Making bank transfers (77%)
  • Downloading movies (73%)
  • Buying tickets to shows or movies (51%)

This behavioral data may offer some ideas for advertisers to target their mobile campaigns. And there’s more research which may help advertisers in understanding how to best create mobile advertising for Brazilians. You can find it here.

pay TV brasil
#2 Pay TV Advertising in Brazil Will Grow Twice As Fast as in the Rest of the World

Around the world, Pay TV advertising will grow by 3.2% between 2013 and 2018. However, in Brazil pay TV advertising will grow by 7.2% between now and 2018.

capa_site
#3 Print, Radio and Out-of-Home Advertising Will Continue Growing in Brazil

Compared to the rest of the world, these traditional forms of media in Brazil should also post good growth in the coming years. For example, PwC projects growth of 4.8% for magazines in Brazil and 4.1% for newspapers in Brazil between now and 2018, compared to global growth averages of 0.1% for newspapers and 0.3% for magazines in the same period. And while PWC projects global growth for out-of-home (OOH) advertising between 2013 and 2018 that is a bit higher (4.7%), OOH will grow even more robustly in Brazil in the same period: by nearly 9%.

Imperio-trilha-sonora
#4 Free TV Advertising in Brazil Will Grow at Nearly Double the Global Rate
According to PwC, TV advertising in Brazil grow by 9.1% between 2013 and 2018, compared to a growth of 5.5% for the rest of the world. While Internet ad spend is expected to increase to 16% of total ad spend in Brazil by 2018, free TV will remain dominant and take up 54% of total ad spend in Brazil in 2018.

pc_brasil-Tech-Metrics-Brasil-Intel
#5 Internet Will Continue Its Strong Growth in Brazil

PwC predicts that US$3.3 billion will be spent on Internet advertising in Brazil in 2018. Between 2013 and 2018, PwC projects nearly 17% growth in online ad spend in Brazil. The key factors that are part of this growth is the projected 43% penetration of fixed broadband in Brazil by 2018, as well as the predicted 54% smartphone penetration rate in that same year. Between now and 2018 PwC predicts that the biggest growth in online advertising in Brazil will happen with mobile (27% projected increase) and online video advertising (48% projected increase).

For access to this report, please click here.

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Brazilian market, please contact us.

 

 

money-sign

The Most Valuable Brands in Latin America

Recently Interbrand—a global brand consultancy firm—took a close look at some of the major retail brands in Latin America to gauge their values. Interbrand factored in 2013 results from each company, their expansion plans and other variables (including the growth of Latam’s middle class and the surge of e-commerce in the region) to create a realistic ranking. Here’s a quick look at the top 20 most valuable retail brands in Latin America and the factors that Interbrand used in developing each brand’s rank.

1 natura
#1: Natura (cosmetics)
Based in: Brazil
Value: US$3.1 billion
Factors in its ranking:

  • Clear brand proposition
  • Consistent customer experience
  • Innovative research and development

2 oxxo
#2 Oxxo: (convenience stores)

Based in: Mexico
Value: $US$2.61 billion
Factors in its ranking:

  • Rapid expansion, with 1,120 new stores in 2013 and a total of 11,721
  • Responsive to local needs through proprietary brands
  • Banking services in stores as a further convenience for customers

3 bodega aurrera
#3: Bodega Aurrera (grocery stores)

Based in: Mexico
Value: $US1.01 billion
Factors in its ranking:

  • Net sales increase of 3.1% in 2013
  • Iconic character of Mamá Lucha that drives ad campaigns
  • Wide variety of products available at affordable prices

4 falabella_logo
#4: Falabella (department stores)

Based in: Chile
Value: US$547 million
Factors in its ranking:

  • 89 stores in 4 countries with ambitious expansion plans in place
  • Vast array of brands, products and services

liverpool
#5: Liverpool (department stores)

Based in: Mexico
Value: $US485 million
Factors in its ranking:

