2014 MEDIA MARKET REPORT FOR LATIN AMERICA - US Media Consulting
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2014 MEDIA MARKET REPORT FOR LATIN AMERICA
CONTENTS
A Growing Consumer Class: Internet: Audience size, future growth, sites
The surge of the class C middle class in with most reach, user attitudes toward
the region Internet advertising
Media Penetration & Consumption
Social Media: Use, most popular sites, reach,
in Latin America
influence on consumer purchase decisions, social
TV
Ad Spend Projections for Latam: Online Videos: The audience, consumption trends
2013 and 2014 and advertising potencial
Print: Market indicators of growth E-commerce: Total sales for 2013, projections
for 2014, growth since 2003, most popular
products
TV: Trends in ad spend & pay TV Mobile Market: Penetration of mobile phones,
penetration smartphones & tablets, the triple-digit growth
of mobile Internet in Latin America and
response to mobile advertising
A GROWING CONSUMER CLASS:
THE SURGE OF CLASS C
IN THE PAST DECADE, MORE THAN
50 MILLION PEOPLE HAVE JOINED
THE MIDDLE CLASS IN LATIN AMERICA.
1 in 3
Families in Latin America
are middle class
Source: The World Bank, Economic Mobility and the Rise of the Latin American Middle Class
LATIN AMERICA’S MIDDLE CLASS (CLASS C)
HAS BECOME A SIGNIFICANT PORTION OF
THE POPULATION IN SEVERAL KEY MARKETS…
60%
55%
52%
50% 47%
40%
33% 32%
31%
30% 28%
Classes AB
21%
Class C
20%
13%
10% 7% 7%
3%
0%
Argentina Brazil Chile Colombia Mexico Peru
Sources: 1United Nations, 2World Bank, 3Cetelam report O Observador Brasil 2013, 4Consultora W, 5Departamento Administrativo Nacional de
Estadística, 6Asociacion Mexicana de Agencias de Investigacion de Mercados y Opinión Pública, 7Asociación Peruana de Empresas de
Investigación de Mercados, 8Novomerc Chile
…PARTICULARLY IN BRAZIL.
WHY IS THIS SIGNIFICANT? FIRST, CLASS C IS
GROWING QUICKLY.
40,000,000 Brazilians joined Class
C between 2003-2011
105,000,000 55%
Brazilians were Class C in 2011
of the population
In 2014 58%
of the population
will be Class C
Source: Cetelem BGN Observador Brasil, Fecomercio SP, Data Popular
SECOND, CLASS C IS SPENDING HUGELY:
2012 R$1.089 trillion
2015 R$1.4 trillion*
*more than classes A and B combined!
Sources: IPC Target, FecomercioSP
MEDIA PENETRATION IN LATIN AMERICA
TV, OUT-OF-HOME AND RADIO HAVE THE
DEEPEST PENETRATION—BUT INTERNET IS
GROWING SIGNIFICANTLY.
Penetration by Medium
Free TV Pay TV Radio Newspapers Magazines OOH Internet
Argentina 93% 74% 62% 40% 19% 90% 56%
Brazil 96% 40% 73% 31% 36% 83% 60%
Chile 97% 63% 58% 45% 21% 91% 64%
Colombia 95% 86% 75% 78% 41% 99% 50%
Costa Rica 97% 64% 65% 77% 8% 91% 71%
Ecuador 97% 27% 69% 48% 30% 96% 57%
Guatemala 77% 53% 82% 78% 6% 88% 30%
Honduras 92% 84% 77% 76% 36% 82% 41%
Mexico 97% 36% 54% 27% 27% 98% 48%
Panama 94% 50% 60% 73% 19% 75% 53%
Peru 98% 64% 81% 67% 15% 100% 56%
Source: IBOPE Media Book 2013 except Mexico numbers, which are from IBOPE Media Book 2012
TV IS THE MOST-CONSUMED MEDIUM IN LATIN
AMERICA BUT INTERNET IS TAKING UP MORE TIME.
