Tag Archives: campaign

US Media Consulting Merges with Jumba

This month we officially completed our merger with Jumba Media Group, one of the top online ad networks in Latin America. “While we have worked closely with Jumba since its launch in 2007, we’re proud to make it officially part of the US Media Consulting family,” says Bruno Almeida, Chief Commercial Officer for US Media Consulting.

New Name, New Products
The “Jumba” name won’t go away, but it will no longer refer to the company. From now on, US Media Consulting is the company name but the Jumba brand name will continue to exist in the form of specific products. As such, Jumba’s offices in Buenos Aires, Argentina, will become an additional Latin American satellite office for US Media Consulting, joining the ones in Bogotá, Guatemala City, Caracas, Mexico City and the upcoming office in Brazil
One of the key products with the Jumba name is the online ad network, which features 1,700+ sites concentrated in 15 key subject areas. Adding this network—which will be called Jumba Display Network—to US Media Consulting’s roster of represented media and 2,200 media partners will give our clients even more Web options for their campaigns. Besides top premium sites, Jumba Display Network offers vertical site clusters and long-tail sites—both of which make for maximum reach and significant cost-effectiveness.
 
Beyond Web into Mobile, Social and More
Of course, merging with Jumba offers more than just proprietary web solutions. With the Jumba Mobile Network, US Media Consulting can help clients tap into Latin America’s surging mobile ad market via more than 150 mobile sites.
But the new solutions don’t stop there. “Our team has developed a wide range of solutions for clients, including online video advertising, email marketing and social media marketing,” says Ignacio Roizman, former head of Jumba Media Group and now Chief Operations Officer at US Media Consulting. “We’ve already launched campaigns for clients in those areas but we’re also developing a number of other web-based solutions that should roll out in 2012,” explains Roizman.

A Fresh Site…and Maybe More Mergers
Clients, media partners and industry colleagues will get a very direct sense of the offerings of the new, improved US Media Consulting this spring. “We’re re-doing our company Web site from top to bottom,” says Almeida. “The new site should be ready in a couple of months and will showcase the expanded offerings that the merger has made possible. In addition, we’re also considering other firms that we may acquire. We’re seeing a lot of interesting synergies in the marketplace and great potential,” says Almeida.

To find out how more about our web, mobile, social media, email marketing and online video campaigns, as well as our capabilities in print, TV and out of home advertising, please contact us at info@usmediaconsulting.com.

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Rebranding with Balance

While rebooting a brand can garner new customers and revenue streams, it’s also risky. One key risk is losing the core audience that powered the brand in the first place. However, with a balanced approach, you can rebrand while retaining your base. Here’s how we helped a client do exactly that.

Becoming Brand-New
The client’s telecommunications product was a strong seller throughout Latin America, but its appeal tended to heavily skew male. So the client rebranded to show how the product was also a fine fit for women and families. This involved new creative that emphasized the fit, including a fresh logo and a strong slogan. The challenge was ensuring the appeal to the men who were already faithful customers.

Aligning Audience Appeal
To help the client retain its base while introducing its fresh positioning, we helped them create a campaign with Bloomberg TV, which we exclusively represent in Latin America. With an audience of 10 million in Latin America, Bloomberg TV allowed the client to reach key decision makers and influencers, most of which were male.
However, the existing creative focused on the new audiences the client wished to reach—not the core male customer base. After considering several options, we realized that the appeal of Bloomberg TV hinges significantly on the stock market data that launched the Bloomberg brand in the first place. As such, we worked with the client to create a spot that integrated part of the new creative while tying it to a stock market databoard reflecting top stocks—in real time—for each Latin American market the spot would run in.
Ultimately, the spot showcased the connection between the client’s brand and Bloomberg while also integrating the new markets the brand was trying to reach. The end result was balance: the client rebranded successfully while reaching the elite male audience of C-suite decision makers that watch Bloomberg TV.

