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The Thanksgiving weekend is over. You ate your turkey with gravy and, likely, much more than that. Perhaps you also bought gifts during Black Friday. As a marketing expert you need to know about the changing nature of Thanksgiving Weekend Retail Sales. We looked at the stats published by different organizations and here are 6 key facts You need to know about.

1. More Shoppers Than Expected

descarga (4)Substantially more people shopped over the Thanksgiving weekend than was expected in surveys a few weeks ago. The National Retail Federation says that more than 151 million people shopped this weekend, either in a physical store or online — a big jump from the 136 million who said they planned to shop in a survey a few weeks ago.

2. Black Friday Is Not That Important Anymore

Black Friday sales were off more than $1 billion – from $11.6 billion a year ago to $10.4 billion, according to retailing research firm ShopperTrak. U.S. shoppers no longer blow the bulk of their holiday budgets on the day after Thanksgiving known as Black Friday. It’s a major shift that has made it difficult for stores to track and learn from shoppers’ spending habits during the traditional start to the busy holiday shopping season.

CHECK OUT: How Retailers are Luring Hispanic Consumers on Black Friday

3. E-Commerce Jumps

ComScore reports that e-commerce sales jumped 9% on Thanksgiving Day to reach $1.1. billion and 10% on Black Friday to $1.7 billion

4….and Off-line Tanks

descarga (2)Spending in stores fell 10 percent from last year on both Thanksgiving and Black Friday. Thanksgiving sales in stores fell from slightly more than $2 billion last year to $1.8 billion. Black Friday sales were off more than $1 billion – from $11.6 billion a year ago to $10.4 billion, according to research firm Shopper Trak. The NRF says 102 million people shopped in stores over the weekend, while 103 million shopped online.

5. Spending Per Person Decreases

It also estimated that spending per person was US $299.60. That’s below the nearly US $381 figure last year, but the group also said this year’s spending number is not comparable to those in previous years (NRF Data).

Thanksgiving weekend is now more like the second quarter, going into halftime” of a football game because retailers are offering special prices several weeks earlier.

6. Beware of Incomplete Picture

The data, without year-over-year comparisons, paints an incomplete picture of the behavior and spending of U.S. shoppers over the weekend. But overall, the NRF sticks by its pre-Black Friday prediction that sales in November and December will rise 3.7 percent to $630.5 billion. That’s below last year’s 4.1 percent growth. Thanksgiving weekend is now more like the second quarter, going into halftime” of a football game because retailers are offering special prices several weeks earlier, said Matthew Shay, CEO of the National Retail Federation. That’s why the industry’s largest trade group forecasts November and December together, and is sticking with an earlier projection of a 3.7 percent sales increase from a year ago to $630.5 billion, he said. That compares with a 4.1 percent increase during holiday 2014.

Below is a ranking and some analysis about the 10 most visited e-commerce sites in Latin America.

In Latin America, Mercadolibre, Alibaba.com, B2W Digital and Amazon Sites are the four e-commerce giants, their combined visits representing 58.14% of the top 10 sites’market share.

Mercadolibre, a company in which Ebay has a substantial stake,  is the e-commerce ecommerceleader in the region  It’s number of unique visitors is higher than the sum of the unique visitors of the second and third sites’ (Alibaba y B2W). B2W owns several e-commerce sites including Submarino.com, Americanas.com, Shoptime and Ingresso.com.

Also important are three sites predominantly present in Brazil, by far the region’s largest market:  Buscape Company, Nova Pontocom and MAGAZINELUIZA.COM.BR,

Another interesting statistic is the presence of the  Netshoes Group platform in fifth place.  This reflects the growing popularity of online shopping for clothing: more than anything, there is a tendency towards athletic wear, and Netshoes is a conglomerate of virtual stores with sports and leisure products that manages a number of futbol clubs’ and important athletic brands’ online stores.

