Tag Archives: Internet

The Latest on Mexico’s Internet Audience

A new study released by the Asociación Mexicana de Internet (AMIPCI) offers some fresh insights into Mexico’s Internet users that can be helpful for marketers, advertisers and media professionals.
We went over the results and break them down here for quick reference to help guide you in developing your next campaign, a report or a client presentation.

Size Matters
According to AMIPCI, Mexico currently has 40.6 million Internet users, up from 34.6 million that it reported in 2011—a 15% increase. This 40.6 million figure is very similar to that of Internet World Stats, which lists 42 million Internet users in Mexico. The only other country in Latin America with more Internet users is Brazil (85 million), which makes Mexico the #2 Internet market in Latin America.

Access Points
It’s not surprising to see that 64% of Mexican Internet users access the Internet via PCs and 61% use laptops to do so. However, one striking statistic is that nearly 60% of Mexican Internet users go online with a smartphone. In fact, the number of Mexicans accessing the Internet with smartphones doubled between 2011 and 2012—only 29% went online with smartphones in 2011 and now 58% report doing so. This reflects the growing power of mobile in Latin America and echoes research results from Google and other sources.

Time Online
In 2012 Mexicans are spending 4 hours and 9 minutes online, nearly an hour more than in 2011.

Top Internet Activities in Mexico
Email is the main thing Mexican Internet users do online (80%), followed closely by social media (77%). Other popular online activities include search (71%) and instant messaging (55%).
However, it’s interesting to note that 29% of Mexican Internet users report shopping online. This is a huge increase for e-commerce in Mexico: a study from IAB Mexico in 2010 reported that only 6% of Mexican Internet users reported that they shopped online. In addition, AMIPCI’s 2011 study of Mexico’s Internet users didn’t even list online shopping as one of their activities.

Here’s a quick breakdown of the main activities among Mexico’s Internet audience:

• Email                                        80%
• Social Media                            77%
• Search                                       71%
• Instant messaging                  55%
• Online banking                       44%
• Shopping online                     29%
• Job searching                           18%
• Create/maintain blogs           16%

Top Online Entertainment Options
Social media are by far the most popular entertainment for Mexican Internet users: 86% list it as a favorite activity. Visiting news sites is second at 61%, followed by downloading music at 37%.

Online Advertising
AMIPCI reports that 83% of Mexican Internet users remember seeing online advertising. When it comes to specific online recall of product types and brands, 50% recall computer products and Dell is one of the top brands. Among the other product types and brands that deliver high recall of online ads in Mexico are the following:

• Movies                                                    46%
• Mobile phones                                      45% (Nokia, Blackberry and Telcel)
• Banks/financial products                    32% (Bancomer, Banamex, Santander)
• Software                                                 30%
• Electronics                                             28% (Sony, Samsung, LG)

Where They Remember Most Seeing Online Ads
Search results are where Mexico’s Internet users primarily recall seeing ads, with 66% reporting this, while 57% report seeing ads on social media. There’s less recall of ads on other types of sites: 18% remember seeing them on e-commerce sites and 17% on news sites.

Social Media
Not surprisingly, social media is highly popular: 92% of Mexico’s Internet users say they go on social networking sites, with 41% reporting they have been on these sites 2-3 years. Interestingly, 39% of Mexican internautas say they have been using social media for 4 years or more. The social media sites that Mexican Internet users report going on the most are:

• Facebook                          90%
• YouTube                           60%
• Twitter                              55%
• GooglePlus                       34%
• Hi5                                     25%

Social Media Advertising
Over half—53%—of Mexico’s Internet users say they like seeing advertising in social media sites, as opposed to the 29% who are neutral and the 17% who don’t like seeing it. The strongest type of recall that Mexican internautas have for social media advertising is for political ads, 77%. However, they do show good recall for other types of ads on social media, including products in general (61%) and services (58%).

To find out how we can help you reach Mexico, the rest of Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us at info@usmediaconsulting.com.

