Tag Archives: marketing

E-commerce in Mexico Will Grow by 25% in 2012

New figures released by eMarketer show some robust projections for the B2C e-commerce market in Mexico. Compiled in October 2011, the figures show Mexico’s B2C e-commerce sales growing by 32% in 2011 and projected growth of 25.8% in 2012. This figure is similar to the projection made by the Asociación Mexicana de Internet (AMIPCI), which forecast growth of 28 percent in e-commerce for Mexico in 2012.

According to eMarketer, travel purchases are what mostly drives Mexican B2C e-commerce, while AMIPCI research from 2010 identified a different range of favored products for Mexico’s online shoppers, such as computers, cell phones and consumer electronics.

One challenge with Mexican e-commerce has been the country’s relatively low credit card penetration rate. However, some new payment options are helping consumers buy online even if they don’t have credit cards. One new way is a system called BanWire. Users buy a product online, print a payment voucher and pay for the product in person at a convenience store like Oxxo. This is similar if not identical to Brazil’s boletos bancários, which have been helpful in boosting that country’s e-commerce sales. In addition, eMarketer indicated that PayPal Mexico will develop a version of its service to handle payments through mobile phones. This could also help Mexico’s online shoppers make purchases without credit cards.

Given these developments, eMarketer has forecasted 20.7% compound annual growth for Mexico’s B2C e-commerce market between 2010 and 2015.

To find out how we can help you reach Mexico’s online consumers via a powerful digital campaign, please contact us at info@usmediaconsulting.com.

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shopping online

Almost 60% of Latin American Internet Users Are Buying Online

E-commerce is clearly growing stronger in Latin America. A recent survey of Internet users in Latin America shows that 59% report buying products online in the past year.

Research firm Tendencias Digitales did the survey, which included 18,000 Latin American Internet users in 13 countries. It’s important to note that the survey did not include Brazil, which research indicates is the top Latin American country for e-commerce. However, the survey did research the habits of Internet users in large markets such as Argentina, Mexico, Chile and Colombia.

The chart below breaks down the percentage of Internet users in each country that reported buying a product online in the past year. Argentina is clearly the leader at 71%, tied by Chile.

While this is just one survey, the results show some interesting parallels with other research into e-commerce in Latin America. For instance, Argentina’s e-commerce market spiked by 50% in 2011, while the head of Colombia’s Chamber of E-Commerce projects 100% growth for 2012. In Mexico, research from the Asociación Mexicana de Internet (AMIPCI) indicated that 8 out of 10 Mexican Internet users had made an online purchase. AMIPCI also projects a 28% increase in e-commerce in Mexico in 2012.

Beyond these 3 countries, other Latam markets are showing strong e-commerce growth. This may be why eMarketer estimates $15.2 million in e-commerce sales for all of Latin America (except Brazil) in 2012 and then a powerful jump to $28 billion in sales by 2015.

What are these Latam shoppers buying online? Well, the Tendencias Digitales survey suggests that these are the hot products:

  • Tickets for entertainment or travel
  • Computer accessories
  • Clothing/footwear/accessories
  • Books

Other research we’ve covered has shown a slightly different list for Latin America and specific countries, such as Argentina and Mexico.

To learn more about how we can help you reach Latin American shoppers all over the region or in specific countries, contact us at info@usmediaconsulting.com.

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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:

>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.

>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.

>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.

>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 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.

>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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Social media image

The Latest on Social Media in Latin America

Recent studies from comScore, the Associación Mexicana de Internet (AMIPCI) and other entities offer insights about how Latin Americans are using social media. Along with successful case studies and other behavioral data, these findings can be helpful for integrating social media strategy into general advertising, marketing or media plans. Here’s a look at some of the key takeways.

