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People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

ComScore has named Mónica Castillo as Country Manager in Colombia. Previously, Castillo had filled the role of Sales Manager at comScore Mexico over 6 years. In her new role, she’ll contribute to new business development and customer service at a local basis.

 

 

 

 

Club Atlético Belgrano from Córdoba, Argentina, has chosen Sebastián Viberti, son of the soccer player and coach, as new director of marketing.

 

 

 

 

 

Puig, the cosmetics company from Spain, has named Vanita Sabnani as the new head of innovation and new businesses. Between 2004 and 2012, Sabnani was global director of marketing and new business development, as well as VP, marketing in North America.

 

 

 

 

Deportivo Cali has presented its new director of marketing: Guillermo Montoya. He is an anthropologist with an MBA from Liverpool University.

 

 

 

 

 

Michelin, the French manufacturer of tires, has promoted Pedro Álvarez to director of marketing in Spain and Portugal. He has over 20 years in the company, where he had previously filled the role of head of operations and sales of trucks for the same region.

 

 

 

 

Havas Argentina has announced the arrival of Julia Kaiser as Brand Strategist and Nicolás Cáceres as Data Strategist. Both executives will coordinate the creation and implementation of strategic solutions within the various group’s units.

 

 

 

It’s almost here! This week,  Portada Miami in the Hotel EAST on April 18 and 19 will provide a unique setting where Innovators and Brand Leaders will take the stage to discuss what is next for Latin Markets in the U.S. and Latin America. Topics major brand marketers and innovators will discuss include Voice-Based Technology, Gamers and Gambling, Attribution Models for Digital Media Agencies, App Marketing and much more. Register now here!

Innovators and Brand Leaders attending Portada Miami are members of Portada’s powerful Council System of Brand Marketers and Agency Execs. Other innovators and major players participating in Portada Miami include:

Chris Dougan, Head of North America Communications, Genius Sports
Ben Spoont, Founder & CEO, Team Misfits (Leads Miami Heat’s eSports strategy)
Jill Leccia, Senior Marketing Director, Gatorade Latin America
Ricardo Arias-Nath, CMO, PepsiCo Latin America
Many more to be announced soon!

To ready the discussion for Portada Miami, Portada’s Head of Content Janet Grynberg wrote the article below on 5 Drivers of Latin American Marketing in 2018.

1. GDP is Growing at a Strong Pace

Cristian Figoli, Amnet Argentina, Dentsu Aegis

Marketers and economists agree that there are unequivocal signs of recovery in several Latin American economies. For Cristian Figoli, head of Amnet Argentina, “the signs are definitely there, especially tied to higher investments and bets from global companies in the region”. Companies have their eye on Latin American countries because, as Focus Economics explains, the economy in these regions is accelerating at a great pace: the strongest recoveries are expected in Argentina thanks to various reform efforts and a healthy global backdrop, and Brazil is expected to benefit from lower interest rates and a recovering labor market.

 

The LatinFocus Consensus analysts see regional GDP growing 2.4% in 2018. In 2019, growth is seen rising modestly to 2.7%. According to Cynthia Evans, director of insights at Group M Latin America, the signs are hard to miss: “GDP is stable, advertisers are planning with a slight uptick in budgets, and currencies are more stable.”

2. Digital Growth Will Continue to Influence Marketing

Iván Marchant, VP at ComScore Mexico, Colombia, and Peru

A big sign of recovery, according to Iván Marchant, VP at ComScore Mexico, Peru and Colombia, is the growth of the digital industry: “We can see growth not only in the audiences on the internet but in the usage of different devices,” explains Marchant. “Every day people are using more and more mobile devices. In terms of advertising, investments in digital are also rising. In almost all countries in the region, the growth in digital advertising is around 10 times the growth of their national GDP.”

 

When things change, the opportunity to improve communication is larger.

 

Digital transformation is moving really fast, which should mean something for marketing and media services. For Marchant, “When things change, the opportunity to improve communication is larger.” According to Amnet’s Cristian Figoli, “stronger economies are developing technology to improve marketing services, which is beneficial for the full marketing ecosystem.”

 

3. How to Prepare for Political Risks

The main threat to economic balance in Latin America in 2018 will be the unstable political environment. The presidential elections in Costa Rica, Cuba, Paraguay, Brasil, Mexico, Chile, Peru, and Colombia mean that about 80% of the population in Latin America will be choosing new rulers this year, which makes investors wearier.

Cynthia Evans, Director of Insights at Group M

Other reforms, such as renegotiations of Free Trade Agreements, as well as energetic reforms, rend it necessary for marketers to prepare for possible unforeseen risks. Group M’s Cynthia Evans strongly recommends to “Hold some budget for opportunities and plan around presidential election or World Cup events, when the consumer’s attention is diverted.” And as ComScore Iván Marchant points out, “A lot of the advertising investments will be moving towards the government category; this year the demand for marketing services will benefit from this environment.”

4. Which Marketing Services Will Prevail?

In 2017, we saw digital spaces gain more importance than ever, and so we should expect digital to continue growing in 2018. As Iván Marchant explains, “[Mobile] devices will be leading the efforts from all marketers and media devices. Automation services like programmatic media selling/buying will be also consolidating its pace in the market.”

As digital needs evolve, we’ll see that certain marketing services are in demand. In particular, we should keep an eye on “measurement, ROI, and performance, including viewability, transparency, and proof of performance,” says Cynthia Evans. “Trading and negotiation is a strong thread especially as digital business models evolve.”

5. 3 Lessons From 2017 to Apply in 2018

For Cristian Figoli, the most valuable lesson is that we are in a moment of transformation and innovation. “People live digital lives and expect more from brands,” he asserts. “They expect to engage and transact with just a click, and companies need to adjust to this new paradigm to emerge on top.”

 

However, the path that marketers have been following so far has brought them success. According to Cynthia Evans, it’s all a matter of “Continuing building multi-platform, multi-media, multi-country synergies, integrating media, and synchronizing [the right] measures and language.”

Finally, Iván Marchant’s advice has to do with brand safety. “We saw a big number of brands whose advertising was displayed in contexts that were not appropriate,” he points out. “Now technology allows us to take care of the brand’s value by avoiding to display advertising in the wrong context.” The signs of recovery are clearly there; it is up to  brands and marketers in general to make the most of them.

 

What: We took a look at how many Latin American internet users visited travel websites online in December 2017, and particularly Mexicans.
Why it matters: While about 85% of internet users in Latin America look at entertainment sites, only 26.4% visit travel sites, which could mean the travel industry has a lot to work on to reach Latin American audiences.

