Tag Archives: Latin America Internet

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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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US Media Consulting Launches New Web Site

In early July the new US Media Consulting Web site debuted after many months of work. We created the new site for a number of reasons. First, we wanted to explain our capabilities more fully. Secondly, we wanted to showcase what we can offer to help companies reach Brazil, Latin America, U.S. Hispanics and other media markets, such as the United States and Europe. And finally, we  wanted to provide resources to help our colleagues and clients stay current with the latest trends in media and advertising plus benefit from the practical knowledge we gain from helping clients get the maximum ROI with their campaigns. Here’s a quick guide to some of the main portions of the new site.

Media Solutions
This section of our site covers our core capabilities for clients. For clients who need to reach Brazil, Latin America or other markets, our media partners are one option. Over the years we’ve built relationships with more than 3,500 media outlets of all types, allowing us to obtain competitive pricing, quick launches and smooth execution for clients.

In addition, the media we represent offer strong value for clients trying to reach important segments, such as financial professionals, business executives, technology buffs, travelers, health-conscious women, music lovers, the Brazil online audience, gamers and more. To that end, we discuss those represented media brands, including Wall Street Journal, iG, Grupo Medios, Bloomberg, last.fm, Clickhoteles and more.

We also cover our proprietary media, including Jumba Display Network, Jumba Mobile Network and Jumba Video Network. These are ad networks we’ve created that allow for precise segmentation that reaches millions of Internet users in Latin America while also connecting brands with Latam’s growing mobile market and huge online video audience.

Finally, this section explains how our media outsourcing works to help public relations, interactive, creative and other types of agencies enhance the value they offer their clients by leveraging our expertise in implementing media campaigns.

Services/Media Channels
These particular sections highlight how we create powerful value for the three main types of clients we serve: agencies, advertisers and media owners. They also discuss the types of media our range of media specialists handle, including Web, print, TV, radio, out of home and mobile.

Resources
As part of our work here at US Media Consulting, we constantly review studies to stay on top of the latest trends. To help our clients and colleagues, we put together a vast array of the studies we find ourselves reviewing. Users will find that the Resources section, like the rest of the site, offers the information in English, Spanish and Portuguese.

Here you will find summaries of the latest studies covering Latin America in terms of Internet, mobile, print, e-commerce, TV, social media, media penetration, consumer buying habits, smartphones and more, all organized by both topic and country. So if you’re interested in knowing about social media in Chile, pulling up Chile in the Categories window will bring up the studies we’ve collected. Whenever possible, we include links so you can download the studies in pdf form.  Our team will be constantly updating the site with new research in English, Spanish and Portuguese, so you may want to check back regularly as we add fresh content in existing areas and for new topics.

Beyond the research done in the industry, we’re also beginning to compile case studies, which reflect the work our team does every day. We’ll be expanding this section very soon and our goal is to share our experience in terms of what is working with clients and colleagues to benefit them.

We hope that the new Web site is useful for you and we encourage you to explore it and share any feedback you may have. And if you need help in reaching Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us.

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The Top 3 Sites for Latin America’s Internet Users

Broadcasted in March 2012, ComScore’s recent webinar—Futuro Digital Latinoamerica—offered a number of fresh insights into Latin America’s Internet audience. One relevant point for online marketers and advertisers is where Latin American Internet traffic flows the most.

ComScore’s results indicate that three types of sites draw the most Latin American Internet users.

#1 Google Sites
According to comScore, Google sites (which should include YouTube) drew the most Latin American Internet users in December 2011. Despite the heavy draw of Google, Latam’s internautas actually spent spent the most time on Facebook: 46,165 minutes. This is in line with the rapid rise of Facebook in Latin America and the region’s heavy engagement with social media.

#2 News Sites
News sites have 86.3% reach in Latam, nearly 10% more than the global average of 76.1%. Between December 2010 and December 2011, the news category grew by 32% in users. Among the Latin American countries where news sites have the biggest reach:

  • Brazil (97.6%)
  • Peru (95.9%)
  • Argentina (94.8%)
  • Chile (94.3%
  • Mexico (84.8%)

Argentina is #1 in online news consumption in Latin America, with an average of 99 minutes per visitor, well above the world average of 64 minutes. While Grupo Clarín and Grupo La Nacion are #1 and #2 in the news category in Argentina, Grupo Infobae seems to have the highest engagement—each visitor spent 75 minutes on the site in December 2011.

#3 Entertainment Sites
In Latin America, entertainment Web sites have a long reach of 96.7%, which is significantly higher than the global reach of entertainment sites: 88.6%. The countries where entertainment sites have the most reach include Argentina (97.6%), Brazil (97.5%) and Peru (96.9%). However, other countries aren’t very far behind: entertainment sites have 96.3% reach in both Chile and Mexico, and 94.5% in Colombia. Entertainment sites may be a particularly good way to reach Internet users in Peru, Colombia and Chile: they each spend an average of 4+ hours a month on these sites.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, 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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