Tag Archives: IAB Mexico

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How to Reach the 4 Top Segments of Internet Users in Mexico

The Estudio de consumo de medios entre internautas mexicanos (Study of Media Consumption Among Mexican Internet Users) was recently published by IAB México, Millward Brown and Televisa.com. Beyond highlighting important tendencies among Mexican Internet users, this study also identified several key segments in the country’s online audience. Among them were:

  1. Executives: middle and upper management at firms.
  2. Teens: Defined as Internet users between 13 and 18, at 25% this is the largest subgroup among México’s Internet users.
  3. Digital moms: women with children aged o to 12.
  4. Heavy users: people who use the Internet more than 5 hours a day and who find the medium to be indispensable.


Connection Keys
Reaching these different segments is a matter of matching each one with the right media. Here’s how to do it.

EXECUTIVES>>>Not surprisingly, this segment reads business news. US Media Consulting represents The Wall Street Journal in Latin America and this site has good reach with Mexican executives (113,000 unique monthly users). In addition, we work closely with many other online business media in the region, including CNNExpansion (695,000 uniques per month) Bloomberg (101,000 uniques per month), Forbes (132,000 uniques per month), El Economista (328,000 uniques per month), Reuters (204,000 uniques per month), AOL Money (103,000 uniques per month) e International Business Times (143,000 uniques per month): in other words, 9 out of the 10 top finance news sites in México.
As such, we can create an effective campaign with very competitive rates to reach the executive segment of Mexico’s Internet users.

HEAVY USERS>>>This segment not only spends lots of time online but also is very aware of the continual changes in the tech world. This means that this segment spends a lot of time on tech sites. US Media Consulting Works directly with some of the top tech sites in México, including CNET, NetShelter, IDG and Kioskea. As such, we can put together a very effective campaign with highly competitive rates to reach the heavy users segment of Mexican Internet users.
Now, beyond just tech sites, it’s important to note that this IAB México study indicates that heavy users have a greater tendency to go online with smartphones than the average Mexican Internet user. In addition, the study points out that heavy users also have a tendency to watch online videos. As such, to reach this segment of Mexican Internet users we would also recommend a mobile ad campaign on Jumba Mobile Network—a mobile ad network we operate that has more than 150 mobile sites—and another on Jumba Video Network, an ad network focused on online video Web sites.

DIGITAL MOMS>>>This segment tends to favor lifestyle sites to read about topics like family, home, beauty, fashion, etc. In addition, according to study results, this segment also tends to watch TV shows online more than other Internet users in Mexico. US Media Consulting has worked extensively with various web sites with a significant female audience in Mexico, including Enfemenino.com (2.2 unique monthly users), Glam Media’s sites (3.5 million uniques/month), as well as with Web sites with TV shows like tv.com, the insider.com and more.
As such, we can create an effective campaign with highly competitive rates to reach the digital moms segment of Mexican Internet users.

TEENS>>>This segment stands out because of its predilection for online games and for listening to music online. US Media Consulting works extensively with various game sites with strong audiences in Latin America, among them Gamespot and IGN. In addition, US Media Consulting represents last.fm—which has more than 668,000 uniques in Mexico—and also works with a number of other top sites, including Grooveshark (569,000 monthly uniques) and Metrolyrics (620,000 monthly uniques).
As such, we can create an effective campaign with highly competitive rates to reach the teens segment of Internet users in Mexico.

To find out how we can help you reach Internet users in Mexico or in any other market in Latin America, please contact us.

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Targeting Mexico’s Internet Users

Recently comScore released its newest study of Mexico’s Internet users, entitled Futuro Digital—México 2012. We analyzed it to break out key takeaways to help digital marketers, advertisers and media professionals target this huge audience of Internet users even more effectively.

Skewing Younger
Nearly 38% of Mexico’s Internet users are between 15 and 24, with another 24.6% being 25-34. Nearly 20% of Mexican Internet users are 35-44. In addition, of all the time spent online by Mexico’s Internet users, nearly half (44.6%) is spent by users aged 15-24. As such, products that skew young—such as tech devices, games, energy drinks, movies and more—are a good fit for an online campaign in Mexico.

Hot Categories
Certain kinds of sites are more likely to draw Mexican Internet users than others. Here’s a look at the top types in terms of reach.