>>>Latin Americans top world rankings in using social media. ComScore reports that each Latin American spends an average of 7.6 hours per month on social media—the world’s highest average and more than double the time in the much more populous Asia-Pacific region.
Out of the top 10 countries in the world for social media usage in hours per person per month, 5 of them are in Latin America. Argentina ranks #2, just 0.4 hours behind Israel, while Chile is #5, Colombia is #8, Peru is #9 and Venezuela is #10.

>>>Latin American women are the heaviest users. While men on social media slightly outnumber women (50.9% to 49.1%), each Latin woman averages 8.2 hours per month on social media, while each man averages 6.9.

>>>Older people in Latin America are big social media users. Despite the perception that social media is for the young, in Latin America social media has a 93% penetration rate among users 55 and older. This is just behind North America, which has a 94.7% penetration rate with this age group.

>>>Facebook rules in Latam. Facebook has over 100 million users in Latin America—the #2 spot is held by Windows Live Profile, with 36 million.
>>>LinkedIn is strong in Brazil. LinkedIn grew by 428% in Brazil in 2010 and the country is among its top 10 markets in the world. To that end, LinkedIn debuted its Brazil office in September 2011.

>>>Facebook has overtaken Orkut in Brazil. This has been predicted for quite a while, but it didn’t happen until August 2011. According to IBOPE, Facebook registered 30.9 users in Brazil that month, while Orkut had 29 million.

>>>Slideshare is surprisingly popular in Latin America. The presentation website has significant reach in the region. It was #5 in the region for unique visitors in November 2011, behind Twitter. Out of the 10 most penetrated markets for Slideshare in terms of percent reach by unique visitors, 7 are from Latin America. It’s most popular in Peru—15.5% of  the country’s online audience visits Slideshare every month.
Google+ started off strong in Latam. Within a month of its launch, Brazil became one of the top 10 markets for Google+, ranking #6 with 793,000 users. Other Latin markets with significant Google+ numbers include Mexico (308,000), Argentina (213,000) and Colombia (200,000).

>>>Messaging is what they do most. According to AMIPCI’s study, sending public or private messages is the top activity for Latin Americans on social media. Photo sharing and profile updating are the next most popular. Towards the bottom of the list of favorite social media activities is following company brands.
>>>Social networking is #1 among Argentine Internet users. Between June 2010 and June 2011, social networking doubled in its share of online minutes spent by Argentine Internet users. Its skyrocketing popularity came at the expense of other online activities: time on portals, instant messaging and emails all dropped.

>>>Mexicans are divided on social media ads. AMIPCI’s study showed that 39% of Mexican Internet users like seeing ads on media, but 44% felt neutral about them. The remaining 17% didn’t like them. This conflicted attitude reflects other research done so far about Latin Americans’ attitudes about social media ads.
>>>Blogs are big, especially in Brazil. While technically not social media sites, blogs are related because of the way they engage readers and allow for discussion via comments. Among Latin American Internet users, 3 out of 4 visit blogs. Brazil is the most blog-happy: 85% of its internautas visit blogs. In addition, the Associacao Nacional de Jornais reports that the readership of the blogs of Brazil’s top journalists is larger than the circulation of the country’s top 10 newspapers. These popular blogs include those of Juca Kfouri, Patricia Kogut, Fernando Moreira and Marcelo Tas.

To find out how we can help you reach Latin America with a precisely targeted social media campaign, please contact us at info@usmediaconsulting.com.

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Ad Spending Will Grow Strongly in Latin America in 2012

Magnaglobal recently released its global ad forecast for 2012 and revealed some interesting figures for 2011. Here’s a look at the relevant numbers for all of Latin America and some specific countries, including 2012 projections for different media types.