Ranking: Latin America

Source: comScore MMX, Category Retail, Latin America, September 2015, PC/laptop only, Home & Work, 15+ Total Unique Visitors (000)
1 MercadoLibre 49.886
2 Alibaba.com Corporation 19.377
3 B2W Digital 18.959
4 Amazon Sites 16.659
5 Netshoes Group 15.961
6 Buscape Company 15.010
7 Wal-Mart 13.603
8 Nova Pontocom 13.294
9 Apple.com Worldwide Sites 9.179
10 MAGAZINELUIZA.COM.BR 8.422

Below is our weekly analysis  of comScore ranking. This week the  10 most-visited e-commerce sites in the US-Hispanic market.

Amazon Sites, Ebay, Walmart and Apple Worlwide sites hold the top four spots in the ranking of the most-visited e-commerce sites in the US-Hispanic market and account for a total of 70.66% of the market share of the top 10 sites. Amazon, in first place, accounts for 31.66% of the market of the top 10 (an impressive figure that represents almost the sum of the second, third, and fourth-placed sites’ market shares).

The presence of new players like Target Corporation, Best Buy Sites, Home Depot, Hewlett Packard and Macy’s is a highlight, as they did not appear in the July 2015 rankings.

Additionally, while people can buy a wide variety of products on Amazon, the presence of Macy’s on the rankings is interesting because the chain specializes primarily in clothing, jewelry ,watches, bags and furniture. What is not surprising is that its number of visitors increases significantly during the month of December due to the holidays.

Ranking: US-Hispanic Market

Source: comScore MMX, Category Retail, US Hispanic, September 2015, PC/Laptop only, Home & Work, 6+ Total Unique Visitors (000)
1 Amazon Sites 11.831
2 eBay 6.492
3 Wal-Mart 4.146
4 Apple.com Worldwide Sites 3.941
5 Target Corporation 2.676
6 Best Buy Sites 1.907
7 The Home Depot, Inc. 1.886
8 Google Shopping 1.584
9 Hewlett Packard 1.482
10 Macy’s Inc. 1.424

 

In which four Latin American countries does LinkedIn make the top 10 list? Which countries have a particularly large number of local players among the leading sites? And what country has no less than three financial institutions among its top 10 players? Find out below as we analyze the September ComScore rankings in nine Latin American countries. (Check out the rankings below!)

As expected, Google continues to lead the lists of the 10 most-visited sites in different Latin American countries, according to comScore in September 2015. Facebook and Microsoft found themselves in second and third place, respectively. With a total of 65,783,000 users, almost three-times more than in Mexico, Brazil is the country with the largest number of Internet users in Latin America.

In the majority of the countries that comScore covered for the September 2015 survey (Argentina, Brasil, Chile, Colombia, México, Perú, Puerto Rico, Uruguay and Venezuela), one thing doesn’t change: Google, Facebook, Microsoft and Yahoo are all in the top four positions on the lists of the 10 most-visited sites, with a few exceptions.

Another constant is the presence of LinkedIn in Chile, Colombia, Mexico and Peru. This is an interesting statistic, and the fact that the professional network is present in the ranking of 4 of the 10 countries analyzed reveals that in these countries, there is a notable interest in networking in professional activities – even more so if we keep in mind that Twitter, which has very high traffic, doesn’t even appear in the rankings.

Latin America – The “Big Four” Lead Overall

Source: comScore MMX, Latin America, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 179.147
1 Google Sites 169.198
2 Facebook 138.651
3 Microsoft Sites 121.432
4 Yahoo Sites 101.148
5 Wikimedia Foundation Sites 54.684
6 MercadoLibre 49.886
7 Terra – Telefonica 47.774
8 UOL 46.440
9 R7 Portal 45.154
10 Globo 43.613

COMMENT: Google leads the ranking of the 10 most-visited sites in Latin America with a market share of 23.6%. Facebook, Microsoft and Yahoo, which hold the second, third and fourth places, respectively, hold a total of 50.3% of the market share. As an observation, it is interesting to note the presence of R7Portal and Globo on the list of the 10 most-visited sites in Latin America. The presence of Mercadolibre is also noteworthy, not only because it is on the general LatAm ranking, but also because it is in sixth place! This is a clear indicator of a certain level of maturity in the region with respect to electronic commerce (which is no small feat, considering the cultural resistance to online shopping in the region).