TripAdvisor advertises itself as the largest travel site online. While this might be true, the number of Latin Americans who devote internet-browsing time to travel content is rather limited, especially when compared to how many users look for entertainment websites. Is it a bad moment for Latin American travelers? Perhaps it is best for marketers in the industry to make traveling easier, or to provide more engaging content to keep traveling dreams alive.

Top 10 Travel Websites in Latin America, December 2017

Total Audience, Home & Work, PC/Laptop OnlyTotal Unique Visitors/Viewers (000)
Total Internet: Total Audience193,562
Travel51,270
1TripAdvisor10,796
2Despegar-Decolar Sites9,364
3Expedia8,863
4Priceline.com7,063
5LATAM.COM4,985
6Airbnb sites3,430
7Uber3,170
8GOL Linhas Aereas2,942
9VIAJANET.COM.BR1,734
10MSN Travel1,532

[Source: comScore]

  • 26.4% of Latin American Internet users looked for travel information websites in December 2017.
  • 21% of Latin Americans who looked for travel options on the internet visited TripAdvisor, more than any other website.
  • 18.2% of users looked for travel information on Despegar-Decolar sites, not too far behind TripAdvisor.
  • Close behind Despegar-Decolar is Expedia, with 17.2% of users.
  • Priceline.com received 13.7% of users looking for travel information.
  • 9.7% of Latin Americans looking for travel options online visited latam.com.
  • Airbnb and Uber had similar numbers of visitors, with 6.6% and 6.1% respectively.
  • Brazilian website GOL Linhas Aereas received 5.7% of Latin American visitors, while 3.3% of users visited the Brazilian version of Viajanet. In total, 9% of users looked for travel information in Brazilian websites.
  • MSN travel, the only site in the list that doesn’t offer booking services, received 2.9% of visitors.

 

Top 10 Travel Websites in Mexico, December 2017

Total Audience, Home & Work, PC/Laptop and Mobile DevicesTotal Unique Visitors/Viewers (000)
Total Internet: Total Audience64,655
Travel23,229
1Uber9,032
2TripAdvisor4,014
3Expedia2,760
4Despegar-Decolar Sites1,960
5Volaris Sites1,308
6VivaAerobus1,299
7Interjet1,280
8Priceline.com1,215
9Reservamos.mx983
10Viajes Beda SA953
    [Source: comScore]
  • When we look at Mexico in particular, we find that 35% of Internet users devoted some time to looking at travel information websites.
  • Among those users looking for travel information, 38% used Uber.
  • TripAdvisor received 17.2% percent of users.
  • 11.8% of Mexicans looking for travel information visited Expedia. 
  • Despegar-Decolar sites are not too far behind with 8.4% of users.
  • Volaris, VivaAerobus, and Interjet are strong competitors to each other. They all received similar numbers of visitors with 5.6%, 5.5% and 5.4% of users respectively.
  • Priceline follows from up close with 5.2% of users.
  • At the last two spots, with very similar numbers of visitors, we find Reservamos.mx and Viajes Beda SA, with 4.2% and 4% respectively.

What: We looked at the number of visitors at top websites to find out where Latin Americans (and particularly Mexicans) went searching for entertainment content in December 2017.
Why it matters: YouTube is the clear winner of the entertainment industry online for Latin Americans, and even more so for Mexicans.

When it comes to entertainment, consumers have a lot to choose from. In December 2017, Latin Americans went to a variety of sites providing not only videos and movies like Youtube and Netflix, but they also spent time looking for music, games, and general entertainment content in sites like MSN and Globo Entretenimiento.

Top 10 entertainment websites in Latin America

December 2017

Total Audience, Home & Work, PC/LaptopTotal Unique Visitors (000)
Total Internet: Total Audience193,562
Entertainment164,792
1YouTube132,877
2Netflix31,068
3Spotify20,015
4Webedia Sites14,972
5MSN Entertainment13,572
6UOL Entertainment12,937
7Globo Entertainment12,342
8iTunes9,129
9Fandom Powered by Wikia7,154
10MUSICA.COM6,970
    [Source: comScore]
  • From all users who visited websites in December, 85% looked at entertainment sites online.
  • Among those users, a staggering 80% went to YouTube, while only 18% watched Netflix content.
  • Spotify was right behind Netflix with 12% of users.
  • General entertainment sites including news, games, and videos, like MSN and Brazilian sites UOL and Globo had 9%, 8.2%, and 7.4% respectively.
  • Wikia Fandom Pages were visited by 4.3% of entertainment website users, while musica.com, a website dedicated to music videos and lyrics, was close behind with 4.2%.

Top 10 entertainment websites in Mexico

December 2017

Total Audience, Home & Work, All PC/Laptop and Mobile DevicesTotal Unique Visitors/Viewers (000)
Total Internet: Total Audience64,655
Entertainment59,225
1YouTube52,982
2Spotify14,713
3VEVO13,470
4Netflix13,463
5Warner Music11,208
6Cinepolis Sites6,333
7Azteca Internet5,838
8iTunes5,395
9MUNDO.COM5,334
10Televisa Entertainment5,131
  • When looking specifically at Mexican audiences, we find that 91% of total internet users visited entertainment websites either on a PC or on their mobile devices.
  • YouTube is the most successful entertainment website in Mexico; 89.4% of users looking for entertainment visited the site in December.
  • Following YouTube from afar was Spotify, with 24% of entertainment audiences.
  • VEVO and Netflix were tied behind Spotify with 22.7% each.
  • Warner Music, a website devoted to articles, news, and reviews, had 18.9% of entertainment viewership.
  • Mexican viewers showed interest in entertainment related to Cinema. 10.6% of viewers visited Cinepolis Sites.
  • The next three spots had very similar numbers of visitors. Azteca Internet received 9.8%, iTunes 9.1%, and Mundo 9%.
  • Televisa closed the ranking at the 10th spot with 8.6% of entertainment viewership.

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

This article explores how Amazon is pivoting towards video. 

YouTube has updated its recommendation feature to use a measure of satisfaction derived from a massive and ongoing user survey to predict and promote videos that people would rank as among the best they have watched recently. It also unveiled a new video format called ‘Reels’ that lets users create 30-second videos.

A recent study by  S&P Global Market Intelligence reveals that around 70% of Internet households in the United States watch online video via a TV set. In 2017, US Internet households were equally likely to be using a smart TV, Blu-ray player, SMP or a pay-TV STB to watch online video on the TV. The use of smart TVs, Blu-ray players and SMPs has also increased.

Online advertising spend grew by 11.5% in the first half of 2017, driven by mobile and video formats, according to a study from IAB Europe and IHS Markit.

The  “Where are Brand Marketers Taking Their Video Strategy in 2018?” study revealed that only 6% of marketers would currently characterize themselves as “innovators” when it comes to their use of online video, and that 80% of correspondents reporting that they will increase their video advertising efforts in 2018.

