Argentina: Mobile Cell Phone Vote
Terra Argentina earlier this month started a video series of between 5-7 minutes that is broadcasted on its website, which attracts 10 million users a month. The series is called “Dirigime” (“Direct Me”) and was produced by the Argentine production company Container and Terra. Viewers get the chance to vote about how they want the series to continue by voting via SMS messages from their mobile phones. Each of these messages costs 50 cents of an Argentinean peso. Sponsors of this online video series include Hewlett-Packard, Speedy and mobile services provider Movistar.
Online video (advertising) and applications related with it (as this conjunction with SMS Technology) is an increasingly prominent category in the rapidly growing Latin American and U.S. Hispanic online advertising markets.
Only 2%-3% of the Argentinean advertising goes into online advertising; however Internet advertising in the country is growing at a high rate—approximately 50% annually— according to market experts approached by Portada.
In January, Disney signed a deal with Terra to broadcast online video series, such as:
- High School Musical
- Buscando a Nemo, Hércules,
- Air Force One,
- Con Air
- Toy Story 1 y 2
- El Jorobado de Notre Dame,
- Desperate Housewives
The Disney-Terra deal covers the following countries: Argentina, Brasil, Colombia, Chile, El Salvador, Ecuador, Guatemala, Honduras, México, Nicaragua, Panamá, Perú, Puerto Rico, República Dominicana, Uruguay and Venezuela. The content can be purchased and downloaded both from mobile phones as well as from Terra’s website.
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