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What are the most popular retail sites and platforms among US Hispanics? What priority do they give each one? What do they use the sites and platforms for? The answers to these questions and more, according to comScore‘s May 2016 rankings.

70% of Hispanics with access to internet that reside in the United States visited at least one of the sites in the category during May 2016.

Source: comScore Media Metrix, United States, Hispanic All, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet:  Hispanic All31.321
    Retail21.998
1    Amazon Sites11.867
2    eBay6.235
3    Wal-Mart4.319
4    Apple.com Worldwide Sites3.285
5    Target Corporation2.196
6    The Home Depot, Inc.1.991
7    Google Shopping1.816
8    Best Buy Sites1.573
9    Macy’s Inc.1.462
10    Intuit1.453

The preferred platform by US Hispanics is Amazon, which attracted 54% of users, followed by eBay, with 28% of the visitors.

20% of the users made supermarket purchases online through Walmart (or at least looked at products and prices before making a purchase in a physical store).

Apple seems to be the preferred technology brand by Hispanics in the United States: 15% consulted the site, and it is the only in its category on this list.

26% of the visitors accessed sites related to products that improve quality of life and home maintenance (Target, Home Depot, Best Buy). This is no small detail, as it adds up to almost as many visitors as eBay’s (ranked second on this ranking).

8% of US Hispanics compared prices and chose Google Shopping as their preferred platform for grocery shopping.

7% of users went to department store Macy’s site.

Finally, personal finances appear on the list of retail platforms: 7% of visitors consulted Intuit (the company specialized in financial programs for small and medium-sized companies and individuals) during the informed period.

What are the 10 most visited sites and platforms by Hispanic residents in the United States? What topics do they cover? What activities do they allow users to engage in? Here are the responses to those questions and more, according to comScore’s May 2016 report.

The Google sites are at the top of the rankings, with 84% of the unique users.

Source: comScore Media Metrix, United States, Hispanic All, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet:  Hispanic All31.321
    Top 10 Properties
1    Google Sites26.426
2    Microsoft Sites21.151
3    Facebook19.778
4    Yahoo Sites17.734
5    Amazon Sites11.867
6    AOL, Inc.8.313
7    Mode Media8.254
8    Apple Inc.6.905
9    Comcast NBCUniversal6.835
10    eBay6.235

Microsoft, in second place, brought in almost 70% of US Hispanics.

63% of users chose Facebook as the platform through which to generate, consume and share content with friends and acquaintances.

58% of Hispanic residents of the United States chose Amazon and eBay as their preferred e-commerce platforms.

83% of the users visited portals (specifically Yahoo and AOL). This is no small detail, as they tie Google between the two of them (in terms of the quantity of visitors).

Mode Media, the platform dedicated to lifestyle whose content is generated by the user and curated by experts, attracted 26% of the unique visits.

While it came in 8th place on the rankings, Apple seems to be leading in its category: 22% of unique users visited this site in the informed period, and it is the only site dedicated exclusively to technology.

With respect to online TV content, users chose the site NBCUniversal: while it came in last place, it is the only in its category.

 

What types of content are associated with entertainment? What are the preferred platforms in Latin America? Where do they come in on the rankings? The responses to these questions and more, according to comScore’s 2016 classifications.

87% of Latin American users visited entertainment platforms in April 2016.

Source: comScore Media Metrix, Latin America, Total Audience, Home and Work, PC/Laptop only, Abril 2016Total Unique Visitors (000)
    Total Internet : Total Audience194.872
    Entertainment170.368
1    YOUTUBE.COM132.670
2    MSN Entertainment19.439
3    Globo Entretenimento18.540
4    UOL Entretenimento18.536
5    R7 Entretenimento18.105
6    Netflix Inc.17.605
7    Webedia Sites17.250
8    Spotify11.227
9    Terra Entertainment11.004
10    MUSICA.COM10.994

YouTube, the Google video platform, led the rankings, coming in far ahead of the others: during the informed month, 78% of the users in this category chose to consumer audiovisual content on this platform. This is no small detail, as online video is the principal activity that users engage in when looking for entertainment online.

The rest of the platforms that appear on the rankings come in far below YouTube (in terms of unique users per month).

The “entertainment” section for the MSN, Globo, UOL and R7 portals (together and individually) received 11% of users, while Terra attracted 6%.

Netflix, the paid movie and series platform, received 10% of users in the region in April 2016 that tend to seek entertainment online. This reveals a certain tendency for LatAm users to consume legal audiovisual content, which they are willing to pay for.

Webedia, (the global network of leisure services: movies, video games and e-sports, cooking, glamour and travel), received 10% of the users interested in entertainment topics.

13% of users chose musical consumer content as part of their online entertainment activities. This is observed through the presence of Spotify and Musica.com on the rankings, with 7% and 6% of the visitors, respectfully.

Hello, friends! Here I am again, with the highlights of the month: moves, international events and “gossip” that my industry friends share with me. What would I be without them?

PortadaLat – Eighth Edition

In the beginning of June, the eighth annual edition of PortadaLat, the event at which Portada brings together leaders in Latin American advertising and marketing. I missed it, but I heard that everyone was there: GroupM, Taboola, Nestlé, Facebook, OMD, MasterCard are just some of the companies that sent distinguished “speakers” (Of course, the list is longer. The complete list is here).

Everyone to Cannes

foto will smithFrom my control panel (well, really, from the social networks that I tend to use), I saw that there were a few digital industry presenters at the Cannes Film Festival. I saw that Fox, IMS, Teads and Headway were there, at least. They posted pictures of the event (including an interview by Edelman with Hollywood actor Will Smith, broadcasted live from the stage), and even photos of their trips through Monaco, Paris and Côte d’Azur in their free time. How glam.

Havas Mexico

agustina escuderoAt the end of May, a friend at Havas Mexico (whose name I won’t reveal) sent me a Facebook message: “I have a great one for your next number: Agustina Escudero, who was the Head of Programmatic at Affiperf, will be directing Mobexpara Mexico. This shows the importance that Havas will give mobile from now on.

Thank you for the info, Havas, and good luck, Agustina.

david fierroFrom Banamex to Banco Azteca

I’ve been told that David Fierro, VP of retail bank marketing at Banamex, will continue his professional career as director of marketing at Banco Azteca. Good luck, David!

Social Media Week Mexico

lore smw mxI was at the second annual edition of Social Media Week Mexico, at which Google, Audi, Coca-Cola, Instagram, LinkedIn and Twitter, among others, shared their experiences and lessons in the social media world. It was an intense week, and very inspirational. Thank you for the invite, Pau Cutuli!

