Tag Archives: online

The Top 3 Sites for Latin America’s Internet Users

Broadcasted in March 2012, ComScore’s recent webinar—Futuro Digital Latinoamerica—offered a number of fresh insights into Latin America’s Internet audience. One relevant point for online marketers and advertisers is where Latin American Internet traffic flows the most.

ComScore’s results indicate that three types of sites draw the most Latin American Internet users.

#1 Google Sites
According to comScore, Google sites (which should include YouTube) drew the most Latin American Internet users in December 2011. Despite the heavy draw of Google, Latam’s internautas actually spent spent the most time on Facebook: 46,165 minutes. This is in line with the rapid rise of Facebook in Latin America and the region’s heavy engagement with social media.

#2 News Sites
News sites have 86.3% reach in Latam, nearly 10% more than the global average of 76.1%. Between December 2010 and December 2011, the news category grew by 32% in users. Among the Latin American countries where news sites have the biggest reach:

  • Brazil (97.6%)
  • Peru (95.9%)
  • Argentina (94.8%)
  • Chile (94.3%
  • Mexico (84.8%)

Argentina is #1 in online news consumption in Latin America, with an average of 99 minutes per visitor, well above the world average of 64 minutes. While Grupo Clarín and Grupo La Nacion are #1 and #2 in the news category in Argentina, Grupo Infobae seems to have the highest engagement—each visitor spent 75 minutes on the site in December 2011.

#3 Entertainment Sites
In Latin America, entertainment Web sites have a long reach of 96.7%, which is significantly higher than the global reach of entertainment sites: 88.6%. The countries where entertainment sites have the most reach include Argentina (97.6%), Brazil (97.5%) and Peru (96.9%). However, other countries aren’t very far behind: entertainment sites have 96.3% reach in both Chile and Mexico, and 94.5% in Colombia. Entertainment sites may be a particularly good way to reach Internet users in Peru, Colombia and Chile: they each spend an average of 4+ hours a month on these sites.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us at info@usmediaconsulting.com.

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Chile tech

Chile is #1 in Latin America in Connectivity Technology

Developed by Nokia Siemens Network, the Connectivity Scorecard annually ranks the top 50 countries in the world in terms of how they use information and communications technology (ICT) infrastructure. It also measures how much governments, businesses and consumers make use of connectivity technology. The Scorecard divides countries into 2 categories—resource-driven economies and innovation-driven economies—and ranks them accordingly.

In 2011, Chile ranked #1 in Latin America and #2 among resource-driven economies like Russia, Brazil and Mexico. Its overall score as 6.21, not far from the scores of innovation-driven economies like the United States (7.82), the United Kingdom (7.06) and Canada (6.88).

What Drove the Rank
Nokia Siemens Network cited several factors in the country’s high ICT ranking:

• Internet and broadband penetration in Chile are among the highest in the region
• Chilean businesses have a high availability of international bandwidth and strong penetration of PCs
• A high secondary school enrollment rate, which boosts its scores in terms of business usage and skills

Also cited as part of Chile’s high score was its pioneering role in terms of new technologies. Chile was the first country in Latin America to launch services like mobile WiMAX, IPTV, wireless TVoIP, triple-play services and mobile voice-to-text. Chile was the second country—after Puerto Rico—to have 3G mobile services.

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

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online ad spend

Online Ad Spend Skyrockets All Over Latam

While other countries can’t boast Brazil’s doubling of online ad spend in 2011, they’re actually not that far behind.
It’s projected that Mexico will join Brazil in having its online ad spend reach 10% of the country’s overall ad spend in 2011. This marks an increase of 3% compared to 2010, when online’s share of total ad spend was at 7%. This surge comes on top of Mexico’s 35% growth in online ad spend between 2009 and 2010, when it reached 3.3 million pesos ($273 million).
While Mexico’s 35% increase in online ad spend is impressive, other Latam markets are also heating up in this area:

  • Argentina: 50% increase in online ad spend in 2010, 27% projected increase in 2011
  • Chile: 29% increase in online ad spend in 2010, 35% projected increase in 2011
  • Colombia: 56% increase in online ad spend in 2010, 40% projected increase in 2011
  • Peru: 44% increase in online ad spend in 2010, 40% projected increase in 2011
  • Uruguay: 40% increase in online ad spend in 2010, (no 2011 projections available yet)

Total online ad spend in Latin America is also on the way up. Zenith Optimedia projects that it will grow by 14.4% in 2011, 2012 and 2013.

Where the Money Is Going
In many countries, display banners still rule. They make up 70% of the digital ad spend in Chile, 83% of the digital ad spend in Colombia, 61% of the digital ad spend in Mexico and 50% of the digital ad spend in Argentina. Search advertising is relatively low in many Latin American countries when you consider how it dominates the online activities of many users. For example, a recent comScore study shows that as an activity search grew 34% in Brazil between March 2010 and March 2011. In the same period, it grew by 23% in Mexico, by 28% in Colombia and by 21% in Argentina.
Among the growth categories are social media (106% in Mexico in 2010) and online video. In fact, an IAB Uruguay study suggests that advertisers will spend more than 25% of their budgets on online video ads.

Factors Behind the Surge
Obviously, improved infrastructure has made a huge difference. The region’s hot economies are also playing a role. With better purchasing power, more people can connect by either buying computers or connecting via their smartphones. And in Brazil, LAN houses have opened up Internet access for class C consumers.
But beyond physical and economic factors, what’s important to note is the Internet’s role in purchasing decisions. comScore’s 2010 study on Latin American e-commerce reported that 97% of Argentine Internet users go online to research products before buying. The same pattern was found among users  in Brazil (87%), Mexico (91%), Chile (90%), Colombia (94%) and Peru (91%). This suggests strongly that advertising online to drive retail traffic is a strategy that will yield rewarding ROI.