Available data for media consumption, by country
TV RADIO NEWSPAPERS INTERNET
Argentina 6 hrs./day 56% listen daily 70% buy newspapers 26 hrs./month
Brazil 3 hrs, 29 min/day 69% listen daily 31% read newspapers 3 hrs, 39 min/day
3 hrs., 52
Chile min./day
48% listen daily 20% read newspapers 11 hrs./week
Colombia 4 hrs./day 2.4 hrs./day 13% read newspapers 4.3 hrs./day
Mexico 2 - 4 hrs./day 56% listen daily 27% read newspapers 5 hrs./day
3 hrs., 20
Peru min/day
2 hrs., 53 min/day 30 min./day 2 hrs., 40 min/day
12% read them every
Uruguay No data available 61% listen daily
day
No data available
Sources: IBOPE, LAMAC, Notimex, Consejo Nacional de Lectura, ENTIC, Secretaria de Comunicação Social da Presidência da República, comScore,
Target Group Index, Fundação Perseu Abramo, Encuesta UDP, UM Chile, DANE, EGM 2013, Google, AMIPCI, Consejo Consultivo de Radio y
Televisión, Kantar Media Research , Opción ConsultoresANOTHER 2014 STUDY FROM TGI SHOWS INCREASES
IN CONSUMPTION IN CERTAIN TRADITIONAL MEDIA:
Pay TV consumption
has gone up by 5%
in Argentina, by
12% in Brazil and by
11% in Mexico
Newspaper
consumption has Magazine
gone up by 5% in consumption has
Argentina, by 6% gone up by 7% in
in Brazil and by Argentina, by 11% in
15% in Mexico Brazil and by 8% in
Mexico
Source: TGI LatinaAD SPEND PROJECTIONS
FOR LATAM: 2013 AND
2014LATIN AMERICA IS THE WORLD’S
FASTEST-GROWING REGION IN AD SPEND...
Magna Global projects nearly 13% growth in ad spend for Latin America in 2014—more than
double the growth of North America and Western Europe
2013 2014
Latin America 9.5% 12.7%
North America 1.5% 5.5%
Western Europe -0.8% 5.7%
Central & Eastern Europe 7.9% 10.5%
Asia Pacific 6.3% 8.7%
Middle East, North Africa 2.8% 6.3%
Rest of World 9.3% 10%IN 2014, BRAZIL WILL BECOME
THE #5 AD MARKET IN THE WORLD.
Ad Spend in
2014 (billions)
Rank Country
173,593
#1 United States
53,434
#2 Japan
48,755
#3 China
27,548
#4 Germany
22,216
#5 Brazil
Source: Zenith OptimediaLATIN AMERICA’S AD SPEND IS GROWING
STRONGLY IN ALL MAJOR MARKETS.
Argentina: up 30% in 2013 after growing by 19.6%
in 20121
Brazil: up 7% in 2013 after growing by 10.7% in 20122
Colombia: offline media up 12.7% in 20133, online ad
spend up 31%4
Mexico: up 38% in 2012 (no numbers for 2013 yet)5
Peru: up 8% in 20136
Uruguay: up 2.6% in 20137
Chile: up 2.5% in 20139
Venezuela: up 19% in 20138
Sources: 1Cámara Argentina de Agencias de Medios, 2Projeto Inter-Meios, 3Asomedios and Andiarios, 4IAB Colombia, 5Confederación de la Industria de la Comunicación Mercadotécnica,
6Compañía Peruana de Estudios de Mercados, 7Asociación Uruguaya de Agencias de Publicidad, 8Magna Global, 9Asociación Chilena de Agencias de PublicidadAD SPEND IN ARGENTINA, 2013
3.6% 1.1%
3.8%
3.9%
Free TV
Newspapers
6.4%
36.4% Internet
Pay TV
7.3%
OOH
Magazines
Radio
Cinema
28.6%
Source: Cámara Argentina de Agencias de MediosAD SPEND IN BRAZIL, 2013
0.62% 0.32%
4.0% 3.5%
4.5%
Free TV
5% Newspapers
Pay TV
5.5% Magazines
Internet
10.1% Radio
OOH
66.5%
Guides
Cinema
Source: Projeto Inter-Meios*
*This source shows only Internet display investment, not social or search; IAB Brasil indicates that Internet ad spend is about 11% of total spend when search and social are factored inAD SPEND IN CHILE, 2013
2.2% 0.3%
5.4%
7.0% Open TV
Newspapers
9.1% 42.7% Internet
OOH
Radio
9.3%
Pay TV
Magazines
Cinema
24.2%