LATAM MARKET

Audio.ad launched a DSP in Latin America and the US-Hispanic market for digital audio ads.

New research from IMS and comScore reveals that around 60% of advertisers were willing to pay 50% extra on top of what they currently invest to secure safer media, which guarantees more visibility.

The city of Sao Paolo, Brazil recently approved a law to tax streaming services at a rate of 2.9% of its local revenues.

What: Seven in 10 of the 58 million U.S. Hispanics now use a smartphone, and more are bypassing desktop and laptop computers completely in favor of tablets and mobile.
Why It Matters: With some help from their expertise in Hispanic mobile behavior, mobile ad network Adsmovil topped the latest comScore Mobile Metrix® in both the Hispanic Mobile and Total Mobile Audience reach categories. Could Adsmovil be the long-awaited viable alternative to the Facebook/Google duopoly? And what does a Hispanic ad network’s continued success with total audiences say about the key role that Multicultural plays in any mobile campaign’s success?

Since 2000, Hispanics have accounted for more than half of the population growth in the United States: According to the Pew Research Center, the number of Hispanics in the country reached 58 million in 2016. And with seven in 10 U.S. Hispanics now using a smartphone, this means that advertisers hoping to win in the United States must prioritize reaching this dynamic and tech-savvy demographic.

More and more advertisers are questioning the assumption that they can operate a successful campaign within the confines of Facebook and Google’s walled gardens.

“Taking into account that Hispanics are heavy mobile users and even use their mobile devices as their primary access to the internet, we always include mobile in all our communication strategies. In fact, we always recommend clients having a mobile-first approach when implementing any digital campaign,” Gonzalo del Fa, President of GroupM Multicultural (photo) asserted.

With this in mind, ad network Adsmovil launched Programmatic Mobile Hispanic solutions in 2015. In recent years, the network has become a leader in Hispanic targeting, coming up with award-winning programmatic creative and location-based targeting initiatives informed by a thorough understanding of their clients’ targets. And now, October 2017 data from ComScore has Adsmovil coming in at the top of the lists of Total Internet and U.S. Hispanic reach for Mobile:

 

 

Mobile Metrix Key Measures

MediaTotal Unique Visitors(000)
Total Internet(total audience: Mobile)196,705
1Adsmovil Network-Potential Reach87,886
2Pulpo Media67,665
3Univision Digital Network25, 474
4Primia Digital – Potential Reach22,146
5Mobvious20,956
6Fullscreen Mexico – Potential Reach18,385
7H Code Media12,333
8ImpreMEDIA IMPOWER!5,613

SOURCE: U.S. Hispanics Mobile Only, Comscore, October 2017.

MediaTotal Unique Visitors(000)
Total Internet: Hispanic All: (Mobile…)32,711
1Adsmovil Network-Potential Reach17,457
2Pulpo Media15,109
3H Code Media8,620
4Univision Digital Network7,839
5Primia Digital – Potential Reach6,397
6Mobvious 6,161
7Fullscreen Mexico – Potential Reach 5,354
8ImpreMEDIA IMPOWER!4,960

SOURCE: Total Audience Mobile Only, Comscore, October, 2017.

The voices demanding alternatives to the “duopoly” of Facebook and Google are growing louder, suggesting that Adsmovil could emerge as a leader at just the right time. While Google and Facebook took over 77% of the US$12 billion-dollar increase in global online ad spend in 2017, more and more advertisers are questioning the assumption that they can operate a successful campaign within the confines of Facebook and Google’s “walled gardens.”

AdsMovil Credits Success to Unique Understanding of Hispanic Behavior

In today’s landscape, marketers are being forced to reckon with the fact that consumers cannot be reduced to simple profiles determined by gender, age, and ethnicity. AdsMovil’s targeting solutions are focused on helping advertisers reach Hispanic users, looking at mobile users through an ethnographic lens that identifies specific Hispanic audiences according to the following factors: generation, acculturation, language and country of origin.

Hispanics’ acculturation levels lead to different attitudes toward language: those that are acculturated were typically born in the United States, prefer to speak in English, and can “toggle between Latino and American culture.” They are typically tech-savvy and have at least a high school education. Non-Acculturated Hispanics may or may not have been born in the United States, may have immigrated recently and typically hold a high school degree or less.

The benefits of understanding and appreciating these drivers of Hispanic mobile behavior make all the difference, pushing Hispanic marketing shops like Adsmovil at the top of Total Audience measurement on comScore’s Mobile Metrix in October 2017.

It is important to not only recognize the diversity that exists within Hispanic American population but also find a team with the know-how to build campaigns that really reach such a diverse demographic.  “Mexicans have different taste and buying habits than Dominicans or Argentinians. Adsmovil helps you deliver more effective media because we realize the differences and can target more appropriately. As a result, you will have better-performing campaigns,” said, Adriana Daantje, Global Product Director at Adsmovil.

It is important to not only recognize the diversity that exists within Hispanic American population but also find a team with the know-how to build campaigns that really reach such a diverse demographic.

Acculturation, Generation, Language, Country of Origin Key Factors in Determining Hispanic Behavior

In focusing on factors like acculturation, generation, language, and country of origin, Adsmovil can create targeted solutions for profiles of users with very distinct behavioral patterns: For example, non-acculturated Latinos are less comfortable using technology and slower to adopt new devices and functions, tend to use older mobile devices, and often have their browsers set in the Spanish language. They also consume more Spanish-language content, often from their countries of origin.

Mobile use among US Hispanics also varies greatly based on generation, as first-generation Hispanics are not only more likely to speak Spanish, but also more likely to look for online content in-language, and to browse ethnically relevant news, entertainment and food content. Hispanic Millennials, on the other hand, care more actively about technology and “want to stand out and be noticed,” according to Adsmovil. While they incorporate many Hispanic music, family, and culinary traditions, they are more open-minded than older Hispanic Americans, and tend to evolve with the rest of the younger Millennial Americans in terms of political and cultural beliefs and practices.

Adsmovil’s key differentiator is how it builds and identifies audiences within the Hispanic community based on the content that Hispanics consume (language, keywords, context), instead of relying solely on targeting via location, app install or purchasing history. It has direct relationships and preferred access to Hispanic premium publishers offering qualifying traffic, and offers 100% SOV, and sponsorship and content integration opportunities with exclusively Hispanic publishers.

 

What: According to comScore’s Digital Future 2017 report, Latin America’s desktop audience is now as large as that of the United States, at 196 million users. And while the use of desktop has decreased by 1.1% globally (and by 5.2% in North America) since last year, in Latin America, it grew by 0.5%.
Why It Matters: Simply creating desktop campaigns for the region is not enough: This large audience must be monetized through precise targeting that reflects the complexity of the region. Marketers must understand and appreciate that the content a Latin American user consumes — and the device he or she consumes it on — varies depending on geography, category, and other cultural variables.