To find out how we can help you leverage the power of Bloomberg TV’s exclusive audience in Latin America, contact us at info@usmediaconsulting.com.

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cointernet

4 Reasons Why Colombia Is Set to Star as an Online Market

It’s not as big as Brazil or Mexico—maybe that’s why it hasn’t gotten as much attention as an online market. However, Colombia has all the ingredients to become a power performer for Internet advertising. Here’s why.

#1: Growth in users. According to comScore, Colombia’s online population grew by 18% between May 2010 and May 2011, just behind Brazil (19%) and Mexico (21%) and with 9 times the amount of growth of Argentina (2%). This is part of a pattern of continual impressive growth. The amount of Colombia internautas grew by 27% between 2009 and 2010, and since 2000, the amount has grown by a whopping 2,267%.

#2: Strong penetration. Colombia now has 50% Internet penetration, behind Argentina (66%), and Chile (54.8%) and well ahead of Mexico (35%) and Brazil (37%). It’s also important to note that Colombia has 22.5 million Internet users, more than double the amount in Chile and just behind Argentina (27.5 million). In fact, it’s in the top 4 in Latin America among users, along with Mexico, Brazil and Argentina.

#3: Huge online ad spend increases. In 2010, Colombia’s online ad spend shot up by 56% to $41 million. This was the largest growth in online ad spend in all of Latin America.  And Colombia’s online ad spend is expected to grow by another 40% in 2011. Marketers are realizing that online is an excellent way to reach consumers in this market—studies show that 90% of Colombian Internet users go online to research products before buying.

#4: Top rankings in key areas. Colombians search more online than anyone: they perform 233 searches per users, much more than Mexico (178), Argentina (175), Brazil (150) and even more than the United Kingdom (162). They’re also active on social media: these have a 90% penetration rate in the country.
However, it’s important to note that display ads appear to be the preferred way for advertisers to reach the Colombian market. In fact, in 2010 almost 83% of the online ad spend in Colombia was used for display ads. No surprise there, since this type of ad helps advertisers reach premium audiences via portals and high-traffic sites.

In Colombia, our team represents a range of media, including Wall Street Journal, Gamespot, CNET and last.fm. We also help clients reach a variety of important segments with Jumba, our performance ad network.

To learn more about how we can help you reach Colombia’s powerful online media market, contact us at info@usmediaconsulting.com.

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class C women Brasil

New study: Women are Key to Reaching Brazil’s Class C

Attracting women seems to be crucial in reaching Brazil’s emerging class C. According to a new study called “As poderosas da nova classe média brasileira” conducted by research firm Data Popular and Abril Media, class C women are the key decision makers when it comes to purchases. Here’s a rundown of the key results.

Who’s in Charge?
• 82% of class C men say their wives manage the household budget
• 77% of class C men say their wives make most of the spending decisions, including what kind of underwear they use
• Out of every 100 reales in household income for class C, 41 of them (roughly 400 million reales) are from the woman’s work—hence her strong influence on what to buy

In fact, class C women bring in nearly half (47%) of the total income earned by all women in the country, compared to 22% from class A and 20% from class B.

What Women Want
Brazilian Class C women showed some interesting preferences in the study that both advertisers and media agencies should note. We organized them by relevant product category for quicker reference.

  • Beauty: 70% believe that beauty care increases the chances of success in life—and they spent 19 million reales on beauty products in 2010, an increase of 228% from 2002
  • Cars: 64.8% care most about engine power when it comes to cars and 44% finance their cars
  • Cell phones: 50% plan on buying a new cell phone in the next year
  • Computers: 66% have taken or are taking a computer course and 46% want to buy a notebook computer in the next year
  • Language classes: 38% want to take an English class
  • Perfumes: 56% of imported perfumes are bought by this segment
  • Pharmaceutical products: 56% of them purchase their household’s pharmaceutical products and 37.6% prefer generic brands to name brands
  • Real estate: 31% want to buy a new home in the next 2 years
  • Social media: 68.9% are on social media networks
  • Travel: 72% will travel in the next 12 months and 62% traveled in 2010, compared to 54% of class C men, and 48% of them prefer using travel agencies
  • Weight loss products: 39% want to lose weight

