Tag Archives: media planning argentina

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Measuring Brand Influence via Facebook in Latin America

When it comes to Facebook in Latin America, clearly it has reach. Estimates indicate that there are more than 208 million Facebook users in Latin America and that there will be nearly 232 million by the end of 2015. In addition, as per comScore around 95% of the time that Latin Americans spend on social media is spent on Facebook.

But until recently, we haven’t seen data on how Facebook influences Latin Americans to buy. A recent study from Ipsos Media CT surveyed 200-300 users each in Argentina, Brazil, Colombia, Chile and Mexico to see how influenced they are by brands on Facebook. Here’s a look at some of the key findings:

#1 BRAZILIANS INTERACT THE MOST WITH BRANDS ON FACEBOOK
62% of Brazilians interact with brands on Facebook. In this context, interact means read content from brands, look at brand pages on Facebook, interact with public figures, comment or share comments.

#2 CHILEANS ARE MOST INFLUENCED BY BRANDS ON FACEBOOK
Nearly 7 out of 10 (68%) of Chileans say there are influenced by brands on Facebook, compared to 67% of Brazilians, 62% of Colombians , 56% of Argentines and 56% of Mexicans.

#3 BRAZILIANS ARE MOST LIKELY TO ACT BASED ON BRAND CONTENT
The chart below shows what users do after being exposed to brand content. Click on it to enlarge it.

Eng chart FB

Clearly Brazilians are the most likely to visit a brand page, read a brand’s Facebook content or like a brand, though Chileans also show high levels of reaction.

Overall, the figures suggest that Facebook content from brands can clearly resonate with users despite studies indicating the organic brand posts are mostly ignored.

Taking Advantage of This
Clearly Facebook offers some powerful opportunities for brands in Latam. Beyond increase ad spend on Facebook, there is another, more precise way to leverage brand influence from Facebook among Latin Americans: retargeting via Facebook Exchange.

This tactic involves tracking products that individual shoppers look at on e-commerce sites, then showing these same shoppers ads for these products when they enter Facebook.  You can find out more here about how Facebook retargeting works by going here.

The reason that retargeting via Facebook Exchange has such great potential is that Latin Americans are not just heavy Facebook users, they are buying more and more online. Let’s review the numbers: in 2014, e-commerce will go up by 40% in Argentina, by 20% in Mexico, by 45% in Colombia and by 23% in Brazil. Even m-commerce (mobile commerce) is taking off in both Brazil and Latam.

As such, a targeted ad can go a long way in taking this influence on Facebook and turning it into revenue for brands.

Please contact us to find out how we can help your brand leverage Facebook and spiking e-commerce in Latin America to take advantage of your brand’s influence among consumers in the region.

 

Argentina Internet Concept

The Online Market in Argentina by the Numbers

While numbers may not tell the whole story when it comes to a market, they are definitely the best drivers for making decisions with media buys. At US Media Consulting we review figures all the time so that we can put together the most cost-efficient and effective media campaigns possible. With that in mind, here are some key metrics to keep in mind for reaching Argentine Internet users.

27 million
The amount of Internet users in Argentina in 2014: there will be 29 million Argentine Internet users in 2015 and more than 31 million by 2018
Source: Emarketer

67%

Internet penetration in Argentina in 2015, moving up to 70% by 2018.
Source: Emarketer

2 hours, 34 minutes
The average amount of time that Argentines use PCs every day
Source: Dirección Nacional de Industrias Culturales

5 hours, 11 minutes
is the average amount of time that Argentine Internet users spend using the Internet each day through a laptop or desktop
Source: We Are Social report, January 2014

#2
the rank of Argentina in terms of total page views by Internet users in August 2014, higher than any other country in Latin America except for Brazil
Source: comScore, Futuro Digital Argentina 2014

1.5 million
The amount of Argentines who visit sports web sites every day, #2 in Latin America after Brazil
Source: comScore, Futuro Digital Argentina 2014

81.3%
of online ads in Argentina are flash banners, while 14% are social ads and 3.8% are video ads
Source: adCuality

3.78 million
The overall ad spend across all media in Argentina in 2014: ad spend in Argentina is forecast to go up by 7% in 2015 to reach more than $US4 billion
Source:
eMarketer

.01%
of the ad spend online in Argentina goes to mobile advertising
Source: adCuality

13.1 million
of Argentines are mobile phone Internet users
Source: eMarketer

78%
of the mobile phones sold in Argentina are smartphones
Source: Carrier y Asociados