  • Nearly 100 stores
  • Heavy investment in remodeling existing stores and opening new ones
  • Third most important credit issuer in Mexico
  • Bringing the U.S. brand Chico’s to Mexico via a partnership

6 casas bahia
#6: Casas Bahia (home furnishings)

Based in: Brazil
Value: US$420 million
Factors in its ranking:

  • Investment of $700 million in advertising, #2 advertiser in the country
  • Expansion in north and northeastern Brazil: 25 new stores in 2014
  • Consistency in communication + strong business model

7 sodimac
#7: Sodimac (home improvement)

Based in: Chile
Value: US$381 million
Factors in its ranking:

  • Comprehensive offer that smaller stores are unable to match
  • 135 stores in Chile, Argentina, Colombia and Peru
  • Successful market segmentation strategy via store formats and sub-brands
  • Inroads into new markets like Uruguay and Brazil

9 elektra
#8: Elektra (electronics)

Based in: Mexico
Value: US$366 million
Factors in its ranking:

  • Focus on the base of the pyramid in Latin America
  • Accessible credit for customers
  • Acquisition of Blockbuster Mexico to expand its locations

9 renner
#9: Renner (apparel)

Based in: Brazil
Value:$US$357 million
Factors in its ranking:

  • Second largest chain in Brazil
  • High customer satisfaction rate: 96.6%
  • Expanded portfolio of brands

10 lojas americanas
#10: Lojas Americanas (convenience stores)

Based in: Brazil
Value: US$320 million
Factors in its ranking:

  • Positive in-store experience for clients
  • 59% reduction in complaints to Brazilian Consumer Protection Organization
  • Strong event-centered promotional events

11 superama
#11: Superama (grocery stores)

Based in: Mexico
Value: US$319 million
Factors in its ranking:

  • Strong focus on good service
  • Developing more digital shopping experiences like its mobile app

12 extra logo
#12: Extra (mass merchant)

Based in: Brasil
Value: US$263 million
Factors in its ranking:

  • Accounts for 33% of the revenue of its parent firm, Grupo Pão de Açúcar
  • Extra.com has become a virtual mall much like Amazon.com
  • Good Brand positioning and expansion of its Minimarket Extra stores

13 hering
#13: Hering (apparel)

Based in: Brazil
Value: US$261 million
Factors in its ranking:

  • 130-year history, broad appeal across all ages and social classes
  • Expanded offerings to include higher-priced items
  • Consistent communications and strong corporate citizenship initiatives

14 exito
#14: Éxito (mass merchant)

Based in: Colombia
Value: US$246 million
Factors in its ranking:

  • Strong variety of products, formats and services
  • Online sales platform that offers wider range of products at better prices
  • Expanded into mobile phone, insurance, credit cards and travel services

15 suburbia
#15: Suburbia (apparel)

Based in: Mexico
Value: $173 million
Factors in its ranking:

  • Delivers fashion to growing middle and lower-income segments
  • Strong social media presence including a style guide blog
  • 13% sales growth and 108 stores, more than any other clothing retailer in Mexico

16 Tottus
#16: Tottus (mass merchant)

Based in: Chile
Value: US$160 million
Factors in its ranking:

  • Revenue increase of 23% in 2012
  • Market share of 27% in Chile and 7% in Peru
  • Part of parent company Falabella’s expansion plans

17 Havaianas-logo
#17: Havaianas (apparel)

Based in: Brazil
Value: US$159 million
Factors in its ranking:

  • Popular sandals and expanded product line
  • Celebrity endorsements, magazine ads and in-store experience keep brand relevant and fresh
  • Expansion to other markets, including Australia and Europe
  • Plans to open 90 new stores in Brazil and abroad

18 pao de acucar
#18: Pão de Açúcar (grocery stores)

Based in: Brazil
Value: US$147 million
Factors in its ranking:

  • Premium position in the marketplace
  • Expansion of delivery service
  • Commitment to innovation and sustainability