  • Latin America’s ad revenues grew by 13.2% in 2011, the biggest growth among developing economies around the world
  • Argentina’s ad revenues grew by 37.9% in 2011, the largest growth of all 63 countries analyzed by Magnaglobal
  • Brazil continued to show strong growth this year, with a 10.2% increase in ad revenue
  • Globally, TV ad revenues grew 4.8% and the medium was #1 in ad revenue across all media, with a 41% share
  • Internet was the biggest global grower in ad revenues in 2011, up by 16.9%
  • Paid search is back on top as the largest revenue driver for online advertising, growing by 19% to total $14.9 billion, with display ads growing by 15% and online video spiking by 58% to pull in $4.7 billion in revenues
  • Radio grew by 2.2% globally, while magazine revenues were down by 0.9% and newspaper revenues dropped by 2.4%
  • OOH revenues grew by 6.4% globally


  • Magnaglobal projects that global ad revenues will grow by 5% in 2012
  • Latin America will post 13% ad revenue growth in 2012, leading all emerging economies in the world
  • Argentina will see the biggest ad revenue growth in all of Latin America in 2012, with 26.4%, outstripping all BRIC countries
  • Brazil will post 12% growth in ad revenues in 2012 and will rank #7 in the world in ad spend, ahead of Canada, Australia and Italy and just behind France
  • Globally, in 2012 Internet will surpass newspapers as the second biggest media category (behind TV), accounting for almost 20% of overall ad spend
  • Radio will grow globally by 1.6% in ad revenues
  • Newspapers (-1.0%) and magazines (-1.3%) will continue to drop
  • OOH will grow by another 6.3% in 2012

To find out how we can help you reach Latin America with a precisely targeted campaign, please contact us at info@usmediaconsulting.com.

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Social Media Successes in Latam

Despite lots of searching, so far, I haven’t found a ton. Why? First off, more than half of Latin American companies say they don’t have a social media presence, so adoption is far from total. Second, many firms may not want to share their secrets of social media success and lose a competitive edge. However, the successful case studies I did find offer some interesting insights into what works.

Pepsi Strips Down
At the most recent World Cup in 2010, Pepsi was not an official sponsor with all the benefits (and costs) that this would entail. But its ad agency noted that Diego Maradona, coach of Argentina’s team, promised he’d do a naked victory lap around Buenos Aires’ obelisk if his team won. So Pepsi created a campaign in which it promised to also go nude if Argentina won: it would strip its labels off of its bottles for a week. The company ran print ads that showed a Pepsi-shaped bottle with only a blue label that featured the promise to go “nude.” Pepsi complemented the print campaign with a Facebook contest. Fans could upload photos of themselves wearing only a tag that had the message from the print campaign: “Si DT se desnuda, nosotros también” (If the director técnico—coach—strips, so will we). Fans uploaded around 14,000 nearly nude photos. And while avoiding heavy-duty sponsorship fees, Pepsi ended up being one of the four soft drink brands that consumers associated with the World Cup—the other three were paying sponsors.

Bancolombia Reaches Out
Rather than create a social media effort tied to a specific campaign like Pepsi, Bancolombia’s efforts are ongoing. Basically, they use Facebook and Twitter to allow their customers to tell them about problems—and they offer solutions, right away. It’s not much different than what Best Buy did with Twitter a while ago. Bancolombia also tells its fans and followers about special promotions, posts its commercials on YouTube and spreads the word out about current campaigns running in other forms of media. The combination of one-way communication (promotions supported by ads in other media) plus two-way communication (answering customer questions and solving problems) has earned Bancolombia 49,000 Facebook fans, 14,000 Twitter followers and 114,000 views of their YouTube videos.

Doritos Feeds Social Media
In Argentina, Doritos didn’t start out with a specific social media campaign. Instead, it researched its target audience of young people and created a media campaign to bring them closer together via slow dancing. Blogs, social media chatter and other sources suggested that this is what young Argentines wanted. As it turns out, clubs in the country favored pulsating techno music, not exactly a romantic choice. So the campaign centered on bringing back slow dancing to the clubs with ads in different media and a website where people could sign a petition that Doritos would show club owners.
This campaign spurred a spontaneous social media campaign by the audience. An event sprung up with a specific goal: get together to slow dance in Buenos Aires’ Planetarium club. Social media, acting like high-tech word of mouth, spread the word. Eventually 4,000 people got together to dance. In the process, the cause sparked 33 Facebook groups with 20,000 members and 200,000 views on YouTube, as well as TV coverage for the actual event. The social media coverage lifted the brand’s profile while helping spike sales.