Source: Asociación Chilena de Agencias de PublicidadAD SPEND IN COLOMBIA, 2013
2% 2.0%
5.5%
Free TV
9.9%
Newspapers
Radio
49.2% Internet
11.0%
OOH
Pay TV
11% Magazines
Cinema
14.8%
Source: ASOMEDIOS, IAB ColombiaAD SPEND IN MEXICO, 2012
2%
3%
4%
Free TV
8%
Internet
Radio
8%
Newspapers
Pay TV
53%
9% OOH
Magazines
Cinema
9%
Source: Confederación de la Industria de la Comunicación MercadotécnicaAD SPEND IN PERU, 2013
2.0% 2.0%
5.5%
Free TV
6.2% Newspapers
Radio
9.9%
49.2% OOH
Internet
11.0% Pay TV
Magazines
14.8% Cinema
Source: Compañía Peruana de Estudios de Mercados y Opinión PúblicaAD SPEND IN URUGUAY, 2013
4%
13%
Free TV
OOH
14% Print media
53% Radio
Internet
16%
Source: Asociación Uruguaya de Agencias de PublicidadPRINT MEDIA IN LATIN AMERICA
PRINT IS STILL A STRONG MEDIUM THROUGHOUT
LATIN AMERICA. MARKET INDICATORS THAT
SUGGEST THIS INCLUDE:
Newspaper circulation went up by 2.56% in Latin America in 2013 and by 6.26% over the past 5 years1
Newspapers grew by 50% in circulation in Peru between 2007 and 20124
In 2009 magazine ad spend dropped in every region—
EXCEPT for Latin America, and it’s forecast to grow through 20162
Latin American newspapers will grow in revenue by 5.5% per year through 2016 to reach a total
of US$10.4 billion2
Latin American newspaper revenues went up by 65% between 2006 and 2011 and by 9.1% in 20121
Newspaper circulation in Brazil grew by 1.8% in 20123, magazine will grow by 7% between 2013 and 20172
11.9% CAGR growth is forecast for newspaper ad spend in Argentina through 20161
Sources: 1WAN-INFRA, 2PriceWaterhouseCoopers Global Entertainment Media Outlook 2013-2017, 3Instituto Verificador de Circulação, 4KPMGPRINT ALSO COMMANDS A MAJOR PORTION
OF AD SPEND IN MANY LATAM MARKETS.
Print's Share of Ad Spend in Key Latam Markets, 2013 Print ranks #1 in ad
spend share in Argentina
32% and #2 (after free TV) in
27%
28% Brazil, Chile, Colombia,
26% Ecuador, Perú, Uruguay
and Venezuela
17%
15%
14%
10%
Argentina Brazil Chile Colombia Ecuador Peru Uruguay Venezuela
Sources: Cámara Argentina de Agencias de Medios, Projeto Inter-Meios, Asociación Chilena de Agencias de Publicidad, Asomedios, Ipsa
Group Latin America, Compañía Peruana de Estudios de Mercados y Opinión Pública, Comité Certificador de Medios ANDA-FEVAPTV IN LATIN AMERICA
FREE TV RULES AD SPEND IN MOST
OF LATIN AMERICA…
Percentage of TV’s Ad Spend Share, 2011
Free TV Ad Spend Share in Major Latam Markets, 2013
66%
56%
52%
48% 49%
44%
40%
Argentina Brazil Chile Colombia Mexico Peru Uruguay
Sources (left to right): Cámara Argentina de Agencias de Medios, Projeto Inter-Meios, Asociación Chilena de Agencias de Publicidad, Asomedios,
Confederación de la Industria de la Comunicación Mercadotécnica, Compañía Peruana de Estudios de Mercados, Asociación Uruguaya de
Agencias de Publicidad…BUT PAY TV PENETRATION IS AT
53% IN ALL OF LATAM4 AND IS
GROWING
Percentage of RAPIDLY . 2011
TV’s Ad Spend Share,
68% pay TV penetration
in Latam by 20171
11 million
pay TV subscribers in Argentina4
of homes in Brazil
90% will be subscribed
to pay TV by 2018—
potential audience
of 173 million2
7.9 million
Penetration of pay TV pay TV subscribers in Colombia4
50% in Mexico in
December 20133
Sources: 1Dataxis, 2Anatel, 3Centro de Investigación en Innovación en Telecomunicaciones, 4Business BureauPAY TV HAS STRONG REACH IN SEVERAL
LATIN AMERICAN MARKETS.