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Internet Ad Spend in Latam Grew Massively in 2011

Between 2010 and 2011, online ad spend grew by a whopping 117% in Argentina, according to the Cámara Argentina de Agencias de Medios (Argentine Chamber of Media Agencies). The sector posted spend of 528 million pesos (US$121 million) in 2010, then jumped to 1.1 billion pesos (US$250 million) in 2011. While this huge leap is due in part to inflation and lots of political advertising during an election year, it’s still quite impressive.

Other Surging Latin American Markets in Online Ad Spend
Argentina is far from the only Latin American country in which the Internet grew powerfully in ad spend in 2011. According to Projeto Inter-Meios, online ad spend grew by 19% in Brazil in 2011, while IAB Brasil indicates that the spend was split more or less evenly between display and search.

While figures for Mexico’s online ad spend for 2011 aren’t yet available, we were able to get figures for other key markets:

• Chile: 30% growth, US$82 million spent for online ads in 2011
• Colombia: 33% growth, US$70.5 million spent for online ads in 2011
• Peru: 37% growth, US$24 million spent for online ads in 2011
• Uruguay: 50% growth, US$7 million spent for online ads, 2011

To find out how we can help you reach Latin America via a strategic online campaign, please contact us at info@usmediaconsulting.com.

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How the Internet Changes the Way We Shop

Public relations firm Fleishman Hillard just released the most recent version of their annual Digital Influence Index study. Based on an extensive survey of Internet users in 8 countries— Canada, China, France, Germany, India, Japan, the United Kingdom and the United States—the Digital Influence Index measures how the Internet influences consumer purchasing decisions.

Here are 5 of the key findings that have the most relevance for marketing, advertising and media professionals.

#1 The Internet is the most popular medium
In the surveyed countries, people spend a lot more time on the Internet (13.7 hours a week) than watching TV (9.8 hours a week). No other form of media came close to the first two in terms of time. However, it’s interesting to note that activity #3 was using a mobile device: respondents spend 4.7 hours a week using them.

#2 The Internet influences more than friends or family
In almost all the countries, respondents said that the Internet influences their purchasing decisions more than family or friends. Now, it’s important to note that the Internet’s influence varies according to the type of product. The Internet influences buying decisions the most when it comes to trips/leisure activities, electronics and personal finance products.

#3 Shoppers are researching products online with mobile devices
Almost two-thirds of the people surveyed said that least 3 or 4 times a week, they use their cell phones to get information about products, brands or destinations.

#4 Group buying is more and more popular
More than 60% of shoppers said that they’re members of sites like Living Social and Groupon. In addition, more than half of those who use group buying sites say they plan to use them more often in the future.

#5 People don’t follow brands on social media just to get discounts
According to the survey, saving money is not the main reason that people follow brands on social media. In fact, the #1 reason for people to follow brands is to get more information: 79% said they do this, compared to 76% who follow brands for discounts and offers. That said, the Internet users surveyed cited a number of other reasons for following brands on social media:

• Obtain exclusive information (73%)
• Give positive feedback (69%)
• Share their opinions (67%)
• Send an idea to a brand (59%)
• Show brand affiliation (58%)
• Feel they’re part of a community (57%)

Beyond discounts, it looks like Internet users look to interact and dialogue with brands online, which makes sense given the basic purpose of social media. These results also offer some hints for brands as to how to tailor their social media efforts to align them with the reasons that their customers follow them.

To find out more how can help you reach Internet users in Brazil and Latin America with a well-targeted campaign,  please contact us: info@usmediaconsulting.com.

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The Impact of Latam’s Mobile Revolution

Apparently, everyone in Latin America seems to have a cell phone these days. The region’s population is at 597 million but it has 630 million mobile phone connections. That’s a cellphone penetration rate of 105%, higher than the U.S. rate of 103%. The data is from the GSMA—a group of mobile operators that promote the GSM mobile system—in a report that the organization just released.