• News sites: 97% reach in Mexico, 80% globally
• Multimedia sites: 96% reach in Mexico, 78% reach globally
• Community sites: 92% reach in Mexico, 72% globally
• Blogs: 82% reach in Mexico, 58% globally
• Games: 72% reach in Mexico, 58% globally

Social Media
Mexico ranks among the top 5 countries in the world in terms of time spent on social media. Each social site visitor in Mexico spends an average of 8.3 hours per month on social media. The only Latin Americans more engaged with social media than Mexicans are Argentines, who average 10.4 hours per month per user on social sites.
Facebook draws the most Mexican Internet users. It has 90% penetration in Mexico and grew by 25% in visitors between June 2011 and June 2012. While other social sites don’t draw nearly the same amount of visitors as Facebook, a number are growing well in Mexico. Between June 2011 and June 2012, LinkedIn grew by 399% in Mexico, Tumblr grew by 277%, Scribd by 74%, Deviant Art by 50% and Twitter by 46%. Both Badoo and Sonico posted significant drops in the same period: 44% and 45%, respectively, as did MySpace, which drop by 13% in visitors.

Entertainment
This site category has 97.5% reach in Mexico and Mexican Internet users spend 3.8 hours per month on entertainment sites, higher than any other Latin Americans except for Peruvians. Multimedia is the subcategory within Entertainment that has the most reach, although music sites (70.4%), TV sites (46.7%) and movie sites (37.1%) all have significant reach with Mexico’s Internet audience.
YouTube reaches 76% of Mexican Internet users and each visitor spends an average of 217 minutes per month on the site. This is not surprising given the established popularity of online videos among Mexico’s Internet users. According to comScore, online videos have 86.1% reach among Mexican Internet users and each viewer in Mexico watches an average of 157.6 online videos per month. Only Internet users in Chile watch more online videos a month: 162. This clear popularity of online videos in Latin America is what led to us creating the Jumba Video Network, which allows advertisers to connect with this huge audience.

Mobile
While smartphone penetration in Mexico is at 20%, slightly less than half the rate it is in the United States (47%), the mobile Internet is growing. In Mexico, 4.6% of all web traffic comes from mobile devices. This is more than double the rate of mobile device traffic in Brazil and Argentina, which are at 2.0% and 2.1%, respectively. In the United States, mobile devices account for about 20% of Internet traffic. Around 59% of the mobile web traffic in Mexico comes from iOS, while nearly 23% comes devices that use Android. In addition, 29% of Mexico’s mobile traffic comes tablets. Brazil is the only country in Latam with a higher percentage of mobile traffic from tablets—43.9%. As such, options such as the Jumba Mobile Network should figure more prominently in web campaigns targeting Mexico’s Internet users.

To find out how you can reach Mexico’s Internet users with a targeted, effective campaign, please contact us.

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Why Online Ads Perform Well in Latin America

A recent worldwide survey conducted by Nielsen suggests that Internet advertising may be a particularly effective way to reach Latin American consumers. The Global Trust in Advertising Survey, published in April 2012, showed that Latin Americans respond more positively to online ads than people in other regions. Based on a survey of 28,000 Internet respondents in 56 countries, the Nielsen study asked Latin Americans about whether different types of online ads—on social media, those found in search engine results, banners and video ads—offered them relevant content. Compared to the global average, a significantly higher percentage of Latin Americans said that Internet advertising of all types offered them relevant content.
For example:

• 44% of Latin Americans say that the content in online video ads is relevant, compared to the global average response of 36%
• 53% of Latin Americans say the content in ads found next to search engine results is relevant, compared to the global average response of 42%
• 45% of Latin Americans say the content in ads on social networks is relevant, compared to the global average response of 36%
• 41% of Latin Americans say that the content in online banner ads is relevant, compared to the global average response of 33%

Nielsen’s study isn’t an isolated example. Studies from IAB Brazil and IAB Mexico, among other organizations, show the same kind of positive response to Internet advertising among Latin Americans.

To find out how you can connect with the growing Internet audience in Latin America, please contact us.

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The State of Mobile Advertising in Mexico

We’ve written about mobile advertising’s strong growth potential in Latin America. A new study from IAB Mexico offers a detailed look at what’s happening with this particular market.

Mobile Penetration
The IAB Mexico study cites statistics from the Comisión Federal de Telecomunicaciones—the government agency that regulates telecommunications in Mexico—that indicate that there are 94.6 million mobile phone lines in Mexico. Given that Mexico’s population is 112 million, this means that there is an 84% penetration rate for mobile in Mexico.
However, Convergencia Research estimates mobile penetration to reach 94% by the end of 2012 and to hit over 100% by the first quarter of 2013. In addition, Google’s Our Mobile Planet study showed a 20% penetration rate for smartphones in Mexico. As such, there’s clearly a strong mobile market emerging rapidly in Mexico.