Coca-Cola and Branded Journalism

At this Social Media Week Mexico, Coca-Cola spoke about a part of their content strategy. If you’re interested in learning a bit more about it, you can check out this link.

Telefe Launches an e-Commerce Store

It seems like Telefe, the Argentine TV channel, will launch its own e-commerce store with the objective of electronically commercializing products related to their content. An interesting twist in bringing TV branding online.

Did You Miss PortadaLat?

If you couldn’t attend the Portada event in Miami, don’t worry: you can access some of the interviews through this link and here you have pics and editorial coverage. Plus, we are already preparing for the Portada event in Mexico this October. I hope not to miss that one, since I love Mexico so much (and having fun with my industry friends, of course).

That’s all for now, friends. Keep me updated about your news!

What: The Mobile Marketing Association (MMA) Millward Brown and NetQuest ran a study on mobile users in Argentina and Brazil.
Why It Matters: Both studies aimed to generate insight on opportunities in the mobile market and preferences and profiles for different targets.

After the article dedicated to looking at the state of mobile app marketing, we present the results of the studies that the MMA ran in Argentina in the first half of 2016, and in Brazil in the second half of 2015, in the context of how both markets use mobile devices.

In both cases, men and women were interviewed and grouped by gender, age (those surveyed were between 14-55 years-old), place of residence and socio-economic level.

The information presented in this article is a summary of some of the most important revelations from the study. For more information, contact your local MMA.

Smartphones and Tablets

  • The smartphone is the mobile device with the highest penetration in the Brazilian market: 90% of users with internet access own one. In second place come tablets, with a 44% penetration.
  • In the case of Argentina, the smartphone is the most-used mobile device (with 100% penetration), while 49% of users with Internet access have a tablet (which makes the device the second most-used in the country).

Systems and Brands

  • In both Argentina and Brazil, the Android systems dominates the market, and Samsung is the most popular device brand used by “mobilers.”

Points and Forms of Connection

  • In both Argentina and Brazil, the best connections are found in homes, through private wireless connections. The workplace comes in second. And data plans for connections come in third, followed by public-access wireless.

Time Spent on the Internet through Cell Phones

  • On average, while Argentines spend 2.5 hours on the Internet through their phones a day, Brazilians spend 3 hours and 45 minutes a day on theirs per day.
  • In both cases, millennials (men and women between 14 and 24 years-old) are the most active.

Use of Applications

  • In Argentina, 59% of users are more likely to download free apps. 45% have up to 10 apps and use, on average, seven per week.
  • In Brazil, 87% of users download new apps. The amount of apps installed in every device (on average) is 20, of which six are used weekly.

The Three Most-Used Apps

  • In the case of both Argentina and Brazil, the three most-used applications are Facebook, WhatsApp and Instagram. The greatest contribution and concentration is observed among Millennials and Gen Y (25-34 years-old).
  • In the case of Argentina, the fourth most-used app is Twitter, while in Brazil it is YouTube.

The Three Preferred Messaging Platforms

  • In Argentina and Brazil, WhatsApp, Facebook Messenger and SMS (in that order) are the three primary modes through which users send and receive messages.

Ads: Visibility and Measurements

  • In Argentina and Brazil, YouTube and Facebook are the primary platforms that activate ad memory online. In both cases, the general applications come in at third place.

What: AppsFlyer has released its latest data study, The State of App Marketing, which aims to analyze the state of mobile app marketing in relation to how users interact with apps, how often and when they install and engage with apps and how often they use them.
Why it matters: When it comes to setting marketing strategies involving mobile applications, it is important to consider both users’ behavior, as well as the operating system they use.

The content of this article is based on AppsFlyer’s study “The State of App Marketing.”

Installs by OS & Day

 1

  • iOS: app installments increased by 30% on Thursdays, as well as on weekends. On Mondays, there’s a 40%  decrease as opposed to weekends. In addition, users of iOS operating systems are less likely to download apps at the beginning of the week.
  • Android: app installments are consistent and sustained during the week, especially on Tuesdays, when there is a 4% increase in download volumes, compared to the weekly average.

In-App Engagement by OS & Day

2

  • iOS: Engagement increases midweek, especially Tuesday, when it is 7% higher than the week’s daily average. However, engagement reduces on weekends when iOS users are less likely to engage with apps.
  • Android: Android users’ activity between Tuesday and Friday is 15% higher than weekend averages. On weekends, users are less inclined to use apps.

Conversion Rates Per Vertical & OS

3

  • The first four categories (Health & Fitness, Business, Productivity and Lifestyle) account for the iOS user’s profile: educated, affluent and interested in business.
  • In the case of Android users, the first four categories (Transportation, News & Magazines, Lifestyle and Finance) motivate their aims and, as a result, generate a high installment volume and conversion rate.
  • Other than games, there are significant gaps between platforms across the board.

To Keep in Mind

  • In most cases, Android and iOS users behave differently.
  • Users download Android apps at a fairly consistent rate throughout the week – unlike iOS which has a significant weekend peak.
  • Global in-app engagement on Android reaches its highest point during weekdays (excluding Fridays) and lowest during weekends; in contrast, iOS engagement is highest over the weekend and drops as the week progresses.
  • Different regions often mean different install and usage patterns, so marketers need to pay attention to every detail, especially if their apps are meant for a global market – this can save a lot of money.
  • Retention continues to be a major pain point for app marketers who struggle to keep users engaged with their apps over time.
  • Conversion rates on iOS and Android vary considerably across verticals (excluding games.)

 

How great is it that in this industry, there are always moves, promotions and events. If there weren’t, what would we talk about? Here are some of the highlights from May. Let’s go, we’re almost half-way through the year!

IMS – LinkedIn Names New Director for the Southern Cone

Sebas GilA few days ago, I read on LinkedIn that Sebastián Gilfue was recently promoted from Senior Sales Manager at LinkedIn Argentina to Sales Director of LinkedIn for Argentina, Bolivia, Paraguay and Uruguay. If my calculations aren’t off, this would be his sixth year in LinkedIn’s commercial area (first, through Fox, then now, through IMS). Good luck, Sebas!

PortadaLat 2016: June 8-9

We’re getting closer and closer to the annual Portada event in Miami! There will be two days full of content and ideas from industry-leading speakers, along with the opportunity to connect with pan-regional professionals from advertising and marketing. If you’re interested in finding out more about the event (and registering, of course), click here.