Its 630 million mobile connections make Latin America the world’s third largest mobile market, just behind Asia Pacific and Africa. However, that 630 million is set to jump even more: by 2015 Latin America will have 750 million mobile connections—a penetration rate of 130%.
But the significance here is not just that Latin Americans are buying lots of mobile phones. For professionals in media, marketing and advertising, it’s also important to consider the type of phones Latin Americans are buying and how they’re using them.

Smartphone Sales Spiking
First off, it’s important to note that 24% of the 13.7 million cellphones sold in Argentina in 2011 were smartphones, and these are obviously better for accessing the Internet. In addition, smartphone sales spiked by 165% in Brazil in the first 6 months of 2011 and IDC projected a 78% increase in smartphone sales in Mexico in 2011. In fact, analysis firm The Competitive Intelligence Unit projects that smartphone penetration should reach 23% in Mexico in 2012 and reach 50% by 2014. As such, the 9% penetration that smartphones had in all of Latin America in 2010 should reach 33% by 2014 and GMSA suggests it may reach nearly 60% by 2016.

Mobile Connections
As Latin Americans buy more smartphones and tablets, they use them to go online—skipping landline connections. GSMA reports that in Latin America, mobile broadband subscriptions have gone up by 127% per year over the past 5 years. And over the next five years, these subscriptions could go up by 50% every year. In fact, by 2015, Latin America should have nearly 333 million mobile broadband connections.
In addition, a survey of Internet users in 14 Latin American countries done by research firm Tendencias Digitales revealed that 70% of Latin American Internet users went online with their mobile phones. Further adding to the statistics was Brazil’s Communications Minister, Paulo Bernardo. He recently reported that 99.8% of the Internet service subscriptions in Brazil in 2011 were for mobile access, while only 22% were for service through a landline. This is in line with other studies showing that mobile has overtaken LAN houses to become the #2 way that Brazilians access the Internet.

The numbers suggest 3 developments that will impact the media market in Latin America:

#1) Mobile seems to be opening the door of Internet access in Latin America—so in the near future we will probably see studies from comScore, IAB, AMIPCI and other organizations showing major increases from the current 36.7% Internet penetration in the region.

#2) This Internet increase means a whole new wave of consumers connecting for the first time, making online media even more important for reaching all of Latin America or specific markets. The surge in online ad spend in Latam that we’ve seen in 2010 and 2011 could become even more powerful.

#3) Mobile advertising in Latin America may soon be challenging display and search in the battle for ad dollars.

To find out how we can help you reach the Latin American online market via a display, search mobile or video campaign, please contact us at info@usmediaconsulting.com.

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Expand Your Brand at the Festival of Media

On April 15, more than 700 of the world’s top media professionals will come together in Montreux, Switzerland to exchange ideas, best practices and the latest research in the field. The sixth edition of the Festival of Media promises to be the strongest yet, building on success that started with the Festival’s launch in 2007.

Several factors set the Festival of Media Global 2012 apart from other types of media industry events—and offer key advantages for attendees.

The Top at the Top
From the beginning, The Festival of Media Global has attracted industry leaders. A quick skim of the 2011 list of attendees reveals the large amount of CEOs, directors, presidents and other key executives that attend. For top media professionals, this offers a rare opportunity for high-level interactions with your peers, which include both attendees and speakers. This is particularly true for Latin America. Executives from media agencies, advertising agencies and top brands from every major market in the region attended in 2011 and even more are expected in 2012.

Rich Range
One of the challenges in finding the right media event is focus. Often, an event’s focus can be so specialized that an attendee will only find peers in their specific industry whom they already know. In sharp contrast, the Festival of Media Global attracts professionals from all forms of media—Internet, broadcast, print, out-of-home—and industries. Food, autos, consumer electronics, computers and video games were among the industry sectors represented at recent editions of the Festival. And of course, every major media agency around the globe makes sure to attend.
The Festival’s diversity extends beyond industry to include geography. Executives from over 40 countries attended in 2011 and an even broader selection is expected for 2012. 
As such, firms looking to expand their brands or reach new markets may well find the contacts that can help open doors.