Lessons Learned

  • Social media does not take the place of “traditional” media—it complements those campaigns by reaching people another way and letting them interact with the brand
  • Social media spreads the word—and what grabs attention is a benefit for end users like discounts, contests or special sales
  • Think about your customers’ general needs when creating a campaign—even if it doesn’t directly or obviously relate to your brand
  • Create a positive, creative event people can participate in—airline Colombiana Aires ran a Facebook contest in which people uploaded videos and photo montages to win tickets to a Peter Manjarrés concert held in the air on a Bogotá to Cartagena flight 

To learn more about how we can help you reach Latin America with a customized campaign, contact us at info@usmediaconsulting.com.

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Franchising Explodes in Latam

While Latam emerges as the hottest retail market in the world, local and international firms are heavily expanding their brands all over the region. These include Taco Bell, Calvin Klein, Subway, Swarovski, JW Marriott, Chili’s, KFC and more. Among the hot Latin American franchise markets:

• 400 franchised outlets by the end of 2010 but should have 500 more by the end of 2012—a 125% increase
• Century 21 plans to launch 8-10 franchises in 2011
• Recent entries include Taco Bell (part of Yum! Brands, which includes Pizza Hut and KFC), which opened its first store in Bogotá in November
• Spanish retail giant Inditex has been in the market since 2007 with its Zara store, following that up with Bershka and Stradavarius stores, which draw younger, trendy shoppers
• JW Marriott opened in Bogotá in 2010, while InterContinental, Meliá and Sheraton all plan to launch hotels in the Cartagena area

• Favors local over international franchises: 92% are Brazilian
• The franchise sector grew by 70% between 2005 and 2009, with double-digit growth projected for 2011
• Women driving growth with new purchasing power: beauty treatment stores like Onedera have expanded by 30% in the past 3 years
• Language schools are also taking off due to Brazil hosting the 2014 World Cup and the 2016 Olympics: top firms include Grupo Multi, owner of Wizard, Skill, Alps and Quatrum language school franchises

• A shopping mall construction boom is fueling the franchise growth
• Food franchises are 80% of the market, with key players including McDonald’s, Burger King, Subway and Dunkin’ Donuts
• One of the fastest-growing franchises is local—Pardo’s Chicken, projected to more than double over the next 4 years from 22 to 50-plus stores

• A more mature franchise market, but it still posted 10% growth in 2010
• CKE Restaurants (franchisor of Hardee’s Carl’s Jr. and La Salsa chains) has 128 stores, opening 15-20 per year over the past 5 years
• Mail Boxes Etc. has grown to 52 stores since entering the market in 2004

• 500 franchises with 20,000 outlets nationwide, growing 14% annually
• Fastest-growing sectors are restaurants (34%) and clothing (21%)
• Growth likely in Argentina’s interior in cities like Córdoba, Mendoza and Rosario
• New franchises opening include Hollywood Burger, Cala Pizza, Reina Batata and Markus Day Spa for Men
• Subway is opening 3 stores per month in Argentina and is expected to add an additional 20 by the end of 2011, half of them in Mar del Plata, Rosario and Córdoba
• Desarrollos Gastrónomicos, S.A. is targeting Argentina with more KFC, Pizza Hut and Wendy’s outlets in the near term

Maybe ZenithOptimedia’s projected 26% in Latam ad spend in 2011—on top of a 21% growth in 2010—will prove to be conservative.

To learn more about how we can help you reach Latin America with a customized campaign, contact us at info@usmediaconsulting.com.

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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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