The MMA Forum Argentina 2016

GoldyOn May 18, I was at an event organized by the Mobile Marketing Association at the Park Hyatt Hotel in Buenos Aires. I arrived right as Juan Göldy, CEO of Logan and Chairman of MMA, was giving the official opening to the event, and I was there almost until the end. It was a full day, with the presence of leading speakers in digital media, who shared their knowledge and experience in mobile.

comScore’s Breakfast

I was at the breakfast organized by comScore on May 12 in Buenos Aires, during which we discussed the topic of multi-platform measurement in Argentina. If you want to know more about the event, you can download the presentation here.

Social Media Week Mexico

Pau CutuliLovers of social media have their events, as well. In mid-June, Social Media Week (SMW) will take place in three cities simultaneously: Los Angeles, Mexico City and Milan. SMW is dedicated exclusively to social media, and last year Paula Cutuli, also this year’s organizer, presented the first edition.

The Hidden Power of Your Network

Lore AmaranteOn May 5, Lorena Amarante held the event celebrating the launch of her book, The Hidden Power of Your Network, in which she shares her experience with the potential that resources and digital networks that we have created can contribute to our professional development. I couldn’t attend, but I still want my signed copy, Lore!

That’s all for May, guys. See you in June with more updates!

Which are the most popular video platforms among users in Argentina, Brazil, Chile, Colombia and Mexico? What type of content do they prefer? What is their order of priorities? We give you the answers to these questions according to comScore‘s March 2016 report.

Google and Facebook are the chosen destinations for LatAm users consuming video content. In all of the informed countries in this article, Google comes in first place, and Facebook second (with the exception of Chile, where Facebook was pushed to third by VEVO).

Argentina

Fuente: comScore Video Metrix, Argentina, Total Audience, Home and Work, March 2016, Video Type: TotalTotal Unique Viewers (000)
    Total Internet : Total Audience18.890
    Top 10 Video Properties
1    Google Sites16.753
2    Facebook12.902
3    VEVO10.366
4    Warner Music8.591
5    BroadbandTV8.246
6    Maker Studios Inc.6.161
7    Teads5.860
8    Grupo Clarin5.790
9    Machinima Entertainment5.543
10    Fullscreen4.374

 

Brazil

Fuente: comScore Video Metrix, Brazil, Total Audience, Home and Work, March 2016, Video Type: TotalTotal Unique Viewers (000)
    Total Internet : Total Audience80.073
    Top 10 Video Properties
1    Google Sites64.993
2    Facebook49.959
3    BroadbandTV24.534
4    VEVO23.496
5    Warner Music21.134
6    Globo19.576
7    Teads18.076
8    Fullscreen16.149
9    Samba Ads15.809
10    Webedia Sites15.716

 

Chile

Fuente: comScore Video Metrix, Chile, Total Audience, Home and Work, March 2016, Video Type: TotalTotal Unique Viewers (000)
    Total Internet : Total Audience7.445
    Top 10 Video Properties
1    Google Sites6.330
2    VEVO4.030
3    Facebook3.942
4    Warner Music3.502
5    BroadbandTV3.213
6    Machinima Entertainment2.843
7    Maker Studios Inc.2.490
8    Teads2.255
9    Fullscreen1.665
10    ZEFR1.599

 

Colombia

Fuente: comScore Video Metrix, Colombia, Total Audience, Home and Work, March 2016, Video Type: TotalTotal Unique Viewers (000)
    Total Internet : Total Audience16.248
    Top 10 Video Properties
1    Google Sites12.740
2    Facebook10.075
3    VEVO6.816
4    Warner Music5.175
5    BroadbandTV4.795
6    Maker Studios Inc.3.650
7    Machinima Entertainment3.295
8    ZEFR2.348
9    Vimeo2.338
10    Teads2.257

 

Mexico

Fuente: comScore Video Metrix, México, Total Audience, Home and Work, March 2016, Video Type: TotalTotal Unique Viewers (000)
    Total Internet : Total Audience42.366
    Top 10 Video Properties
1    Google Sites30.263
2    Facebook27.325
3    VEVO16.718
4    Warner Music13.424
5    BroadbandTV11.818
6    Maker Studios Inc.9.345
7    ZEFR8.664
8    Machinima Entertainment8.369
9    Teads6.303
10    Fullscreen6.142

Music videos have a significant presence when observing audiovisual content consumption habits in the informed Latin American countries: VEVO (the platform administered by Universal Music and Sony Music, among others) and Warner Music appear in the first five spots of each of the rankings.

In the five categories presented in the article, the platforms dedicated to the creation, monetization and distribution of video content is notable: Broadband TV, Maker Studios, ZEFR, Machinima Entertainment and Fullscreen appear on the rankings for almost all of the informed countries. In the case of Brazil, Samba Ads is also observed.

As many Argentines as Brazilians consume audiovisual content published by media conglomerates such as Grupo Clarin (Argentina) and Globo (Brazil). The ad platform Teads represents a large number of the video sites most visited by users in each of the informed countries.

In the case of Brazil, the Webedia sites make up a large part of video traffic, while in Colombia, users choose Vimeo as the platform for sharing audiovisual content.

What are the preferred retail platforms by US-Hispanics? What consumption categories do they fall into? What are these consumers’ priorities? The answers to these questions in comScore‘s February 2016 report.

68% of Hispanic users with Internet access visited the retail category in February 2016.

Source: comScore Media Metrix, United States, Hispanic All, Home and Work, PC/Laptop only, February 2016Total Unique Visitors (000)
    Total Internet:  Hispanic All31.150
    Retail21.146
1    Amazon Sites11.016
2    eBay5.800
3    Wal-Mart4.039
4    Intuit3.733
5    Apple.com Worldwide Sites3.466
6    Target Corporation2.288
7    The Home Depot, Inc.1.880
8    Google Shopping1.784
9    Ticketmaster1.722
10    Best Buy Sites1.578

Amazon led the category, with 52% of the visits, followed by eBay (which received 27% of the unique users). In third place we find Walmart, visited by 19% of the users.

Finance and taxes were also important to Hispanic residents of the United States: 18% of the users used Intuit in February 2016.

In fifth place came Apple, with 16% of the unique visitors.

Family and home comfort products are important to US Hispanics: 27% of the users in the category visited Target, The Home Depot and Best Buy during the informed period.

In eighth place was Google Shopping, with 8% of the visitors.

Finally, entertainment also played an important part, although it wasn’t huge: 8% of the unique users visited Ticketmaster, which came in ninth.

April was the month of moves and appointments: with a clear panorama of the first half of the year, it’s important to put together the ideal team to put together a play. In this article, I share how some of the digital teams fared in region.

The Move of the Year (or the Decade)

Nico MasloA few days ago I received a “bomb” in my Facebook inbox. It was a press release that Nico Maslo had sent me particularly (with his PR agency involved). Oh how I love those surprises.