According to comScore’s Digital Future 2017 report, Latin America has finally caught up to the United States in terms of desktop audiences. As of February of this year, the number of desktop users in Latin America had hit 196 million users.

Mexico is driving digital trends in the region: It is the country with the highest consumption of video in Latin America with users consuming about 280 minutes of video a month, followed by Chile with 270, and Argentina with 240. Consumption of mobile minutes in Mexico grew more than 400% between 2016 and 2017 alone.

But the region is as complex as it is large. Will marketers be able to adapt their strategies to the diverse and untraditional Internet consumption patterns observed among Latin American audiences?

Will Marketers Pay Attention to the Growth of Desktop in LatAm?

Nobody debates that mobile, which many major advertisers are prioritizing in order to reach the region’s many younger, mobile-only users, will play a vital role in shaping the future of the digital landscape.

But the data in comScore’s recent report sheds a light on an interesting phenomenon: Desktop is growing in Latin America, defying global trends and creating an interesting opportunity for marketers that pay attention. Desktop grew 0.5% in Latin America between June 2016 and 2017, while it went down 1.1% last year globally. In other countries, the move to mobile is even more pronounced: In the United States, desktop use has gone down a whopping 5.2% since last year.

As Latin American users incorporate digital products and devices into their daily routines, marketers that focus exclusively on mobile are missing a significant opportunity to speak to the particularities of the Latin American Internet user’s preferences, which appear to increasingly include desktop.

It’s not that mobile isn’t growing in the region. For example, 76% of Mexican digital users are now multi-platform or using mobile exclusively, and that number jumps to 93% among Millennial Mexican users.

But Rodrigo Cerón, Senior Manager of Corporate Marketing at comScore, warns that marketers may be focusing too heavily on mobile, commenting that “mobile is growing a lot in terms of advertising investments, even though desktop is still strong in terms of user preferences.”

“The most advisable thing is to mix the best of desktop with the effectiveness of mobile ads,” Cerón said. “The marvel that the Internet represents is exactly that.”

Latin America Still Home to “Different Levels of Maturity” When It Comes to Internet Use

It is careless to generalize when discussing a region as heterogynous as Latin America in terms of Internet consumption patterns and rates of adoption of new technology and platforms.

Cerón commented that in Latin America, “there are different levels of maturity” when it comes to Internet use. He pointed to the monetization of video as an example. “We observe, for example, that there are categories that are more monetized than other, depending on the country.”

The most advisable thing is to mix the best of Desktop with the effectiveness of mobile ads. The marvel that the Internet represents is exactly that.

Marketers must understand the idiosyncrasies of the region and appreciate how they generate different patterns when it comes to Internet consumption. In Mexico, for example, a higher percentage of total video minutes is dedicated to ads than in Argentine videos, but Argentine sports sites dedicate more video minutes to ads than Mexican sports sites do. Understanding these subtle nuances is key to reaching target audiences effectively in the region.

Marketers Must “Understand the Digital Biorhythm” of a Diverse Region

Based on comScore’s data, a few general conclusions can be reached about Latin American Internet use: Latin American audiences dedicate 20% of their desktop minutes to social media, compared to North America’s 11%, the EMEA region’s 17%, and the APAC region’s 6%. Latin Americans also showed slightly more interest in entertainment-related content than the other regions studied, dedicating around 350 minutes a month on the category.

 

But in other ways, the region shows striking diversity. For example, in video categories, Mexican Internet users stand out for dedicating 140 minutes/month to video content on social media, compared to 45.7 minutes in Colombia, 37.2 in Argentina, 35 in Brazil, and 32.4 in Chile. In another example, Argentina and Colombia demonstrate far more interest in news and current events than Brazil, Mexico, and Chile.

Deep diving into the preferences and behavior of specific countries in the region, the report reveals how varied Latin American consumption preferences are.

It is important to understand the digital biorhythm and know that there are some devices that enjoy higher preference depending on the time of day, and the category of content they are visiting.

Marketers seeking to reach audiences on desktop must think about when, and for what type of content, LATAM audiences prefer desktop: In Argentina, over 80% of news, trips, cars, and government-related content happens on desktop, while the same is true of education in Brazil, and real estate in Mexico.

Cerón added that “depending on where my brand is positioned, I can focus my advertising efforts in a very precise way.” He cautioned marketers that “it is important to understand the digital biorhythm and know that there are some devices that enjoy higher preference depending on the time of day, and the category of content they are visiting.”

The report provides no easy answers for marketers looking to capitalize on a growing and active digital audience. But there are boundless opportunities and significant rewards for marketers that can cater to the region’s evolving and particular digital landscape.

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

Ampere Analysis’ Top Online Video Services Barometer has revealed that YouTube is the most watched online video service by a longshot, with 68.7 percent of global internet users claiming to have visited the website at least once in the last month.

Google is opening up more intent data for targeting on YouTube and introducing more services through its Custom Affinity Audiences offering.

Video ad serving platform SpotX announced today an exclusive agreement to power the programmatic monetization of Vudu’s Movies On Us advertising-supported content catalog.

Netflix is raising the prices of its US-based streaming plans to support the costs of its popular original programming.

Video monetization company FreeWheel has released its Q2 2017 Video Monetization Report, revealing that mid-rolls on full episode premium content enjoy a 97 percent completion rate.

GoPro on Thursday released improved models of its mini-cameras and Karma drone to bolster the efforts of creators sharing videos online at a media event in San Francisco.

Adobe Spark has launched new features for creating and sharing branded stories in all three Spark formats: Post (for graphics), Page (for web pages), and Video (for video stories).

comScore has launched Activation, a product suite that helps advertisers, agencies, and media companies efficiently reach the right audiences at the right time using data from comScore’s planning and measurement products.

LATAM MARKET

Executives from OTT platforms analyzed strategies for the Latin American region at the Next Series Mexico & Central America, an event organized by Dataxis in Mexico City from Oct 3-4.

Telefonica and Logan have united to integrate their Big Data with mobile ads in Latin America to enable more effective personalization of mobile ad campaigns.

The IOT Group has engaged consumer electronics sales representative company Maximum Export Import LLC to manage the market development of its ROVA Selfie Drone and AirSelfie products in Latin America.

Next week, 300,000 video game fans, developers and publishers like Sony, Ubisoft, Activision and Microsoft will head to Sao Paolo, Brazil for the Brasil Game Show, Latin America’s largest gaming convention, where the role of YouTube and Twitch in democratizing gaming will certainly be discussed.

Broadband satellite solutions company Hughes Network Systems announced the launch of HughesNet® high-speed satellite Internet service in Colombia beginning on September 28, the company’s second international deployment of its award-winning consumer service beyond North America.