Argentina: Local News Sites are Big

Source: comScore MMX, Argentina, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 18.890
1 Google Sites 18.501
2 Facebook 15.185
3 Yahoo Sites 13.350
4 Grupo Clarin 13.214
5 Microsoft Sites 13.025
6 MercadoLibre 7.494
7 Grupo La Nacion 7.356
8 TARINGA.NET 6.663
9 Wikimedia Foundation Sites 5.263
10 INFOBAE.COM 5.214

COMMENT: In the case of Argentina, Grupo Clarin takes the fourth place away from Microsoft, which shows that the country continues to choose traditional media when looking for news and general information. Google leads the ranking with a market share of 17.57%, while Facebook, Yahoo and Grupo Clarin, all together, hold 39.65% of the market share. Along with Grupo Clarin, we see other traditional media like La Nacion and Infobae on the list, which indicate that Argentina has a particular tendency to consume informative media. On the other hand, Taringa‘s presence on the list is noteworthy, because its content is generated by users. Here we see a contrast between more “serious” and “fun” news.

Brazil: Many Local Players

Source: comScore MMX, Brazil, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 65.783
1 Google Sites 62.846
2 Facebook 54.714
3 Microsoft Sites 50.047
4 UOL 45.871
5 R7 Portal 44.233
6 Globo 43.124
7 Yahoo Sites 36.473
8 Terra – Telefonica 32.089
9 Grupo NZN 26.625
10 MercadoLibre 25.035

COMMENT: In Brazil, UOL returns to  the fourth place and takes Yahoo to seventh place, which also occurred in the ranking of unique users from July of this year. Google keeps the first spot with a total market share of 14.92%. Facebook, Microsoft and UOL, together, hold 35.77% of Brazil’s market.

Chile: LinkedIn Lovers

Source: comScore MMX, Chile, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 7.092
1 Google Sites 6.439
2 Facebook 4.934
3 Microsoft Sites 4.719
4 Yahoo Sites 4.516
5 Grupo Copesa 2.692
6 Terra – Telefonica 2.229
7 Linkedin 2.105
8 Banco del Estado de Chile 1.868
9 Wikimedia Foundation Sites 1.844
10 TARINGA.NET 1.674

COMMENTS: In the trans-Andean country, Google continues to lead the ranking with a market share of 19.5%. The other three giants Facebook, Microsoft and Yahoo, all together, hold 42.91% of the market share. Grupo Copesa, local player holding magazines, newspapers and radio stations, was able to reach fifth place. The presence of LinkedIn in the Chilean ranking is notable if we remember that the presence of the Internet is much smaller there than it is in Argentina and Brazil (in fact, LinkedIn doesn’t appear on these countries top-ten lists). This may indicate a strong interest in professional development from the Chileans.

Colombia: El Tiempo Enters the Top 10

Source: comScore MMX, Colombia, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 13.317
1 Google Sites 12.776
2 Facebook 11.310
3 Microsoft Sites 7.718
4 Yahoo Sites 6.660
5 Wikimedia Foundation Sites 6.207
6 El Tiempo Casa Editorial 4.190
7 Linkedin 3.566
8 ICCK Net S.A. 3.173
9 MercadoLibre 2.980
10 WORDPRESS.COM 2.840

COMMENTS: Wikipedia, which was in fourth place in July’s rankings, is ranked fifth in September 2015. Google leads with a market share of 20.8%, and Facebook, Microsoft and Yahoo (which is now in fourth place) hold a total of 25.6% of the market share of the 10 properties. El Tiempo Casa Editorial and the digital portal ICCK Net S. A entered the list as local players.

