Tag Archives: Latin American Internet

Latam media landscape 2

Latin America’s Media Landscape 2015-2017

Predicting the future is always tricky, but different industry associations have made forecasts for different forms of media in Latin America for the next few years, all based on current trends. Using this data, here’s what experts say that Latin America’s media market will look like in the near future.

#1 THERE WILL BE 359 MILLION INTERNET USERS IN LATIN AMERICA BY 2015
Currently the population of Latin America is at around 575 million but according to the Comisión Económica para América Latina y el Caribe (CEPAL), by 2015 Latin America will have 598 million people. (This count includes Puerto Rico, projected to have 4.1 million people by 2015, but excludes non-Spanish-speaking countries like Haiti and French Guyana.)
According to a May 2012 projection from Registro de Direcciones de Internet para América Latina y Caribe (LACNIC), by 2015 Internet penetration will reach 60% in Latin America. Since 60% of 598 million is 359 million, it appears that Latin America will add 127 million Internet users over the next 3 years to its current total of 232 million Internet users.

Not surprisingly, the growth will be driven by the powerhouse Internet markets. Brazil’s Comitê Gestor da Internet estimates that 80% of Brazil’s homes will have Internet access by 2015. Given Brazil’s population of 193 million and an average of 3.3 people per household, this means that by 2015 Brazil could have 154 million Internet users—up considerably from the 85 million it has today per comScore. LACNIC also predicts that Mexico will have 65 million Internet users by 2015, up hugely from its current total of 40.6 million. Other markets predicted to gain lots of new users include Chile (16.4 million Internet users by 2015) and Ecuador (7.5 million Internet users by 2015).

#2 PAY TV PENETRATION IN LATIN AMERICA WILL REACH 68% BY 2017
According to Dataxis, by 2017 pay TV penetration in the 7 biggest Latin American markets will reach 68% and offer advertisers and audience of 97 million people. The biggest growth markets for pay TV will be Brazil, Mexico, Colombia and Argentina. In addition, the head of Brazil’s national telecommunications agency (Anatel) recently said that 90% of Brazilian homes could have pay TV by 2018. For its part, Mexico could have more than 50% of pay TV penetration by 2015.

#3 LATIN AMERICAN NEWSPAPERS WILL GROW BY 5.5% PER YEAR THROUGH 2016
The downturn experienced by newspapers around the world does not seem to be affecting Latin America. According to a recent projection from PricewaterhouseCoopers, revenues for Latin American newspapers will grow annually by 5.5% through 2016 to reach US$10.4 billion.

#4 LATAM WILL HAVE 750 MOBILE CONNECTIONS BY 2015 PLUS MAJOR MOBILE DEVICE PENETRATION
According to the GSMA, Latin America will have 750 million mobile connections by 2015. Overall mobile penetration in the region is above 100%. Brazil’s mobile penetration is at well over 100%, as is Argentina’s, but in October 2012 Brazil reached a total of 258 million active mobile lines, up from 232 million just a few months back. Mexico is slated to reach 94% mobile penetration by the end of 2012 and over 100% by the first quarter of 2013.
Beyond simple penetration, mobile is changing Latin American markets through the adoption of mobile devices. It’s really not a question of whether a brand needs a mobile ad strategy for Latin America—it’s what this mobile ad strategy will be. Just look at the numbers:

To find out how we can help you reach Latin America via a strategic campaign across all media, please contact us.

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Fast Facts for Latin American Media

Keeping up with what’s happening in Latam media is tough—even for a media representation and placement company like ours. We realize that this is even harder for professionals in the media, advertising and marketing industries who specialize in Latin America.

That’s why we put together some newer developments in Latin American media for you in short sections below. With a quick scrolldown, you can get updated on a variety of media in several important markets and access more information if you need it with a quick click.  We start off regionally:

LATIN AMERICA
>Digital Advertising Will Grow 15% in 2012 in Latam
This is according to a recent survey done by Portada. Read more here.

>Latin American Newspapers Keep Growing in Circulation
According to the World Association of Newspapers and News Publishers, circulation of Latin American newspapers went up by 2% in 2010 and by 4.5% over the past 5 years.

>Social Gaming Surges in Latam
At IAB Now in Argentina in fall 2011, Daniel Kafie, founder and CEO of Vostu, predicted that the social gaming market will hit US$1.6 billion in 2012. In Latin America social gaming is already a $330 million market. Read more here.

>E-commerce Booms In the Region
German research firm Ystats reports that the number of online shoppers in Latin America will grow by 20% a year over the next few years. More stats available here.

>3 Latin American Countries Among Top Facebook Markets
As of January 2012, Colombia was the fastest-growing Facebook market in the world, followed by Brazil and Mexico.