Levels of Pay TV Reach in Latin American Countries
100.0%
90.0% 84.5%
80.0%
70.3%
70.0% 63%
62.1% 61.2% 61%
58.8% 56.7%
60.0%
42.7%
50.0%
38.9%
40.0%
30.0%
20.0%
33.5%
10.0%
0.0%
Source: Business Bureau, June 2014 market estimatesTHERE ARE ALSO NEW GROWTH MARKETS
FOR PAY TV IN LATIN AMERICA.
3.2 million subscribers
18% growth since 2012
Chile
1.6 million subscribers
45% growth between 2012
and 2013
Ecuador
753,787 subscribers
Projected 85% penetration by
2017 with 1,000,000 subscribers
Uruguay
Source: Business BureauINTERNET IN LATIN AMERICA
AS OF DECEMBER 2014, INTERNET WILL COMMAND
A HUGE AUDIENCE IN LATIN AMERICA: 330
MILLION*. CURRENT AMOUNTS OF INTERNET
Percentage of TV’s Ad Spend Share, 2011
USERS BELOW:
Argentina 32,000,000
Bolivia 4,199,000
Brazil 109,773,650
Chile 11,546,000
Colombia 28,475560
Costa Rica 2,185,506
Dominican Republic 6,054,013
Ecuador 6,316,555
El Salvador 1,649,980
Guatemala 2,885,475
Honduras 1,530,543
Mexico 64,200,000
Nicaragua 906,539
Panama 1,548,016
Paraguay 2,473,724
Peru 11,817,991
Puerto Rico 2,675,843
Uruguay 1,936,000
Venezuela 13,000,000
Sources: *estimate from eMarketer, other figures from Internet WorldStats and World Internet ProjectBY 2015, THERE WILL BE 60% INTERNET
PENETRATION IN LATIN AMERICA AND
120 MILLION Ad Spend Share, 2011 USERS.1
ADDITIONAL
Percentage of TV’s
Growth projections for specific markets:
Brazil 168 million by 2014, up from 105 million in 20132
Chile 16.4 million by 2015, up from 10 million in 20123
Ecuador 7.5 million by 2015, up from 6.6 million in 20134
Mexico 65 million by 2015, up from 52 million in 20134
Paraguay 3.4 million by 2015, up from 1.5 million in 20125
Sources: 1LACNIC, 2Comitê Gestor da Internet, 3Pyramid Group, 4Latin America & Caribbean Network Information Centre, 5Comisión Nacional
de Telecomunicaciones de ParaguayHERE’S WHERE TO REACH LATIN
AMERICA’S INTERNET USERS.
Percentage of TV’s Ad Spend Share, 2011
Types of Web Sites with Deepest Reach among
the Region’s Internautas:
100% 98.8% 97.5% 97.3% 96.9%
90% 94.0%
80%
70% 85.5%
60%
50%
40%
30%
20%
10%
0%
Source: Futuro Digital, comScore, March 2013STUDIES SHOW THAT LATIN AMERICANS ARE VERY
RECEPTIVE TO ONLINE ADVERTISING IN SEVERAL
MARKETS.