Mexico: Government Is in the Top 6!

Source: comScore MMX, México, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 26.312
1 Google Sites 25.841
2 Facebook 20.175
3 Microsoft Sites 19.345
4 Yahoo Sites 18.997
5 Wikimedia Foundation Sites 9.485
6 Gobierno De La República 9.397
7 Linkedin 7.872
8 TARINGA.NET 5.155
9 MercadoLibre 4.790
10 Ask Network 4.745

COMMENTS: Google leads with 20.54% of the market share of the ten properties in Mexico. Facebook, Microsoft and Yahoo share 46.51% of the market share. Like in Colombia, Wikipedia holds the fifth place. Local player Gobierno de la República achieves a remarkable sixth position.

Peru: Three Local Publishers Among Top 10

Source: comScore MMX, Perú, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 7.258
1 Google Sites 6.627
2 Facebook 5.743
3 Microsoft Sites 4.770
4 Grupo El Comercio 3.777
5 Yahoo Sites 3.628
6 Grupo RPP 2.397
7 Linkedin 2.383
8 Grupo Epensa 2.258
9 Wikimedia Foundation Sites 2.182
10 Grupo La Republica 1.700

Notes:  In first place, Google obtained 18.68% of the market share of the top 10 properties, and Facebook, Microsoft y Grupo El Comercio obtained 40,29% of the total.  As a local player, Grupo El Comercio was notable, as it took Yahoo out of its “typical” fourth place.

Puerto Rico: Microsoft, Amazon and Apple Come Out Strong

Source: comScore MMX, Puerto Rico, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 1.723
1 Google Sites 1.535
2 Microsoft Sites 930
3 Facebook 762
4 Yahoo Sites 730
5 Grupo Ferre Rangel 548
6 Wikimedia Foundation Sites 343
7 Amazon Sites 288
8 eBay 281
9 Apple Inc. 272
10 Dropbox Sites 245

COMMENT: Other players that don’t appear on the top  10 lists of other countries, like Grupo Ferre Rangel, Amazon sites, Apple Inc. and Dropbox Sites. Google leads with 25.86% of the total, and Microsoft (which in this case, holds second place and knocks Facebook down a spot), Facebook y Yahoo hold 40.81% of the total market.

Uruguay: Clarin Makes the List in a “Foreign” Country

Source: comScore MMX, Uruguay, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 1.607
1 Google Sites 1.538
2 Facebook 1.332
3 Microsoft Sites 1.030
4 MercadoLibre 833
5 EL PAIS S.A. 728
6 Wikimedia Foundation Sites 611
7 Yahoo Sites 597
8 BPS.GUB.UY 378
9 El Observador 376
10 Grupo Clarin 345

COMMENTS: It is interesting to note that Mercadolibre continues in fourth place, just as in July 2015. Facebook, Microsoft and Mercado Libre lead with almost 41.13% and Google, in first place, holds 19.79% of the total market. The presence of Clarin is noteworthy too, as an Argentine media outlet in a foreign country.

Venezuela: Strong Financial Institutions and Social Media Properties

Source: comScore MMX, Venezuela, September 2015, Home and Work, PC/Laptop Only Total Unique Visitors (000)
Total Internet:  Persons: 15+ 12.274
1 Google Sites 11.309
2 Facebook 9.398
3 Microsoft Sites 5.331
4 MercadoLibre 5.043
5 Yahoo Sites 4.638
6 BANCODEVENEZUELA.COM 3.059
7 Wikimedia Foundation Sites 2.769
8 Grupo Santander 2.733
9 Banesco Banco Universal 2.288
10 Twitter 2.004

COMMENTS: Information related to banking is notably present on Venezuela’s list, as 3 of the 10 properties in the ranking are banks: Banco de Venezuela, Grupo Santander and Banesco Banco Universal.  Just like in Uruguay, Facebook, Microsoft and Mercadolibre lead (interesting that an electronic commerce company is so popular in a country with significant conflict in internal/external commerce) with 40.7% of the total market share; and Google is in first place with 23.28%.  Just like the case of Mercadolibre, it is noteworthy that Twitter is so popular in Venezuela. Venezuelans clearly feel strongly about communicating in the open, not only through Facebook but also on Twitter, as the rankings demonstrate. This is not a minor factor, considering the political reality of the country today.

