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To keep you on top of how digital marketing is changing in Latin America, here are key developments and trends we've identified in Brazil, Mexico, Argentina, Chile and across Latin America.
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Brazilian web users spend 27 hours online per month, with social media and portals getting the most ad revenue, according to a new report.
Diaper manufacturer Huggies has teamed up with creative agency Ogilvy Brazil to create ‘Huggies TweetPee’; a gadget and app that lets parents know when their baby needs a change in diaper.
The Brazilian TV advert for TweetPee (in Portugese) is below:
Digital ad spend in Latin America is set to double by 2016, with Brazil leading the way, according to new research.
The Brazilian travel site audience has nearly tripled in the past 3 years, with 1 in 3 online users visiting the now visiting the category, according to research.
Budweiser’s latest foray into digital marketing takes an old social custom of toasting with a beer glass- and gives it a modern twist. See why it’s our video viral of the week below…
Home improvement store Sodimac teamed up with the government environmental care agency in Chile to run a smart YouTube ad to encourage eco-friendly habits, through innovative use of the ‘skip this ad’ button. This case study shows how the campaign got 80,000 click throughs in just one week.
During 2012, there were 2.4 billion web users and 1.3bn smartphones, recording 2.7bn Facebook likes and 175m tweets per day, according to new data.
Cinema ad spend saw the biggest decrease for Latin America with -18%, while ad spend on the internet reported a 31.8% increase from 2011.
A new study from comScore has found that Chile ranked as the most engaged online video market in Latin America with viewers watching an average of 176 videos per viewer during May 2012, an increase of 60% from the previous year.
“Online video consumption in Chile has grown immensely in the past year, fuelled by an increase in content options available to consumers,” said Rodrigo Daie, comScore country manager for Chile. “In recent years, we have seen online video evolve from a purely user-generated content venue to a channel where professionally produced, long-form content is now widely available. This expansion of video content brings tremendous potential to advertisers that are looking to reach their key audiences during this highly-engaging online activity."
Across Latin America, the growth of online marketing continues to be rapid as brands unlock a smarter communications mix.
This briefing gives a snapshot of market growth across Latin America. In digital training programmes we explain how to read the landscape, identify priority digital channels and apply 'tipping point' thinking...
It all starts with understanding the channel mix of your consumers and reading the landscape correctly.
Mobile use in Argentina is on the rise, with Android accounting for the largest share of mobile webpage views, while iPads lead the tablet market, according to new research. The study, from comScore, looked at connected device usage in Argentina from its Device Essentials service. The report found that digital media consumption via connected devices (including mobile phones, tablets, etc.) accounted for 2.1 percent of all Internet page views in March 2012. Of this non-computer traffic, mobile phones drove 70.4 percent of traffic, while tablets accounted for 25.2 percent.
Global internet ad spend growth has outpaced all other media by a large margin this year, while magazines have seen the only fall, according to new research. The findings, from Nielsen’s quarterly Global AdView Pulse report, indicate that TV continues to attract the majority of advertising dollars. However, Internet advertising saw the biggest increases, with advertisers spending 12.1 percent more in Q1 2012 than one year prior.
Latin America represents a huge opportunity for digital marketers, with the world’s fastest growing online population, hungry for social, video and mobile content. The region is home to five of the most engaged social networking markets worldwide, with an online audience that is fast embracing video and mobile advertising.
According to research firm comScore, Latin America’s online population grew faster than any other global region in 2011, rising 16 percent to 129.3 million visitors in December 2011.
Google Sites reigned as the most-visited property in December 2011, reaching 123.4 million visitors in the region, while Facebook.com led as the most-engaging web property accounting for 25% of all time spent online in the region.
If you’re working on a global brand, remember that the beautiful site their New York agency has created might be designed for high-bandwidth markets. Always look at the load times to ensure your consumers see your message quickly. Ditch the flash and the heavy images: it’s better to be there, than be pretty but never get loaded!
As more and more people connect to the Internet in Latin America, time spent social networking is exploding (on sites like Facebook and Vostu). It's one of the primary motivations for going online. As they do, marketers have the opportunity to reach and engage an interconnected audience and build brand reputation through the spread of positive word of mouth. But in order to be successful in social marketing you need to listen first, then plan before entering into the conversation. Once you are engaged in a dialogue, manage the responses carefully so you can maximise the benefits of brand advocates and minimise the risk of negative PR.