1.1 million
tablets are projected to be sold in Argentina in 2014, a new record
Source: IDC

84%
of mobile phone Internet users in Argentina use Whatspp
Source: Carrier y Asociados

20%
of Argentines used their smartphones in the purchase process
Source: Consumer Barometer, TNS & Google

48%
of Argentine Internet users will make an online purchase in 2015 and by 2018 50% of Argentine Internet users will buy online
Source:

58%
of Argentines research appliances online to buy them offline, while 52% do the same for TVs
Source: Consumer Barometer, TNS & Google

58%
of Argentines surveyed by TNS and Google said they made their last purchase of flights online, while 32% made hotel reservations online
Source: Consumer Barometer, TNS & Google

40%
The overall growth in e-commerce in Argentina in 2014
Source: Cámara Argentina del Comercio Electrónico

8,317
minutes was the amount of time that Argentines spent on social media sites in August 2014, much more than any other category
Source: comScore, Futuro Digital Argentina 2014

594,000
The average number of fans on the top Facebook pages in Argentina, a 93% increase since January 2014
Source: comScore, Futuro Digital Argentina 2014

17 million
of Argentines are active daily users of Facebook while 23 million use Facebook every month
Source: Facebook Argentina

89%
of Argentine Internet users are on Facebook while only 22% use Twitter, 19% use Google+, 10% use LinkedIn and 2% use Pinterest
Source: Carrier y Asociados

18%
of households with broadband access in Argentina connect their TVs to the Internet and of these, 61% use Smart TVs and most of these (68%) use their connected TVs to stream movies and TV shows
Source: Carrier y Asociados

124
online videos per month are watched by Argentines
Source: comScore, Futuro Digital Argentina 2014

15.6 million
The amount of total online video viewers in Argentina
Source: comScore, Futuro Digital Argentina 2014

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

top growth markets Brazil

The Top 8 Growth Markets in Brazil for 2015

For professionals in advertising, marketing and media, economic growth areas may help us decide who to target for new business. With that in mind, we took a look at some of sectors in Brazil that have been surging not only in 2014 but over a longer amount of time, since this data suggests that they will be worth watching as 2015 starts to unfold.

1 eyewear
Take a Look at Eyewear

Over the past 5 years, the eyewear market in Brazil has grown by 89%. Sunglasses are one of the main growth drivers, with 15 million units sold. According to Bento Alcoforado, president of the Associação Brasileira da Indústria Óptica, in 2015 the Brazilian optical market will grow by 10% and then by 20% in 2016.

2 organic food
Organic Growth

According to Projeto Organics Brasil, the organic foods market in Brazil is set to go up by 35% in 2014, with overall sales of R$2 billion.

3 games
Good Games

After growing by 14% in 2013, the Brazilian toy market is set to grow by 11% in 2014, with R$ 9.5 billion in sales. The reason 2015 looks good for toys is the strong growth that’s happened for years. For example, in 2010 toy sales in Brazil grew by 8.5%, then by 9% in 2011 and then by 15.6% in 2012.
Beyond toys, video game console sales in Brazil went up by 33% between January-July 2014 and the same period in 2013, according to GfK, with an increase of 11.5% in video game sales.

4 advertising
Advertising Also Up

Besides certain products doing well, we’re seeing the promotion of those products also doing well. Research from Carat projects a 9.4% increase in ad spend in Brazil in 2014 due to the World Cup and recent elections. Overall, Latin America should see ad spend increase by nearly 12% in 2014, way ahead of North America (5%), Western Europe (2.7%) and Asia (5.5).

5 pharma
Pharmaceuticals Flourish

According to the Associação Brasileira de Distribuição de Logística de Produtos Farmacêuticos, sales of pharmaceuticals in Brazil totaled R$ 3.23 billion in Q3 2014—nearly 19% higher than in the same period in 2013 and 8% higher than in Q2 2014.

6 reading
Reading Ramps Up

While we don’t have all numbers in for 2014, we know that book sales in Brazil went up by more than 10% in 2013. In 2012, sales of books in Brazil grew by more than a billion reais, suggesting a growth trend is taking place in this area.

7 pets
More Pet Shops Popping Up

Since 1995 there has been annual average growth of 19% in pet shops in Brazil. Overall, the pets market is set to grow by 7% and overall, Brazilians will spend R$ 14 billion on their dogs and cats.

