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

Brand perception
Interactions
Videos uploaded
Widgets downloaded
Registered users
Road trips created
Pictures uploaded
Comments/Posts
Measurement

Learning so far…
Bloggers can be powerful connectors between the brand and the consumers. Transparency and freedom
Contextual relevance Trade reach (e.g. takeovers) for relevance (email marketing, video executions) to decrease bounce rate (better quality traffic)
Replace campaign long-term commitments for month-long tactic plans in order to optimize buying based on “immediate” learning.
Increase usage of social media platforms beyond blogs, banners and YouTube… create groups, microblog, forums, social bookmarking …
Optimization never ends…

Questions and Discussion
Panelists:
Moderator: Joe Kutchera, ContextWeb
Alex Banks ComScore Igal Rubinstein S.com.mx Vinicius Losacco Warner Bros. Pictures Giacomo Bertaina McCann Worldgroup

Thank you
Alex Banks: abanks@comscore.com
Igal Rubinstein: igal@s.com.mx
[email_address]
[email_address]
Joe Kutchera: jkutchera@contextweb.com

http://www.slideshare.net	12
http://TheDailyJoe.net	8
http://www.dot-global.com	8
http://joekutchera.com	6
http://www.linkedin.com	2
http://www.click2map.com	1

Reaching Latin Americans Online

by Joe Kutchera

Accessibility

Categories

Upload Details

Usage Rights

6 Embeds 37

Statistics

Reaching Latin Americans Online Presentation Transcript