R03_ManualPontoFrio.indd
#19: Pontofrio (electronics)

Based in: Brazil
Value: $147 million
Factors in its ranking:

  • Targeting growing middle classes with fresh visual brand identity
  • Inaugurating concept stores and developing new campaigns to deliver innovation in every point of contact
  • Responding to consumer preferences

20 arezzo
#20: Arezzo (apparel)

Based in: Brazil
Value: $124 million
Factors in its ranking:

  • Glamorous campaigns that include bloggers
  • 1.3 million fans on Facebook as part of strong social media presence
  • Revenue growth that is five times the global industry’s average

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market, please contact us.

 

brasil social

6 of the Latest Social Media Trends in Brazil

The more agencies understand how Brazilians access and use social media, the better they can optimize their campaigns and maximize their ad investment. That’s why we reviewed new research on Brazilian social media use. We spotted several trends, including:

#1 Seven Social Sites
According to a poll of more than 1,500 Brazilian Internet users aged 15 to 32 that was done by CONECTA  (an online community), on average, young Brazilian Internet users have profiles on 7 social media sites.
Facebook was the most popular (96% of Brazilian Internet users have a page on it), followed by YouTube (70%), Skype (69%), Google+ (67%), Twitter (64%), Orkut (57%) and Instagram (52%).

#2 Mobile Majority
The CONECTA survey indicated that 88% of the cell phones of younger Brazilian Internet users have the Facebook app installed. Most also have YouTube (81%) and WhatsApp (79%) on their phones. For those who own tablets, 61% have the Facebook app installed and 59% have the Youtube app.
This tendency to connect to social networks via mobile is further supported by research from Comitê Gestor da Internet no Brasil, which indicated that 53% of younger Brazilian Internet users go on social networks using cell phones and 16% use tablets.

#3 Always Connected
Another finding of the CONECTA survey was that because of the easy access through their phones, a large majority of Brazilian Internet users report they are always connected to social networks: 89% are continually on Facebook, 87% on WhatsApp and 63% on Instagram.

#4 World Leaders in Social Media Use
A survey from SurveyMonkey in partnership with Social@Ogilvy indicates that Brazilians spend nearly 14 hours a month on social networks, more than many large online markets. The survey polled 6,500 Internet users in 16 countries, including those in China, Russia, the United States, Germany, Japan, Argentina and Mexico. The #2 country in social media use was Russia, with an average of 10.8 hours a month, followed by Argentina.
This 14 hour per month figure on social media actually may be low, by the way. A recent study from comScore indicated that Brazilians spend 56 minutes a day on social media, a total of 1,680 minutes or 28 hours a month.

#5 Heavy Sharing
The SurveyMonkey survey also indicated that 71% of Brazilian Internet users share content on social media, the highest percentage of all countries surveyed.

#6 Social Searching for Jobs
A survey from Jana indicated that job hunters from Brazil prefer to use Facebook to look for work rather than LinkedIn or Google. In fact, 59% of the Brazilians said they use Facebook to look for jobs while only 14% use LinkedIn and 30% use Google+.

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Brazilian market, please contact us.

50041-Vector-Brazil-Flag-paint-on-Girls-face

What Brazilians are Buying in 2014

Besides understanding consumer behavior and the trends in consumer attitudes among Brazilians, it’s also helpful for agencies to see which products they are purchasing in greater quantities. So we took a look at recent sales figures and highlight important increases with key products.