>Latin America is Growing Fastest in Ad Spend for Social Media
A survey by Grant Thornton LLP indicated that 78% of Latin American advertisers plan to increase their social media spend in 2012, more than advertisers in North America, Europe or Asia.

>Pay TV Revenues in Latin America to Reach $25 billion by 2016
This is according to a new report from Informa Telecoms and Media.

>Latin Americans Among the World’s Biggest Moviegoers
IBOPE AGB Mexico’s newest report offers these and other interesting facts about Latin American media.

Being More Specific
Here are some more fast facts about major media types  in specific markets of Latin America.

ARGENTINA
>Pay TV Penetration reaches 81%
This is according to a new study from the Latin American Multiadvertising Council (LAMAC).

>66% of Argentine Internautas Watch TV Online
A study from Mindshare Argentina recently reported these results, along with the fact that a lesser amount of Argentine Internet users—47%—watch free TV.

BRAZIL
>6% of Shopping Searches in Brazil Come From Mobile Devices
This is according to Peter Fernandez, head of Mobile Marketing for Google in Latam, during the Mobile Marketing Association Forum in São Paulo in fall 2011. More info here.

>Brazilians A Huge Online Gaming Market
According to Juan Franco, founder and CEO of Mentez, 35 million Brazilians play online games on social media. In total, Brazilians spend US$2 billion a year on online gaming overall, which includes gaming on social media and mobile devices as well as massively multiplayer online (MMO) games.

CHILE
>Online ad spend grew by 35% in 2011 in Chile
IAB Chile projects that online ad spend will make up 7% of the country’s overall ad spend in 2012, which is comparable to the 10% that online has reached in Brazil.

>88% of Chilean Internet Users Have Made An Online Purchase
A new study from Universal McCann Chile suggests that e-commerce is strong in Chile and breaks down the top products that Chilean Internet users buy.

MEXICO
>Mexico has 46 million Internet Users
According to E-Marketer, the country now has 40.5% Internet penetration.

>19% of Mexican Internet Users Watch TV on a Mobile Device Every Day
This is from Motorola Mobility’s Global Media Engagement study. See more here.

>Games Spending in Mexico Hits US$1.2 billion in 2011
Mexico’s gaming market continued to grow in 2011 and players spend 60% of their time on online or mobile gaming.

>E-Commerce in Mexico Grew 28% in 2011
This is one of many fascinating numbers from a recent study done by Asociación Mexicana de Internet and Visa.

URUGUAY
>Online ad spend went up 50% in 2011
Uruguay joined other countries in Latam with spiking online spend—Internet now makes up 4% of the overall ad spend in the country. Read more here.

>Overall ad spend in Uruguay reached $249 million in 2011
This is a 7% increase compared to 2010, according to a report issued by the Asociación Uruguaya de Agencias de Publicidad—the Uruguayan Ad Agency Association.

To find out how we can help you reach Argentina, Brazil, Chile, Mexico or all of Latin America with an innovative media 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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cointernet

4 Reasons Why Colombia Is Set to Star as an Online Market

It’s not as big as Brazil or Mexico—maybe that’s why it hasn’t gotten as much attention as an online market. However, Colombia has all the ingredients to become a power performer for Internet advertising. Here’s why.

#1: Growth in users. According to comScore, Colombia’s online population grew by 18% between May 2010 and May 2011, just behind Brazil (19%) and Mexico (21%) and with 9 times the amount of growth of Argentina (2%). This is part of a pattern of continual impressive growth. The amount of Colombia internautas grew by 27% between 2009 and 2010, and since 2000, the amount has grown by a whopping 2,267%.

#2: Strong penetration. Colombia now has 50% Internet penetration, behind Argentina (66%), and Chile (54.8%) and well ahead of Mexico (35%) and Brazil (37%). It’s also important to note that Colombia has 22.5 million Internet users, more than double the amount in Chile and just behind Argentina (27.5 million). In fact, it’s in the top 4 in Latin America among users, along with Mexico, Brazil and Argentina.

#3: Huge online ad spend increases. In 2010, Colombia’s online ad spend shot up by 56% to $41 million. This was the largest growth in online ad spend in all of Latin America.  And Colombia’s online ad spend is expected to grow by another 40% in 2011. Marketers are realizing that online is an excellent way to reach consumers in this market—studies show that 90% of Colombian Internet users go online to research products before buying.

#4: Top rankings in key areas. Colombians search more online than anyone: they perform 233 searches per users, much more than Mexico (178), Argentina (175), Brazil (150) and even more than the United Kingdom (162). They’re also active on social media: these have a 90% penetration rate in the country.
However, it’s important to note that display ads appear to be the preferred way for advertisers to reach the Colombian market. In fact, in 2010 almost 83% of the online ad spend in Colombia was used for display ads. No surprise there, since this type of ad helps advertisers reach premium audiences via portals and high-traffic sites.