A summary of this week’s most exciting news in online video in the U.S. and Latin America. If you’re trying to stay up-to-date with these constantly-evolving markets, look no further.

This is the first Online Video Round brought to you by Gretchen Gardner, member of Portada’s Editorial Team.

U.S./US-HISPANIC MARKET

LOOKING FOR U.S. HISPANIC VIDEO TALENT: Latin digital entertainment company FAV! Network, which launched operations in the Americas earlier this year, was one of the main sponsors at StreamCon at New York City’s Jakob Javits Center from October 30 to November 1, featuring a long list of influencers and talent-related executives, some of which target the U.S. Hispanic market.

THE OTHER WAY AROUND FROM OTT TO CABLE! Vice Media and A+E Networks have gotten together to form a cable channel broadcasting lifestyle and documentary content, aimed at Vice’s 18-to-34 demographic. The channel is set to be called Viceland, and is expected to launch early next year, replacing A+E’s H2 channel.vice

OTT STREAMING SERVICE YipTV announced an agreement with Latina lifestyle channel Latin Angels TV, which is to be debuted at the gala opening for Latin Angels’ new Miami studio in the Wynwood Art District. YipTV targets foreign-born Americans, particularly Latinos and broadcasts programming from their home countries that is otherwise unavailable in the U.S. Since its launch in May 2015, it has accumulated almost 100 channels like ¡HOLA! TV, Canal Sur, Canal Tiempo, beIN Sports, AZ Corazón, Caribvision, EuroNews Spanish, Tele Romantica, RCN Novelas, Tele Medellin, Mi Musica, Maya TV and LATAM Sports. Subscription costs $14.99 a month.

YOUTUBE EMBRACES THIRD PARTY VIEWABILITY: On November 3, Google announced that it would allow third-party viewability measurement on YouTube. (Lack of third party viewability measurement is one of the key reasons that Kellogg and other major brands have not been advertising on YouTube so far!) So far, the company has approved Moat, Integral Ad Science, comScore and DoubleVerify to track campaigns as soon as early 2016. Google’s Sanaz Ahari said, “Viewability has long been a focus for us. Built on the foundation of our Active View technology, we launched the ability to buy only viewable impressions on the Google Display Network back in December 2013 and recently completed moving over the last advertiser campaigns from CPMs to viewable CPMs. We’ve worked to ensure viewability rates on YouTube are amongst the industry’s highest. And Active View now works seamlessly across video, display, mobile web and mobile apps (on YouTube and for publishers using DoubleClick for Publishers), and has been adopted by over 80% of advertisers using the DoubleClick platform.”

YOUTUBE PRESENTED ITS PAID ON DEMAND CHANNEL YouTube Red on October 28. Unlike other similar paid channels, YouTube Red will not feature advertising and will allow users to save videos to watch when not connected to the Internet. It will also give users access to music streaming through Google Play Music and YouTube Music. The service costs US $9.99 a month for American residents, and is offering a free month to all new users.

OLYMPUSAT INTRODUCES OTT SERVICE, VEMOX, which serves as an OTT solution targeting the  9.5 million Spanish-language-dominant homes. It will offer 100 live Spanish-language streaming channels, with at least 30 in HD. It will also include an initial 5,000 hours of VOD, with plans to increase that number by 1,000 hours each month. It’s priced at $14.95 per month with no buy-through of English-language channels required, and is available on Android, iOS, Amazon Fire, Samsung and LG devices.Check out our interview with Jesus Oswaldo Pinango, Director of Public Relations at Olympusat.