• 67% of Brazilian consumers use the Internet as a source before going shopping1
• 95% of Brazilian conusmers look for information online before buying a car2
• 68% of Brazilian Internet users say that online ads influence their purchase decisions 3
• 57% of Brazilian Internet users say that online ads motivate them to buy the advertised
products4
• 75% of Mexican Internet users stop to look at online ads5
• 83% of Mexican Internet users recall online ads5
• The categories with the largest recall include computer accessories (50%), movies
(46%), mobile phones (45%), banks (32%) and software (32%)5
• 53% like to see ads in social media sites and 61% recall they ads they see on those
social sites5
• Among the ad formats preferred by Colombian Internet users are banners (37%),
videos (35%) and sponsored links6
• 7 of 10 Colombians look for opinions and recommendations on social media
before buying a product1
• Internet is the #2 medium that motivates Colombians to buy products6
Sources: 1Oh! Panel, 2IDG, 3Deloitte Media Democracy, 4IAB Brasil, 5Asociación Mexicana de Internet, 6Estudio Colombiano del Internet 2011Internet closes sales in Latin America.
80% of Brazilian Internet users say that the Internet is how
they first find out about new products1
73% of Mexican Internet users research products online
before shopping2 and 75% stop to view online ads3
8 of 10 Internet users in Latin America research products
online before buying4
89% of Colombian Internet users do online research
before buying a car5
Sources: 1Ipsos, 2Google, 3Asociación Mexicana del Internet, 4comScore, 5Oh! PanelPROGRAMMATIC BUYING IS ANOTHER
IMPORTANT ONLINE TREND IN LATIN
AMERICA.
600%
The amount by
which
programmatic ad
spend will grow in
2015 in Latin
America
Source: International Data CorporationAND IT WILL KEEP GROWING…
2018
US$54M
2017
Between 2014 and 2018,
US$27M programmatic ad spend in
Latin America will go up
by
2016
US$12M 8.900%
Source: International Data CorporationSOCIAL MEDIA IN LATIN AMERICA
SOCIAL MEDIA HAVE DEEP PENETRATION
AND HEAVY ENGAGEMENT IN THE REGION.
95% 19% 10
Of Latin American Growth in Facebook users in Latin American Internet
Internet users are on 2012 in Latin America: more users spend an average of
social media11 than 200 million users 10 hours per month on
around the region2 social media sites, more
than double the amount
spent on other popular
types of sites1
Sources: 1comScore, 2Socialbakers, Facebook press release August 2013SOCIAL MEDIA INFLUENCE THE
PURCHASE DECISIONS OF 62% OF
LATIN AMERICANS.
• 73% of Latin Americans regularly read
comments about brands on social media
• 66.9% trust these comments
• 62% say these comments influence their
purchase decisions
• 58.9% of Latin Americans go on social media
to find product information
• 36.8% of Latin Americans follow brands on
social media
• 78.6% follow brands to learn about new
products offered by that brand
Source: Oh! Panel study, May 2011ALTHOUGH FACEBOOK IS BY FAR LATAM’S
MOST POPULAR SITE, OTHER SOCIAL SITES
HAVE GROWN ENORMOUSLY IN THE REGION.
Increase in unique visitors, Jan 2013 to March 2014
434%
300%
81% 63% 43%
Source: comScoreANOTHER RECENT TREND IN LATIN AMERICA
IS SOCIAL TV:
A large study of 12,000 TV
viewers around the world
found that 67% of viewers
in Mexico, Brazil and Chile
use tablets, smartphones
and laptops while they
watch TV
Source: EricssonOTHER STUDIES SUPPORT THIS TREND:
A UM survey of Mexicans Google Brazil found that 37%
found that 50% combine of Brazilian Internet users
watching TV with using watch TV with a mobile
smartphones device in their hands
More than 5 million 41% of Chilean digital
Argentines go users end up using 3
online with their or more screens a day
smartphones while
they watch TV
Source: EricssonONLINE VIDEOS IN LATIN AMERICA
ONLINE VIDEO CONSUMPTION HAS
SPIKED SIGNIFICANTLY IN LATIN
AMERICA.
