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.
Over the year, online ad spend was up 33.46% at 26.366 million pesos in 2011 (compared to 94.682 million pesos in 2010).
Olga Britto, IAB Executive Director of Colombia, said this “demonstrates the growing importance of online media when making advertising strategies, in which social networks, display, mobile marketing, e-mail marketing and search, represent new forms of interact with the consumer. ”
Social networking ranked third in most used online media with 8.09%, behind display with 70.63% and 16.57% with Search.
Colombia’s Internet audience grew by 15% in 2011, with the third ;largest number of web users in South America, according to new data.
The study, from comScore, indicates that that Colombia has 14.3 million Internet users.
It has more than Argentina (13.4 million), Chile (7.4 million) and Venezuela (4.8 million), trailing only Brazil and Mexico.
Combining this large audience with a 2010 comScore study that showed that 94% of Colombians say the Internet is important in providing information for purchase decisions.
In Colombia, social media has a penetration rate of 96% among Internet users, with the countries rankling among the top 10 countries on the planet in terms time spent on social networks. Colombia’s web users spend 7.6 hours on average on social media a month.
While Facebook is #1 in reach (90%) and time spent (492 minutes a month, other growing social media sites in Colombia include Badoo, Twitter and Slideshare. In fact, Colombia is among the top 10 countries in terms of Twitter reach, ahead of the United States, Spain and Mexico.
According to comScore, around 96% of Colombian Internet users visited an entertainment site in January 2012. Within entertainment, multimedia is the most popular subcategory, with 83% reach among Colombia’s online audience.
In March 2012, comScore results show that the top multimedia sites for Colombia are YouTube, iTunes Software, Daily Motion, Real.com and Cuevana.tv.
In Colombia, newspapers attract a significant audience, nearly 50% of Internet users, which is more than the average for Latin America (43%) and the world (40.8%).
In March 2012, El Tiempo was the #7 Web site in Colombia, drawing 5.2 million unique users, while El Espectador drew 1.9 million.
Typically, users spend more time on newspaper sites, so it’s easier for advertising to stand out and draw attention—as opposed to some of the larger portals that people use primarily for webmail and instant messaging.
Last year comScore indicated that Colombian Internet users do more searches per user (233) than internautas from any other country. While Futuro Digital didn’t specify if Colombians are still #1, their average of 226 per user suggests strongly that search is a good way to reach this audience.
In 2011 Colombia’s Information Technology and Communications Ministry reported that mobile phone penetration in Colombia had reached 100%. That same year El Tiempo.com reported that out of every two mobile phones that are replaced in Colombia, one of them is a smartphone.
More recently, Futuro Digital cites data from late 2011 that indicates that tablets are the source of 41% of non-computer web traffic in Colombia. Overall, Colombia ranks #3 in Latin America in terms of percentage of web traffic from non-computer devices.