Digging Deep
The theme for this year’s Festival of Media Global 2012 agenda is “When data becomes insight: the beauty in numbers and the science of storytelling.” As such, the Festival’s agenda will feature speakers that will explain how to get the most out of the wealth of consumer data that’s available so as to improve storytelling and maximize ROI. After all, every campaign in every medium is a story. And the better you tell it—and the more it connects with the needs of the audience—the more impact it will have. This theme reflects the kind of agenda that the Festival sets every year: in-depth explorations of the key concerns that affect the world’s media, advertising and marketing professionals. As such, attendees will complement their contacts with the insights needed to impact their daily efforts.

To find out more about the Festival of Media, please visit its Web site or its Facebook page.

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brazil ad media main

Brazil’s Hottest Advertising Media

For years, the story from Brazil has been about explosive growth, and 2011 was no different, especially when it came to media. We took a look at a couple of top sources to get a sense of that growth.
Here’s where the media money went, who provided it, how much different media are growing and which media brands in Brazil are the most popular.


Major Money in Media

IBOPE reports that in 2011, total ad spend in Brazil went up 16% to top 88.3 billion reales (US$51 billion). This was less than Brazil’s 19% growth in ad spend in 2010 but still significant.


Online Heats Up Hugely

Both IBOPE and IAB Brasil report that 5.3 billion reales (US$3 billion) was the total ad spend for online in 2011. That’s a huge 69% increase compared to 2010, during which advertisers spent 3.1 billion reales for online advertising. According to IAB Brasil, in 2011 online made up 10% of Brazil’s overall ad spend. Internet ads are also split down the middle in terms of type: 50% of Brazil’s 2011 online ad spend went to search and the other 50% was for display. All of this money moving has clearly attracted big Internet brands to Brazil. LinkedIn opened an office there in September 2011, joining Netflix, Google, Facebook and Yahoo, which are competing with native Brazilian online brands like UOL, iG and Globo.com.


TV Still Looks Good

Not surprisingly, free TV remains the top medium in Brazil in terms of ad spend. IBOPE’s numbers say it commands 53% of the total spend, while pay TV got around 7.2 percent. Big numbers, but slightly less than in previous years. For example, GroupM reported that TV received 64.6% of total ad spend in Brazil in 2010. The lower numbers for 2011 are due to online’s rise and print’s strength in Brazil.


Print Still Has Plenty of Power

IBOPE reported that newspapers brought in 17 billion reales (US$9.8 billion) in 2011 and were #2 in ad spend in Brazil. As a category, Brazilian magazines were slightly behind pay TV in ad spend, with 7.2 billion reales (US$4 billion).
In addition, the Instituto Verificador de Circulação or IVC—which tracks print circulation and revenue in the country—reports that Brazilian newspapers gained 3.5% in circulation in 2011.
Brazilian magazine also broke records in 2011. The IVC reported that the average circulation for magazines in Brazil reached 13,735,919 copies between June 2010 and June 2011, a record amount and a 5% increase compared to the previous period studied, June 2009 to June 2010. The top-selling newspaper in Brasil in 2011 was Super Notícia, a tabloid-style paper which sold 300,000 copies a day. In second place was Folha, with 297,000 copies sold daily.


Best-Liked Brands
Recently, Troiano Consultoria de Marca collaborated with Meio&Mensagem to survey Brazilians about the media brands they most admire. Here’s a quick breakdown:

  • Free TV network: TV Globo
  • Pay TV channel: GNT, which is from the Globosat cable network
  • Magazine: Veja
  • Radio network: CBN
  • Internet portal: Google


Top Advertisers

According to IBOPE, the 5 biggest advertisers in Brazil in 2011 were:

  • Casas Bahia—3.3 billion reales
  • Unilever Brasil—2.6 billion reales
  • Ambev—1.3 billion reales
  • Reckitt Beckiser—1.1 billion reales
  • Hyundai Caoa—1.0 billion reales

Among the other big spenders in Brazil in 2011 were Fiat, Petrobras, Volkswagen, General Motors and Ford.