Companies and Plans
Telecel seems to be the major mobile operator in the country, with 69% of the mobile subscriptions, followed by Movistar (21%), Iusacell (6%) and Nextel (4%). Most mobile subscriptions (85%) in Mexico are prepaid.

Ad Spend
Overall, in 2011 advertisers invested 402 million pesos (US$29.8 million) in mobile advertising in Mexico. The large majority—83%—of 2011 mobile advertising in Mexico was in what IAB Mexico calls “pauta pura,” which means display ads, SMS/MMS messaging and search. The reaminder was in “desarrollo,” which means creation of mobile sites, mobile apps and advergaming.

Advertising Formats
Display ads in mobile portals were the dominant format in pauta pura in 2011, making up 73% of the possible ad formats. SMS and MMS were a distant second at 11%. Most of the mobile advertising revenues (73%) came directly from advertisers and only 16% from agencies, with only 1% from networks.
In terms of desarrollo-type advertising, 51% of the revenues came from specific apps, 30% from mobile portals, 16% from SMS/MMS app set-ups and just 2% from advergaming.

The Advertisers
In 2011 in Mexico, mobile content aggregators were by far the biggest advertisers: 69% of the advertising spend came from them. Other industries accounted for a much lower portion mobile ad spend in Mexico: media and entertainment (5%), the financial industry (6%), government services (5%), tourism (3%), auto industry (2%).

Share of Online Ad Spend
Mobile accounted for 7.2% of Mexico’s online ad spend in 2011. It may not seem like a lot but in reality, mobile’s share of online ad spend in Mexico is actually larger than mobile’s share in the United Kingdom (4%), the United States (5%) and Spain (1.8%).

Ultimately, the 2011 figures point to a healthy mobile ad market in Mexico that has very strong potential to keep growing. This is why we developed the Jumba Mobile Network, which unites more than 150 mobile sites and offers a wide range of targeting capabilities to reach the growing audience of mobile users in both Mexico and Latin America.

To find out how you can use Jumba Mobile to deliver strong results for your next campaign, please contact us.

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4 Predictions about Latin American Media in 2012

Although we’re not quite Nostradamus, after reviewing a number of different studies on the Latin American media market, we have a few predictions for 2012.


#1 Print Will Become Stronger
In in a recent media study, PricewaterhouseCoopers (PwC) predicted that daily newspaper revenue in Latin America will grow by 4.7% per year through 2015; in that time frame, Latam’s daily newspapers will take in a combined total of $9.2 billion. Top Latam print markets in the near future include Argentina (set to grow by 32.7% per year until 2015), Brazil and Mexico. These future predictions are in line with the present. Last year magazines in Brazil broke a record for revenues, newspaper circulation in Latam is up 5% since 2005 and print media adspend continued to increase in 2011 in the region’s main markets.


#2 Brazil Will Overtake Mexico in Pay TV
In May 2011, the Latin American Multichannel Advertising Council reported that Mexico had 10.5 million homes subscribing to pay TV, ahead of Brazil (9.8 million) and Argentina (7.9). But in October, Brazil’s Agência Nacional de Telecomunicações said that 12.2 million households in Brazil were subscribing to pay TV. The quick increase and annual growth rate of 25% suggests strongly that Brazil will become Latin America’s biggest pay TV market in 2012.


#3 Online Will Surge Impressively

Until recently, online ad spend has been modest in Latam. But 2010 saw some spectacular rises, and those continued in 2011. For instance, the Cámara Argentina de Agencias de Medios reports a 86% increase in online ad spend in 2011 for Argentina. IAB Colombia and PwC reported in late 2011 that in Colombia, online ad spend grew by 69% between the third quarter of 2010 and the third quarter of 2011. And just recently, IAB Brasil announced that online ad spend went up 25% in Brazil in 2011.
These increases—as well as 40% projected Internet penetration for all of Latin America in 2012—suggest that this year will bring even more spectacular growth for online media in the region. 