While ownership of Internet-connected PCs might still be relatively low across the region - and reserved mainly for the more affluent city-dweller - mobile phone ownership is more wide spread and growing rapidly. The mobile device offers a great way for marketers to bridge the gap between the physical and digital world and you don't have to rely on the latest, most sophisticated smartphones to engage your audience. Why not think about the options that can be offered by shortcodes text back response, SMS, Interactive Voice Response and automated outbound dialling?
This chart details internet users across South American nations (and relative percentage of total local populations). Argentina, Colombia, Uruguay and Chile have the highest penetration of online populations, whereas Ecuador, Paraguay and Bolivia have the lowest number of online citizens.
Online ad spend in Colombia grew 49.52% during the fourth quarter of 2011 with a figure of 38.122 million pesos ($21m), according to new data. According to IAB Colombia, the growth compares to an adspend of 25.496 million pesos in 2010 during the same period.
This chart depicts the projected growth of global adspend between 2011-2014. It is predicted that 60% of the world's adspend growth over this 3-year period will come from developing markets. Projections show that by 2014, Brazil will be the fifth largest contributor to the global advertising market.
The 15-24 group lead the way in terms of volume of hours spent on Facebook. However, users in the 15+ age range account for the second highest level of engagement with 4.5 hours spent on the site per month, demonstrating the high level of adoption throughout Brazil.
Between December 2010 and December 2011, Brazil was a high growth area for Facebook, increasing the number of its unique users by 192%. Latin America specific social network Vostu, which specialises in online gaming platforms, made significant headway in 2010-2011, by growing its user base by 338%.
Facebook ranked as the second most popular search destination in Latin America (after Google sites) with 525 million searches and a 2.8% share of total searches for the region. Microsoft sites ranked third with 513 million searches and a 2.8% share.
Between March 2010 and March 2011, Latin America conducted 18.5 billion searches- an increase of 21% from the previous year. Brazil and Colombia showed the strongest growth rates at 25% and 20% respectively.
South American retail chain Homecentre Sodimac used an unconventional marketing method to increase sales by 54% during the ‘Homecentre House Season’ with the campaign ‘The man who gave everything away’. This case study shows how with the campaign Homecentre created a viral effect with a common man giving away everything he owned. The campaign was to create a suspense about an ordinary man who has come up with a peculiar idea of giving away everything he owns and only and the end he reveals the reason – The Homecentre season sale. Thus, subtly emphasising the sale being so good that he wanted to get rid of his possession to be able to shop. This was done by a creation of a facebook page with videos, picture and updates of things being given away and the date when it would be done.
More on this Case study …
Brand: Homecenter Sodimac |Agency: Young & Rubicam |Sector: Retail | Format: Facebook Platform, Marketplace Ads, Facebook Premium Ads, Facebook Pages | Language: Spanish | Location: Colombia, Latin America
Copa Airlines with a social marketing campaign 'Passport America' to grows its' Facebook fan base, generates and awareness and increase ticket sales on its website. The campaign resulted in 59% conversion and ROI expanded to 50 times. A total of 279,000 users registered for the promotion and 1.3 million invitations were sent out. This Facebook-centric campaign featured the prize draw of a lifetime: a Grand Prize consisting of round trip airfare for the winner and a guest to each of Copa's 59 destinations. To enter, people registered through Facebook Connect and to keep people engaged and the momentum going additional chances to win were integrated at different levels, including their social muscle could help them win.
More on this Case study …
Brand: Copa Airlines |Sector: Travel | Format: Facebook Apps, Facebook Platform, Marketplace Ads, Facebook Pages| Agency: Nobox, Miami | Language: English (US), Portugese (Brazil), Spanish
Ahead of the frantic Christmas shopping season, Patio Batel the newest and most glamorous shopping centre in Curitiba, Brazil used a Facebook campaign to generate buzz around its grand opening. Patio Batel used Facebook to generate donations of books, with one 'like' equalling one donation. Using Facebook as the main platform for the campaign, the strategy was to reach as many people as possible with ads and social awareness. People could donate their books on the street and, at the same time, share this act online by inviting their friends to participate. The campaign resulted in attaining the desired results of 5,000 likes in 30% less time. It also resulted in reaching out to 4,468,482 people and generating a donation of more than 10,000 books in 20 days. More than 7,800 books were donated through Facebook.