Brand Opportunities
When it comes to brands, class C women in Brazil already have favorite brands in areas like food, personal care, clothes, makeup, perfume and mobile carriers. However, they are still selecting their favorite brands in the following areas:

  • Banks
  • Cable TV
  • Cars
  • Clothing
  • Furniture/Decor
  • Shoes
  • Electronics

Go here to review more study results.

To learn more about how we can help you reach Brazil via online or other media, contact us at info@usmediaconsulting.com.

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Using Content to Think Outside the Banner

Is content king? Some believe this 100%, others see it as a big myth. We’re not sure if content is king, but we do know one thing: it can deliver results that rule.

The Challenge
A major brand in the healthcare industry wanted an outside-of-the-banner approach for their next campaign. This meant going beyond the usual ad formats to engage users and prospective customers. While lots of ad formats can gain attention, engagement is about keeping a customer’s attention—and getting them to interact with the brand. According to studies done by Adobe, Microsoft Advertising, Nielsen and other firms, higher engagement with ads or greater “dwell” time leads to better response and ROI.

The Solution
The campaign was to run on iG, the top content-producing Brazilian portal that draws 29 million unique users per month. iG is a respected provider of information across a variety of channels, including health. We saw a great opportunity to create a subchannel within iG that would specialize in the area of expertise for the client. The client created the content. They made it independent, fresh and interesting, NOT an advertorial to sell products. The client also varied the type of content. Rather than just copy and photos, they developed high-impact content that included informational videos and slideshows to maximize the power of the web medium.

But having great content in place was only the first step. We also had to draw people to it. So we created specific banners that ran in a variety of sections within iG and that appealed to multiple market segments: men, women, families, etc. The banners were customized to each section, promoting specific products and inviting users to click to find out more. Once a user clicked on a banner, he or she would end up at the client’s subchannel. There, he or she would discover lots of fresh content related to the product while also seeing ads for a variety of other products. 

The Results
The client set specific engagement metrics: click-through rates (CTRs), overall traffic to the channel, page views and time spent. The campaign produced powerful results in all of these areas, as well as more engaged users.

The Takeaway
Consider content as a tactic. It allows you to go outside of the banner and engage customers to build relationships that can deliver results that extend beyond a single display campaign.

To find out how we can help you use content to create a winning campaign, contact us at info@usmediaconsulting.com. To get the big picture on Brazil’s media market, click here.

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Creative Saves with Brazilian OOH

Usually, our consulting work with firms centers on what type of media to use and how to use it. We almost never get involved with the creative. It’s usually not necessary. But recently we had to step in to help a client avoid some major creative missteps with an out-of-home (OOH) advertising campaign.

Save #1: The Setting
Originally, the client approached us to help pick a format and determine placement for some panels. The setting was to be beaches in the Rio de Janeiro area. However, the client wasn’t targeting all the right beaches in Rio, so we immediately made suggestions based on our expertise. Since I’m a native of Brazil—as are two of our media division heads and our VP of Ad Sales—we knew exactly where the panels should go for maximum impact.

Save #2: The Set-Up
In terms of the OOH ads themselves, the client wanted to combine panels in one area of the beach with an inflatable billboard in the water. A clever idea, but we quickly pointed out that Brazil’s laws would make it tough—if not impossible—to get permits for an inflatable billboard in a timely manner.  Instead, we suggested a plane with an aerial banner. Perfectly legal and great exposure as people looked up while sunning themselves or splashing around. For panel placement, we recommended backlight panels that would be placed on the back of newsstands. As it turns out, a number of newsstands in Brazil are located very close to major beaches. With this placement, most beachgoers would see the panels just as they were arriving. As such, our strategy would allow the ads to reach the audience upon arrival and then while enjoying the beach—with no legal obstacles.

