Who's Advertising Online in Latin America?
In the fourth quarter, Online Media (portals and content sites) were the single-largest category among online advertisers (23%). However, the vast majority (77%) of active online advertisers during that period were in the Consumer, Financial Services, Retail, Telecommunications, and other "traditional" advertiser categories.
"Fourth quarter data show that traditional advertisers in Latin America view online advertising as an important channel for marketing their consumer brands," according to a company spokesperson.
"In addition, these findings are broadly consistent with trends in the U.S. Hispanic online market as well, where traditional advertisers accounted for the great majority (82%) of advertised brands during the fourth quarter. Furthermore, the make-up of the top advertising categories was similar with the Consumer, Financial Services, Retail, and Telecommunications categories also topping out the list in the U.S. Hispanic online market."
The top categories (and selected advertisers) for Latin America and Spain in the fourth quarter were:
1. Online Media, 23% ( e.g. AreaUtil.com, Baquia.com, Casino on Net, Filmes.net, Gemelo.com, etc.)
2. Retailers, 12% (e.g. Amelia.com, BrasTemp, Deportes Marti, Liverpool, Office Depot Mexico, etc.)
3. Consumer, 12% (e.g. Antarctica, Coca-Cola, Chokos, Danone, Nestle, Pepsi, Samsung, etc.)
4. Financial Services, 12% (e.g. Banca Serfin, BBVA, Banco do Brasil, ING, SulAmerica, Unibanco, etc.)
5. Telecommunications, 9% (e.g. Adetel, AT&T, Avantel, Embratel, Motorola, Nextel, SkyTel Mexico, etc.)
6. Technology, 6% (e.g. 3Com, Acer, Cisco, Compaq, HP, Intel, MS, Xerox, etc.)
7. Traditional Media, 6% (e.g. 20th Century Fox, Claxson, Colombia TriStar, Disney, MVS, etc.)
8. Automotive, 6% (e.g. Audi Brasil, Daimler Chrysler de Mexico, GM de Argentina, Volkswagen, etc.)
9. Govt/Non-profits, 5% (e.g. Caritas Argentina, Cruz Roja Espanola, Fundacion Teleton, Unicef, etc.)
10. Education, 3% (e.g. EF Intl, ITAM, Tec de Monterrey, etc.)
11. Other, 6%
- Source: LatinWebMonitor.com, January, 2002.
Recent Online Media Daily Articles
-
MediaVest Database Charts Brand Experience, Social Media Impact May 23, 12:11 p.m.
After a year-long research effort, Publicis Groupe’s MediaVest has created a massive database designed to help ... -
Discovery Launches TestTube.com, Ups Digital Video Involvement May 23, 11:27 a.m.
Discovery Communications is looking to get into the digital video platforms in a big way -- ... -
Network Advertising Initiative Proposes New Mobile Privacy Rules May 22, 9:03 p.m.
Moving forward with its plan to issue mobile privacy rules, the self-regulatory group Network Advertising Initiative ... -
Entertainment, Travel Bet On Mobile Banners May 22, 4:16 p.m.
Banner ads have long been the whipping boy of online advertising, and the same is now ... -
Marketers Should Tailor Specific Pitches To Tablet, Smartphone May 22, 2:51 p.m.
Don’t lump tablets in with mobile. That’s the takeaway of a new Forrester study looking at ... -
Good TV Content Trumps All, Trad TV Or Streaming May 22, 2:42 p.m.
While consumers continue to perceive TV programming as superior in quality to that of online fare, ... -
Google Releases Self-Serve Display Benchmark Tool May 22, 2:02 p.m.
Understanding how a brand's online campaign competes with competitors requires trending benchmark data like engagement rates ... -
Twitter Brings Lead Generation To Tweets May 22, 1:14 p.m.
Twitter began testing a lead generation tool Wednesday in its tweet stream that resembles a cross ... -
DigitasLBi, Razorfish Tap Execs For Global Ops May 22, 11:26 a.m.
Publicis Groupe digital agencies DigitasLBi and Razorfish have installed new executives to run their respective international ... -
More Consumers Turn To Mobile To Research, Book Travel May 22, 8:53 a.m.
More than half of consumers used a mobile device to book travel in the last 90 ...
Be the first to comment on "Who's Advertising Online in Latin America?"
Leave a Comment