11.5 million videos watched every month in
Argentina, Brazil, Chile and Mexico
95.5%: online videos have the deepest reach
in Argentina, followed by Chile (91.6%),
Brazil (85.9%) and Mexico (81.3%)
156 online videos a month are watched by
Brazilians, while Chileans watch 144 per month,
Mexicans watch 125 per month and Argentines
watch 105 per month
Source: comScoreE-COMMERCE IN LATIN AMERICA
E-COMMERCE IN LATIN AMERICA HAS
GROWN BY 27 TIMES SINCE 2003.
E-commerce
E-commerce
sales in Latam sales in Latam
in 2003: in 2013:
US$1.6 billion1 2
US$70 billion
Source: 1América Economía & Visa Latin America E-Commerce study, 2012, 2Instituto Latinoamericano de Comercio ElectrónicoOVERALL, CLOTHES ARE THE
PRODUCT THAT LATIN AMERICANS
BUY THE MOST ONLINE.
A 2012 comScore e-commerce study of Latin America revealed the most popular
products among online shoppers in the region:
1 Clothes 6 Entertainment tickets
2 Computer electronics 7 Vacation/travel
3 Music, movies or videos 8 Health and beauty care
4 Appliances 9 Books and magazines
5 Computer hardware 10 Sports and fitness
Source: comScoreBRAZIL IS THE LEADING E-COMMERCE
MARKET IN LATIN AMERICA…
US$ 13.4 2013 e-commerce sales in Brazil2
59% billion
The percentage of US$ 16 Projected 2014 e-commerce
e-commerce sales in
Latin America that are
billion sales in Brazil2
generated in Brazil1
Sources: 1América Economía & Visa E-Commerce Study, Latin America, 2012, 2e-bit…BUT OTHER LATIN AMERICAN
MARKETS ARE POSTING STRONG
E-COMMERCE NUMBERS.
Mexico
• #2 e-commerce market in Latam1
• US$9.2 billion in sales in 20132
• 20% projected growth in 20142 Chile
• Top 5 selling products are (#1) • US$1.3 billion in sales in 20121
Music/movies, (#2) computers, (#3) clothes • US$1.6 billion in sales in 20135
& accessories, (#4) tickets to shows, (#5)
hotel reservations2
Argentina
• US$3.1 billion in sales in 2013, 50% Colombia
projected growth in 20143 • US$2.1 billion in sales in 20121
• 5 best-selling products are (#1) • US$3 billion in sales in 20134
smartphones, (#2) women’s clothes,
(#3) car accessories, (#4) men’s clothes,
(#5) home decor3
Sources: 1América Economía & Visa Latam E-commerce study, 2012, 2Asociación Mexicana de Internet, 3eMarketer, 3Cámara Argentina de
Comercio Electrónico, 4Cámara Colombiana de Comercio Electrónico, 5Cámara de Comercio de SantiagoLATIN AMERICA’S MOBILE MARKET
MOBILE PENETRATION IN LATIN AMERICA IS
AT 105% AND WILL REACH 130% BY 20151.
142%
140% 136% 134%
120%
106%
101% 98%
100%
87%
80%
60%
40% 30% 35%
20% 23%
20%
17%
7% 10%
0%
Argentina Brazil Chile Colombia Costa Rica Mexico Peru
Mobile penetration Smartphone penetration
Sources: 1GSMA, Comisión Nacional de Comunicaciones de Argentina, Anatel, Subsecretaría de Telecomunicaciones, Ministerio de Tecnologías de la
Información y las Comunicaciones, Ministerio de Ambiente, Energía y Telecomunicaciones, Superintendencia de Telecomunicaciones, Pyramid
Research, Superintendencia de Telecomunicaciones, Unión Internacional de Telecomunicaciones, Everis, Oficina de Desarrollo de las
Telecomunicaciones de la UIT, El Ministerio de Transportes y Comunicaciones, Instituto Nacional de Estadísticas, Comisión Nacional de
Telecomunicaciones, Vision Mobile, Google, 3D Chile, LG Mobile Colombia, IDC, Futuro LabsSMARTPHONE SALES CONTINUE TO SPIKE IN
LATIN AMERICA1.