The release announced Maslo’s move to Virketluego almost 10 years after establishing Resultics in Mexico. Later, he told me about it in person, as you can see in this link. The only constant in this life is change. Good luck, Nico!

Former Yahoo Mexico to Sizmek

alfredo sanchezIn mid-April, Alfredo Sanchez (a living legend at Yahoo Mexico) started a new campaign at Sizmek as country manager after closing Yahoo’s operations in the region. Good luck, Alfredo!

From Primia.Digital to Adsmovil

Nestor IslavaAt the end of March, Nestor Islava announced on Facebook that he would be leaving after six years as country manager at Prima.Digital. While he didn’t give any details about his new direction (so intriguing!), we quickly found the information through LinkedIn: Nestor will be working as country manager at AdsMovilMexico. Good luck, Nestor!

From Headway to Teads

Luciana SalazarOn the last day of March, Luciana Salazar‘s Facebook page was rowdy, with photos from a very “after office” party with expressions of affection and thanks coming from every direction. I couldn’t stand the curiosity, and I started to read: it was her last day at Headway, and the beginning of a new phase at Teads as Head of Programmatic for Latin America. Good luck, Lu!

From Opera Mediaworks to Rekket

lau aresA few days ago, I got an email from Marcelo García Cisneros (CEO of Rekket) in which she commented that Laura Ares had started working for him as the director of mobile operations. What a great team you’ve put together, guys (I worked with both of them, so I know what I’m talking about)!

Events in Buenos Aires

It wasn’t all moves and appointments. There were also events (a great part of digital work is how to explain it to family and friends).

On April 20, the Social Media Summit, organized by amdia, was held in Buenos Aires. At the event, different presenters like Citroën, Molinos Río de la Plata, Garbarino, Movistar and Telefónica Argentina shardd their experiences with social media. I missed it, although I heard it was great.

On April 26, I was at IMS Immersion, where apart from IMS’s presentations, we attended educational clinics on LinkedIn, Spotify and Waze. As the clinics were given at the same time, I chose LinkedIn‘s, so I could say hello to Antonio Chan Chan(Marketing Solutions LatAm at LinkedIn), whom I worked with a few years ago. Here is my picture from the audience, although it’s hard to see. I’m your fan, Chan!

And that’s all for now, friends. I’m going to enjoy my beautiful and beloved Mexico (on the occasion of some mini-vacations I’ve been invited to by a friend from the industry, to change it up a bit).

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What are the most popular sites among LatAm users? In what order? What media consumption habits do we see? The answers to these questions and more, according to comScore‘s February 2016 report.

Source: comScore Media Metrix, Latin America, Home and Work, PC/Laptop only, February 2016, 15+Total Unique Visitors (000)
    Total Internet:  Persons: 15+184.130
    Top 10 Properties
1    Google Sites171.145
2    Facebook135.725
3    Microsoft Sites118.117
4    Yahoo Sites91.128
5    Wikimedia Foundation Sites49.466
6    MercadoLibre48.771
7    UOL39.483
8    R7 Portal36.695
9    Globo36.401
10    Terra – Telefonica34.818

Google sites take first place on this list of media consumption habits in Latin America. In fact, 93% of unique visitors in the region interacted with Google’s diverse properties during February 2016.

Facebook took second place, as it was the social network chosen by 74% of visitors, while Microsoft and Yahoo were visited by 64% and 49% of users, respectively.

Access to general knowledge seems to be important to LatAm users: 27% of users visited the Wikimedia sites during the informed period.

Electronic commerce is not far behind, appearing on the list through Mercado Libre. In sixth place, this platform attracted 26% of visitors.

The influence of Brazil is notable: 30% of the sites on this ranking are of Brazilian origin (UOL, R7 Portal and Globo).

Finally, Terra, the Grupo Telefonica portal, appears in 10th place, with 19% of unique visitors.

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Which video platforms do US Hispanics visit the most? Whose traffic increased between 2015 and 2016? How high on the rankings do ad platforms come in? comScore gives us all the answers in its latest report.

Source: comScore Video Metrix, United States, Hispanic All, Home and Work, February 2015- February 2016, Video Type: TotalTotal Unique Viewers (000)
Feb-2015Feb-2016Growth %
    Total Internet:  Hispanic All 24.853 31.15025%
1    Google Sites 21.467 25.31418%
2    AOL, Inc. 16.606 16.6090%
3    SpotX Video Advertising Platform 10.629 11.68410%
4    BrightRoll Platform 19.252 11.530-40%
5    Facebook 12.092 10.404-14%
6    LiveRail 17.766 8.929-50%
7    Specific Media 19.532 8.637-56%
8    Yahoo Sites 5.798 8.63049%
9    VEVO 7.349 8.07710%
10    Teads 1.436 7.284407%

In general terms, the video category saw a 25% increase in the number of unique visitors between February 2015 and the same month in 2016.

Google sites came in first with an 18% increase in users in February 2016 compared to February 2015.

AOL came in second, showing stable growth between 2015 and 2016 (in terms of the numbers of unique users).

Facebook comes in fifth, with a 14% decrease in traffic (year on year).

Yahoo sites took eight place in the ranking, with a 49% increase in unique visitors between February 2015 and February 2016. This contrasts with the decrease in traffic observed on the BrightRoll ad platform (see more below).

VEVO, the Universal Music video platform, took ninth place, with a 10% increase YoY.

Video Ad Platforms

It is interesting to observe how diverse ad platforms make up a large part of the video traffic coming from US Hispanics. Nonetheless, in almost all of the cases there is a trending decrease in the number of unique visitors per month (looking at February 2015 vs. February 2016).

One of the ad platforms with positive growth was SpotX, with a 10% increase in traffic in February 2016, compared to the same month in 2015.

BrightRoll, Yahoo‘s ad property, came in fourth place, even with a 40% YoY decrease in traffic.

In sixth place came LiveRail, a Facebook property, with a 50% decrease in the number of unique visitors in February 2016 (compared to the same month in 2015).

Specific Media, a Viant property, came in seventh place, even with a 56% decrease in traffic.

Even though it came in last in the ranking, the Teads video ad platform saw annual growth of 407%.

Q1 out, Q2 in. After the year’s busy takeoff, we are now at cruising speed, with clear skies with no turbulence in sight. Its t’s perfect moment to recline your seat, read the month’s news and adjust your seat belt (just in case). This new digital world never ceases to surprise us.

Nestlé and Crisis Management on Social Networks

Ines AttalesI was at the first breakfast of the year thrown by AMDIA, at which Ines Attales (a digital specialist at Nestlé) spoke about the seven things you need to know about crisis management on social networks. During the presentation, she shared recommendations (from her own experience managing concrete situations between the brand and its users). If you are interested in learning more, you can see the whole presentation here.