According to the Tecnología residencial 2017 report, published by Carrier y Asociados, the number of connected devices per household in Argentina has increased over the last year, currently at 6.3 devices per home, increasing from an average 5.8 last year.

What: comScore  will offer free viewability measurement to clients across global markets. comScore Viewability allows digital media buyers and sellers to measure viewability rates across display, video, and mobile inventory.
Why it matters: The new service will deliver key metrics for display and video campaigns across mobile and desktop platforms.

comScore  announced that it will offer free viewability measurement to clients across global markets. comScore Viewability is a baseline offering that allows digital media buyers and sellers to measure viewability rates across display, video, and mobile inventory. This initiative promotes trust and transparency in digital advertising and improves cross-media comparability.

ComScore’s move to eliminate fees on metrics coincides with its launch of a self-serve interface that integrates both its fraud detection and viewability reporting.The product, which was partly built on comScore’s acquisition of MdotLabs, will be generally available by June, said comScore CEO Gian Fulgoni.

Viewability is an increasingly expected part of advertising verification, but can consume measurement budgets and displace other important campaign metrics. As a result, ad effectiveness is often gauged by viewability metrics alone, even though these speak only to whether or not an ad impression is seen and not whether it made an impact.

By enabling media buyers and sellers to measure viewability at no cost, comScore Viewability increases clients’ ability to focus on deeper performance metrics, such as reach within geographic and demographic targets and lift in brand awareness, purchase intent, visitation or product sales.

“Viewability is critical, but for too long it has dominated industry discussion at the expense of other metrics that also really matter,” said Dan Hess, executive vice president of products at comScore. “We think it’s time to make viewability a table stake for digital advertising, and move the market forward to a broader realm of more meaningful ad measurement across platforms.”

“Ultimately we think it will help the industry reduce friction in campaign measurement and get the industry focused on other metrics which have been ignored,” Comscore’s CEO Gian Fulgoni told AdExchanger.

What the Industry is Saying

“In order to create a total video marketplace where buyers can plan across platforms to achieve advertising goals, viewability is key to leveling the playing field between digital and TV. This new viewability solution will help expand access and use of viewability measures, allowing the industry to turn its focus back to making sure that ads have an impact,” said Lyle Schwartz, president of investment, North America, GroupM.

“IAB applauds comScore for providing critical support for the digital ad industry’s viewability standard. It is critical that this industry stop wasting time on unproductive arguments about baseline standards and start investing time on what really matters – the strategies, ideas, and executions that move hearts, minds, and wallets. The MRC standard for viewable impressions was agreed to and has evolved under consistent cross-industry participation. It’s time for the entire marketing-media ecosystem to accept it and move on to more productive innovations, including agreement on how to measure cross-media audiences and engagement,”said Randall Rothenberg, president and CEO, Interactive Advertising Bureau (IAB).

“Offering free viewability measurement will allow for more comprehensive reporting and help to close the gaps where viewability is not currently reported  – thus getting us one step closer to our industry goal of making digital measurement comparable to that of other media,” acoording to Nancy Hill, president and CEO, American Association of Advertising Agencies (4As).

comScore Viewability becomes available globally this summer as a free, self-service offering with baseline reporting metrics, delivered through a fully redesigned user interface.

Check out our new round up for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

New research from Food Mix Marketing Communications reveals fifty-eight percent of brand lovers admit to hoarding their all-time favorite food product on hand. Findings prove that three-fourths of brand lovers would go out of their way to get a loved product, as well as pay more money for a loved brand.  Brand lovers are more willing to try brand extensions, and less likely to switch to competitive brands.

According to research by Integral Ad Science, compared to the first half of 2016, video viewability increased from 40% to 58.2%, and the completion rate in view increased from 26.7% to 35.1%.

The 2017 Mobile Consumer Report from Vibes claims that 70% of consumers would have a more positive opinion of a brand if it allowed them to save a loyalty card in their smartphone, over one-third of people are said to store information from brands in a mobile wallet such as Apple Wallet and Android Pay, and 83% of smartphone users also say that receiving surprise rewards, exclusive content and special birthday or anniversary messaging would have a positive impact on their brand loyalty overall.

A report by Fetch found that 31% of users in emerging markets define themselves as mobile-first, compared to 15% in Europe and 18% in North America. Similarly, where 66% of European consumers claim to access social media every hour, this rises to 72% amongst emerging markets.

Foresight Research found that in the most recently completed auto show season (2015 – 2016) nearly 2 out of 3 attendees at auto shows were in the market to purchase in the next year – that was about 4 million households or about 6 million people.  In addition, attendance among actual buyers has increased 57% over 2012.

ComScore’s Mobile Hierarchy of Needs report claims that mobile devices now account for a majority of consumers’ digital minutes, with most of that time spent in apps.

Brand USA‘s new report found that the amount of travelers less likely to visit the US because of the political climate increased from December to February among travelers from every of the 11 countries surveyed but China.

Which are U.S. audiences’ favorite sports sites? Are the traditional sports media brands leading or are there new up and comers? The answers to these questions are below according to comScore’s January 2017 ranking.

Source: comScore MMX, Multi-Platform, United States, Hispanic All, Sports, January 2017, Desktop 2+ and Mobile 18+Total Unique Visitors/Viewers (000)
Total Digital Population
   Total Internet: Hispanic All35,238
   Sports25,919
1   ESPN11,603
2   Fox Sports-SI Group-Perform Media8,954
3   NFL Internet Group7,298
4   CBS Sports6,897
5   Yahoo Sports-NBC Sports Network6,823
6   USA TODAY Sports Media Group6,344
7   Bleacher Report – Turner Sports Network5,786
8   SB Nation4,875
9   Minute Media3,530
10   MLB2,552

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Which are the most popular video platforms among U.S.-Hispanics? 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 December 2016 report.

84% of Hispanic users who consumed video content at the end of 2016 did so through Google sites, which put Google in first place.

Source: comScore Video Metrix, U.S., Hispanic All, Home and Work, December 2016, Video Type: TotalTotal Unique Viewers (000)
Total Internet: Hispanic All31.313
Top 10 Video Properties
1Google Sites26.246
2SpotX Video Advertising Platform16.834
3AOL, Inc.14.347
4BrightRoll Platform13.930
5Facebook9.889
6Tremor Video8.925
7Yahoo Sites8.689
8Teads8.501
9Viant8.489
10VEVO7.183

There is a strong presence of specialized online video advertising platforms on the list: so many, in fact, that they could have their own ranking. In terms of unique visitors, this is how each of them performs:

  • SpotX (54% unique visitors)
  • BrightRoll (44% unique visitors)
  • Tremor Video (29% unique visitors)
  • Teads (27% unique visitors)
  • Viant (27% unique visitors)

Although these aren’t the only platforms within the ranking that provide online advertising services, they are different because they were built to connect media and advertisers (while other platforms focus on the user and his content-consuming experience).