SONY ELECTRONICS, INC. XPERIA TABLET S
Tablets Take Over

IDC indicates that Brazilians bought 6.4 million tablets between January and September 2014—20% more than in the same period in 2013. In contrast, Brazilians bought 3 million desktop computers and 4.6 million notebooks. Basically, tablets have taken over the computer market in Brazil, with 47% market share, significantly higher than the share of notebooks (33%) and desktops (19%).

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

Fernando Monedero color

Latam Digital Media Trends for 2015: An Interview with Fernando Monedero of MEC

Even if 2014 isn’t exactly in the rearview yet, there’s not much of it left. So when we look at 2015, we wanted to consider which digital media trends will be the strongest in Latin America. So we sat down with an expert—Fernando Monedero, Regional Digital Director for MEC—to get his take on what’s next in 2015.

It seems like every year is predicted to be “The Year of Mobile” in Latin America, in which mobile will occupy a top slot alongside the other forms of media. How do you see the role of mobile in 2015 in Latam?

I don’t know if it will be “The Year of Mobile,” but we do know that Latin America is growing rapidly in terms of Internet connections through broadband on smartphones and tablets, as well as in the number of these devices. This indicates the relevance that this form of media is gaining with the population and, as a result, with the consumers of brands. I think that brands are realizing this and that mobile will have a larger presence in their marketing strategies.

How strong will social TV be in 2015? Will we see more buys that integrate TV advertising with complementary advertising on social media?

We’re living in a multiscreen world in which marketing professionals are looking for innovative ways to connect with consumers.
Our TV watching experience is becoming a social event. TV and social media are changing our passive experience to make it more social and interactive: now a conversation about the shows we watch is taking place. We’re experiencing the rapid rise of social TV.

Some companies have projected that in 2015, we’ll see strong increase in programmatic ad spend in Latin America. Do you agree?

Totally. It’s a much more efficient way to buy media. With this new media landscape, marketing professionals will need smart systems to buy media, with new algorithms to increase their understanding of consumers and improve targeting based on behavior. [Programmatic buying] involves a big-picture understanding of brand messaging, facilitating customization, transparency and real-time integration to connect brands to consumers through greater credibility and the continual visibility and relevance of the brand.

Do you think that we’ll see greater investment with the programmatic purchase of mobile advertising or with online videos? If so, do you think that brands will spend more with these two types of advertising through programmatic buying?

Mobile is just another channel within programmatic buying and as an ad format, video is becoming much more relevant due to its wide range of possibilities for communication and interaction; it’s not necessarily where brands will spend more, but we’ll surely see an increase in spend.

In the United States, marketing professionals are investing more in native advertising. In 2015 will we see a parallel increase in Latin America in terms of native advertising?

Yes, I believe so; it’s minimally intrusive form of communication that lends itself to multiple platforms, which brands like. On the part of the consumer, I think that it will be more accepted by older rather than younger consumers, since the latter will be able to identify native ads as advertising with greater ease.

Have you observed any preference for any particular type of native advertising on the part of advertisers? Perhaps online video?

I think it’s interesting how mobile native advertising will be bought and sold programmatically.

According to comScore, in 2014 Facebook continues to dominate the social media scene in Latin America. But in the United States, marketing professionals are taking advantage of other social networks like Snapchat, Pinterest and Instagram, among others. Do you think that in 2015 we will see newer social networks become stronger in Latam?

Facebook is not the only option, but it is and in 2015 will continue to be the first option for any advertiser when it comes to communication through social networks. In my opinion, Pinterest will indeed take on more relevance, especially in categories related to higher social strata; the rest [of the social networks] will have growth but won’t be that significant.

Will there be a trend that we have not cited so far that you think will be strong in 2015?

I think that the intelligent use of data will be a determining factor in the communications strategies of brands, as well in their optimization processes. These days, technology allows us to understand much better who the consumer is and what they want, and the use of data management platforms (DMPs), tools and dashboards to understand information will be of great importance in 2015.

 

 

00 branded content main

4 Great Uses of Branded Content in Latin America

While we hear a lot about content marketing these days, people rarely cite clear examples of how it works. As a result, both marketers and media agencies may have trouble visualizing how to apply it to their campaigns and get some measurable results from it. A recent piece from Contently may help with this—it cites 4 interesting examples.

#1 Más por Más
Más por Más is a Mexican newspaper that created a paper towel dispenser that was connected to its newswire. Each sheet had a news story on it, plus a QR code to drive people to Más por Más Web site, and this increased unique visitors to the site by 37%.