To learn more about how we can help you reach the Latin American online market with a variety of premium media outlets, please 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.


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.

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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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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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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Joining IAB in Latam

In July, US Media Consulting became a member of three branches of the Interactive Advertising Bureau: IAB Argentina,  IAB Colombia and IAB Mexico. We also traveled to Mexico to participate in that branch’s annual event—IAB Conecta—on July 28 and 29. The move is part of our continued expansion in these countries as our local offices continue to deliver powerful results with online advertising.  In Mexico, our sales have spiked by 7 times in just the first 2 quarters of the year. In Argentina, our sales are up 76% in the first 6 months of the year. And in Colombia, we’re set to increase sales by an eye-popping 600% by the end of the year.  

Our market expansion wasn’t the only reason we  joined these branches of IAB.  Another key factor was the opportunity to participate in Internet advertising research through the organization’s many committees. We’re also looking forward to the educational sessions offered by each branch. Finally, IAB offers the chance to connect regularly with our fellow Internet advertising professionals to share our market knowledge.

Besides selecting the committees we’ll be participating in, we’re also gearing up for IAB Now, IAB Argentina’s annual event that takes place this September. We look forward to working with our fellow members in all three countries to further best practices and research in the world of online advertising.


6 Spanish Translation Tips for Stickier Sites

One of the interesting findings of AOL’s 2010 Hispanic CyberStudy was that online Hispanics prefer English-language media. This is partially because most web content is created in English, but it’s also due to quality. Significant numbers of Hispanic respondents said they felt that Spanish-language Web sites were less comprehensive and of poorer quality than their English-language counterparts. I edited Spanish-language translations for Rodale, publisher of Men’s Health and Prevention magazines. My books produced 1.1 million in sales and $35 million in revenues in 5 years. Here’s what I learned about connecting with Hispanics when translating products for them.

Don’t translate, “transadapt.” You spent time crafting your original copy to pull in your audience with wordplay, clever turns of phrase and fun cultural references that also delivered SEO. You have to make the same message work for Hispanics, but on their terms. Literal translations of wordplay won’t work. Neither will cultural references that Hispanics won’t get.

Example: once I had a lead for a chapter about back pain written in second person. It more or less said, “You’re dancing up a storm at your high school reunion when the back pain hits. Suddenly ‘Twist and Shout’ has a whole new meaning.” Cute, but how many Hispanics go to high school reunions? How many know the song ‘Twist and Shout’? To be safe, I changed the scenario to a Tito Puente concert. Back in the 1990s Puente had name recognition with most U.S. Hispanics and they are more likely to go to a concert than a high school reunion.

Pick top talent. I continually tested freelance translators with a background in advertising or editorial copy, around 500. I picked 3. To save time, try to recruit freelancers who were Hispanic market copywriters or Latin American editors who worked on adapting American magazine brands for their markets. They understand how to “transadapt” copy.

Test them. If you’re a Hispanic market professional, it’s likely that you are skilled in both English and Spanish. Send sample copy to your pool of prospective talent. Try around 20-30 people. Give them a deadline for handing in the sample. If you can prepare guidelines and a glossary for them to follow, even better. Grade the samples according to quality, how well they followed your guidelines and glossary and their professionalism in hitting your deadlines. Translators who won’t provide a sample for free are easily eliminated. You also don’t want someone who doesn’t follow your guidelines or is late. That behavior will repeat itself if you hire them, believe me.

What else to look for in the samples
>How they adapt wordplay and slang
>How they handle cultural references: do they catch the ones that won’t work and substitute new ones? Or do they leave in references that Hispanics won’t get at all?
>How they handle titles: Some of your titles are tied to your brand equity and can’t be changed, but other ones should be changed so you resonate with your audience. Did the translator pick up on this or not? What kind of suggestions did they offer?
>Did they ask questions while preparing the samples? Good translators will ask you about your target audience, which terms can’t be translated and other specifics. The bad ones inevitably never ask questions—they do what they want and generally hand in weak samples.

Vocabulary. Ideally, you want to create a glossary for the translator, even for the sample. Hispanics have regional differences when it comes to food terms and terms for objects. For instance, a “bicho” is a bug to most Hispanics but it’s a vulgar term in Puerto Rico. You need to review your copy to identify key terms that need to go into the glossary with preferred translations. And don’t be scared of synonyms. In Spanish, beans are “frijoles” in Mexico and Cuba, “fríjoles” in Colombia, “caraotas” in Venezuela, “porotos” in Argentina and Chile and “habichuelas” in Puerto Rico and in the Dominican Republic. You can pick one main term and 2 synonyms—for example: frijoles (habichuelas, porotos)—and connect with most of the audience. If your site has a lot of food terms, create a simple synonym glossary, put it on a separate page and add a tagline that links to it.

Offer resources. I edited a number of health books offering herbal remedies and supplements, but I thought Hispanics would have a tough time finding those products in their local stores because of language barriers. So I researched Spanish-speaking health food stores around the country and included a list of them in the back of these books. Online, it’s easy to add links to resources to help your customers learn more.

Where’s the ROI in all of this? Rodale books were sold via direct mail. When I arrived there, a big problem was the return rate. Many readers returned the books because they had trouble understanding or relating to them—lost revenues for a company with a 30-day money-back guarantee. With my approach in place, return rates dropped by 50%. Unhappy customers became happy customers who paid for their books, and the company made more money. If your site becomes stickier, obviously your bottom line will benefit. And the glue of sticky sites is great content that users relate to and enjoy in their native language.

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

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