Tag Archives: IMS

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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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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.

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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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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