MEC Argentina Hires New Digital and Data Director

Leila Beraja-2Recently, MEC Argentina added Leila Beraja as the director of digital and data. She comes from an operations manager role at Intellignos, a Google partner and consultant. Good luck, Leila!

From IMS to SocialLive

Agustín Gimenez 2SocialLive, a company that specializes in monitoring social media in real time, recently incorporated Agustín Gimenez as their regional commercial  director. Previously, Agustín worked as a senior sales manager at IMS. This move is a part of SocialLive’s regional expansion efforts in Latin America.

ShowMe Buenos Aires

gonza arzuagaGonza Arzuaga invited me to the 2016 edition of ShowMe Buenos Aires, at which seven Internet entrepreneurs talked about the secret to their successes (and some of their failures). I was at the 2015 edition, and I left very inspired. Save me a spot at the next one, Gonza. Let me see if I can finally come up with a good business idea!

Kicks Takes Off in Mexico

ale duranThose Kickads guys are killing it! Now it looks like they have opened an office in our lovely, beloved Mexico. The operation will be under the direction of Alejandro Durand, ex Havas Media Mexico mobile advertising specialist. Let me know if there’s going to be a launch party. I have my passport ready.

Turner Will Purchase Telefe

It seems like Turner, the American TV giant, is interested in buying an open TV channel in Argentina, and everything is indicating that they are in advanced negotiations with Telefe (the signal operated by Grupo Telefónica). Apparently, the idea is to launch an CNN Argentina. We’ll see how this unfolds.

That’s all for now, friends. We’ll “read each other” again next month with more news!

 

In this article we analyze the rankings from Argentina, Brazil, Chile and Colombia. Which video sites and platforms were the most visited? How did things change between 2015 and 2016? What consumption habits were formed? We give you the answers to these questions and more, according to comScore.

In all surveyed countries, an increase in unique visitors was observed in January 2016 compared to January 2015.

Google and Facebook alternate between the two first spots on the rankings in all countries except Chile, where Facebook came in third behind VEVO.

MCNs saw a decrease in unique users.

Argentina

Source: comScore Video Metrix, Argentina, January 2015 vs January 2016, PC/Laptop Only, TotalTotal Unique Viewers (000)% Change
Jan-2015Jan-2016
    Total Internet : Total Audience15.61618.89021
    Top 10 Video Properties
1    Google Sites12.51313.5228
2    Facebook6.55312.89797
3    VEVO9.1639.8588
4    Warner Music6.4117.95524
5    Maker Studios Inc.7.0175.922-16
6    Grupo Clarin3.6585.49650
7    Teads2825.4561.837
8    Machinima Entertainment5.7275.414-5
9    Fullscreen5.0204.170-17
10    ZEFR3.5573.5730
  • In terms of the quantities of unique visitors, Google and Facebook took the first and second spots on the rankings, respectively. In the case of Facebook, it’s interesting to observe the 97% increase in unique visitors between January 2015 and January 2016.
  • Universal Music and Sony Music record labels (which appear as VEVO on the rankings) and Warner occupy the third and fourth spots, respectively. This is interesting, as it indicates a particular interest in visualizing music.
  • When it comes to multi-channel networks (Maker Studios, Machinima, Fullscreen, ZEFR), a tendency towards less unique visitors is observed in January 2016’s results (compared to the same month in 2015).
  • Grupo Clarín (one of the most important newspaper groups in Argentina) showed a 50% increase in visitors compared to January 2015. This is no small detail, as it indicates a certain interest in accessing the latest news in Argentina.
  • Teads, the video ad technology platform, grew by 1.837% between January 2015 and January 2016. This is particularly relevant for media and advertisers that use this technology.

Brazil

Source: comScore Video Metrix, Brazil, January 2015 vs January 2016, PC/Laptop Only, TotalTotal Unique Viewers (000)% Change
Jan-2015Jan-2016
    Total Internet : Total Audience65.39781.39624
    Top 10 Video Properties
1    Facebook48.94552.5617
2    Google Sites57.71447.930-17
3    VEVO19.70522.56615
4    Warner Music16.92820.91924
5    Teads2.27618.418709
6    Globo15.50116.8168
7    Fullscreen17.92215.927-11
8    Samba Ads2.90415.634438
9    Webedia Sites1.90714.908682
10    Maker Studios Inc.21.46714.541-32
  • Facebook and Google occupy the first and second spots on the ranking, respectively. In the case of Google, a 17% decrease in traffic occured between January 2015 and 2016.
  • Like in Argentina, in Brazil, Universal Music and Sony Music (VEVO) and Warner occupied the third and fourth spots, respectively.
  • In fourth place appears Teads, with a growth of 709%. This is particularly relevant for advertisers and media that use this platform.
  • With respect to multi-channel networks, in Brazil, the same is true as it was in Argentina: Fullscreen and Maker Studios saw a decrease in traffic in 2016.

Chile

Source: comScore Video Metrix, Chile, January 2015 vs January 2016, PC/Laptop Only, TotalTotal Unique Viewers (000)% Change
Jan-2015Jan-2016
    Total Internet : Total Audience5.4367.32535
    Top 10 Video Properties
1    Google Sites4.0414.017-1
2    VEVO3.7953.8622
3    Facebook3.4283.83712
4    Warner Music2.7253.34523
5    Machinima Entertainment2.4022.5024
6    Maker Studios Inc.2.9032.435-16
7    Fullscreen1.8081.697-6
8    Teads791.6822.017
9    ZEFR1.6021.585-1
10    ZOOMIN.TV1.4751.286-13
  • Google and VEVO occupied the first and second spots on the ranking, respectively. It is interesting to observe how Facebook was brought down to third place (as it usually comes in first or second on the LatAm rankings).
  • Like in Argentina and Brazilmulti-channel networks showed light growth (as is the case of Machinima) or a decrease in traffic (Maker StudiosFullscreenZEFR, and ZOOMIN.TV).
  • With respect to Teads, and in line with what happened in Argentina and Brazil, there was notable growth (in this case, 2,017%).