More on this Case study…
Brand: Patio Batel | Agency: Lustig| Format: Facebook Apps, Facebook Platform, Marketplace Ads, Facebook Pages | Country: Brazil
The Brazilian campaign saw detergent brand Ace use consumer insight and an integrated use of media to reach 8.7 million people in less than three months. Ace created a campaign in soap opera style, an episode with 5 different endings, presenting five suspects for a great mystery: Whose is the grubby bra? The suspects defended themselves. The mystery was heated trough placement in TV shows, films on Facebook page and consistently engaging digital content. It also led to word of mouth in Twitter, blogs, radio stations talking about it and parody. The campaign reached 2.3 million people on Facebook with more than 60,000 fans and 227,000 visualizations on YouTube.
More on this Case study …
Brand: Ace | Language: Portugese (Brazil) | Format: Marketplace Ads, Facebook Premium Ads, Facebook Pages| Agency: Leo Burnett Tailor Made
Worldwide insurance company Allianz transformed the popular game Frogger into a live interactive experience on Facebook. By creating a virtual game, Allianz advice the consumers in an entertaining way that everyone can easily prevent real-life dangers. Allianz integrated the realtime heavy São Paulo traffic feeds with the popular game to create the Facebook App and generate awareness through a fun way. This was achieved by placing a 24/7 camera on the rooftop of a building that live-streams the view of a busy street. Using the Facebook app, people can log in to help the amphibians cross safely to the other side of the road while jumping in between real cars.
More on this Case study …
Brand: Allianz | Format: Facebook Apps, Facebook Platform | Agency: Ogilvy Brazil
Facebook’s reach amongst the total internet audience has continued to increase over the past five years across all regions, according to research from comScore. Globally, Facebook reached 12 percent of the internet audience in December 2007 and as of December 2011 the social network reached over half of the internet audience, 55 percent (43 percentage point rise).
More than 127 million Latin Americans ages 15 and older visited a social networking destination from a home or work computer in April 2012, with the average visitor spending 7.5 hours social networking during the month, according to new research.
Online ad spend in Mexico exceeded 30% for the third year in a row, according to the May 2012 Interactive Advertising Bureau México (IAB México). The report, entitled “Estudio de Inversión Publicitaria Online en México—Resultados de 2011,” indicates that online ad spend in Mexico rose 36% last year to reach MXN4.6 billion ($370 million).
Online marketing is soaring in Argentina, with $ 1,147m was spent on advertising in Internet during 2011, representing a growth of 117% compared to 2010 ($528m). The data, from the Interactive Advertising Bureau of Argentina (IAB), indicates that the Internet was the fastest growing medium, ahead of newspapers with a growth of 37.4%, and magazines with a rise of 34.1%.
Online ad spend in Brazil is set to grow by 39%, according to new data from IAB Brasil’s Indicadores de Mercado. The trade body notes that overall billing for online advertising in Brazil in 2011 totaled 3.33 billion reales (US$1.6 billion) and predicts that it will grow to 4.6 billion reales (US$2.3 billion) in 2012. IAB Brazil’s calculations take into account both display and search advertising.
About $5.3 billion was spent on mobile advertising in 2011, according to the first industry-sponsored measure of the lucrative market. The survey by the Interactive Advertising Bureau with its IAB Europe affiliate and the research firm IHS found the Asia-Pacific region accounted for 35.9% of global revenues.
There has been an influx of online brand campaigns in Brazil, with 17 top national brand advertisers delivering more than 1 billion impressions in the quarter. The study, from comScore, looked at the display advertising market in Brazil. The findings indicate that 190.5 billion display ads were delivered to Brazil’s Internet population during the first quarter of 2012.
Just days before the most anticipated initial public offering in history, new data looks at how powerful the 901 million-member Facebook platform is for big brands looking to expand their global footprint and penetrate emerging markets. The study, from social media analytics provider Socialbakers, found that Kraft had the fastest growing brands globally, with three products (Halls, Trident and Chiclets) in the top 5 movers.
More than 52 million strong and representing the majority of population growth over the next five years, Latinos have become prominent in all aspects of American life. A growing, evolving population, Latinos are a fundamental component to future business success, with a buying power of $1 trillion in 2010 that is projected to grow 50 percent to $1.5 trillion in 2015.