In Colombia, our team represents a range of media, including Wall Street Journal, Gamespot, CNET and last.fm. We also help clients reach a variety of important segments with Jumba, our performance ad network.

To learn more about how we can help you reach Colombia’s powerful online media market, contact us at info@usmediaconsulting.com.

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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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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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Our New Office in Colombia Debuts

US Media Consulting’s Colombia team has a new headquarters in Bogotá’s exclusive Chico Zone. This is the city’s advertising nerve center, home to the country’s most important creative and media agencies. “The new office will centralize our Colombian operations and allow us to more efficiently serve not only Colombia, but also the entire region,” says Catalina Abadia, Regional Sales Manager, Andean Region, for US Media Consulting. Although the office may be new, US Media Consulting is not new to the market. We’ve been operating in Colombia since 2006, handling online campaigns for a variety of clients of OMD Colombia, McCann-Erickson and Starcom, among other agencies. Our success has allowed us to expand the team and we hope to keep growing. You can find us here  at Calle 93B, #16-66 Oficina 210, or call us: +57-1-704-3472. We look forward to receiving current and future clients in our new office!

To learn more about how we can help you leverage our expertise in the Colombian and Andean media markets, contact us at info@usmediaconsulting.com.

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The comedy show Custe o Que Custar satirizes pop culture and politicians.

6 Basics about Brazil’s Media Market

Brazil is big these days. No surprise there: a spiking GDP, 190 million potential customers and a well-developed media market are getting lots of attention. You also can advertise there and make money without a local presence. These basics on the country’s media market will give you a sense of the potential rewards and challenges.

#1     Brazil’s media market is big. And small. While there are lots of media choices, only 7 firms control 80% of what’s read, heard or seen in Brazil. Organizações Globo rules TV, film and radio and is competitive in print and web media. It commands around 75% of Brazilian TV ad spending. Beyond free TV, Globo’s has interests in Net Serviços, the country’s largest cable company, and SKY, the largest satellite dish company. In print, Abril produces 73% of the highest-selling magazines in the country.

Domingão do Faustão is one of Brazil's top shows.

#2     TV still rules the media mix. This medium has the most penetration in Brazil (over 90%) and commands 60% of the overall ad spend. Other forms of media lag way behind, with newspapers a distant second at 12.7%. This is markedly different from the U.S., the U.K. and even Argentina, in which TV dominates but other forms of media don’t lag as far behind. Brazil is closer to Mexico in this sense, where 76% of ad investment goes to TV.

#3     Magazines are an emerging force. Circulation has been rising since 2005, spiking 7% in 2010. Biweeklies saw the biggest growth at 21%, followed by 8.1% for the weeklies and nearly 5% for the monthlies. The U.S.’s Condé Nast recently launched a joint venture with Globo, Brazil’s biggest media conglomerate, to create a new company. Edições Globo-Condé Nast will launch popular Condé Nast titles in Brazil, including Vogue.


#4     Online is gaining ground. Brazil has 73 million Internet users, the 8th largest Internet audience in the world according to comScore. Often, 43 million is the figure reported, but that doesn’t factor in the many users at LAN houses in the country. ComScore’s calculations take that into account.
     Since the country’s overall population is 190 million, this means there’s a 38% penetration rate. Not as deep as that of the United States or European countries, but this is changing quickly. The amount of Brazilian Internet users grew by 20% in 2010 and research firm Forrester’s estimates that it will grow 18% a year between 2011 and 2016. E-commerce grew by 40% in Brazil in 2010 and Forrester’s projects it will grow 178% by 2016 to reach US$22 billion. Seven out of 10 online Brazilians visited a retail site in December 2010, with Mercado Livre, Lojas Americanas and BuscaPe boasting the most uniques. Group-buying sites like Clubeurbano attracted 50% more unique users between August and October 2010. And banking giants Itau and Banco do Brasil each had a 50% growth in uniques during 2010. For its part, Brazilian portal iG draws in more than 29 million uniques a month.


#5     OOH is a power performer. Laws restricting billboards in Sao Paulo and Rio did nothing to stop the message getting out. Agencies just got more creative, using projections onto buildings, plasma screens in restaurants and digital panels in airports and malls to reach the audience. And it worked. That’s why out of home (OOH) ad investment shot up by 16% in 2010 to reach US$464 million. Digital OOH ad investment is growing particularly quickly in Brazil. It went up by 58% in 2010 and is projected to grow by another 60% in 2011 to reach $147 million.