Users’ favourite sites are AOL and Yahoo (during December 2016 they attracted 46% and 28% of all unique visitors, respectively.).

Facebook, which came in at number five, was chosen by 32% of users when watching online video.

Finally, VEVO, the platform for music videos managed by Universal Music and Sony Music, attracted 23% of the unique visitors.

What: According to a recent study by comScore and social content analytics firm Shareablee, video content on social media grew by 67 percent in Latin America between 2015 and 2016.
Why It Matters: Is the reflection of a global trend, or is LATAM experiencing a unique evolution? Industry experts from digital agencies Socialyse and iProspect give us their takes.

A recent comScore and Shareablee study revealed that Latin America saw an average of 12 million interactions between users and content on Facebook, Instagram and Twitter in 2016, resulting in a 67 percent growth in branded video on social media and a 39 percent growth in interactions between brands and users compared to the previous year.

The study also revealed that in LATAM, Facebook statuses with video saw almost twice as many comments as those that do not. Brands in Argentina increased their video content by 150 percent, Peru by 116 percent, and Colombia by 88 percent.

To what factors can we attribute this growth? Cristian Figoli, a digital account director at digital marketing agency iProspect, believes that global audiences have wanted video for some time, and that this, coupled with the fact that brands are struggling with old advertising models, resulted in a worldwide shift toward video. “Content grew because more content was pushed, not because people did not want it before,” Figoli said. “Brands face a deep challenge now that the old model of banner advertising is in a crisis (due to fraud, viewability, you name it), but they also know online is where people are most of the time.”

Content grew because more content was pushed, not because people did not want it before. But the consumer in LATAM has definitely become more demanding, and they react positively to these type of innovative pushes.

Figoli also explained that while the trend may not be unique to the region, “the consumer in LATAM has definitely become more demanding” and that “they react positively to these type of innovative pushes.”

Humberto Cruz, the head of Miami-based social media marketing agency Socialyse, asserted that much of this shift was pushed by “constant improvement on Social Media channels.” Since launching video in Latin America in 2015, Facebook has made great improvements to the platform, Cruz said, and advertisers today “have more ways to generate value from every single video view, buying on a ten-second or complete view, for example.”

Cruz also mentioned that YouTube and Twitter began to offer 100 percent Viewability (full-screen view) on mobile devices in the region, and that “adding a layer of extended In-App Audiences has improved their product offering.” In the case of Snapchat, he said that bringing vertical video back to business was key, moving the platform “out of a territory already explored by actual players with global partnerships for Data Intelligence and Content Creation.”

“Video is a dynamic, friendly format that is very effective in the communication between brands and audiences, especially in the Millennial target,” said Alejandro Fosk, Senior VP of comScore Latin America. “This explains the predominance of social networks as well as the other ad support that companies choose.”

Cruz also pointed out that “video is a practical format to rely on, especially when most advertisers invest already in TV Content Production, where post production adaptations for Social Channels can be an easy content solution.” But as the demand for Social video content grows, Cruz said, brands are already creating exclusively Social content using innovative 360 and Virtual Reality formats.

What: Global fan-driven sports media platform Minute Media announced the closing of a US $15 million investment round, bringing its total funding since inception to US $60 million.
Why it matters: These additional US $15 million, led by Qumra Capital, will serve the parent company of sports sites 90min and 12up to expand and bring new sports brands ahead of the 2018 World Cup.

Launched in 2011, today Minute Media announced a US $15 million investment led by Israeli late-stage venture fund Qumra Capital. With this amount, the global digital sports media platform brought its total funding up to $60 Million, as an addition to existing investors such as Battery Ventures, Dawn Capital and ProSieben.

Boaz Dinte
Boaz Dinte, managing partner at Qumra Capital.

According to Boaz Dinte, managing partner at Qumra Capital, the way Minute Media is presenting its content, particularly for the millennial generation, will make it grow consistently, to “become the world leader in the digital sports industry.”

Over the last year, Minute Media has shown its potential by going from 30 million monthly users to 70 million. Also, according to ComScore data, the sports-focused media property in the US, UK and 10 other top global media markets.

Less than a year ago, in May of 2016, Minute Media launched its US platform 12up, which has a Spanish-language version,  and opened new offices in Sao Paulo, Singapore and Tokyo. This is why this investment is key to boost its planed growth in current locations, and new markets such as London, New York, Tel Aviv and Manila. Minute Media also owns the soccer site 90min.com which is published in 10 languages including in Spanish for Latin America.

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Asaf Peled
Asaf Peled, founder and CEO of Minute Media.

Upcoming Esports Brand

In addition, the sports-content company is planning to launch an Esports brand in April that will leverage key event and league rights, team relationships, using different video and editorial formats.

“Between the development of key platforms in advance of the 2018 World Cup, our forthcoming Esports brand launch, and our core audience growth objectives, we are very excited about 2017 and what’s to come,” said Asaf Peled, Minute Media founder and CEO through a press release.

What sites do Latin American users consult when planning their trips? How important is each of these platforms, relative to the information they offer? Is it possible to establish their decision-making process when it comes to planning trips? We answer these questions here, using comScore‘s September 2016 rankings.

During September 2016, 29% of Latin American resident users visited the “travel” category, according to the comScore report.

Source: comScore Media Metrix, LatAm, Hogar y Trabajo, PC/Laptop solamente, September 2016Total Unique Visitors (000)
    Total Internet : Total Audience197.612
    Travel57192
1    Despegar-Decolar Sites15.550
2    TripAdvisor Inc.11.450
3    Priceline.com Incorporated6.920
4    Expedia Inc6.359
5    LATAM.COM5.725
6    LanChile S.A.2.903
7    GOL Linhas Aereas Inteligentes2.594
8    Uber2.003
9    CVC.COM.BR1.927
10    MSN Travel1.660

The Despegar sites (and their Brazilian version, Decolar), attracted 27% of unique visitors, while Expedia, the North American equivalent of Despegar and Decolar, received 11% of the users. Other visitors (mostly Brazilians, probably) chose CVC (which, while it came in ninth on the ranking, received 3% of Latin American visitors in the informed period).

Coming in second, TripAdvisor was visited by 20% of the users.

With respect to search engines that help find the best prices for travel, Latin American visitors chose Priceline, which received 12% of the region’s visitors in September.

20% of Latin American visited the LATAM sites for the LanChile and Gol Linhas Aereas airlines, while Uber was the only ranked platform in the ground transportation category.