Save #3: The Copy
When the creative for the banner arrived, we spotted a huge problem. The campaign concept was about unity between Brazil and another country. While the approach was playful, it also involved nudity and its message could be interpreted as offensive to Brazilian women. We knew instantly that this could lead to a backlash with the public—not to mention that the government could conceivably ban the ads because of their content. After discussions with the client, they agreed to go with an all-type aerial banner. With the client’s input, our team created the messaging. We managed to tie it into the overall campaign concept yet still work culturally for Brazilians. Our new copy stressed unity but in a broad sense that left no room for misinterpretation.

End Result
Our OOH campaign generated positive buzz in the media, drove response for the advertiser and the overall campaign even earned industry recognition, winning Gold awards in a number of ad competitions.

To learn more about how we can help you with your next OOH campaign, contact us at info@usmediaconsulting.com. You can get the big picture on Brazil’s media market here and can learn more about why you should advertise in Brazil even without a local presence here.

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graph_up

Driving Response with Strategic Service

Crafting an advance strategy for a campaign always makes sense. It’s essential to know a market and have your action steps ready to execute.
But this doesn’t always deliver great results. Sometimes, giving a client strategic service as the campaign unfolds is what really drives the impact.

First Impressions
Recently, we planned out a print ad campaign for an audio equipment manufacturer in Mexico. What initially drew the client to us was the discounted pricing we offered. We knew that we could get the client low costs per thousand (CPMs) and good exposure. The ads were call to action pieces that were focused on customer conversions to buy the equipment advertised. With that in mind, we drafted our initial strategy.

Refining for Reach
We set up a campaign with newspapers that were proven high-reach performers. The client tracked the results, and we delivered on both price and response.
But we knew it could be even better, so we expanded the campaign to magazines. Leveraging our longstanding relationships with print media in this market, we kept the great prices—but got the client even better positions.
Soon we were able to get the client premium placement on back covers, inside front covers and more.
Again, we saw great results when the tracking reports came in. Of course, we still knew they could be even better, so we continued to refine our efforts.

The Bonus Plan
To make sure the client was getting the most out of the power of print, we then focused on changing up formats. More negotiating made the numbers work while we tried out different ad sizes and formats like inserts, cover wraps and belly bands. The client’s continual tracking let us know what was delivering the best results—without any budget breaking.
As we worked out the details of new formats with newspapers and magazines, they often offered the client premium positions in their supplement publications as a bonus. We quickly agreed, getting even more exposure for the client plus a free test of new outlets.

What’s Next
Our next moves with the client will be like our previous ones—driven by strategic service. Based on tracking reports, our nonstop research into the market’s print media and never-ending negotiation, we’ll continue fine-tuning our efforts to deliver ever-better results for the client.

To learn more about how we can help you leverage the power of print in Latin America, contact us at info@usmediaconsulting.com. To get the big picture about Brazil’s media market, click here. You can learn about Latam’s media boom here.

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CAPTUR~1

In Brazil, Advertise Now, Sell Later

Taking advantage of the Brazilian boom has been a challenge for companies. Not only are import tariffs high, it’s not exactly easy to set up shop there: regulations and local taxes can also be barriers. Even Apple, which probably has a few dollars saved up, passed on opening a store in Brazil.

But you should advertise anyway. You’ll still reap nice ROI. Here’s why.

First, Brazilians are very brand-conscious: they love Nike sneakers, Diesel jeans and Toyota Corollas, for example. If they can’t buy them outright, they’ll pay for them bit by bit. The nation’s top retailer is Casas Bahia, and it earn a good portion of its profits from the interest on installment plan payments.

And if Brazilians can’t afford to pay for these brands at home, they’ll buy them when they travel.

