Tag Archives: Clarin


5 Lessons about Online Argentines

In June 2011 comScore released a study called El Estado del Internet en Argentina  (The State of the Internet in Argentina). The intelligence from the study is great—if you know how to interpret it. Here are some of the key findings from the study and what they mean to marketers and advertisers.

#1 Argentines Spend the Most Time Online

With 12.9 million Internet users, Argentina is third in Latin America, behind Brazil (41.5 million) and Mexico (19 million), and just ahead of Colombia (12.7 million). But Argentines spend more time online than all other Latin Americans: 27.4 hours a month compared to 25 in Brazil and Mexico and 4 hours more than the world average, which is 23 hours a month.
>>>What it means: More time online means more opportunities and a higher frequency to reach this audience with your ads. And this is an audience worth reaching: not only did e-commerce grow by 48% in Argentina in 2010, the country is among the top 30 emerging retail markets of the world

#2 Argentines Look a Lot

Like most of the rest of the world, Argentines love search. Nearly 97% of online Argentines use the Internet to search and 89% of these users prefer Google. Each Argentine search user averages 175 searches per month, which places the country among the world’s “heavy searchers.” A number of Latin American countries make this list, including Colombia (#1 with 233 monthly searches), Peru (203), Mexico (178), Venezuela (168) and Brazil (150). 
>>>What this means: Google search ads are likely to generate a huge amount of impressions while getting your brand in front of almost the entire online audience in Argentina. We have a number of Google-certified professionals to help plan, manage and optimize search ad campaigns.

#3 Argentina’s Heaviest Online Users Are Younger

Men and women aged 15-24 are online over 30 hours a week in Argentina, in marked contrast to the United States, for example, where the heaviest users are 45-54 years old. Nearly 28% of Argentine male users are 15-34, while 26% of female users are 15-34—the younger users are by far the biggest portion of the overall online audience.
>>>What it means: For advertisers looking for this younger audience, tech, entertainment and gaming are all good fits. In fact, CNET, which we represent exclusively in Latin America, is the #3 technology news site in Argentina, with 500,000 uniques a month, while last.fm. ranks #8 among music sites. For its part, Gamespot ranks among the top 12 gaming sites in the country, with 182,000 uniques per month. Of course, our extensive relationships with over 1,000 publishers in the region means that we can craft a custom campaign with many other sites that draw this younger audience.

#4 Argentines Love Local News Sites

As a category, news reaches 71% of Argentina’s overall online audience. This is significantly higher than the news category’s reach in Brazil (56%), Mexico (55%) and Colombia (59%). Grupo Clarín and Grupo La Nación are the leaders in the news category, with a 44% and 31% reach, respectively. MSN News is a distant third with 13%.
>>>What it means: This reflects the Argentine market’s preference for local news providers. In fact, this preference has made it a challenge for advertisers in the U.S. or outside Argentina to reach the market. However, US Media Consulting has longstanding relationships with Argentina’s leading newspapers—as well as those of all of Latin America. As such, we can help American and other non-Argentine advertisers position themselves to take advantage of this market preference and reach Argentina.

#5 Argentines Love Sports Sites

Given the country’s well-known soccer fever, this is not a surprise. In March 2011, 38% of online Argentines visited a sports site. Only Brazil equaled this figure—Mexico and Colombia trailed significantly in this category, with 25% and 28%, respectively. The sites with the biggest reach were Ole.com.ar and Gran DT, and users spent an average of nearly 70 minutes on Ole.
>>>What this means: If your product or products skew young and male, sports sites like Ole will generate a strong CTR. Our media relationships can help you reach this demographic with a variety of options.

To learn more about how we can help you increase your reach in Argentina’s market, contact us at info@usmediaconsulting.com.

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Louis Vuitton

Reaching Latam—the Hottest Retail Market in the World

Nine Latin American countries are among the top 30 emerging countries for retail development, according to a report by consulting firm A.T. Kearney. As an emerging retail region, Latin America far outstrips any other, even Asia and the Middle East.

Brazil is the number one emerging retail market, followed by Uruguay (#2) and Chile (#3), with Peru coming in at #8. Mexico is #22, Colombia is #24, Argentina is #25, Panama is #27 and Dominican Republic is #28.

What’s behind the high rankings? Booming Latam economies and dedicated shoppers. For advertisers and marketers, this report further confirms that now is the best time to reach out to this market.

Considering the boom in Latin American media, there are multiple options for taking advantage of the region’s hot retail market.

Online. A recent study by Microsoft Advertising indicates that 71% of Latin Americans go online to research before buying. Besides information, they want savings. That’s why Groupon has exploded in popularity in Argentina, for example.
>How we can help: An online campaign on high-traffic Web sites customized to the demographic you’re after. We can set this up for the whole region or for specific countries. Either way, our longtime relationships will get you great CPMs.

Print. Newspapers and magazines are expanding their reach in Latin America. In 2010, circulation spiked 5% overall for Latam newspapers. Brazilian newspapers have enjoyed a 4% increase in circulation so far in 2011, while Brazilian magazine circulation went up 7% in 2010.
In addition, Latin American newspaper sites draw big traffic. For example, according to comScore, Colombian newspapers El Tiempo and El Espectador rank #7 and #20 among the country’s most popular sites. In Argentina, Clarín is #5 in amount of unique visitors per month and La Nación is #10.
>How we can help: Our close relationships with all the major newspapers in Latam stretch back nearly a decade. We can easily set up a combination print/online campaign to allow you to reach the readers of these popular newspapers with both media. Or we can conduct a print-only campaign—again, our relationships can get you superb pricing, a variety of  formats and premium positions

TV. Latin America’s  traditional leader in ad spend remains firmly in place. However, going beyond free TV to pay TV allows you to reach the more affluent customers that are powering this retail surge. And pay TV is exploding in the region. Currently there are 42 million subscribers, but by 2015 half the homes in Latin America will have pay TV.  
>How we can help: Our relationships with major networks like Televisa, Globosat  and Bloomberg TV will deliver competitive pricing to match their impressive reach.