Finally, the travel portal MSN came in last, with 3% of the visitors.

How do Latin American users plan their trips?

The order that each of these sites and platforms appears on the comScore platform allows us to guess what path users take when planning their trips.

First, they choose destinations and resolve logistical issues (tickets, hotels, transport) through Despegar’s sites, a platform which (for many Latin Americans) is the starting point for any destination that they have in mind, as if it were a control panel that allows them a general vision of all aspects of their trips.

In second place, they would seek the opinions of other users on TripAdvisor, to then (after defining the destination and logistics) compare prices on Priceline and Expedia, with the goal of seeking better fares.

Finally, before finishing the operation, they seek rates with direct providers, without intermediaries (explaining the presence of LatAm, LanChile and GOL airlines on this ranking).

Once they have finished this process and made an informed decision, they probably execute the operation through Despegar.com (because of how easy it is to concentrate everything into one platform that is “run by Latin Americans”).

Of course, while we can’t know for sure if this is the path that all users take, what is certain is that the rankings allow us to establish their priorities when consuming content related to trips and tourism.

Which are the preferred video platforms by U.S. Hispanics? What types of content do they prefer? How do they establish their consumption priorities when it comes to media? The answers to those questions and more, according to comScore‘s August 2016 rankings.

In August 2016, 60% of Hispanic users in the United States consumed video content through Google sites.

MediaTotal Unique Viewers (000)
    Total Internet:  Hispanic All31.313
    Top 100 Video Properties
1    Google Sites21.444
2    Facebook10.632
3    Yahoo Sites9.533
4    VEVO5.783
5    BroadbandTV5.681
6    Warner Music5.477
7    Microsoft Sites5.344
8    Vimeo4.957
9    Comcast NBCUniversal4.339
10    Machinima Entertainment4.195

In second place on the list of preferred audiovisual platforms is Facebook, with 34% of unique users, followed by Yahoo, with 30% of the Hispanic visitors in the United States.

Music via video format is nothing to underestimate: as much as VEVO (Universal Music, Sony Music) and Warner appear in fourth and sixth place, respectively, the sum of unique users that they attracted in the informed month is more than the total number of visitors that watched videos on Facebook.

A similar case to that of music is observed on MCN platforms on this ranking: the sum of BroadbandTV and Machinima‘s users places this category in third place, moving Yahoo to fourth on the list.

Microsoft sites, in seventh place, received 17% of the users, while Vimeo attracted 16%.

When it comes to online television content, the only company that appears is NBCUniversal, with 14% of the users.

Which YouTube partners are the most preferred by US Hispanics?  What content or themes are most attractive to users? What consumption habits can be determined? The answers to these questions and more, according to comScore‘s August 2016 ranking.

MediaTotal Unique Viewers (000)
    Total Internet:  Hispanic All31.313
    YouTube Partners Report
1    BroadbandTV @ YouTube5.681
2    VEVO @ YouTube5.667
3    Warner Music @ YouTube5.478
4    UMG @ YouTube5.473
5    SonyBMG @ YouTube5.315
6    Machinima @ YouTube4.196
7    The Orchard @ YouTube3.672
8    Fullscreen @ YouTube3.640
9    ZEFR @ YouTube2.938
10    Studio71 @ YouTube2.771

Legal music and distribution of user-generated content are the main foundations upon which YouTube partners preferred by US Hispanics rely. In fact, half of the platforms on the rankings belong to companies connected to the production and distribution of legal musical content, and the rest is made up of MCN platforms.

Music to Watch

What’s interesting about the YouTube music partners on this ranking (VEVOWarner MusicUMGSonyBMG) is that they remind us that music isn’t only heard, but also watched. This is no small detail in a context in which streaming platforms are gaining more and more ground. On the other hand, and paradoxically, users invite us to rethink the use of the medium: as much as YouTube was thought of as a video platform from the beginning, many users use it to reproduce music while they perform other activities, as if it replaced the radio. This is significant, as users have been understanding music as an asset that is freely accessible and independent from the devices through which they listen to it.

 

What are Latin American users’ favorite sports sites? What were the biggest trends between 2015 and 2016? What impact did the Olympic Games have on the consumption of sports content? The answers to these questions, according to comScore‘s June 2015 and 2016 rankings.

While the quantity of users with access to Internet increased by 11% in June 2016, (in comparison to the same month in 2015), it is interesting to observe how the number of unique visitors in the sports category went down by 6% in the same period. This is no small detail, if we keep in mind that 2016 is the year of the Olympic Games.

Source: comScore Media Metrix, LatAm, Home and Work, PC/Laptop only, 15+, June 2015- June 2016Unique Visitors (000)% Growth
Jun-2015Jun-2016
    Total Internet : Total Audience176.391195.13011%
    Sports71.56166.226-7%
1    Globo Esportes14.95714.352-4%
2    MSN Sports10.1079.931-2%
3    UOL Esporte9.6487.225-25%
4    Yahoo Sports5.2874.034-24%
5    Marca Sites3.7843.9414%
6    ESPN4.5083.737-17%
7    AS.com Sites4.5383.682-19%
8    Futbol Sites – FSN4.6983.608-23%
9    Terra Sports5.4523.391-38%
10    Goal Sites3.0003.2438%

All of the informed sites on the rankings present a negative trend in June 2016 compared to June 2015, except for those of Marca (a Spanish digital media property that specializes in sports content) and Goal (specialized in soccer).

Brazil’s influence is strong: 33% of traffic in the sports category in June 2016 came from Brazil, whose content is produced in Portuguese.

Finally, it is notable that Fox Sports didn’t make the rankings, seeing that it is so popular in the Southern Cone of Latin America.

What are the most popular sports websites among U.S. Hispanics? What impact did the months preparing for the  Olympic Games have on theconsumption of sports content? The answers to these questions and more, according to comScore‘s June 2015 and June 2016 rankings.

As much as the amount of Hispanic users with Internet access increased,by 4% according to the table below, in June 2016 compared to June 2015, it is interesting to note how the general trend in the consumption of sports sites was negative. But one of the most important events of 2016 has been the Olympic Games, so maybe we will need to look at comScore’s August results to determine if this downward trend was reverted during the event.

Source: comScore Media Metrix, United States, Hispanic All, Home and Work, PC/Laptop only, Junio 2015 vs Junio 2016Unique Visitors (000)% Growth
Jun-2015Jun-2016
    Total Internet:  Hispanic All30.14031.3574%
    Sports10.7539.942-8%
1    ESPN2.4912.374-5%
2    Yahoo Sports-NBC Sports Network2.5392.080-18%
3    Fox Sports Digital – Sporting News Media1.6621.558-6%
4    MSN Sports1.1081.41928%
5    Bleacher Report – Turner Sports Network1.7141.269-26%
6    USA TODAY Sports Media Group1.4601.205-17%
7    SB Nation1.4491.165-20%
8    MLB1.155979-15%
9    CBS Sports891794-11%
10    Sports Illustrated Sites746684-8%

In general terms, the sports category was visited by 32% of US Hispanics during June 2016, which represents an 8% decrease compared to the same month in 2015.