#4 Mobile Will Take Off as an Ad Platform
A number of factors seem to be in place to allow for mobile ads to take off in Latin America. First, phone quality is improving: Latin Americans are buying more multimedia and smartphones. In fact, IDC research predicts an 80% increase in smartphone sales in Latin America in 2012. In addition, other mobile-friendly factors are falling in place. Brazil ranks #5 in the world in mobile Internet usage and other countries are catching up, including Mexico and Colombia. In addition, comScore’s December 2011 Device Essentials report notes that mobile devices (including phones and tablets) accounted for an average of 12.6 percent of all web browsing in 10 major Latin American markets. Brazil has 39.9% of its mobile web traffic coming from tablets, which accounted for 38.9% of Colombia’s mobile web traffic. Tablets are also important for accessing the mobile web in Ecuador (30% of traffic), Mexico (27.8%) and Costa Rica (27%).

To find out how we can help you reach the Latin American media market with a precisely targeted campaign, please contact us at info@usmediaconsulting.com.

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Mexican Internet Users and Their Views about Online Ads

Mexican Internet users are spending more time online, are connecting more through their mobile phones and most stop to look at web ads. These are among the compelling findings of a recent study conducted by research firm Millward Brown, Televisa Interactive and IAB Mexico. This is the fourth study they’ve done of Mexican internautas, and it’s based on surveys done in July and August of 1,129 Internet users. For marketing, media and advertising professionals, a number of findings should be of major interest.

>>>Most Look at Online Advertising
75% of Mexican Internet users reported stopping to look at online ads, with 8% saying they always look at online ads and 67% indicating that they sometimes look at them.

>>>What Makes Them Look at Online Ads
53% of Mexican Internet users say that information-providing ads capture their attention. The actual offer in the ads only make 19% stop to look at them, and only 12% stop because the ads offer something new.

>>>Why They Skip Online Ads
67% of Mexican Internet users who skip online ads do this because the ads waste time or are bothersome while navigating. More than half (53%) of those who skip ads do so because they don’t grab the users’ attention or because the products don’t interest them. Technical problems (31%) and a lack of trust in the ads (31%) also make Mexican Internet users ignore online ads. Nearly a quarter (24%) of the Mexican Internet users who ignore online ads do so because they don’t like online advertising, preferring advertising in print, TV and other media.

>>>Product Information Is Important
80% of Mexican Internet users go online to research products or services and 50% buy online, up from 38% who reported doing so in 2010. In fact, while in 2010 Mexican Internet users said the main reason they went online was to chat, in 2011 they say their main reason for going online is to find information.

>>>They’re Going Online with Diverse Devices
62% of Mexican Internet users go online with laptops, up from 57% in 2010. Nearly a quarter (23%) go online with smartphones, while more than a third (34%) use mobile phones. Combining the figures suggests that 57% of Mexicans are going online via mobile phones. Another 20% go online with videogame consoles and just 6% use tablet computers to do this.

>>>Like the Rest of Latam, They Love Social Media
Nearly 9 out of 10 (87%) Mexican Internet users are part of a social network and social media are one of the top 3 sources of information for them. Facebook and Twitter are among the most popular sites among Mexican Internet users. However, Hi 5, MySpace, Sónico and Metroflog all dropped in popularity in Mexico between 2010 and 2011.

>>>They Interact with Brands Online More Than Before
A significant number of Mexican Internet users (40%) are members of company fan pages, 27% have written online about brands and 83% saw ads on social media sites. Among the top reasons they become fans is to find out new information about brands (79%), learn about special promotions (59%) and obtain relevant information (50%). Brands who attract the most Mexican fans on social media sites include Nike, Coca-Cola, Adidas, Converse and Sony.

READING THE RESULTS
A number of key learnings emerge from the study results.

Give them good content. Mexican Internet users clearly go online for information, including product information. But they don’t like intrusive ads that interfere with the navigation. This suggests that content marketing could be a successful way to reach this audience. For example, a car company could prepare content about car maintenance and repair or other useful information and use banner ads about the content to drive users to a landing page with more content and banners for specific products. This aligns with what the users are looking for yet, prepared correctly, also promotes the brand. Click here to see a case study showing how to successfully use content marketing online.

Go mobile. It’s not surprising that Mexicans are going online with mobile devices more than before. The trend is taking place all over Latin America. For advertisers and marketers, this means defining your mobile marketing strategy and developing campaigns to test and discover what works best for your brand.

Review your social strategy. Mexicans see the ads on social networks, they become fans of brands and they use social media to learn more about brands. But taking advantage of this is not as simple as setting up a Facebook page. The Digital Life survey of Latin Americans shows the pitfalls of social media for brands. Reviewing case studies of social media successes in Latin America also offers ideas. Does your social media marketing offer value to the user? Are you the only one talking or do your customers have a say? How can customers interact with your brand via social media but also offline? These are all key questions to consider for reaching any market, not just Mexico.

