Tag Archives: Mexico online ad spend 2010

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Online Ad Spend Grows Strongly in Latam

Despite the strength of traditional media in Latin America, Internet advertising’s share of ad spend continues to grow impressively in the region. While we are still waiting for final 2012 figures to be released for markets like Chile and Mexico, we were able to obtain totals for other key markets in Latin America.

Argentina
According to the Camara Argentina de Agencias de Medios (Argentina Chamber of Media Agencies or CAAM), online ad spend in Argentina grew by 28% in 2012 to reach 1.4 billion pesos (US$271 million). That said, it’s important to note that the physical volume of the Argentine ad market went down by 4.6% in 2012, so inflation could be responsible for at least some of this growth.

Brazil
According to IAB Brasil, online ad spend in Brazil grew by 32% in 2012 to reach R$  4.5 billion (US$2.25 billion). This figure brings together search, social media, display and classifieds. IAB Brasil projects that online ad spend in Brazil will grow by another 31.8% in 2013 to reach more than R$ 6 billion (US$3 billion).

Colombia
IAB Colombia recently reported that online ad spend in Colombia grew by 15% in 2012 to reach 145 billion pesos (US$78.5 million). When revenues from classified ads and directories are included, the total reach 162 billion pesos. IAB Colombia also indicates that online now takes up 7% of overall ad spend in Colombia, up from 5.6% in 2011.

Perú
Online ad spend in Peru in 2012 grew by 50% to reach 101 million nuevos soles (US$36 million), up from US$24 million in 2011. While display is quite dominant in other Latam markets, taking up 60% or more of Internet ad spend, in Peru display accounted for only 45% of the online ad spend, with classified/directories taking up 32% and search was responsible for 6%.

Overall, in 2013 Latin America should experience 10% growth in ad spend across all media to reach a total of US$38 billion, according to projections from eMarketer. In addition, eMarketer forecasts that ad spend in Latin America should reach US$51 billion by 2016, with mobile advertising growing by 87% between now and then.

To find out how we can help you reach Latin American consumers via online or any other type of media, please contact us.

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Latin America’s Ad Spend Is Set to Skyrocket

According to projections from e-Marketer, between 2012 and 2016, Latin America will be one of the world’s fastest-growing regions when it comes to ad spend.

Total ad spend for Latin America is projected to reach US$34 billion in 2012 and grow to US$51 billion by 2016, 50% growth. In terms of rate of growth, Latin America and Asia-Pacific will grow the fastest in ad spend between 2012 and 2016.

E-marketer also notes that online ad spend will spike in all of the world’s markets, particularly in China, which is set to become the world’s #2 market in online ad spend by 2014. Latin America is set to register $3.62 billion in online ad spend in 2012. By 2016, Latin America’s online ad spend will be $7.68 billion, a 112% increase in just 4 years.

These numbers seem to be in line with those from other sources. For example, eMarketer projects 11.8% growth in ad spend for Latin America during 2012, while recently MagnaGlobal projected 13% growth for this year. In addition, a variety of sources have noted increases in ad spend and online ad spend in Latin America.

To get a sense of the growth trend, here’s a look at ad spend and online spend figures for major markets in Latin America in 2011.

• Argentina: 31.6% growth in overall ad spend in 2011, 117% growth in online ad spend for 2011
• Brazil: 8.5% growth in overall ad spend in 2011, 20% growth in online ad spend in 2011, 39% projected growth in online ad spend for 2012
• Chile: 10.4% increase in overall ad spend in 2011, 30% growth in online ad spend in 2011
• Colombia: 8.8% increase in overall ad spend in 2011, 33% increase in online ad spend
• Mexico: 36% increase in online ad spend in 2011
• Panama: 7.7% increase in overall ad spend in 2011
• Peru: 16% increase in overall ad spend in 2011, 37% increase in online ad spend in 2011
• Uruguay: 7% increase in overall ad spend in 2011, 50% increase in online ad spend in 2011
• Venezuela: 7.8% increase in overall ad spend in 2011

To find out how we can help you reach Latin America via a strategic campaign in any form of media, please contact us.

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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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Keys to Understanding Mexico’s Online Market

Recent research from IAB Mexico, comScore, Microsoft Advertising and Asociación Mexicana de Internet (AMPCI), among other sources, offers insights into this growing market.

 

Size
In 2010 there were 34.9 million Internet users in Mexico, with 40 million projected by the end of 2011 and 56.4 million by 2014—50% penetration. Mexico is currently the fastest-growing Internet market in Latin America, ahead of Brazil, Argentina, Colombia and Chile.


Online Ad Spend

In 2010, it was 3.3 billion pesos ($273 million), 7% of the overall ad spend. However, online ad spend in Mexico in 2011 is projected to be 10% of the overall spend. It’s #2 in the region in online ad spend, second only to Brazil, whose online ad spend will also hit 10% of the overall spend this year.

 


User Profile

Mexican Internet users are split evenly by gender, 51% men and 48% women. They skew younger: 64% of the Mexican online population is under 35 but has significant purchasing power.
Mexicans spend 25.8 hours a month online, very close to major markets like Colombia (26.6 hours), Brazil (27 hours) and Argentina (28.7 hours). Another interesting fact about Mexican Internet users is that they spend double the amount of time online than they do watching TV, whether free TV or cable.
Desktop and laptops are the most common way for them to connect, but in 2010 30% of Mexican users went online via cellphones and 14% went online with smartphones.


What Mexicans Most Love to Do Online
Search (91% reach), social media (90%), multimedia (78%) and email (77%) are the top activities in terms of reach. Mexico ranks #6 in Facebook usage in the world and is among Twitter’s top 16 markets. Mexico is also one of LinkedIn’s fastest-growing markets.

Activities Growing in Popularity Among Mexican Internet Users


Online entertainment:
Among Mexican Internet users, this category has 86% penetration, bigger than that of all of Latam (84%). Mexicans spend 3.4 hours per visitor on entertainment sites, more than any group of Internet users in the world.


Reading about technology and news:
58% of Mexican Internet users go online for news or to technology sites. Not surprising, since computers and software are what Mexicans mostly buy online. In addition, 33% of Mexican Internet users visit a newspaper site every month.


Listening to music:
According to IAB Mexico’s 2010 study, 22% of Mexican Internet users listened to music online in 2010, up from 16% en 2009. Music is part of their multimedia consumption, which has 78% penetration in the market.


Shopping:
15% of Mexican Internet users shopped online in 2010, triple the amount in 2009. Mexico is #2 in e-commerce in Latin America and it’s growing by 50% a year. Forrester’s projects it will reach $3.4 billion by 2016.

Reaching the Mexican Online Market
A number of the media we represent may be helpful in targeting these important segments in the Mexican online market, including:

• Technophiles: CNET.com draws 1.4 million unique users a month in Mexico
• Music lovers: last.fm draws 1.3 million unique users a month in Mexico
• Gamers: Gamespot.com draws 560,000 unique users a month in Mexico
• Entertainment: TV.com reaches 200,000 female unique users a month in Mexico
• News: Our Jumba ad performance network includes 25 of the top newspapers in Mexico, including those with the biggest online reach 

To learn more about how we can help you reach Mexico via online or other media, contact us at info@usmediaconsulting.com.

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