On all of the informed sites on the comScore ranking, there was a decrease in monthly visitors during June 2016, except in the case of MSN Sports, whose unique users increased by 28% compared to June 2015.

ESPN, the sports site operated by The Walt Disney Company, lost the least amount of users, while Bleacher Report, owned by  Turner Broadcasting, lost the most in this particular time period.

What are the most popular sites and platforms among Latin American users? What activities do those sites and platforms enable? What are the similarities and differences between the different countries’ lists? The answers to these questions and more, according to comScore’s May 2016 rankings.

I Google, Therefore I Am

Users’ favorite activity in the covered countries is performing Google searches and interacting on social networks. Google is the access door to mass media consumption, which gives it a high spot on the list.

Facebook, the Social Control Board

The second favorite activity among Latin American users is connecting with friends and acquaintances through the technology provided by Facebook. The “Latest News” section, located on the homepage of the platform, is the place from which users “monitor” the activity of their friends and acquaintances before interacting with them.

YouTube Leaves TV in the Dust

The third most preferred activity among Latin American users is consuming online audiovisual content on YouTube: the devices, as well as respecting TV’s imposed scheduling, are irrelevant.

Bloggers Prefer Blogspot.com

Bloggers in Argentina, Brasil, Chile, México, Uruguay and Venezuela use the Google blogging platform. In Colombia and Peru, it seems that users aren’t as interested in expressing themselves on blogs (or at least they don’t place it among the most important online media consumption habits).

Whatever Google Doesn’t Know, Wikipedia Does

Except in the case of Brazil, Latin American users look to Wikipedia for answers to diverse questions about general topics. This way, Wikipedia works as a type of search motor specialized in encyclopedic knowledge, and is one of the most popular online destinations in the region.

E-Commerce

Users in Argentina, Uruguay and Venezuela are the only ones interested in online shopping (or making online inquiries before going to a physical store to buy a product); when this happens, the platform they choose is Mercado Libre. The other countries aren’t as interested in e-commerce (or don’t assign it a high priority).

Yahoo Isn’t Dead

After the close of their LatAm offices, it is interesting to observe the importance that the informed countries (except Uruguay and Venezuela) assign the news and e-mail portal provided by this company.

Microsoft Stands Out

As much as Google and Facebook are the undeniable leaders in each of their categories, we can’t forget about Microsoft, and that Live.com and MSN.com belong to that group (which, in terms of the amount of monthly visitors, places Microsoft at the top of the list in each ranking).

Source: comScore Media Metrix, Argentina, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience26.676
    Top 10 Web Domains
1    GOOGLE.COM.AR23.879
2    FACEBOOK.COM20.231
3    YOUTUBE.COM18.800
4    GOOGLE.COM14.647
5    LIVE.COM12.692
6    MERCADOLIBRE.COM.AR11.947
7    BLOGSPOT.COM.AR10.976
8    YAHOO.COM.AR9.355
9    WIKIPEDIA.ORG8.504
10    MSN.COM8.463
Source: comScore Media Metrix, Brazil, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience80.073
    Top 10 Web Domains
1    GOOGLE.COM.BR69.904
2    FACEBOOK.COM58.518
3    YOUTUBE.COM50.985
4    GOOGLE.COM48.844
5    UOL.COM.BR47.876
6    LIVE.COM38.986
7    GLOBO.COM38.563
8    BLOGSPOT.COM.BR36.268
9    YAHOO.COM.BR30.791
10    MSN.COM29.932
Source: comScore Media Metrix, Chile, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience7.567
    Top 10 Web Domains
1    GOOGLE.CL6.672
2    FACEBOOK.COM4.568
3    GOOGLE.COM4.560
4    YOUTUBE.COM4.473
5    LIVE.COM3.412
6    MSN.COM3.229
7    YAHOO.COM2.639
8    BLOGSPOT.CL2.441
9    BANCOESTADO.CL2.265
10    WIKIPEDIA.ORG1.837
Source: comScore Media Metrix, Colombia, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience16.438
    Top 10 Web Domains
1    GOOGLE.COM.CO15.003
2    FACEBOOK.COM11.961
3    YOUTUBE.COM11.813
4    GOOGLE.COM10.485
5    LIVE.COM9.460
6    WIKIPEDIA.ORG6.378
7    YAHOO.COM5.300
8    MSN.COM4.928
9    MICROSOFT.COM3.398
10    SLIDESHARE.NET3.207
Source: comScore Media Metrix, México, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience42.366
    Top 10 Web Domains
1    GOOGLE.COM.MX37.177
2    FACEBOOK.COM31.077
3    YOUTUBE.COM29.421
4    LIVE.COM22.853
5    GOOGLE.COM22.420
6    MSN.COM19.710
7    BLOGSPOT.MX16.285
8    YAHOO.COM.MX14.888
9    WIKIPEDIA.ORG14.232
10    MICROSOFT.COM9.235
Source: comScore Media Metrix, Perú, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience7.283
    Top 10 Web Domains
1    GOOGLE.COM.PE6.579
2    FACEBOOK.COM5.829
3    YOUTUBE.COM4.967
4    LIVE.COM4.637
5    GOOGLE.COM4.167
6    MSN.COM3.547
7    YAHOO.COM2.751
8    ELCOMERCIO.PE2.693
9    SLIDESHARE.NET2.250
10    WIKIPEDIA.ORG1.935
Source: comScore Media Metrix, Uruguay, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience2.043
    Top 10 Web Domains
1    GOOGLE.COM.UY1.780
2    FACEBOOK.COM1.475
3    YOUTUBE.COM1.389
4    GOOGLE.COM1.269
5    BLOGSPOT.COM.UY962
6    MERCADOLIBRE.COM.UY924
7    WIKIPEDIA.ORG711
8    LIVE.COM693
9    ELPAIS.COM.UY547
10    MSN.COM470
Source: comScore Media Metrix, Venezuela, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience13.169
    Top 10 Web Domains
1    GOOGLE.CO.VE11.720
2    FACEBOOK.COM9.581
3    YOUTUBE.COM8.370
4    GOOGLE.COM6.899
5    LIVE.COM5.775
6    BLOGGER.COM5.396
7    MERCADOLIBRE.COM.VE5.136
8    MSN.COM3.854
9    WIKIPEDIA.ORG3.846
10    BANCODEVENEZUELA.COM3.357
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