 LATAM MARKET

images

LEGEND OF GAMING IN BRAZIL: Global premium channel network Endemol Beyond launched another version of its “Legends of Gaming” franchise in Brazil on October 29. The digital series format designed for the U.K. has been viewed 32 million times. This is the first time Endemol Beyond has produced content in Brazil, serving as further indication of the industry’s increasing presence in Latin America.

GLOBO JUMPS ON VOD. Brazilian television network Rede Globo, commonly referred to as Globo, launched its own VOD service, Globo Play, on November 3. Globo Play will be featuring live content and catch-up programming, and users will be able to access Globo’s classic titles and on-demand content across desktop and mobile. In the near future, Globo Play plans on expanding access to connected TV devices.

PLAYSTATION LAUNCHES OFFICIAL SPANISH-LANGUAGE YOUTUBE CHANNEL. Spanish-language MCN 2btube launched Playstation’s official Spanish-language Youtube channel, Conexion Playstation, with Youtube Spain. Recently, 2b was included in the directory of leading ventures in Spain by InnovaSpain, a Spanish-language innovation site.

PAY-TV CEO’S SPEAK ABOUT THE NEW “NETFLIX WORLD.” The NextTV CEO Summit took place in Miami earlier this week. We found out what the major players in Latin American Pay-TV, including Cablevision CEO Carlos Moltini, President at Verimatrix Steve Oetegenn, President at ETB Colombia Saúl Kattan Cohen and others had to say about the OTT revolution, Nextel’s LatAm expansion, governmental regulations and more.

COMSCORE AND IMS RELEASE VIDEO VIEWERS SURVEY: comScore and the Internet Media Service announced the results of their Digital Video Viewers survey in Latin America on November 4, detailing information about digital video consumption in Brazil, Mexico, Argentina, Colombia, Chile and Peru from June to August 2015. The survey looked at trends in digital video consumption, viewer profiles, devices used, time consumed on different platforms and trends in popular types of content. The survey revealed that 85% of digital consumers in Latin America watch digital video content every month, 36% watch videos outside of their home, and 14% while in transit. Smartphones are the most popular devices for watching digital content, and movies, tv series and music are the most popular types of content. Overall, Latin Americans spend 13.2 hours watching digital videos a week.

The last three months of the year are always intense in the Latin American digital media marketplace: planning events and celebrations, calculating and predicting how to end the calendar year, launching new projects to catch the last wave of ad money before the relative calm,that usually comes with the first quarter of the new yeaer. And it can get chaotic, says Portada Latin American digital media correspondent Lorena Hure.

Translated by Celeste Martorana and edited by Gretchen Gardner.

Here, we’ll give you a few highlights of the past month, including upcoming events and projects being launched that we think you may find interesting.

Comscore – Introducing digital trends

marcos christensenMarcos Christensen, comScore’s country manager for Argentina, told me that in early December, the company will be introducing all of the digital trends with the latest developments in audience measurement, multi-platforms use, social media and campaign effectiveness.

The main concept behind this presentation will be that “the industry has finally realized that clicks are not that important and that advertisers now seek to understand the impact of campaigns in the same way that they do on TV: strengthening the scope, frequency, buying intention, memory, etc. Thus, digital is no longer a direct marketing-only tool and has become a platform for branding to a measurable audience like other media.”

Stay tuned for more details on this, as comScore will update us shortly.

RPA Media Place promises

alejandro alvarezIn case you haven’t heard yet, RPA Media Place, a programmatic buying platform with access to premium inventory from Argentina’s major  publishers (Grupo Clarin, Infobae, La Nacion, Perfil and Telefe), was launched in September, sending the digital community in Argentina into a frenzy.

A few days ago, I asked Alejandro Alvarez, CEO of RPA Media Place, how everything is going, and he told me that they have already closed private marketplace deals with Netflix, NewSan, Unilever, Affiperf and MediaMath after only a month of operation. He also promised that the best was yet to come.

Why didn’t these ideas occur to me first?

