Tag Archives: Nacho Roizman

Argentina Internet

The 6 Hottest Trends among Internet Users in Argentina

Overall, the latest on Argentina’s Internet market can be summed up in two words: impressive growth. However, to help marketers, advertisers and media agencies take advantage of this growth in their digital media campaigns in Argentina, we put together some of the key growth trends.

#1 Online Radio is Growing Strongly in Argentina
According to comScore, online radio sites grew by 17% in unique visitors between March 2012 and March 2013. Overall, more than 3.5 million Argentines visited online radio sites in March 2013.

#2 Soon, a Mobile Market of 70 Million
A new report from Ericcson states that by 2018, Argentina will have 70 million mobile subscriptions. In addition, by 2018 mobile data traffic in Argentina will grow by 12 times. Factors involved in this growth include online video traffic, which will grow by 60% per year in Argentina between 2013 and 2018.
While not cited specifically by Ericcson, it’s likely that Argentina’s rapid rate of smartphone and tablet adoption—which we have covered previously—will also play a role in this mobile growth.

#3 Social Media Gains Reach and Impact
In May 2013, consulting firm Datos Claros reported that 90% of Argentina’s Internet users are on social media. This is massive growth compared to 2010, when just 25% of Argentine internautas used social media sites. In addition, according to Alejendro Zuzenberg, head of Facebook’s Argentina office, the social site has more than 20 million active users in Argentina and 52% of them are women.
However, the significance isn’t just in the sheer number of social media users. A recent survey from Oh! Panel reports that 62% of Argentine Internet users say they are fans of brands on social media.

#4 Online Video Reaches Nearly All the Country’s Internet Users
Recent research from comScore indicates that 96% of Argentine Internet users watch online video, watching an average of 117 videos per viewer per month.

#5 More Argentines Are Shopping Online Than Ever
In 2012 e-commerce in Argentina grew by 44%, according to a recent report from the Cámara Argentina de Comercio Electrónico (Argentine Chamber of E-Commerce or CACE). Overall sales topped 16.7 billion pesos (US$3.1 billion), compared to 11.5 billion pesos (US$2.1 billion) in 2011. The growth has been continual and impressive. In 2002 there were 3.7 million Internet users in Argentina and in December 2012 there were 31.1 million (75% penetration according to CACE). In 2002, only 10% of Internet users in Argentina shopped online and in 2012 more than 32% of Argentine Internet users engaged in e-commerce—nearly 10 million people.
The most popular products for Argentines to buy online in 2012 were smartphones, women’s clothing and car accessories. According to CACE, e-commerce will grow by 45% in Argentina in 2013.

#6 Legal Music Downloads Have Spiked
According to the Cámara Argentina de Productores de Fonogramas y Videogramas (Argentine Chamber of Producers of Sound and Video Recordings), there was a 400% increase in legal music downloads in Argentina in 2012. Nearly 42% of the downloaded music was from local artists, while English-language artists accounted for 42.5% of the year’s total.

To find out how we can help you reach Argentines or Latin Americans in general via Internet or any other type of media, please contact us.

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graph showing high growth

5 Ways to Improve Results with Online Campaigns in Latin America

Recently comScore released its Futuro Digital Report for Latin America. As always, there’s great intelligence here. We took a look at some of the key findings in order to apply them strategically and offer ideas for professionals in marketing, media and advertising.

#1 >>>Increase Social Media Campaigns
Social Media take up a huge portion of the time online spent by Latin American Internet users: 10 hours per visitor per month. In comparison, they only spend 4.5 hours per month on portals, 4 hours per month on services and 4 hours per month on entertainment. In addition, 5 of the top 10 countries with the highest engagement with social media sites are in Latin America: Argentina, Brazil, Peru, Chile and Mexico.
Beyond campaigns in Facebook, which clearly commands the most users of all social sites in Latin America, other options include sites with impressive growth in the region during 2012. ComScore’s report highlighted sites like ask.fm (770% growth), Pinterest (270%), LinkedIn (236%), Tumblr (98%) and Scribd (88%)

#2 >>>Use E-Commerce Tools to Boost Conversions
E-commerce continues to grow in Latin America. ComScore notes that visits to retail sites in Latin America went up by 16% and that retail sites have a 74% reach among the region’s Internet users. Department store sites (102%), home furnishings sites (65%) and sports equipment sites (65%) were among the retail Web sites with the most growth in 2012.
New technology offers a way to track e-commerce shoppers who navigate sites without buying and retarget them with ads in Facebook.  Contact us to find out more about how this works and how it may help you boost conversions.

