U.S. Hispanic and Latin American Online Advertising: Market Shares, Google’s Strategy, CPC price co

The 2nd  Annual SES Latino Conference and Expo took place in Miami in Mid June. The following were the main issues discussed by the events speakers and attendees: 

Share of Worldwide Searches:
650 million searches worldwide
Asia Pacific has highest contribution at 35%
Latin America has 7% & US Hispanic 2%
(ComScore Data)

  Growth:
- 16% growth to 45.3 million unique visitors
US Hispanic growth – 5% year over year (ComScore Data)

 Major players:  Microsoft has been in Latin America for a long time, Yahoo as well and Google started 2 years ago. All these companies have local offices with local voices. More and more companies are seeing the value of the local presence and will be entering the market.

 Market share: Google has 72% of the share of the searches in Latin America. Yahoo has 17% and MSN has 2%. The local search players are taking about 9% of the search.

Most active industries in Search Engine Marketing (SEM):
• Retail
• Local (Classifieds)
• Travel
• Finance
• Automotive
The YP and the classifieds for the local newspapers are really picking up in terms of catching up with the retail. Travel is booming. There are many local players who are growing a lot.

 Advertiser base. Will grow almost 5xs in just 4 years.
2006 – 22,000 advertisers
2010 – 100,000 advertisers projected

Who are the advertisers?
Sales Channel Avg Monthly Ticket Category
Direct & Ad Agencies $10,000 Large
TeleSales $1,000 Medium
Online $200 Small
Resellers $10 Micro

Challenges: Some of the major obstacles to the growth of e-commerce right now are the banking issues, the lack of a dominant payment gateway in Latin America, and the delivery issues. Another issue is consumer confidence. In Mexico, for example, people do not buy airline tickets online.

Google’s Expansion and its Argentina’s Latam Headquarters: Gonzalo Alonso, general manager for Spanish-speaking Latin America: What we see around the Latin American community, particularly in Argentina, is a great talent pool, the place is very special, ecommerce is booming. Argentina is a place where everything is happening. Major markets in Latin American are Brazil, Mexico and Argentina.  Colombia, is starting to get a nation wide plan for technology. There's critical mass, and advertising dollars. Chile, as well.

CPC price comparisons (English-Spanish):
Real Estate = $2.42, bienes raices = $.42
Credit card = $9.49, tarjeta de credito = $.90


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.


Loyalty, Brand Preference and the Economy Segment Traveler  

Loyalty, Brand Preference and the Economy Segment Traveler  

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.


Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.