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

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Keys to Understanding Mexico’s Online Market

Recent research from IAB Mexico, comScore, Microsoft Advertising and Asociación Mexicana de Internet (AMPCI), among other sources, offers insights into this growing market.

 

Size
In 2010 there were 34.9 million Internet users in Mexico, with 40 million projected by the end of 2011 and 56.4 million by 2014—50% penetration. Mexico is currently the fastest-growing Internet market in Latin America, ahead of Brazil, Argentina, Colombia and Chile.


Online Ad Spend

In 2010, it was 3.3 billion pesos ($273 million), 7% of the overall ad spend. However, online ad spend in Mexico in 2011 is projected to be 10% of the overall spend. It’s #2 in the region in online ad spend, second only to Brazil, whose online ad spend will also hit 10% of the overall spend this year.

 


User Profile

Mexican Internet users are split evenly by gender, 51% men and 48% women. They skew younger: 64% of the Mexican online population is under 35 but has significant purchasing power.
Mexicans spend 25.8 hours a month online, very close to major markets like Colombia (26.6 hours), Brazil (27 hours) and Argentina (28.7 hours). Another interesting fact about Mexican Internet users is that they spend double the amount of time online than they do watching TV, whether free TV or cable.
Desktop and laptops are the most common way for them to connect, but in 2010 30% of Mexican users went online via cellphones and 14% went online with smartphones.


What Mexicans Most Love to Do Online
Search (91% reach), social media (90%), multimedia (78%) and email (77%) are the top activities in terms of reach. Mexico ranks #6 in Facebook usage in the world and is among Twitter’s top 16 markets. Mexico is also one of LinkedIn’s fastest-growing markets.

Activities Growing in Popularity Among Mexican Internet Users


Online entertainment:
Among Mexican Internet users, this category has 86% penetration, bigger than that of all of Latam (84%). Mexicans spend 3.4 hours per visitor on entertainment sites, more than any group of Internet users in the world.


Reading about technology and news:
58% of Mexican Internet users go online for news or to technology sites. Not surprising, since computers and software are what Mexicans mostly buy online. In addition, 33% of Mexican Internet users visit a newspaper site every month.


Listening to music:
According to IAB Mexico’s 2010 study, 22% of Mexican Internet users listened to music online in 2010, up from 16% en 2009. Music is part of their multimedia consumption, which has 78% penetration in the market.


Shopping:
15% of Mexican Internet users shopped online in 2010, triple the amount in 2009. Mexico is #2 in e-commerce in Latin America and it’s growing by 50% a year. Forrester’s projects it will reach $3.4 billion by 2016.

Reaching the Mexican Online Market
A number of the media we represent may be helpful in targeting these important segments in the Mexican online market, including:

• Technophiles: CNET.com draws 1.4 million unique users a month in Mexico
• Music lovers: last.fm draws 1.3 million unique users a month in Mexico
• Gamers: Gamespot.com draws 560,000 unique users a month in Mexico
• Entertainment: TV.com reaches 200,000 female unique users a month in Mexico
• News: Our Jumba ad performance network includes 25 of the top newspapers in Mexico, including those with the biggest online reach 

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

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Joining IAB in Latam

In July, US Media Consulting became a member of three branches of the Interactive Advertising Bureau: IAB Argentina,  IAB Colombia and IAB Mexico. We also traveled to Mexico to participate in that branch’s annual event—IAB Conecta—on July 28 and 29. The move is part of our continued expansion in these countries as our local offices continue to deliver powerful results with online advertising.  In Mexico, our sales have spiked by 7 times in just the first 2 quarters of the year. In Argentina, our sales are up 76% in the first 6 months of the year. And in Colombia, we’re set to increase sales by an eye-popping 600% by the end of the year.  

Our market expansion wasn’t the only reason we  joined these branches of IAB.  Another key factor was the opportunity to participate in Internet advertising research through the organization’s many committees. We’re also looking forward to the educational sessions offered by each branch. Finally, IAB offers the chance to connect regularly with our fellow Internet advertising professionals to share our market knowledge.

Besides selecting the committees we’ll be participating in, we’re also gearing up for IAB Now, IAB Argentina’s annual event that takes place this September. We look forward to working with our fellow members in all three countries to further best practices and research in the world of online advertising.