#3 >>>Consider More Campaigns on Music Sites and Video Sites
In its report, comScore noted that 94% of Latin American Internet users visit entertainment sites, which include both music and online video.
More than 95% of Argentine Internet users watch online videos and these sites have strong penetration in other key markets, like Chile (91%), Brazil (86%) and Mexico (81%).
In terms of music, sites like last.fm—represented by US Media Consulting—rank among the top 10 entertainment sites in Argentina and Mexico and among the top 20 in Brazil and Colombia. In addition, it’s important to note that between 2011 and 2012, Internet radio sites in Argentina posted a 17% increase in unique visitors. Internet users in other Latin American countries are also starting to migrate to online radio, which explains why Spotify recently opened an office in Mexico and will be targeting Latin America.

#4 >>>Target Users on News Sites
Overall, comScore reports that 85% of Internet users in Latin America visit news sites, higher than the global average of 76%. In terms of specific markets, 94% of the Internet users in Peru, Argentina and Chile visit news sites, while 88% of internautas in both Mexico and Brasil do so. Nearly 85% of Internet users in Colombia visit news sites, while the rates are lower for the online audiences of Venezuela (66%) and Puerto Rico (55%).

#5 >>>Add Mobile to the Mix
The comScore report indicates clearly that the large majority of web traffic in key Latam markets is from PCs as opposed to mobile devices. For example, 93% of the web traffic in Argentina and Brazil is from PCs, while PCs account for 90% of the web traffic in Chile and for 86% of Mexico’s.
That said, nearly 10% of the web traffic in Mexico is from mobile phones and another 3.5% comes from tablets—that’s a  total of 13% that can be reached via a mobile campaign. In addition, the significant growth in mobile device adoption in Mexico, Brazil and Argentina will continue to boost mobile’s share of web traffic.
In fact, Ericcson predicts that by 2018 Argentina will have 70 million mobile subscribers and that Chile will have 50 million. In Brazil, mobile broadband subscriptions grew by 60% in 2012 and Yahoo! Insights reported that at the end of 2012 Brazil had 51 million mobile Internet users—and will have 110 million mobile Internet users by 2015.

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

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US Media Consulting Merges with Jumba

This month we officially completed our merger with Jumba Media Group, one of the top online ad networks in Latin America. “While we have worked closely with Jumba since its launch in 2007, we’re proud to make it officially part of the US Media Consulting family,” says Bruno Almeida, Chief Commercial Officer for US Media Consulting.

New Name, New Products
The “Jumba” name won’t go away, but it will no longer refer to the company. From now on, US Media Consulting is the company name but the Jumba brand name will continue to exist in the form of specific products. As such, Jumba’s offices in Buenos Aires, Argentina, will become an additional Latin American satellite office for US Media Consulting, joining the ones in Bogotá, Guatemala City, Caracas, Mexico City and the upcoming office in Brazil
One of the key products with the Jumba name is the online ad network, which features 1,700+ sites concentrated in 15 key subject areas. Adding this network—which will be called Jumba Display Network—to US Media Consulting’s roster of represented media and 2,200 media partners will give our clients even more Web options for their campaigns. Besides top premium sites, Jumba Display Network offers vertical site clusters and long-tail sites—both of which make for maximum reach and significant cost-effectiveness.
 
Beyond Web into Mobile, Social and More
Of course, merging with Jumba offers more than just proprietary web solutions. With the Jumba Mobile Network, US Media Consulting can help clients tap into Latin America’s surging mobile ad market via more than 150 mobile sites.
But the new solutions don’t stop there. “Our team has developed a wide range of solutions for clients, including online video advertising, email marketing and social media marketing,” says Ignacio Roizman, former head of Jumba Media Group and now Chief Operations Officer at US Media Consulting. “We’ve already launched campaigns for clients in those areas but we’re also developing a number of other web-based solutions that should roll out in 2012,” explains Roizman.

A Fresh Site…and Maybe More Mergers
Clients, media partners and industry colleagues will get a very direct sense of the offerings of the new, improved US Media Consulting this spring. “We’re re-doing our company Web site from top to bottom,” says Almeida. “The new site should be ready in a couple of months and will showcase the expanded offerings that the merger has made possible. In addition, we’re also considering other firms that we may acquire. We’re seeing a lot of interesting synergies in the marketplace and great potential,” says Almeida.

To find out how more about our web, mobile, social media, email marketing and online video campaigns, as well as our capabilities in print, TV and out of home advertising, please contact us at info@usmediaconsulting.com.

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