Where are the digital natives?

demian falestchiDemian Falestchi (co-founder and CEO of Kids Corp) invited me to the Digital Natives Summit, an event aimed at presenting the different approaches to reaching this key demographic. During the event, various industry thought leaders spoke about marketing, communication, innovation, technology, economics and trends exclusively related to this younger segment.

Although I saw a few familiar faces, I also ran into some of the industry pioneers who are now investors: it seems that the focus on digital natives is a trend to watch very closely.

As for the content of the event, I was amazed at some of the media consumption habits of very young people that were presented, and I’m pretty sure I’m not a target anymore!

Social Media Week Mexico

Paula CutuliSocial Media Week (SMW) is an event held in over 15 cities in the world that aims to share ideas and inspiration related to how social media and technology change business, society and culture. Mexico had its first SMW in June 2015, with almost 1,200 attendees, and organizers estimate that the number will triple for the 2016 event.

Paula Cutuli, CEO at SoulNet, the local city organizer of SMW Mexico, told me that next year’s event will be held from June 6th to 10th, and that they are already defining speakers, sponsors, and venues.

The early bird gets the worm…

Another one heading to Mexico

lore astegianoLorena Astegiano Eismendi has joined PontaMedia as Media Director, after having worked for almost eight years at e-planning, most recently as Sales Director. Astegiano Eismendi will move to Mexico from Argentina as a part of the company’s expansion process.

Good luck Lore!

IMS and comScore introduce regional study

anita figueiredoThe girls from IMS’s marketing team (Anita Figueiredo and Nana Barragan) told me that before the end of the year, they will release a regional study on audiovisual content with an in-depth analysis of Latam audiences (with its peculiarities, presented by market), including findings on how they relate to relevant audiovisual platforms. The study, which is much larger than any they have released in the past, is being conducted in partnership with comScore.

We will be waiting for more news!

Changes in Chile

ale trujilloAlejandro Trujillo has left his position as a sales executive at LinkedIn (through IMS Chile), to join TAPTAP Networks as a sales manager. Headquartered in Madrid, TAPTAP Networks is a mobile- focused company that is making a gradual landing in Latin America (or so it seems, as they have opened commercial operations in Chile after doing the same in Colombia, where they already have an office.)

All the best Ale!

Adjustments at Guvera

My time as Guvera’s Sales Director for LatAm Southern Cone came to an end in mid-September. It was a very intense and rewarding experience, both personally and professionally, and I really appreciate having been part of it.

You’ll be hearing about my new projects soon, as we “digitals” never really leave; we just reinvent ourselves.

That’s all for now, folks! See you next month with all the gossip!

 

What: Yahoo has closed a new search deal with Google after releasing its third-quarter earnings results.
Why it matters: Google will provide Yahoo with search ads, algorithmic search, and image search services for both desktop and mobile on a non-exclusive basis.

KN-NzuRl_400x400 lCKj53DE_400x400Yahoo has closed a new search deal with Google after releasing its third-quarter earnings results.

Under the terms of a new arrangement, which will become effective October 1st and las until the end of 2018, Google will provide Yahoo with search ads, algorithmic search, and image search services for both desktop and mobile. Yahoo will also decide which search queries to send to Google and will not have to meet a minimum requirement of queries.

With this new deal, Yahoo is trying to squeeze more money out of its search engine, although it lacks the technology to better manage queries and more adequately serve ads. Hence the partnership with Google, the most dominant search engine globally. Yahoo’s search network only got 12.7 percent marketshare in US desktop searches in August, while Google has nearly 64 percent, Comscore reported.

Yahoo made a similar 10-year deal with Microsoft in 2010, which according to the company,  will no affect on the slightest Google’s deal. Microsoft helps Yahoo powers its search engine in exchange for giving the Windows maker a single-digit cut of search ad revenue. However, Microsoft and Yahoo loosened their arrangement in April, adding in a termination clause that would let either company walk away from the deal with four months’ notice.