To find out how we can help you reach the Brazilian market with an innovative media campaign, please contact us at info@usmediaconsulting.com.

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US Media Consulting Merges with Jumba

This month we officially completed our merger with Jumba Media Group, one of the top online ad networks in Latin America. “While we have worked closely with Jumba since its launch in 2007, we’re proud to make it officially part of the US Media Consulting family,” says Bruno Almeida, Chief Commercial Officer for US Media Consulting.

New Name, New Products
The “Jumba” name won’t go away, but it will no longer refer to the company. From now on, US Media Consulting is the company name but the Jumba brand name will continue to exist in the form of specific products. As such, Jumba’s offices in Buenos Aires, Argentina, will become an additional Latin American satellite office for US Media Consulting, joining the ones in Bogotá, Guatemala City, Caracas, Mexico City and the upcoming office in Brazil
One of the key products with the Jumba name is the online ad network, which features 1,700+ sites concentrated in 15 key subject areas. Adding this network—which will be called Jumba Display Network—to US Media Consulting’s roster of represented media and 2,200 media partners will give our clients even more Web options for their campaigns. Besides top premium sites, Jumba Display Network offers vertical site clusters and long-tail sites—both of which make for maximum reach and significant cost-effectiveness.
 
Beyond Web into Mobile, Social and More
Of course, merging with Jumba offers more than just proprietary web solutions. With the Jumba Mobile Network, US Media Consulting can help clients tap into Latin America’s surging mobile ad market via more than 150 mobile sites.
But the new solutions don’t stop there. “Our team has developed a wide range of solutions for clients, including online video advertising, email marketing and social media marketing,” says Ignacio Roizman, former head of Jumba Media Group and now Chief Operations Officer at US Media Consulting. “We’ve already launched campaigns for clients in those areas but we’re also developing a number of other web-based solutions that should roll out in 2012,” explains Roizman.

A Fresh Site…and Maybe More Mergers
Clients, media partners and industry colleagues will get a very direct sense of the offerings of the new, improved US Media Consulting this spring. “We’re re-doing our company Web site from top to bottom,” says Almeida. “The new site should be ready in a couple of months and will showcase the expanded offerings that the merger has made possible. In addition, we’re also considering other firms that we may acquire. We’re seeing a lot of interesting synergies in the marketplace and great potential,” says Almeida.

To find out how more about our web, mobile, social media, email marketing and online video campaigns, as well as our capabilities in print, TV and out of home advertising, please contact us at info@usmediaconsulting.com.

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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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Top Sales Veterans Join US Media Consulting’s Team

As our operations rapidly expand throughout Latin America, we’re proud to welcome 2 premier sales directors in different markets.

Francis Lock (pictured above) will head our Andean operations, handling surging Internet markets like Colombia, Ecuador, Peru, Bolivia and Venezuela. He comes to us after an impressive tenure as Head of Advertising Sales for El Tiempo, Colombia’s top newspaper and a major online force in the country: El Tiempo is the #1 information portal and #7 among all portals.

 

Javier Montanaro will be Sales Director of our Southern Cone office, which handles Argentina, Chile, Paraguay and Uruguay. Javier has more than 11 years of online experience, having begun his career in this area as an Account Executive for UOL Argentina when the firm launched its operations in the country. He later became the director of IAB Argentina for several years and also served on the organization’s Advisory Board. Most recently, Javier was Director of Sales for Infobae and Infobae America, one of the top news sites in Latin America.

Clients wishing to reach these markets can contact Francis at francis@usmediaconsulting.com and Javier at Javier@usmediaconsulting.com.

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