Tag Archives: The State of the Internet en Argentina

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Fast Facts for Latin American Media

Keeping up with what’s happening in Latam media is tough—even for a media representation and placement company like ours. We realize that this is even harder for professionals in the media, advertising and marketing industries who specialize in Latin America.

That’s why we put together some newer developments in Latin American media for you in short sections below. With a quick scrolldown, you can get updated on a variety of media in several important markets and access more information if you need it with a quick click.  We start off regionally:

LATIN AMERICA
>Digital Advertising Will Grow 15% in 2012 in Latam
This is according to a recent survey done by Portada. Read more here.

>Latin American Newspapers Keep Growing in Circulation
According to the World Association of Newspapers and News Publishers, circulation of Latin American newspapers went up by 2% in 2010 and by 4.5% over the past 5 years.

>Social Gaming Surges in Latam
At IAB Now in Argentina in fall 2011, Daniel Kafie, founder and CEO of Vostu, predicted that the social gaming market will hit US$1.6 billion in 2012. In Latin America social gaming is already a $330 million market. Read more here.

>E-commerce Booms In the Region
German research firm Ystats reports that the number of online shoppers in Latin America will grow by 20% a year over the next few years. More stats available here.

>3 Latin American Countries Among Top Facebook Markets
As of January 2012, Colombia was the fastest-growing Facebook market in the world, followed by Brazil and Mexico.

>Latin America is Growing Fastest in Ad Spend for Social Media
A survey by Grant Thornton LLP indicated that 78% of Latin American advertisers plan to increase their social media spend in 2012, more than advertisers in North America, Europe or Asia.

>Pay TV Revenues in Latin America to Reach $25 billion by 2016
This is according to a new report from Informa Telecoms and Media.

>Latin Americans Among the World’s Biggest Moviegoers
IBOPE AGB Mexico’s newest report offers these and other interesting facts about Latin American media.

Being More Specific
Here are some more fast facts about major media types  in specific markets of Latin America.

ARGENTINA
>Pay TV Penetration reaches 81%
This is according to a new study from the Latin American Multiadvertising Council (LAMAC).

>66% of Argentine Internautas Watch TV Online
A study from Mindshare Argentina recently reported these results, along with the fact that a lesser amount of Argentine Internet users—47%—watch free TV.

BRAZIL
>6% of Shopping Searches in Brazil Come From Mobile Devices
This is according to Peter Fernandez, head of Mobile Marketing for Google in Latam, during the Mobile Marketing Association Forum in São Paulo in fall 2011. More info here.

>Brazilians A Huge Online Gaming Market
According to Juan Franco, founder and CEO of Mentez, 35 million Brazilians play online games on social media. In total, Brazilians spend US$2 billion a year on online gaming overall, which includes gaming on social media and mobile devices as well as massively multiplayer online (MMO) games.

CHILE
>Online ad spend grew by 35% in 2011 in Chile
IAB Chile projects that online ad spend will make up 7% of the country’s overall ad spend in 2012, which is comparable to the 10% that online has reached in Brazil.

>88% of Chilean Internet Users Have Made An Online Purchase
A new study from Universal McCann Chile suggests that e-commerce is strong in Chile and breaks down the top products that Chilean Internet users buy.

MEXICO
>Mexico has 46 million Internet Users
According to E-Marketer, the country now has 40.5% Internet penetration.

>19% of Mexican Internet Users Watch TV on a Mobile Device Every Day
This is from Motorola Mobility’s Global Media Engagement study. See more here.

>Games Spending in Mexico Hits US$1.2 billion in 2011
Mexico’s gaming market continued to grow in 2011 and players spend 60% of their time on online or mobile gaming.

>E-Commerce in Mexico Grew 28% in 2011
This is one of many fascinating numbers from a recent study done by Asociación Mexicana de Internet and Visa.

URUGUAY
>Online ad spend went up 50% in 2011
Uruguay joined other countries in Latam with spiking online spend—Internet now makes up 4% of the overall ad spend in the country. Read more here.

>Overall ad spend in Uruguay reached $249 million in 2011
This is a 7% increase compared to 2010, according to a report issued by the Asociación Uruguaya de Agencias de Publicidad—the Uruguayan Ad Agency Association.

To find out how we can help you reach Argentina, Brazil, Chile, Mexico or all of Latin America with an innovative media campaign, please 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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