1 books
Books

While no figures are yet available for 2014, in 2013 book sales went up by more than 4% in Brazil. This is consistent with earlier growth trends, including a 3% sales increase in 2012 and 7% increase in 2011.
Source: Fundação de Pesquisas Econômicas

2 beer
Beer

During the first 3 months of the year, beer sales in Brazil went up by nearly 11%. The World Cup also helped boost beer sales, as Nielsen reported beer sales increasing by 11% during June 2014.
Sources: AB InBev, Nielsen

3 meds
Generic Medications
Compared to the first half of 2013, sales of generic medications in Brazil went up by more than 11% during the first half of 2014, with more than 416 million units sold. Revenues from generic drug sales in Brazil reached R$ 7.5 million in the first half of 2014, an increase of 18% compared to the same period in 2013.
Source: Associação Brasileira das Indústrias de Medicamentos Genéricos

4 printer
Printers

Printer sales went up by more than 8% in Brazil during the first quarter to reach more than 1 million units sold.
Source: IDC

5 shoes
Shoes

Brazilians are projected to spend more than R$ 43 billion (US$19 billion) on shoes in 2014, a 7.6% increase compared to 2013. Classe C has the highest consumption potential among all socioeconomic classes in Brazil, with 43%, whereas Classe B is at 40%, Classe A is at 9% and Classes DE are at 8%.
Source: Pyxis Consumo 2014-IBOPE Inteligencia

6 scooter
Scooters

During the first half of 2014 more than 20,000 scooters were sold in Brazil. This represents an increase of nearly 32% compared to the first half of 2013. So far in 2014, the Honda PCX 150 was the biggest seller among scooter models, with more than 9,600 units sold. This seems to be part of a longer trend, since scooter sales went up by more than 800% in Brazil between 2008 and 2013.
Source: Associação Brasileira dos Fabricantes de Motos

10x10
Smartphones

While smartphone fever seems to have cooled a bit in Brazil, there’s no question that the product enjoys healthy popularity. In the first half of 2014 smartphone sales in Brazil went up by 71% compared to the same period in 2013. Overall, between January and May 2014, more than 28 million cell phones were sold in Brazil—and 19.5 million of these were smartphones. Overall, it’s projected that nearly 65 million cell phones will be sold in Brazil in 2014 and that smartphone sales will reach nearly 47 million units. For comparison purposes, in 2013 more than 35 million smartphones were sold in Brazil.
Sources: IDC and Associação Brasileira da Indústria Elétrica e Eletrônica

7 brinquedo
Toys

Sales of toys in Brazil went up by 6% in the first half of 2014. Overall, it’s projected that toy sales in Brazil will grow by 12% in 2014.
Source: Associação Brasileira dos Fabricantes de Brinquedos

8 traveler
Travel

Brazilians spent US$12.5 billion dollars during foreign travel between January and June of 2014, more than the same period of 2013, in which they spent US$12.3 billion. In June 2014 Brazilians spent US$2 billion in foreign travel, the largest amount ever.
Source: Banco Central

9 tv
TVs
The excitement over the World Cup helped spike TV sales in Brazil by 60% from the second half of May 2014 until June. This comes after a 55% increase in TV sales in January 2014. Overall, it’s expected that Brazilian stores specializing in selling TVs will see an increase of more than 253 million euros in revenues this year.
Sources: GfK, Confederação Nacional de Bens, Serviços e Turismo

10 car
Used Cars

While sales of both new cars and motorcycles in Brazil are down compared to 2013, used car sales went up by 4.6% in the first half of 2014, with more than 6 million vehicles sold. Overall, it’s projected that used car sales in Brazil will go up by 6 to 7% this year.
Source: Federação Nacional das Associações dos Revendedores de Veículos Automotores

11 vinho
Wines

Sales of wines went up by 2% in Brazil during the first half of 2013, with table wines and sparkling wines showing the biggest increase (6%).
Source: Instituto Brasileiro do Vinho

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Brazilian market, please contact us.

 

 

Wireless mouse with hand

Hay más de 330 millones de internautas en Latinoamérica

Hace poco eMarketer —empresa especializada en datos sobre el mercado online mundial— publicó datos sobre la cantidad de internautas en Latinoamérica. Según los cálculos de eMarketer, a finales de 2014 habrá más de 330 millones de internautas en América Latina. Casi 108 millones de estos internautas están en Brasil, 64 millones están en México y 27 millones están en Argentina, con casi 132 millones de internautas ubicados en el resto de Latinoamérica.