45% growth in
new users of
55% smartphones
in Latin
America during
2013 1
Source: eMarketerINDIVIDUAL LATAM MARKETS ALSO
POSTING STRONG SMARTPHONE SALES.
GROWTH IN 2013:
122% in 59% in
Brazil1 Mexico1
98% in 96% in
Peru2 Chile3
Sources: 1IDC, 2Samsung Peru, projected growth for all of 2013, 3GK Retail y TechnologyLATIN AMERICANS ALSO ARE BUYING MORE
TABLETS THAN EVER BEFORE.
234%
increase in Latam
tablet sales
between Q1 2012
& Q1 2013
Source: IDCSEVERAL LATAM MARKETS ARE ADOPTING
TABLETS AT SIGNIFICANT RATES.
Argentina: 125% increase in tablet sales in
2013: 900,000 units sold1
Brazil: Tablet sales reached 8 million
in 2013 and are projected to reach 10.7 million in 20142
Chile: 1.5 million sold in 2014, more than 2 million
units projected for 20142
Mexico: Tablet sales reached 4.3 million in 2013
and will reach 6.2 million units by 20144
Peru: Projected tablet sales of 1.6 million
in 2013, a 132% increase compared to 20123
Sources: 1Carrier y Asociados, 2IDC, 3IDC and Dominio Consultores, 4IDC MexicoMOBILE INTERNET IS GROWING
SIGNIFICANTLY IN LATIN AMERICA.
332% 244% 221%
Increase in the use of Increase in the use of Increase in the use of
mobile Internet in Costa mobile Internet in Brazil in mobile Internet in
Rica in 20131 20132 Argentina in 2013
216% 213% 185%
Increase in the use of Increase in the use of Increase in the sue of
mobile Internet in mobile Internet in mobile Internet in
Colombia in 2013 Mexico in 2013 Chile in 2013
Source: Invasión Mobile Latinoamérica 2013, a report from Guialocal.comLATIN AMERICANS ARE SHOWING
STRONG RESPONSE TO MOBILE ADS.
Average CTR for mobile
Of Latam mobile
banners in Latin
33% device users .48% America, higher than
respond favorably to
that of Australia,
geo-targeted ads1
Eastern Europe and
most of Asia1
.60% .56% .61% .52%
Mobile ad CTR Mobile ad CTR Mobile ad CTR Mobile ad CTR
for Colombia2 for Mexico2 for Brazil2 for Argentina2
Sources: 1MediaMinds, 2Hunt Mobile AdsMOBILE AD SPEND KEEPS GROWING IN
LATIN AMERICA.
Until 2017 mobile ad
spend in Latam will keep Mexico leads Latam mobile ad
growing by spend and in 2014 advertisers
70% in the country will invest
$173 million in mobile ads
In Brazil mobile ad spend will
reach $132 million in 2014
and $731 million by 2017
Sources: Telefónica, eMarketerAbout US Media Consulting
Launched 2003, US Media Consulting is a leading media services
agency that specializes in increasing the efficiencies of agencies in
Latin America—and in turn their profits. We do this by:
• Crafting media plans that deliver significant ROI through strategic media selection and
efficient campaign implementation
• Innovating media technologies like MediaDesk—the leading programmatic buying
platform in Latin America—that spike the effectiveness of the digital campaigns that
agencies run
• Bringing new media, firms and technology to Latin America that agencies can use to
deliver even better results for their clients
• Increasing agency profitability through financial operations and campaign management
through both experienced staff and leading-edge technology
Visit www.usmediaconsulting.com to learn moreYou can also read