There is a growing demand for location-based mobile services worldwide, with the likes of check-ins and mobile maps being the most demanded features for technology on the move, according to new research. The ‘Mobile Life‘ report from TNS, concludes that almost two-thirds of mobile users that don’t have location-based features would like to start using the feature, showing that there is huge untapped potential these services.
Watch a video outlining the results here:
The new crop of large display ad formats, such as ‘Billboard’ and Wallpaper’ are outperforming standard banners such as MPUs, according to new research. The research, from the Internet Advertising Bureau (IAB) proves the effectiveness of new large display formats, highlights the effectiveness of new large display formats across 5 key brand metrics.
Attitudes to user-generated content differ around the world, with Latin America leading the world for ‘citizen journalism’, according to new research. 47% of internet users in Brazil and 44% in Argentina read UGC on newspaper websites, compared to only 35% in the UK and 26% in Germany, according to the study from Kantar Media.
Social networking has become the dominant online sector in Latin America, with Facebook accounting for 1 in every 4 minutes spent online, according to new data. The research, from comScore, looked at Latin America’s key digital trends of the past year and what they mean for the year ahead.
Over the next three years nearly half (48%) of all the world’s growth in ad expenditure will come from just ten developing markets, including China, Russia, and Indonesia, according to new research. The study, from ZenithOptimedia, predicts that the four BRIC markets alone (Brazil, Russia, India and China) are forecast to account for 33% of global growth.
The pace of change continues to be rapid with digital channels constantly growing in volume and strength. More people spend more time online every year, and the digital tools and sites they use play an ever-growing role in their lives. Smart marketers keep on top of the scale of change and ensure their marketing strategies and touchpoints mirror where the consumer is spending their time. This Market Overview gives a sense of the scale of change we’ve seen so far and implies the scale of what is yet to come.
People tweet most in North America, Britain, the Netherlands and Japan, while scenic areas such as Iceland, Scotland, New Zealand and the game reserves in Africa see more photographic activity on Flikr, according to this visually stunning infographic.
Five of the top 10 markets for Facebook penetration are in Latin America. Facebook reached 90.9% of all online users in Chile, ranking as the third most highly penetrated market globally behind Philipines and Turkey.
Google, Microsoft and Facebook rank as the most-visited Internet properties in Peru, while portal sites account for one-third of Peruvian Internet users’ time online, according to new data from comScore. The findings come from comScore’s first public study of Internet usage in Peru based on data from its online audience measurement and media planning service, comScore Media Metrix.
Portals accounted for the largest share of time spent online in April 2011, followed by social networking and instant messengers.
4 million people (aged 15+) accessed the internet in Peru during April 2011, spending an average of 24.4 hours online. Google sites led as the most visited online property with 3.9 million unique visitors, but Microsoft led in engagement with visitors averaging 8.6 hours on the property.
In the past year searches in Latin America surged 21 percent to more than 18.5 billion queries in March 2011, with the typical searcher conducting 167 queries during the month, according to new research. The study, from comScore, found that Google Sites held a strong lead as the top search destination, accounting for 90 percent of all searches conducted in the region.
The rise of internet use in marketing is happening much faster in Mexico. From the pavement cafes of Polanco to the glass box skyscrapers of Santa Fe, in Mexico City Danny Meadows-Klue finds a growing internet economy and ambitious marketers readily using online tools from search to mobile and keen to exploit everything social media has to offer in Mexico.
There is a discrepancy between server-based and panel-based data and reveals that cookie deletion that can lead to large overstatements in server logs’ measurement of the size of online audiences, according to a new study in Latin America. The study, from comScore, found that without appropriate adjustments, server-based audience reports can be inflated up to 2.5 times the actual number of unique visitors. The study analyzes behaviors in Latin America, including individual market analysis for Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela.
Consumers in mature markets (including the UK) are less receptive to online advertising than those in emerging markets, while all users prefer integrated ad formats, according to a new global study. The research, conducted by Microsoft Advertising, MEC and Mindshare Worldwide, revealed a contrast in receptiveness to online advertising between the more mature markets – UK, France, Spain, Canada, Japan and US - and emerging markets like Brazil, China, Mexico, Russia and India.