To learn more about how we can help you reach Latin America’s booming retail market, contact us at info@usmediaconsulting.com.

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3 Reasons Why Latam Newspapers Are Hot

It’s a major contrast. While U.S. and European newspapers are losing circulation, readership and revenue, Latin American papers are booming, just like all Latam media outlets. During the last 5 years their circ has gone up by 5%. They also boast a 65% revenue increase between 2006 and 2011. And revenues look to keep going up—projected increases are 14% a year through 2016. There are 3 key reasons behind this boom.


New Audience
The region’s economic upturn has lifted millions out of poverty. Now they can afford newspapers…and many can also afford the products advertised in them. “Indeed, in Costa Rica both the demographic growth—like the poverty level reduction, income increases and access to wide credit sectors—have created new markets in which, from a business perspective, limited buying power is made up for through a huge amount of buyers,” explains Jorge Robert, Corporate Media Director for Grupo Nación, which publishes La Nación, Costa Rica’s largest daily.

New Products
That said, more new readers isn’t enough. According to Robert, “these changes haven’t affected traditional products positively but have sparked new products that are journalistic and commercial successes never before seen in the country.” This means that La Nación and other newspapers have launched new broad-based publications designed to connect with this new group of readers. Examples include tabloid-style  or niche pubs like Grupo Nación’s La Teja, El Salvador’s El Gráfico, Puerto Rico’s En Punto and Guatemala’s El Nuevo Diario. They cover lifestyle topics with a simpler, easy-to-read style.  One of the biggest success stories among new launches has been the tabloid Super Noticia. Launched in 2002 in Belo Horizonte, Brazil’s third largest city, it serves up a mix of crime and entertainment news spiced up by models in bikinis. Its circ stands at 295,701, number one in the country, according to the Instituto Verificador de Circulação, Brazil’s version of the Audit Bureau of Circulation.

New Platforms
Relatively low Internet penetration in Latam is another reason for the surge. Logically, fewer Internet users mean more potential newspaper readers. But Latam newspapers haven’t just coasted on a having a captive audience with no other information choices. They’ve created dynamic Web sites that have established their brands among Internet users. In other words, the reader that knows Colombia’s El Tiempo from the print version will keep reading it when they migrate to the Web. In fact, according to comScore, Colombian newspapers are among the country’s most popular sites: El Tiempo ranks #7 in unique visitors and El Espectador is at #20. In Argentina, Clarín’s website ranks #5 in unique users and La Nación is at #10. Chile’s El Mercurio is the #5 Web site, followed closely by La Tercera at #7. In Perú, El Comercio’s Web site is at #5, while Mexico’s El Universal newspaper ranks #24 among the country’s most popular Web sites.
     Beyond just rebranding on the web, Latam newspapers are also smart about using online media.  For instance, La Nación has more than 100,000 Facebook followers. “We hook them into reading our newspaper either in print or online. We don’t take the content to Facebook, we take them from Facebook to La Nación,” explains Robert. El Tiempo does something similar. It posts its headlines on Twitter and drives traffic to its site. In fact, the Colombian daily frequently hired a Twitter header to manage its messaging with the hyper-popular social medium.

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

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Reaching Around Segmentation in Latam

Typically, segmentation is key to a campaign’s success. Know your customer, tailor your campaign to that knowledge and enjoy your success. But segmentation isn’t the only path to success.

Redefining the Segment
Recently, one of our tech clients was looking for buying strategies for Latam sites. They wanted their ads to deliver unit sales, not branding. So these ads needed to get in front of eyeballs and convert a user into a buyer. While a tech site would have been an obvious route to try to yield segmentation, the client wanted to sell computers. We realized quickly that anyone who’s online is potentially a customer—all Internet users were the segment to go after.

Quality Content = Conversion
With that in mind, we looked to high-traffic sites. Typically, portals for certain countries like Brazil, Mexico and Argentina are a good target. And they worked. However, this one size didn’t fit all. We discovered that for certain Latam countries, newspaper sites also worked well. Examples include Colombia’s El Espectador and El Tiempo and Argentina’s Clarín and La Nación. Why? Local content. Running traffic numbers through comScore, we noticed that the highest traffic from portals for certain countries ran through e-mail or IM programs. People see the ads when checking e-mail or sending IMs to friends and family, but they often responded better when the ads ran in content-rich sites like newspapers. They spent more time browsing these sites. So they were more receptive to the messaging from the ads than when they were focused on checking and responding to emails and IMs.
     This is not to say that portals don’t offer great reach—they do, especially if they have local content for the market. But the content made the difference in conversion with this campaign, and we noticed that in certain markets, like Peru and Central America, local newspapers function as de facto portals because of their brand equity.

Tighten the Pitch
Of course, strategic placement to deliver big reach was only part of why this campaign worked so well. The client created time-sensitive ads with great offers and strong calls to action—and they refreshed them regularly. Combining this with high-reach sites is what drove the success.

The Takeaway

  • Reach can be more important than segmentation if the product has broad appeal
  • Latam portals have great reach, but in certain markets local newspapers work just as well or better because they have millions of loyal readers who migrated from the print
  • Look at what users DO on high-traffic sites. E-mails and downloads keep them too busy to focus on ads. But quality content gets them to browse around and makes them more open to add messaging.

 To learn more about how we can create a powerful online ad campaign for you, contact us at info@usmediaconsulting.com.

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