Colombia

Source: comScore Video Metrix, Colombia, January 2015 vs January 2016, PC/Laptop Only, TotalTotal Unique Viewers (000)% Change
Jan-2015Jan-2016
    Total Internet : Total Audience12.74116.06926
    Top 10 Video Properties
1    Google Sites8.5637.087-17
2    Facebook6.7797.0594
3    VEVO5.4965.6343
4    Warner Music3.4814.10618
5    Maker Studios Inc.3.5943.088-14
6    Machinima Entertainment2.5622.6915
7    Vimeo1.8692.54636
8    ZEFR1.8531.9153
9    Fullscreen2.2801.871-18
10    Teads3821.822377
  • Google and Facebook occupy the first and second spots in the rankings. In the case of Google, there was a 17% decrease in traffic between January 2016 and January 2015.
  • As in Argentina and Brazil, VEVO and Warner occupied the third and fourth spots, respectively.
  • In line with the trends in other countries, multi-channel networks (Maker StudiosMachinimaZEFRFullscreen) showed either light growth or significant decreases in unique visitors.
  • With respect to Teads, the same positive trend is observed here as in other countries, with a 377% growth.

What are the most-visited retail sites and platforms in Latin America? What are the sites that grew the most and least when comparing January 2015 to January 2016? Here are the answers to these questions according to comScore‘s latest report.

Latin American users are increasingly likely to incorporate online shopping in their online activity:

Source: comScore MMX, Category Retail, Latin America, January 2015 vs January 2016, PC/laptop only, Home & Work, 15+Total Unique Visitors (000)% Change
Jan-2015Jan-2016
    Retail115.053119.7874
1    MercadoLibre47.80450.5446
2    B2W Digital21.58018.678-13
3    Nova Pontocom14.79818.52225
4    Amazon Sites19.43917.012-12
5    Buscape Company13.45914.89711
6    Wal-Mart13.97613.453-4
7    Alibaba.com Corporation15.80712.926-18
8    Apple.com Worldwide Sites8.87212.00735
9 MAGAZINELUIZA.COM.BR8.9589.99912
10    Netshoes Group20.3019.754-52

In January 2016, the retail category grew by 4% in comparison to January 2015.

Mercado Libre leads the category as the most-visited platform by more than 40% of the unique visitors in the region during January 2016.

On the other end is Netshoes, with more than 10% of unique users in the category in January 2016 (which represents a decrease of more than 50% in unique users on the platform compared to January 2015).

Those Whose Traffic Increased in January 2016 vs. January 2015:

  • Mercado Libre, (6%)
  • Nova Pontocom, (25%)
  • Buscapé, (11%)
  • Apple, (35%)
  • Magazine Luiza, (12%)

Those Whose Traffic Decreased in January 2016 vs. January 2015:

  • B2W Digital, (-13%)
  • Amazon, (-12%)
  • Walmart, (-4%)
  • Alibaba, (-18%)
  • Netshoes, (-52%)

 

What were the biggest highlights of  January 2015 vs. January 2016? How did users interact with certain sites and platforms? What trends are repeated across the different countries? comScore’s latest report gives us the answers.

Google, Facebook and Microsoft

  • Google, Facebook and Microsoft hold the top three spots in almost all of the rankings except Argentina’s and Uruguay’s (where Microsoft is in fourth place).
  • In the general Latin America rankings, Google and Facebook’s views increased between 2015 and 2016, while Microsoft stayed stable.

Grupo Clarín and Mercado Libre Battle Microsoft

  • The unique cases in which Microsoft loses its spot in the rankings of most-visited sites belong to Argentina and Uruguay. In Argentina, Grupo Clarín holds third place, while in Uruguay third place goes to Mercado Libre.

Yahoo!

  • With the exception of Chile and Venezuela, all countries saw a low number of unique users on Yahoo! sites. This tendency was also observed in the general Latin American rankings (with an 8% decrease since last year).

LinkedIn

  • LinkedIn is only on the rankings in Peru and Mexico, and in both countries there was a lower number of unique users in January 2016 than in January 2015.
  • LinkedIn is not on the general Latin American rankings of most-visited sites.

Mercado Libre

  • Mercado Libre made the top ten in all countries except Chile and Peru.
  • There were more users in January 2016 than in January 2015 in all countries except for Argentina and Colombia.
  • Mercado Libre’s visits increased by 6% between January 2016 and January 2015.

Terra

  • While Terra holds tenth place in the general Latin American rankings, that traffic comes primarily from Brazil, Chile and Mexico.
  • In general, the site’s number of unique users is going down (with a 25% decrease in 2016 compared to 2015, according to the Latin American rankings).

Wikimedia

  • The Wikimedia sites appear on all the countries’ rankings except those of Argentina, Brazil and Chile.
  • The general tendency is for the number of unique users to go down (as its visits went down 12% between 2015 and 2016, according to the rankings).

Latin America

 

Source: comScore MMX, Latin America, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+171.739183.5807
1    Google Sites161.367171.2616
2    Facebook131.898141.3627
3    Microsoft Sites116.012116.5490
4    Yahoo Sites97.15889.043-8
5    MercadoLibre47.80450.5446
6    Wikimedia Foundation Sites48.76042.983-12
7    UOL41.03040.303-2
8    R7 Portal38.73538.7030
9    Globo40.04138.527-4
10    Terra – Telefonica49.49637.265-25

Argentina

Source: comScore MMX, Argentina, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+
1    Google Sites17.72017.512-1
2    Facebook15.08514.990-1
3    Grupo Clarin12.86612.491-3
4    Microsoft Sites12.34511.377-8
5    Yahoo Sites11.40311.317-1
6    MercadoLibre8.1497.310-10
7    Grupo La Nacion7.9017.033-11
8    TARINGA.NET6.5785.693-13
9    INFOBAE.COM4.9014.9371
10    CMI Digital3.6564.44121

Brasil

Source: comScore MMX, Brazil, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+62.88868.4209
1    Google Sites60.79965.6008
2    Facebook52.61557.5979
3    Microsoft Sites45.84247.1563
4    UOL40.40839.779-2
5    R7 Portal38.05437.841-1
6    Globo39.45137.542-5
7    Yahoo Sites36.40931.101-15
8    MercadoLibre22.43525.58014
9    Terra – Telefonica32.87822.897-30
10    IG Portal22.69720.737-9

Chile

Source: comScore MMX, Chile, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+6.6477.32510
1    Google Sites6.0906.5688
2    Facebook4.5584.8436
3    Microsoft Sites4.7674.514-5
4    Yahoo Sites3.8464.28912
5    Grupo Copesa2.6072.296-12
6    Terra – Telefonica2.4691.995-19
7    Banco del Estado de Chile1.7041.96515
8    Canal 131.2161.62734
9    Empresa El Mercurio S.A.P.2.0021.626-19
10    Red Televisiva Megavision1.3991.4906

Colombia

Source: comScore MMX, Colombia, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+12.73213.6227
1    Google Sites12.16413.0087
2    Facebook10.36811.1468
3    Microsoft Sites7.6357.357-4
4    Yahoo Sites5.9205.155-13
5    Wikimedia Foundation Sites4.3674.077-7
6    El Tiempo Casa Editorial3.8083.590-6
7    MercadoLibre3.3792.900-14
8    ICCK Net S.A.3.2232.664-17
9    FRIV.COM1.7122.32636
10    Grupo Pera Digital2.3891.839-23

