Tag Archives: iG


In Brazil, Online Media’s Ad Share Will Double in 2011

In July, IAB Brazil reported that online will make up 10% of Brazil’s total ad spend this year, a jump of more than double compared to 2010, when it was 4.2%.  The projection is based on research from the group’s 132 members, which are mostly full-service agencies.

What’s spurring the shift in ad dollars is online’s increasing viability for reaching Brazilian consumers. At 37%, Internet penetration in Brazil may be low compared to other countries, but there are 73 million users to reach—it’s the biggest online market in Latin America, followed by Mexico. And projections say this number will grow by 18% a year through 2016. Brazilian Internet users also spend an average of 24 hours a month online—much more than users in Italy and India and just behind France.

Follow the money
A recent study by comScore offers some hints as to where marketers and media buyers may be directing this doubled investment in online ads:
• Search: 86% of Brazilian users go online to search
• Social networks: 85% of users go online to connect with friends on Orkrut or Facebook. Orkrut is still the top social media site, but Facebook grew by 258% between 2009 and 2010 in Brazil. Brazil also ranks #2 among the top Twitter markets.
• Blogs and email: 71% and 75%, respectively, of Brazilian Internet users go online to read blogs or email
• Retail: 70% of Brazilian users go online to shop, with top sites including Mercado Libre, Lojas Americanas and BuscaPe

Other Top Activities for Brazilians on the Internet
• Obtain technology info: 60%
• Download software: 59%
• Read news: 59%
• Play games: 53%

Hot New Online Categories in Brazil
• Travel: grew by 49% in 2010
• Automotive: grew by 32% in 2010
• Group-buying sites: 50% growth among top sites like cluburbano.com.br and peixeurbano.com.br in 2010
• Online banking: grew by 25% in 2010

Leveraging the Market
We can help you hit key segments in the Brazilian online market with a variety of media that we represent exclusively, including:

iG. This portal is practically one-stop shopping in reaching Brazil’s overall online market and segments. 

  • It ranks #7 in popularity overall, with 27.5 million unique visitors a month
  • iG’s music channel ranks #1 in its category, with 9 million unique visitors a month
  • Its tech channel is also #1 in its category, drawing 4 million uniques a month
  • Its financial news channel draws 1 million uniques and is #2 in the category

CNET: It ranks #6 in popularity among tech sites in Brazil, with 1.3 million uniques a month

Last.fm: Ranking #8 among music sites, it draws 1.2 million uniques a month

Gamespot: It’s #5 in the gaming category in Brazil, drawing 801,000 uniques a month.

Wall Street Journal: Ranking #12 in financial news, it draws 87,000 uniques a month, mostly C-suite executives

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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