#2 CNA Speaking Exchange
CNA is a language school in Brazil that connected students learning English to Americans in retirement homes through streaming video. At first, the videos were supposed to be a tool to evaluate each student’s progress, but later CNA edited together clips to create a compelling video that won a Lion at Cannes and a Clio.

#3 Beldent
This Argentine gum brand had 5 sets of twins sit at Buenos Aires’ MALBA art museum. One twin chewed gum, the other didn’t. Then Beldent asked museum visitors to answer questions about the twins. The visitors generally had a more favorable impression of the gum chewers. Overall, the video won 8 Lions at Cannes.

#4 Coca-Cola’s Friendly Twist
Coca-Cola Colombia and Leo Burnett Colombia placed vending machines on the campus of a Colombian college. The machines all had Coke, but the students couldn’t just twist off the caps. To open the sodas, they had to join their bottle top with that of another student and twist. This simple interaction helped break the ice between students and led to a memorable promotion piece.

ANALYSIS
The common ground for this content includes:

  • Interaction: bringing people together
  • Humanity: playing to people’s basic needs and reactions
  • Integration: adding the brand into the interaction in a natural way, no hard sell
  • Events: Each piece of content was an event in which the brand made something happen instead of trying to reach an audience with a message

So while effective content can be a blog post or web pieces on a portal that also includes web banners designed to inspire conversions, it can also be an entertaining video.

These successful examples also suggest that brands can take a multifaceted approach. They can start with an interesting below-the-line (BTL) approach—like a street promotion—then film it, turning it into a commercial, then circulate that commercial via social media. If there is a CSR (corporate social responsibility) angle to the video in which the brand helps out with a cause, the video could be emailed to customers to raise awareness for the cause. In addition, the right BTL promotion can be pitched to the media to cover as a human interest story and thus deliver additional promotion.

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

 

99% social media

99% of Social Media Posts Lead to Little or No Engagement

SocialFlow, a social media optimization platform, analyzed 1.6 million organic posts from Twitter, Facebook and Google+ between April and July 2014. According to the results reported by VentureBeat, 99% of these posts generated little or no engagement.

Analysis: The results aren’t a gigantic shock. Earlier, we cited data that showed as many as 71% of tweets get no response. With so many people on social media posting updates that add to the stream of content posted by brands, overwhelming volume would tend to inhibit engagement. In addition, research suggests that people follow brands on social media for discounts and coupons, suggesting that other forms of content are of less interest.
Does this mean that companies should take down their Facebook pages? According to Social Flow, the answer is no. Even with just 1% engagement, the scale is so large that companies can obtain strong results.

To read more about these results, please click here.

You also can:

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

marketing-en-medios-y-redes-sociales_ampliacion

The Latest on Latin American Media and Marketing

Keeping up with marketplace changes can be a real challenge. To make things easier, we reviewed what’s been happening and below we have a selection you can skim quickly.

>78% of Brazilian Millennials Use Smartphones
This stat comes from a Telefónica survey of 6,700 millennials around the world. This is a big jump compared to last year’s survey, in which 63% of Brazilian millennials said they used smartphones.

To read more about this survey, please click here.
To read more about millennials in Latin America, please click here.

>Latin American Consumers Buying More Budget Brands
While the Latam middle class continues to aspire to own name brands in certain areas like smartphones or fashion, to save money it’s switching to cheaper brands when it comes to certain products, like shampoo.

To read more about this trend, please click here.
To find out which 10 products Latin Americans are buying the most in 2014, please click here.
To find out which 5 trends are dominating among Latin American consumers, please click here.

>Social Networks Reach 93% of Latin American Internet Users
This data point is from ComScore Futuro Digital Peru and was cited in an article by eMarketer. Interestingly, social media have a stronger reach in Latin America than they do in either the United States or the United Kingdom: in the former their penetration is 82.7% and in the latter it’s 80.4%.

To read more about social media penetration in Latam, please click here.
To read more about the top 10 social media trends in Latin America, please click here.
To read about the companies in Latin America that are strongest in social media, please click here.

>Ad Spend in Brazil Represents 50% of All Ad Spend in Latin America
According to eMarketer, total ad spend in Brazil in 2014 will reach US$20 billion while total ad spend in all of Latin America will reach US$39.6 billion in 2014. TV still commands the largest share, with 62% of the total ad spend.

To read more about ad spend in Brazil and Latin America, please click here.
To learn about projected ad spend trends for Latin America until 2018, please click here.