Mexico

Source: comScore MMX, Mexico, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+25.90026.6463
1    Google Sites23.52824.7035
2    Microsoft Sites18.34219.9879
3    Facebook17.97119.6059
4    Yahoo Sites18.32817.930-2
5    Wikimedia Foundation Sites7.6917.6630
6    Gobierno De La República De México5.8147.56930
7    Linkedin5.2665.232-1
8    MercadoLibre4.4884.8518
9    Terra – Telefonica4.1294.3987
10    TARINGA.NET4.8304.283-11

Perú

Source: comScore MMX, Peru, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+6.5187.27012
1    Google Sites6.2066.7579
2    Facebook5.4545.9579
3    Microsoft Sites4.9594.667-6
4    Grupo El Comercio3.7573.425-9
5    Yahoo Sites3.4073.023-11
6    Grupo RPP2.4442.048-16
7    Grupo La Republica1.9981.974-1
8    Grupo Epensa2.1401.744-19
9    Wikimedia Foundation Sites1.6761.414-16
10    Linkedin1.6171.337-17

Uruguay

Source: comScore MMX, Uruguay, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+1.5311.6478
1    Google Sites1.4971.5785
2    Facebook1.3321.4086
3    MercadoLibre8719125
4    Microsoft Sites1.049899-14
5    BLOGSPOT.COM.UY657
6    EL PAIS S.A.771627-19
7    Wikimedia Foundation Sites5305422
8    Yahoo Sites570510-10
9    Antel3814015
10    El Observador392340-13

Venezuela

Source: comScore MMX, Venezuela, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+10.88413.03420
1    Google Sites10.22812.08818
2    Facebook7.89610.02527
3    Microsoft Sites5.4525.7626
4    MercadoLibre4.5385.18214
5    Yahoo Sites4.4594.6564
6    Wikimedia Foundation Sites3.6353.8787
7    BANCODEVENEZUELA.COM2.1663.33654
8    Grupo Santander1.9743.06955
9    Banesco Banco Universal2.5962.427-7
10    Twitter2.259

 

 

This year, February gave us an extra day. For many it will be one more day of work (it had to fall on a Monday). For others, it gives us the advantage of being able to procrastinate without feeling guilty. So I’ll leave a few of the month’s updates. Let’s start March off on the right foot: decision-makers are back from vacation, in some parts of the world children are going “back to school,” and agencies are planning for the approaching Q2. There are no excuses.

L’oreal Picks Three Agencies

Martin Jones, multibrand digital manager of L’Oréal Argentina, told me recently that they put together a pitch to select three agencies specialized in digital strategy, public relations and media, respectively.

Martin Jones

I haven’t spoken with him since then, although I believe that by now they must have chosen the three. The three winners will serve L’Oréal Paris, Maybelline, Garnier, Lancome, Biotherm, Yves Saint Laurent, Armani, Ralph Lauren, Cacharel, Viktor & Rolf, La Roche-Posay, Vichy, L’Oréal Professionnel, Matrix and Kerastase. 

Who have they chosen? What a great way to start the year for those  three agencies. I’d be happy with a free sample.

Changes at Publicitas

Gina TinocoGina Tinoco has left her position at Publicitas (Miami) as digital account director for the US Hispanic and Latin American markets, and it appears that she is launching her own company dedicated to representing different media, named Latinoco Media. Good luck!

Changes at Grupo Expansión

Carmen MurilloI was told that Carmen Murillo has left Grupo Expansión (Mexico) to become the editor-in-chief at Creacom. Apparently, her primary responsibility will be the editing of VA!, the magazine onboard Viva Aerobus (a low-cost Mexican airline) flights. What a great take-off!

Start Spreading the News!

We’re going to New York City with Audio.ad (one of the sponsors of #Portada16, the 10th-annual Hispanic advertising and media conference that will take place September 21 and 22nd in New York)! And we’ve created the new category, “Digital Audio,” for the Media Awards that will take place at the event.

Who wants to join us?

Premium Audiences

diego cormioWe figured it out:  Diego Bormio’s startup is called Audiencias Premium, and it will join the programmatic ecosystem. Apart from having worked for various years at Terra and Clarín, Diego participated in the creation of RPA Media Place up until a few months after its launch.

This is all for February – see you in March, everyone!

What are the most notable habits of Latin American Internet users? What are their priorities when it comes  to consuming different media? What categories do they prefer? The answers to these questions and more, according to comScore’s December 2015 rankings.

Source: comScore MMX, Latin America, December 2015, Home and Work, Top Categories, PC/Laptop OnlyTotal Unique Visitors (000)% ReachTotal Minutes (MM)Total Visits (000)
Total Internet : Total Audience182.473100,0217.8698.224.576
1    Services178.15797,635.5815.310.178
2    Social Media166.13791,065.0323.917.516
3    Search/Navigation164.68890,36.8013.058.071
4    Portals164.10189,927.0053.439.753
5    Entertainment163.89489,842.9962.781.671
6    News/Information120.57366,17.3471.211.204
7    Directories/Resources119.48565,53.135718.511
8    Retail119.24965,45.718854.644
9    Technology104.37557,21.415440.690
10    Lifestyles102.19256,02.765519.385

E-mail, Download Sites and Web Hosting Among the Top Activities

97,6% of resident users in Latin America tend to use services like e-mail, downloads and web hosting as a part of their primary online activities. The total number of visitors in this category puts it in first place in the rankings, even above social networks and search engines.

Social Networks Before Search Engines

While the difference is less than a percentage point, social networks are ranked above search engines. This is interesting, as Google sites typically occupy the first stop in comScore rankings (although if we only considered the search engine, Google would probably be ranked lower in those rankings0. Of course, the classification analyzed in this article, within the category of Google “search engines,” Google is not the only in the region, although it is the most emblematic and visited of the group.

In this ranking, when it comes to the amount of visitors, there is almost no difference between social media platforms and search engines. Nonetheless, inequality appears with respect to the amount of time users stay on the page: the minutes that users spend on search engines represents 10% of those spent on social networks. There is a reason for this: generally, search engines resolve users’ consultations in seconds, while social networks generate an engagement that is reflected in the total number of minutes spent on these platforms.

Similarities in Portals and Entertainment

It is interesting to observe how portals and entertainment sites are visited by the same percentage of users. While they appear individually on the rankings (due to their particularities), what is certain is that portals also tend to satisfy certain entertainment needs by the users.