Brazilians are traveling more than ever, especially the emerging class C middle class. In fact, 10.7 million Brazilians will travel for the first time this year—and 8.7 million of them are from classes C and D. When they get to their destination, they’ll shop for the brands they know. Miami is just one city benefiting from this trend: Brazilians spent more than US$1 billion there in 2010. And in 2011, just from January to May, Brazilian tourists spent US$8 billion, a new record.

So build your brand in Brazil. Even without setting up shop there, you could end up with many new loyal customers.

To learn more about how we can help you leverage the power of Brazilian media, contact us at info@usmediaconsulting.com.

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Gerdau ad

Helping a Steelmaker Celebrate

Brazilian steel firm Gerdau recently celebrated its 110th anniversary in business and needed to get the word out. Their PR & Marketing department launched a local publicity campaign, but they needed more—specifically in the international market.

Goal
Gerdau has significant international operations in 14 countries, including North America, and it wanted to let both consumers and the business community know about its long track record in the industry. It also wanted to let the marketplace know about its rebranding as Gerdau rather than as Gerdau Ameristeel and Gerdau Macsteel.

Challenges and Opportunities
While 110 years in business is an impressive figure, anniversaries of firms aren’t typically strong news stories that outlets pick up right away. We had to define a target audience for the news and dovetail with Gerdau’s PR efforts to yield maximum impact. And while the Web gets out a message quickly and widely, we wanted to deliver impact. And print remains a high-impact tool in a well-balanced media mix.

Solutions
Essentially, this was a business story—the target was investors and potential investors who knew the company, not the general market. As such, we chose major outlets to grab the attention of the target audience. To maximize the power of the message, we went with a full-page ad in each. Gerdau’s creative team offered strong messaging, including its commitment to sustainability as one of the biggest recyclers of the Americas.

Results
Our strategy delivered outstanding impact by reaching more than 2 million people in a single day:
• 1.6 million through The Wall Street Journal in the US
• 123,000 through the Financial Times in UK
• 320,000 through The Globe and Mail in Canada

Sometimes, one broad yet targeted stroke is the best way.

To learn more about how we can help you leverage the power of print in Latin America, contact us at info@usmediaconsulting.com.

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dreamstime_xs_14850611

Using OOH to Spike Scent Sales in Latam Airports

Strategy and execution made all the difference for a recent OOH campaign by US Media Consulting for a luxury client focused on fragrances. End result? Unit sales shot up by 1.5 to 3 times in different markets.

The Goal
A luxury brand wanted to increase fragrance sales in airport duty-free stores in key markets.

A Strategic Solution
After thorough research of layouts for 17 international airports—including 8 in Latin America—US Media Consulting crafted a specific OOH media solution for the client. This involved strategically placed branding ads in the form of panels, backlights, wall wraps and dioramas. US Media Consulting used its local production partners to print and install the panels in arrival and departure areas as well as near duty-free stores and even on their walls. Target markets included:

  • Argentina (Buenos Aires airport)
  • Brazil (Rio and Sao Paulo airports)
  • Chile (Santiago airport)
  • Mexico (Mexico City and Cancun airports)
  • Panama (Panama City airport)
  • Uruguay (Punta Del Este airport)

The campaign also covered cities with major traffic to Latam, including Miami, New York, Dallas, Los Angeles, Chicago, San Francisco, Toronto and Vancouver.

Rapid, Powerful Results
In just one month, the duty-free stores in these airports reported sales increases ranging from 200%  to well over 300%, with several of them selling out of the promoted fragrance brands. “The campaign speaks to the success of OOH advertising. But what’s truly important is the strategy behind it. In this case, we were able to advise the client where to position the ads for maximum impact, and that generated the traffic that spiked sales,” says Fabiano Bernardo, OOH Sales Manager for US Media Consulting.

Ultimate Impact
Possibly inspired by this successful OOH campaign, other luxury/premium clients are now working with US Media on strategic OOH solutions both in and outside of major airports.

To learn more about how we can help you with OOH campaigns, contact us at info@usmediaconsulting.com.

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