>90% of Latam Traffic Will Be from Online Videos
This is an estimate from Sergio Quiroga, president of Ericsson Latin America. Quiroga predicted that by 2018, online videos will be responsible for 90% of traffic handled by telephony operators.

To read more about this prediction, please click here.
To read more about mobile trends in Latin America, please click here.

>67% Penetration for OTT Mobile Messaging in Latin America
Citing data from Ericsson, eMarketer reported that over-the-top (OTT) mobile messaging has 67% penetration in Latin America, compared to just 40% in 2013. Mexico has the biggest OTT mobile messaging penetration at 75%, followed by Argentina (64%) and Brazil (60%)

To read more about this trend, please click here.
To read about the spike in smartphone and tablet use in Latin America, please click here.

>More than 65 million pay TV subscribers in Latin America
This is according to research from Dataxis, which lists Brazil as the #1 pay TV market in Latin America due to its 18.97 million subscribers, while Mexico is #2 with 16 million.

To find out more about Dataxis’ research, please click here.

>Argentina Leads Latin America in Online Ad Spend
An infographic published by IAB Chile indicates that Argentina leads Latam in online ad spend. This is because 14% of the total ad spend in Argentina in 2013 went to online advertising. Online’s share was lower in other countries, such as Mexico (9.3%) and Colombia (9%). The infographic from IAB Chile did not show numbers from Brazil. However, we do know that in 2013 Brazil had overall ad spend of R$ 32 billion as per Projeto Inter-Meios and that online ad investment in 2013 totaled R$ 5.7 billion as per IAB Brazil, suggesting that online accounted for nearly 18% of ad spend in Brazil in 2013.

To see the IAB Chile infographic, please click here.
To find out more about ad spend trends in Latin America, please click here.

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

 

 

Bright black eye make-up

The 6 Hottest Products for 2015 in Latin America

Predicting growth is a tricky business, especially when it comes to which companies or industries will invest more in advertising.

However, studying sales growth patterns may offer some hints. That’s why we examined some recent figures for the product categories that have posted strong growth in Latin America in 2014 and in recent years. Reviewing these may give media agencies some ideas for pursuing new business and help marketers understand what Latin American consumers are spending their money on.

woman applying eyeshadow with brush
Cosmetics
According to Euromonitor, sales of cosmetics in Latin America will grow by 7.2% a year between now and 2018. By 2018 the value of the beauty products market in Latin America will reach US$111.8 billion. The specific areas that will see the highest demand from Latin American consumers over the next 5 years are sun care, hair removal, male grooming, baby care and dental products.

2 digital music
Digital Music

According to the International Federation of the Phonographic Industry, digital music revenue in Latin America grew by 27.6% in 2013. And between 2010 and 2013 digital music revenue grew by 124% in Latin America. Currently Samsung and Google Play have started a partnership to reach this market: anyone who buys certain new Samsung devices gets a free six-month subscription to Google Play.

03 seguros
Insurance

According to Moody’s, average annual growth for the insurance sector in Latin America has been at nearly 15% over the past 10 years.

04 snacks
Snacks

According to Nielsen, total snack sales in Latin America reached US$30 billion in March 2014. As such, sales of snacks grew by 9% in Latin America between March 2013 and March 2014. The leading segment was cookies and cakes, responsible for US$9 billion of sales in Latam, followed by confections (US$8 billion) and savory snacks (US$7 billion). The favorite types of snacks in Latin America are yogurt, chocolate, cheese and ice cream.

5 games
Video Games

According to a report from GlobalCollect and Newzoo, Latin America will have 14% growth in video game revenues by the end of 2014, higher than the projected growth for any region in the world except for Asia-Pacific, which will grow by 15% in this area. In generating US$1.38 billion in video games revenues, Brazil is the leading market, followed by Mexico at US$1.0 billion. Overall, the report estimates that there are 185 million gamers in Latin America and that gaming revenues in all of Latin America will reach US$3.3 billion in 2014.

woman with vitamins
Vitamins and Supplements

According to Euromonitor, between 2008 and 2013 sales of vitamins and dietary supplements grew annually by 5% in Latin America and only Oceania (consisting of Australia, Melanesia and New Zealand) grew at a higher rate in this sector. Euromonitor projects that vitamin and supplements sales will grow annually by 3% in Latin America between 2013 and 2018 to reach a total value of US$5.5 billion by 2018.

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.