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Fast Facts for Latin American Media

Keeping up with what’s happening in Latam media is tough—even for a media representation and placement company like ours. We realize that this is even harder for professionals in the media, advertising and marketing industries who specialize in Latin America.

That’s why we put together some newer developments in Latin American media for you in short sections below. With a quick scrolldown, you can get updated on a variety of media in several important markets and access more information if you need it with a quick click.  We start off regionally:

>Digital Advertising Will Grow 15% in 2012 in Latam
This is according to a recent survey done by Portada. Read more here.

>Latin American Newspapers Keep Growing in Circulation
According to the World Association of Newspapers and News Publishers, circulation of Latin American newspapers went up by 2% in 2010 and by 4.5% over the past 5 years.

>Social Gaming Surges in Latam
At IAB Now in Argentina in fall 2011, Daniel Kafie, founder and CEO of Vostu, predicted that the social gaming market will hit US$1.6 billion in 2012. In Latin America social gaming is already a $330 million market. Read more here.

>E-commerce Booms In the Region
German research firm Ystats reports that the number of online shoppers in Latin America will grow by 20% a year over the next few years. More stats available here.

>3 Latin American Countries Among Top Facebook Markets
As of January 2012, Colombia was the fastest-growing Facebook market in the world, followed by Brazil and Mexico.

>Latin America is Growing Fastest in Ad Spend for Social Media
A survey by Grant Thornton LLP indicated that 78% of Latin American advertisers plan to increase their social media spend in 2012, more than advertisers in North America, Europe or Asia.

>Pay TV Revenues in Latin America to Reach $25 billion by 2016
This is according to a new report from Informa Telecoms and Media.

>Latin Americans Among the World’s Biggest Moviegoers
IBOPE AGB Mexico’s newest report offers these and other interesting facts about Latin American media.

Being More Specific
Here are some more fast facts about major media types  in specific markets of Latin America.

>Pay TV Penetration reaches 81%
This is according to a new study from the Latin American Multiadvertising Council (LAMAC).

>66% of Argentine Internautas Watch TV Online
A study from Mindshare Argentina recently reported these results, along with the fact that a lesser amount of Argentine Internet users—47%—watch free TV.

>6% of Shopping Searches in Brazil Come From Mobile Devices
This is according to Peter Fernandez, head of Mobile Marketing for Google in Latam, during the Mobile Marketing Association Forum in São Paulo in fall 2011. More info here.

>Brazilians A Huge Online Gaming Market
According to Juan Franco, founder and CEO of Mentez, 35 million Brazilians play online games on social media. In total, Brazilians spend US$2 billion a year on online gaming overall, which includes gaming on social media and mobile devices as well as massively multiplayer online (MMO) games.

>Online ad spend grew by 35% in 2011 in Chile
IAB Chile projects that online ad spend will make up 7% of the country’s overall ad spend in 2012, which is comparable to the 10% that online has reached in Brazil.

>88% of Chilean Internet Users Have Made An Online Purchase
A new study from Universal McCann Chile suggests that e-commerce is strong in Chile and breaks down the top products that Chilean Internet users buy.

>Mexico has 46 million Internet Users
According to E-Marketer, the country now has 40.5% Internet penetration.

>19% of Mexican Internet Users Watch TV on a Mobile Device Every Day
This is from Motorola Mobility’s Global Media Engagement study. See more here.

>Games Spending in Mexico Hits US$1.2 billion in 2011
Mexico’s gaming market continued to grow in 2011 and players spend 60% of their time on online or mobile gaming.

>E-Commerce in Mexico Grew 28% in 2011
This is one of many fascinating numbers from a recent study done by Asociación Mexicana de Internet and Visa.

>Online ad spend went up 50% in 2011
Uruguay joined other countries in Latam with spiking online spend—Internet now makes up 4% of the overall ad spend in the country. Read more here.

>Overall ad spend in Uruguay reached $249 million in 2011
This is a 7% increase compared to 2010, according to a report issued by the Asociación Uruguaya de Agencias de Publicidad—the Uruguayan Ad Agency Association.

To find out how we can help you reach Argentina, Brazil, Chile, Mexico or all of Latin America with an innovative media campaign, please contact us at info@usmediaconsulting.com.

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Social Media Successes in Latam

Despite lots of searching, so far, I haven’t found a ton. Why? First off, more than half of Latin American companies say they don’t have a social media presence, so adoption is far from total. Second, many firms may not want to share their secrets of social media success and lose a competitive edge. However, the successful case studies I did find offer some interesting insights into what works.

Pepsi Strips Down
At the most recent World Cup in 2010, Pepsi was not an official sponsor with all the benefits (and costs) that this would entail. But its ad agency noted that Diego Maradona, coach of Argentina’s team, promised he’d do a naked victory lap around Buenos Aires’ obelisk if his team won. So Pepsi created a campaign in which it promised to also go nude if Argentina won: it would strip its labels off of its bottles for a week. The company ran print ads that showed a Pepsi-shaped bottle with only a blue label that featured the promise to go “nude.” Pepsi complemented the print campaign with a Facebook contest. Fans could upload photos of themselves wearing only a tag that had the message from the print campaign: “Si DT se desnuda, nosotros también” (If the director técnico—coach—strips, so will we). Fans uploaded around 14,000 nearly nude photos. And while avoiding heavy-duty sponsorship fees, Pepsi ended up being one of the four soft drink brands that consumers associated with the World Cup—the other three were paying sponsors.

Bancolombia Reaches Out
Rather than create a social media effort tied to a specific campaign like Pepsi, Bancolombia’s efforts are ongoing. Basically, they use Facebook and Twitter to allow their customers to tell them about problems—and they offer solutions, right away. It’s not much different than what Best Buy did with Twitter a while ago. Bancolombia also tells its fans and followers about special promotions, posts its commercials on YouTube and spreads the word out about current campaigns running in other forms of media. The combination of one-way communication (promotions supported by ads in other media) plus two-way communication (answering customer questions and solving problems) has earned Bancolombia 49,000 Facebook fans, 14,000 Twitter followers and 114,000 views of their YouTube videos.

Doritos Feeds Social Media
In Argentina, Doritos didn’t start out with a specific social media campaign. Instead, it researched its target audience of young people and created a media campaign to bring them closer together via slow dancing. Blogs, social media chatter and other sources suggested that this is what young Argentines wanted. As it turns out, clubs in the country favored pulsating techno music, not exactly a romantic choice. So the campaign centered on bringing back slow dancing to the clubs with ads in different media and a website where people could sign a petition that Doritos would show club owners.
This campaign spurred a spontaneous social media campaign by the audience. An event sprung up with a specific goal: get together to slow dance in Buenos Aires’ Planetarium club. Social media, acting like high-tech word of mouth, spread the word. Eventually 4,000 people got together to dance. In the process, the cause sparked 33 Facebook groups with 20,000 members and 200,000 views on YouTube, as well as TV coverage for the actual event. The social media coverage lifted the brand’s profile while helping spike sales.

Lessons Learned

  • Social media does not take the place of “traditional” media—it complements those campaigns by reaching people another way and letting them interact with the brand
  • Social media spreads the word—and what grabs attention is a benefit for end users like discounts, contests or special sales
  • Think about your customers’ general needs when creating a campaign—even if it doesn’t directly or obviously relate to your brand
  • Create a positive, creative event people can participate in—airline Colombiana Aires ran a Facebook contest in which people uploaded videos and photo montages to win tickets to a Peter Manjarrés concert held in the air on a Bogotá to Cartagena flight 

To learn more about how we can help you reach Latin America with a customized campaign, contact us at info@usmediaconsulting.com.

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