When it comes to visitor behavior, certain difference are observed: while the amount of minutes on portals is less than that of entertainment sites, the number of visits to portals is larger than that of entertainment sites. In this sense, portals observe “less time on the site and more visits,” while entertainment sites observe “more time on the site, and less visits.”

Another interesting point is that the amount of unique users in each category is similar to that of visitors in the social media category (which should not be ignored when evaluating the reach of the “portal” and “entertainment” categories, individually).

News and Information in Sixth Place

Only some Latin American countries prioritize news and information sites. This is reflected in the rankings, in which this category comes in sixth with 66% of the visitors, below the entertainment category.

Inquiries for Useful Data, Visited by 65.5% of Users

65.5% of users use directories, maps and wikis to resolve everyday problems (according to the rankings for Directories/Resources on the rankings).

Retail, Technology and Lifestyle

In the last three spots are retail (65.4%), technology (57.2%) and lifestyle (56%). What’s interesting is the connection between the three categories: some technology sites have a direct connection to retail sites, and both categories are very associated with lifestyle.

Join us at PORTADA Mexico!

 What are the ten most-visited sites and platforms in Latin America? How do they factor into users’ social media priorities? How are views distributed? Here, you’ll find the answers to those questions based on the December 2015 comScore rankings.

Translated by Gretchen Gardner

Users choose different social media platforms based on each one’s available functions (which allow people to post, share, debate and relate with each other), as well as how each platform facilitates and solves these needs. Try kennected video for video messages.

In this article, the comScore report shows the total amount of unique visitors in the social media category, distributed among 10 different platforms. Given that users, in many cases, utilize more than one of them, the total sum of unique users for each platform indicates the amount of duplicate users in the social media category.

Source: comScore MMX, Latin America, December 2015, Home and Work, Social Media Category, PC/Laptop OnlyTotal Unique Visitors (000)
 Total Internet:  Persons: 15+182.473
 Total Social Media166.137
1    Facebook140.553
2    Blogger61.231
3    Linkedin22.836
4    Twitter18.312
5    WORDPRESS.COM*17.746
6    TARINGA.NET17.650
7    NAMETESTS.COM12.966
8    TUMBLR.COM*10.967
9    Google+8.004
10    PINTEREST.COM7.372

85% of Visits Are on Facebook, 5% Google+

85% of users in Latin America that use social media platforms prefer Facebook, while Google+ receives 5% of the visits.

Both platforms are on extreme ends of the rankings: Facebook in first, and Google+ in ninth.

Similar but different, while Facebook proposes a more connected world, Google+ serves as the social network of Google products.

Blogger Sites Receive 54% of Visits

54% of Latin American users in the social media category visit BloggerWordPress and Tumblr. This is no small detail, as an almost equal percentage are visiting Facebook. When it comes to Pinterest, while it’s not really a blog, it has functions that are compatible with those types of formats (which increases the visits in this category by 4%).

Entertainment: Taringa and Nametests

Almost 20% of unique users relate to each other through entertainment. According to this ranking, Taringa (an Argentine social network with a large following in Spanish-speaking countries) receives 11% of the visits, while Nametests is visited by 8% of the users in the region.

LinkedIn Takes 40% of Visits

While LinkedIn is a niche site (given that it caters to users that have strictly professional interests), it is interesting to observe how users put it among the top spots in the ranking.

Twitter Receives 11% of Visits

Apparently, Twitter did not end well in 2015: the company suffered a decline in users in the third trimester of 2015, and according to this comScore ranking, the percentage of visits that it received in Latin America comes out to 11% of unique visitors in the social media category. While it is below LinkedIn, what is certain is that it is among the top spots, coming in fourth in the ranking.

A point in favor of this platform is the repercussion of its publication in diverse media (online as much as offline), and its popularity among users. These factors are variables that could contribute to a quick recovery from the decline in users.

 

January seemed like a calm month, but it wasn’t. Everything seems to indicate that decisions have been made that will define the year. From the closing of Yahoo‘s offices in Mexico and Argentina (wow!), to various reorganizations and launches, it seems like 2016 is off to a start that few expected.

Translated by Gretchen Gardner

Yahoo Shuts Down Operations

A few days ago I looked at my  Facebook feed, as I do every day, yahooand saw that a few of my friends in Mexico had changed their profile pictures to an image with a purple background with text that read, “Once Purple, Always Purple. We stand with all of you.”

In addition to the images, there were messages expressing condolences with pictures that depicted different professional memories from the past years, tagged in a way that suggested nostalgia.

yahoocouchI understood that something had happened in Mexico, but didn’t understand what. Until someone else dared to ask about this state of mourning. Like that, I found out that Yahoo had closed its office in Mexico. And then I found out that the same thing had happened in Argentina. Consequences of globalization (and I’m based in Buenos Aires).

With the shutdown of Yahoo operations in the region, an era comes to an end. It’s a big deal. Digital professionals tend to put a lot of passion into what they do, and when things end this way, so do parts of our professional stories.

We will miss the best parties in the industry. Those purple wigs. That Bergère couch that was so emblematic. We have a lot of lovely shared memories.

A New Project

diego
Diego Cormio

A few days ago I found out that Diego Cormio had left his job at
Clarín, where he was developing their digital business in the commercial area. Apparently, he will be working on a professional project (it seems like he still can’t say much). How intriguing!

US Media Consulting is Renewed

GAston-real
Gaston Real

There are changes going on within the USMC team. Gaston Real entered as CTO to lead the technology team that runs MediaDesk. Salvador Caloggero is now the product definitions as Product Owner and Ignacio Roizman took on a commercial role, now leading the local sales team (as he continues to manage  the regional operational aspects as COO).

Careful, It Vibrates!

I found out that Opera Mediaworks will be launching a rich media format with vibrating technology. This means that the format will make phones vibrate according to what is seen on the screen to simulate explosions, car engine sensations, shots, etc.

Be careful, if a client works with this format and you find yourself within their target, your phone will probably start to vibrate. Don’t say I didn’t warn you.

Growth Startups

It seems like the Growth Startup team has started 2016 on a roll. They just signed an agreement with an important multinational company in electronics based in Uruguay. They couldn’t tell me much more, but I’ll give you a clue: they produce cell phones and televisions. Who could it be?

Google Jumps on the Green Bandwagon

I’ve been told that the AdWords team has been moved to the third floor in Puerto Madero. I haven’t seen it personally, but they told me that the style is very “green” and “zen.” In that atmosphere, it’s fun to be stressed. Of course I’m only kidding.

That’s all, folks. See you in February! It will be a short month, although I am guessing there will be much to talk about.

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