#6     For print, consider buys with niche titles. The top two socioeconomic classes in Brazil are A and B, followed by class C, a lower middle class, then the poorer classes, D and E. Around 6 million people are expected to move from class C to class B in 2011 as the economy expands and government programs target poverty. One tendency of the emerging classes in Brazil is to consume more media, particularly magazines. In fact, Brazilians spend more than double the amount of money on magazines than they do newspapers. And when they look to spend, they show an interest in specialized information on decoration, fashion and food. This has given rise to more niche magazines, like Gloss, a teen magazine with a circulation of 140,000.  Other hot niche pubs include luxury magazine Wish Report and yachting magazine Nautica.

To learn more about how we can help you leverage the power of Brazilian media, contact us at info@usmediaconsulting.com.

To learn more about how we can help you leverage the power of print in Latin America, contact us at info@usmediaconsulting.com.

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The Boom Within the Boom

It’s not news that Latin America is hot. Tons of stories cover how the region boasts a spiking GDP and how Brazil is the number 7 economy in the world. There’s also the overall ad spend in Latam, up 21 percent in 2010. But the news media seem to have skipped over themselves in covering this story. Meaning this: right now, Latin American media are surging more powerfully than they ever have before. Here are 4 quick takeaways about the state of Latam media right now—and in the future.

 

Print Has Power
While newspapers and magazines in the U.S. and Europe took some severe hits in circulation and ad revenues in recent years, Latam newspapers and magazines grew impressively. And they’re going to keep growing.
Here’s a look:

 

Online Surges Strongly
The Latam media boom’s biggest blast may be happening with this sector. For years, online advertising was the region’s ugly duckling, but one big swan is now emerging. The numbers say: 


TV Still Looks Good
The region’s leading medium is still on top—and breaking records. Crunching numbers reveals: 

 

OOH Gets Out More Often
Out-of-home (OOH) advertising is another power performer in the Latam media market, boasting its own share of impressive numbers. 

  • Big and getting bigger: In 2011 the overall OOH ad spend in Latam is $1.2 billion, projected to double to $2.3 billion by 2016
  • Eye on Brazil: Despite restrictions on outdoor advertising in cities like Sao Paulo, the country still has a $464 million OOH market
  • Digital doings: Digital OOH is growing rapidly in several Latam markets but is hottest in Brazil, spiking 58% in 2010 and set to grow by 60% in 2011

  
To learn more about how we can leverage this media boom for your company, contact us at info@usmediaconsulting.com.

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Speaking Latam

Can English-Only Sites Offer Big Reach to Latam?

Nearly all the top 40 Web sites in Latin America are either in Spanish or Portuguese. But 5 are only in English—and they still draw millions of unique visitors from the region. Here’s why.

Top 40 Countdown
Not surprisingly, per comScore the 40 most popular Web sites in Latin America include big brands like Microsoft, Facebook, Terra, iG and Vevo.

While almost all of them are in Spanish or Portuguese, 5 are not—their content is English-only:

Site comScore Latam
rank
# of uniques per month
MTV Networks Music #21 13.5 million
Conduit #28 12.8 million
Amazon sites #33 12.8 million
CBS Interactive #34 10.94 million
English-language Wikipedia #9* 9 million


A Handy Tool
Do these numbers mean that these 5 web properties are pulling a desirable, high-income audience that’s highly fluent in English? Not exactly. With all of these sites, Google Toolbar provides a rough translation into Spanish or Portuguese. It’s not perfect or similar in quality to content originally written in these languages for the audience, but it works. As such, users can go to all of them and get what they want. With MTV, they’re likely to be watching videos, TV shows and movie trailers that don’t need a pitch-perfect translation to enjoy them. The same applies with a shopping site like Amazon or a tech site like Conduit: as long as you can follow the basic directions, navigation is relatively easy. With Wikipedia, the start page lets you choose Spanish or Portuguese as an option. Or you can use the toolbar to translate English Wikipedia content into either language.

English Exceptionalism
However, toolbar translations don’t drive traffic. These 5 English-language exceptions attract a combined 64 million Latam users because of:

  • Worldwide brand equity
  • Unique services

And CBS Interactive is the exception to the exceptions. Unlike most of these other sites, it draws readers with content. CBS’ site portfolio offers tech news, reviews and downloads with CNET and ZDNET (4.6 million combined monthly uniques), playing tips and reviews for gamers with Gamespot (1.7 million), music downloads via last.fm (3.6 million) and news/entertainment info through CBS News and TV.com (1 million).

This broad mix delivers a deeper reach with different audiences that tend to skew A/B in terms of socioeconomic class. And because of the unique, high-quality content on CBS Interactive’s sites, they’re stickier, so users stay longer—all the better to reach them with ads.

*#9 ranking is for all Wikipedia sites, including Spanish Wikipedia and Portuguese Wikipedia

To find out more about reaching Latin America with online advertising, contact us at info@usmediaconsulting.com.

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