Para 2018 se proyecta que habrá casi 414 millones de internautas en Latinoamérica, un incremento del 25% en 4 años. Los efectos de este crecimiento se están notando en varias áreas, como el comercio electrónico:

Aumento de uso
Más allá de transacciones online, las investigaciones están indicando fuerte uso del internet por latinoamericanos:

El significado de las cifras
Todo este uso del internet, ya sea para navegar, interactuar en redes sociales o realizar compras online, aumenta la cantidad de datos disponibles sobres los internautas latinoamericanos. Empresas como Navegg —aliado de MediaDesk, un DSP (demand-side platform) y la plataforma líder de compra programática en Latinoamérica— están recopilando tales datos. Para los anunciantes y las agencias, estos datos son cruciales. Permiten la creación de perfiles completos de internautas latinoamericanos que incluyen sus preferencias, intereses e intenciones de compra.

Actualmente MediaDesk DSP cuenta con más de 110 millones perfiles de internautas en Latinoamérica. Al usar estos datos en combinación con el sistema sencillo de MediaDesk, hoy más que nunca las empresas cuentan con una gran capacidad de llegarles a los 330 millones de internautas latinoamericanos con mayor precisión en sus campañas publicitarias online.

Para averiguar más sobre cómo puede aprovechar la compra programática con MediaDesk —la plataforma líder de compra programática en Latinoamérica— favor de contactarnos: sales@mediade.sk.

Wireless mouse with hand

By 2018 Latin America Will Have More Than 400 Million Internet Users

Recently, eMarketer—a research firm specialized in online data for markets around the world—published research about the amount of Internet users in Latin America. According to eMarketer, by the end of 2014 Latin America will have more than 330 million Internet users. Nearly 108 million of these Internet users will be in Brazil, 64 million in Mexico and 27 million in Argentina, with nearly 132 million in the rest of Latin America.

The firm projects that by 2018 there will be nearly 414 million Internet users in Latin America, an overall 25% increase in 4 years. The effects of this growth are visible in several areas, such as e-commerce:

  • Consulting firm Prince and Cooke projects a 40% increase in e-commerce in Argentina and total online sales of $4.2 million in 2014
  • The Brazilian Association of E-Commerce predicts that e-commerce will go up by 27% in Brazil in 2014 to reach a total of $17 billion in sales
  • According to the Santiago Chamber of Commerce, e-commerce sales in Chile went up by 25% in 2013 and will go up another 20% in 2014 to reach $2 billion
  • In Colombia e-commerce sales went up by 40% in 2013 to total $2.5 billion and according to the Latin American Institute of E-Commerce, e-commerce sales in Colombia will go up by another 45% in 2014
  • The Mexican Internet Association indicates that e-commerce sales in Mexico went up by nearly 42% in 2013 to reach more than $9 billion
  • According to the Latin American Institute of E-Commerce, e-commerce sales in Peru totaled $800 million in 2013 and should go up by another 20% in 2014

More Usage
Beyond online transactions, recent research also indicates that Latin American are going online with more frequency and spending more time online than ever:

Running the Numbers
All of this Internet use, whether it’s to surf, update social media statuses or make online purchases, increases the amount of available data for Latin American Internet users. Companies like Navegg—a partner of MediaDesk, a DSP (demand side platform) that is Latin America’s leading programmatic buying platform—are gathering this data. For advertisers and agencies, this data is crucial. It allows for the creation of complete profiles of Latin American Internet users that include their preferences, interests and purchase intents.

Currently MediaDesk DSP has more than 110 million Internet user profiles for Latin America. Once they combine this data with MediaDesk’s user-friendly system, today more than ever firms can reach Latin America’s 330 million Internet users with even more precisely targeted online ad campaigns.

To find out how to leverage programmatic buying with MediaDesk, the leading programmatic buying platform in Latin America, please contact us: sales@mediade.sk.