Reaching Latin Americans Online

New Ways to Reach Latin Americans Online Case studies and research presented by:

Latin Americans Online

Panelists:

Moderator: Joe Kutchera, ContextWeb

Alex Banks ComScore Igal Rubinstein S.com.mx Vinicius Losacco Warner Bros. Pictures Giacomo Bertaina McCann Worldgroup

June 2009 Targeting the Online Audience in Latin America

Alexander Banks

Managing Director, Latin America

Latin America Continues Growth

Growth has slowed in North America and Europe

Asia Pacific continues to show strong growth on a large base

Latin America and the Middle East/Africa are now the high-growth regions globally

Source: comScore World Metrix, December 2008

Millions of Internet Users +6.1% Millions of Internet Users +8.6% +5.4% +0.5% +8.2% +9.5% Online Populations by Region Worldwide Online Population July 2008 Dec 2008

Brazil and Mexico are the largest web populations in the Region

Brazil has the largest Internet population in the region, with 29 million home and work users over the age of 15, and a total of 65 million users in the Extended Universe

Average usage for the region is, in some cases, considerably higher than the WW average

Internet users ages 15+ accessing the Internet from a Home or Work computer

Source: comScore World Metrix, March 2009

64.9 Internet Users (MM) in Latin America Total Online Hours per Visitor Latin America Extended Universe estimate, including users under 15 or using shared computers WW Avg: 23.8 24.8

How the World Uses the Internet

Source: comScore World Metrix, December 2008

How Latin America Indexes for Key Categories Web 2.0 Entertainment “ On-ramp” categories Utility & Content High Reach, Flat Growth Mainstream, MidReach, Flat Growth Approaching Mainstream, High Growth Growing Reach, Very Fast Growth

Source: comScore World Metrix, April 2009

A look at the demographic breakdown of the Latin American regional audience

Case study: Targeting the online audience Two sites offering almost identical demographics…

… but their respective audiences show clearly distinct preferences in terms of online content

Igal Rubinstein CEO / Co-Founder S.com.mx cotiza, compra, imprime ® ®

Who are we ?

Seguros S.com.mx is the first and only On-line insurance broker in Mexico.

6 insurance companies provide quotations on our site.

Our business was established in September 2007, and by now we have insured over 5,000 cars on line.

How do we market ourselves? ®

Campaigns:

95% of our budget goes to Search Campaigns.

95% of our Search Campaigns budget goes to Google.

We focus our search campaigns to one fact: “Mexicans don’t write the web page in the address bar… they search for the brand or the product in Google, and then they click on the results… so, you always have to be there.”

We don’t buy CPM’s… branding is expensive and its not worth it unless it is combined with a complete media plan.

Source: Google Images

How do we market ourselves? ®

Results:

In our first 18 months:

We have reached over 750,000 unique visitors (almost 5% of the Mexican Internet Audience)*

We insured over 5,000 cars. (0.1% of the market)**

We sold over 1.5 million USD online (0.2% of E-commerce in Mexico)***

Sources:

* Internet World Statics.

** Comision Nacional de Seguros y Fianzas (CNSF).

*** Asociacion Mexicana de Internet (AMPICI).

Source: Google Images

Online Video Campaigns .

Details:

Clickable ads in Esmas TV video player.

Pre-roll and post-roll ads in Sports & News channels.

Results:

More than 500,000 views per month.

16.5% CTR .

Ad:

http://www.youtube.com/

® Source: Google Images

Search Campaign of mis-spellings .

Details:

We created an Ad Group with more than 100 misspelled words like:

Segros

Ceguros

Cotisar

Results:

More than 3,000 clicks per month.

2.5% CTR.

1% of our monthly sales.

® Source: Google Images

Vinicius Losacco Warner Bros. Pictures Latin America

Overview: WB in the Americas

U.S . – 50%

15 to 20 films released per year

Campaign lasts from 2 to 12 months

150 to 200 million impressions

Latin America – 6%

Short campaigns, maximum 10 days

High impact and video based

5 to 10 million impressions

Online Campaigns

Our goal is to reach the largest possible number of people to generate

awareness and interest in our films, and ultimately, to motivate

movie-goers to see our films in the cinema , preferably on opening

weekend.

Online Campaigns

From an online stand point, this is usually done on three

different fronts:

Publicity – create and maintain partnerships with key online players and opinion makers in each market and provide access to exclusive film content and also to talent:

News

Syndicated content (e.g. games, wallpapers, talent greeting, etc.)

Viral

Film site and fan tools

Social network

Trailer debut

Online Campaigns

Paid online campaign – maximize the exposure for the film with creative ad units that enchant and connect with the movie-goer and help in the decision making process.

Reinforce messaging seen in another medium

High impact and high frequency

Video units and unusual formats – roadblocks, page take-overs..

SEM and SEO

Interaction with the user

Placement (paid or not) of film materials on cinema or ticket sale web sites.

How do we do it?

Traditional

Non traditional

Web sites Portal - Country Ads, Rich media, assets YouTube Social networks Blogs Fan sites Wikipedia - SEO

How do we measure the success of our campaigns?

Interaction with the assets

Time spent viewing a video or playing the game;

CTR, # of impressions

Views of the trailers

Number of people we are able to reach through social media

We are not in a ROI business

While directing people to our film sites help boost interest, it is not our primary goal in advertising.

Each film/brand has a different goal to reach

1 day on YouTube Video featured on homepage 350k views CTR: 6.37%

Types of ads – MSN ads Video ads

Types of ads – Rich media Takeover ad Interactive ad - Game Microsite – Site attack Animated layer

Regional Campaign Giacomo Bertaina, Digital Strategy Director

OTRA Project Goals 1) Re-excite Chevrolet brand to increase brand consideration 2) Create a dialogue with Gen Y 3) Learn

www.ontheroadagain.la

Bloggers at the core of the execution

Content

Word of Mouth

On The Road Again Show On The Road Again YouTube Channel & Blog

Content

Sharing/Participation

Top Bloggers

Word of Mouth

On The Road Again Platform (Website)

Leo Prieto

Rafael Ziggy

Fabio Baccaglioni

Inti Acevedo

Rafael Bayona

Paul Barahona

BLOGGERS Endorsement/Credibility ONLINE MEDIA SUPPORT

Blogger from Chile publishes a series of posts about his road trip. - Bloggers published a series of posts about their road trip. - Videos, photos and comments on social media platforms.

On The Road Again Official Blog & YouTube Branded Channel

Media execution articulation Targeting : Geo-targeting Site-targeting Demographic Homepage YouTube, TextLink Messenger Widget banner on social networks www.OnTheRoadAgain.la