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OOH

The Impact of OOH in Colombia

A new study from GroupM and MindMetriks Colombia looks at how consumers respond to out-of-home (OOH) advertising. Researchers surveyed people in Bogotá who were exposed to different OOH ads in a variety of settings, including bus stops and on public transportation vehicles.
Among the study’s key findings:

• Brands had less than a second to impact an audience: .85 second, to be exact
• Most people (84%) saw at least one OOH ad in an average 20-minute trip
• On average, each person observed 1-3 OOH ads during their commute
• People recalled 60% of the brands whose ads they spotted during their commute and they were 76% accurate in their recall about these brands
• Certain product categories had more impact by gender: cars and liquor presented better indicators among men while financial and beauty products performed better with women

To find out how more about we can leverage the power of OOH for you in Colombia or throughout Latin America, please contact us at info@usmediaconsulting.com.

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Creative Saves with Brazilian OOH

Usually, our consulting work with firms centers on what type of media to use and how to use it. We almost never get involved with the creative. It’s usually not necessary. But recently we had to step in to help a client avoid some major creative missteps with an out-of-home (OOH) advertising campaign.

Save #1: The Setting
Originally, the client approached us to help pick a format and determine placement for some panels. The setting was to be beaches in the Rio de Janeiro area. However, the client wasn’t targeting all the right beaches in Rio, so we immediately made suggestions based on our expertise. Since I’m a native of Brazil—as are two of our media division heads and our VP of Ad Sales—we knew exactly where the panels should go for maximum impact.

Save #2: The Set-Up
In terms of the OOH ads themselves, the client wanted to combine panels in one area of the beach with an inflatable billboard in the water. A clever idea, but we quickly pointed out that Brazil’s laws would make it tough—if not impossible—to get permits for an inflatable billboard in a timely manner.  Instead, we suggested a plane with an aerial banner. Perfectly legal and great exposure as people looked up while sunning themselves or splashing around. For panel placement, we recommended backlight panels that would be placed on the back of newsstands. As it turns out, a number of newsstands in Brazil are located very close to major beaches. With this placement, most beachgoers would see the panels just as they were arriving. As such, our strategy would allow the ads to reach the audience upon arrival and then while enjoying the beach—with no legal obstacles.

Save #3: The Copy
When the creative for the banner arrived, we spotted a huge problem. The campaign concept was about unity between Brazil and another country. While the approach was playful, it also involved nudity and its message could be interpreted as offensive to Brazilian women. We knew instantly that this could lead to a backlash with the public—not to mention that the government could conceivably ban the ads because of their content. After discussions with the client, they agreed to go with an all-type aerial banner. With the client’s input, our team created the messaging. We managed to tie it into the overall campaign concept yet still work culturally for Brazilians. Our new copy stressed unity but in a broad sense that left no room for misinterpretation.

End Result
Our OOH campaign generated positive buzz in the media, drove response for the advertiser and the overall campaign even earned industry recognition, winning Gold awards in a number of ad competitions.

To learn more about how we can help you with your next OOH campaign, contact us at info@usmediaconsulting.com. You can get the big picture on Brazil’s media market here and can learn more about why you should advertise in Brazil even without a local presence here.

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The comedy show Custe o Que Custar satirizes pop culture and politicians.

6 Basics about Brazil’s Media Market

Brazil is big these days. No surprise there: a spiking GDP, 190 million potential customers and a well-developed media market are getting lots of attention. You also can advertise there and make money without a local presence. These basics on the country’s media market will give you a sense of the potential rewards and challenges.

#1     Brazil’s media market is big. And small. While there are lots of media choices, only 7 firms control 80% of what’s read, heard or seen in Brazil. Organizações Globo rules TV, film and radio and is competitive in print and web media. It commands around 75% of Brazilian TV ad spending. Beyond free TV, Globo’s has interests in Net Serviços, the country’s largest cable company, and SKY, the largest satellite dish company. In print, Abril produces 73% of the highest-selling magazines in the country.

Domingão do Faustão is one of Brazil's top shows.

#2     TV still rules the media mix. This medium has the most penetration in Brazil (over 90%) and commands 60% of the overall ad spend. Other forms of media lag way behind, with newspapers a distant second at 12.7%. This is markedly different from the U.S., the U.K. and even Argentina, in which TV dominates but other forms of media don’t lag as far behind. Brazil is closer to Mexico in this sense, where 76% of ad investment goes to TV.

#3     Magazines are an emerging force. Circulation has been rising since 2005, spiking 7% in 2010. Biweeklies saw the biggest growth at 21%, followed by 8.1% for the weeklies and nearly 5% for the monthlies. The U.S.’s Condé Nast recently launched a joint venture with Globo, Brazil’s biggest media conglomerate, to create a new company. Edições Globo-Condé Nast will launch popular Condé Nast titles in Brazil, including Vogue.