Facebook has lured away another Google executive as it continues its march into major international markets. The popular social networking service has hired Alexandre Hohagen, who helped establish Google's presence in Latin America, to be its vice president for sales in the region. In a recent interview, David Fischer, vice president of advertising and global operations, said the hire was part of an international expansion to reach markets and marketers everywhere.
Privalia has bought Dress for Less, one of Germany's leading online clothing and apparel retailer, as the firm expands across Europe. Terms of the deal were not disclosed. But Reuters cites one person close to the matter said was worth 150-200 million euros, to buy the firm from Palamon Capital Partners, a pan-European private equity firm.
Dress for Less was founded in 1999 and operates a distribution platform in the open site, discount and full price segments. It has more than 500,000 active customers and a total customer base of 1 million in more than 50 countries worldwide.
Google chief executive, Eric Schmidt, has described how South America is the search company's fastest growing region. Schmidt who is soon to be re-deployed as chairman after founder Larry Page takes the reins in April, gave an interview over the weekend from Buenos Aires where he gave clues as to the search-giant’s new social media strategy in Latin America.
"Virtually all the countries are growing 50 to 100 per cent revenue growth. That is a lot due to the effect of the economic recovery from a global recession, but also the development of broadband and the development of the electronic commerce. We benefit particularly well as people move to the internet," he said.
Viewers in Spain displayed the strongest video engagement, averaging 17 hours per viewer during the month of October. Countries ranked by hours of video watched per viewer.
Approximately 85% of home and work Internet users viewed online video during the month of October. Countries ranked bu total unique users.
The internet marketing Brazil is transforming fast. Internet use in Brazil is reaching the mainstream and changing the role of media and communications in Brazil. This page brings together a few examples of data about internet use in Brazil that companies had asked us to research. We hope you find it useful and if you have questions then email us: TheTeam@DigitalStrategyConsulting.com If you would like to submit case studies of internet marketing in Brazil or if you have research about internet use in brazil that you would like to share then please contact us. Our team are based in the UK but regularly work in Latin America so if you are looking for information about Mexico, Venezuela, Belize and other countries then we may be able to help.
Daily online access by region - among those who have access.
People in China and the Middle East use the web far more than their Western counterparts, according to 'the largest ever' global study of online habits. The Digital Life study by global research firm TNS also found Malaysians are the most sociable online with an average of 233 friends on social media websites, while the Japanese are the least friendly with just 29.
The research shows four out of five online users in China (88 per cent) and over half of those in Brazil (51 per cent) have written their own blog or forum entry, compared to only 32 per cent in the United States. TNS said the study was the 'largest ever global research project into people's online activities and behaviour', surveying almost 90 per cent of the world's online population through 50,000 interviews in 46 countries.
The global audience to Twitter.com has doubled in the past year, as the Latin American audience grows fourfold, according to new research.The study, from comScore, found that in June, nearly 93 million Internet users visited Twitter.com, an increase of 109 percent from the previous year, as the social networking site achieved strong gains across all global regions.
Indonesia reported the highest penetration, with 20.8 percent of Internet users in the country visiting Twitter.com that month, followed by Brazil and Venezuela, with Venezuela’s growth fueled in large part by Venezuelan President Hugo Chavez’s decision to join Twitter in late April.
Two years on from helping launch the internet marketing trade association in Mexico, Danny Meadows-Klue returns to for the largest internet marketing conference in Central America. Behind the scenes he has been helping nurture and develop the market throughout, and here he reflects on some of the key aspects of the industry’s growth, and gives his thoughts about what lies ahead.
Insight & Analysis | By Danny Meadows-Klue | This article was written for IDM
Coming back to Mexico, I’m coming to a new country. The billboards from the airport are shouting out web addresses, WiFi internet access seems to be just about everywhere, and it’s not just the USA websites people are logging onto; Mexico’s home grown online media is in boom time. There are 22 million online users in México, with a big slant to upmarket professionals. The web is now about 1% of brand advertising spend in Mexico, and it’s focussed on a narrow group, but this is a gap that will close in the next 18 months. The demographics are broadening fast and the web is no longer just a high-end office worker tool, but thanks to the collapsing price of broadband is opening up to Mexico’s middle classes. 3.4 million people are banking online, and e-commerce is at record levels.