#4     Online is gaining ground. Brazil has 73 million Internet users, the 8th largest Internet audience in the world according to comScore. Often, 43 million is the figure reported, but that doesn’t factor in the many users at LAN houses in the country. ComScore’s calculations take that into account.
     Since the country’s overall population is 190 million, this means there’s a 38% penetration rate. Not as deep as that of the United States or European countries, but this is changing quickly. The amount of Brazilian Internet users grew by 20% in 2010 and research firm Forrester’s estimates that it will grow 18% a year between 2011 and 2016. E-commerce grew by 40% in Brazil in 2010 and Forrester’s projects it will grow 178% by 2016 to reach US$22 billion. Seven out of 10 online Brazilians visited a retail site in December 2010, with Mercado Livre, Lojas Americanas and BuscaPe boasting the most uniques. Group-buying sites like Clubeurbano attracted 50% more unique users between August and October 2010. And banking giants Itau and Banco do Brasil each had a 50% growth in uniques during 2010. For its part, Brazilian portal iG draws in more than 29 million uniques a month.


#5     OOH is a power performer. Laws restricting billboards in Sao Paulo and Rio did nothing to stop the message getting out. Agencies just got more creative, using projections onto buildings, plasma screens in restaurants and digital panels in airports and malls to reach the audience. And it worked. That’s why out of home (OOH) ad investment shot up by 16% in 2010 to reach US$464 million. Digital OOH ad investment is growing particularly quickly in Brazil. It went up by 58% in 2010 and is projected to grow by another 60% in 2011 to reach $147 million.


#6     For print, consider buys with niche titles. The top two socioeconomic classes in Brazil are A and B, followed by class C, a lower middle class, then the poorer classes, D and E. Around 6 million people are expected to move from class C to class B in 2011 as the economy expands and government programs target poverty. One tendency of the emerging classes in Brazil is to consume more media, particularly magazines. In fact, Brazilians spend more than double the amount of money on magazines than they do newspapers. And when they look to spend, they show an interest in specialized information on decoration, fashion and food. This has given rise to more niche magazines, like Gloss, a teen magazine with a circulation of 140,000.  Other hot niche pubs include luxury magazine Wish Report and yachting magazine Nautica.

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

To learn more about how we can help you leverage the power of print in Latin America, contact us at info@usmediaconsulting.com.

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Using OOH to Spike Scent Sales in Latam Airports

Strategy and execution made all the difference for a recent OOH campaign by US Media Consulting for a luxury client focused on fragrances. End result? Unit sales shot up by 1.5 to 3 times in different markets.

The Goal
A luxury brand wanted to increase fragrance sales in airport duty-free stores in key markets.

A Strategic Solution
After thorough research of layouts for 17 international airports—including 8 in Latin America—US Media Consulting crafted a specific OOH media solution for the client. This involved strategically placed branding ads in the form of panels, backlights, wall wraps and dioramas. US Media Consulting used its local production partners to print and install the panels in arrival and departure areas as well as near duty-free stores and even on their walls. Target markets included:

  • Argentina (Buenos Aires airport)
  • Brazil (Rio and Sao Paulo airports)
  • Chile (Santiago airport)
  • Mexico (Mexico City and Cancun airports)
  • Panama (Panama City airport)
  • Uruguay (Punta Del Este airport)

The campaign also covered cities with major traffic to Latam, including Miami, New York, Dallas, Los Angeles, Chicago, San Francisco, Toronto and Vancouver.

Rapid, Powerful Results
In just one month, the duty-free stores in these airports reported sales increases ranging from 200%  to well over 300%, with several of them selling out of the promoted fragrance brands. “The campaign speaks to the success of OOH advertising. But what’s truly important is the strategy behind it. In this case, we were able to advise the client where to position the ads for maximum impact, and that generated the traffic that spiked sales,” says Fabiano Bernardo, OOH Sales Manager for US Media Consulting.

Ultimate Impact
Possibly inspired by this successful OOH campaign, other luxury/premium clients are now working with US Media on strategic OOH solutions both in and outside of major airports.

To learn more about how we can help you with OOH campaigns, contact us at info@usmediaconsulting.com.

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The Boom Within the Boom

It’s not news that Latin America is hot. Tons of stories cover how the region boasts a spiking GDP and how Brazil is the number 7 economy in the world. There’s also the overall ad spend in Latam, up 21 percent in 2010. But the news media seem to have skipped over themselves in covering this story. Meaning this: right now, Latin American media are surging more powerfully than they ever have before. Here are 4 quick takeaways about the state of Latam media right now—and in the future.

 

Print Has Power
While newspapers and magazines in the U.S. and Europe took some severe hits in circulation and ad revenues in recent years, Latam newspapers and magazines grew impressively. And they’re going to keep growing.
Here’s a look:

 

Online Surges Strongly
The Latam media boom’s biggest blast may be happening with this sector. For years, online advertising was the region’s ugly duckling, but one big swan is now emerging. The numbers say: 


TV Still Looks Good
The region’s leading medium is still on top—and breaking records. Crunching numbers reveals: 

 

OOH Gets Out More Often
Out-of-home (OOH) advertising is another power performer in the Latam media market, boasting its own share of impressive numbers. 

  • Big and getting bigger: In 2011 the overall OOH ad spend in Latam is $1.2 billion, projected to double to $2.3 billion by 2016
  • Eye on Brazil: Despite restrictions on outdoor advertising in cities like Sao Paulo, the country still has a $464 million OOH market
  • Digital doings: Digital OOH is growing rapidly in several Latam markets but is hottest in Brazil, spiking 58% in 2010 and set to grow by 60% in 2011

  
To learn more about how we can leverage this media boom for your company, contact us at info@usmediaconsulting.com.

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