“Google’s offerings complement the search services provided by Microsoft, which remains a strong partner, as well as Yahoo’s own search technologies and ad products, ” said Yahoo in a  statement.

 

 

What: Internet analytics company ComScore has acquired film and TV viewership tracker Rentrak Corp.,  a move to diversify its media tracking business.
Why it matters: The combined company is expected to have total synergies of at least US$20 million in 2016 and at least US$35 million in 2017.The merger paves way for new cross-platform ratings currency and expands choice for television and advertising industries beyond Nielsen and other providers.

abe2e069db381e1fc30c9ad98d6c8a41_400x400comScore, Inc. and Rentrak Corporation have announced that the companies have entered into a definitive merger agreement under which the companies will combine in a stock-for-stock merger. Rentrak has offices in North America, Europe, Asia and Australia, including in Mexico, Brazil and Argentina.

Pursuant to the terms of the merger, which has been approved by the Boards of Directors of both companies, film  TV viewership tracker Rentrak will merge into a wholly-owned subsidiary of comScore, and each share of Rentrak will be converted into the right to receive 1.15 shares of comScore.

The combined company is expected to have total synergies of at least US$20 million in 2016 and at least US$35 million in 2017. The company also anticipates a significant portion of the synergies to be revenue related which it expects to grow over time with an attractive contribution margin.

The transaction is subject to shareholder approval of both companies, along with customary regulatory closing conditions, and is expected to be completed by early 2016.

Combined Company Management Team and Governance

 

descarga (4)comScore’s current Chief Executive Officer, Serge Matta, will lead the combined company as CEO.

 

descarga (2)Dr. Magid Abraham will remain as the Executive Chairman of the Board.

 

 

descarga (3)Bill Livek, Rentrak’s current Vice Chairman & CEO, will serve as the company’s Executive Vice Chairman & President.

 

 

descarga (6)Mel Wesley will continue as the Chief descarga (5)Financial Officer, and David Chemerow, Rentrak’s current COO & CFO, will serve as a strategic advisor to the CEO, focused on the successful integration of the two companies.

 

 

The new company will also draw upon the collective talent at both companies to harness the experience and expertise of each organization to redefine the future of measurement. The combined company’s board will consist of twelve directors – eight from comScore and four from Rentrak.

Strategic Rationale

By combining comScore and Rentrak’s products, talent and significant information assets, the new company will provide even more robust measurement solutions to the media and advertising industries, following the consumer whenever and wherever content is consumed.

The combination will enable the company to introduce a more comprehensive and precise set of solutions for measuring media consumption and advertising across platforms, setting the standard for the next generation of cross-platform measurement solutions. Together, comScore’s industry-leading digital audience and advertising solutions, combined with Rentrak’s census-based worldwide movie and video-on-demand measurement, and its massive and passive TV measurement offerings, will provide a more complete picture of the way people consume media today and in the future. The combined organization is expected to possess a unique breadth of knowledge, experience, expertise, and skill sets that cannot be duplicated, dramatically enhancing the range of capabilities and offerings for clients and the industry.

“Together we have an even more powerful ability to deliver what our clients and the media industry have long been asking for: a comprehensive cross-platform measurement currency that accounts for all the ways in which content is consumed, whether that happens on a desktop, mobile device, live or time-shifted TV, video on demand or through over-the-top devices,” said Matta.

“With the advent of digital technology, the time has come to offer the cross-platform measurement systems of the future: through which content owners will ultimately be able to quantify their entire audience, and agencies will have access to the cross-platform metrics needed to effectively plan and execute campaigns,” Matta added. “This merger also recognizes the critical importance of combining digital and TV assets for next generation media measurement, which requires a higher degree of precision at both a national and local market level.”

The merger proves media companies are looking for ways to measure their audiences more precisely as consumers are increasingly shifting to DVRs, online streaming services and smartphones to watch their shows. The old ways of tracking viewers and listeners are proving inadequate and the audience tracking industry has been scrambling to offer what they say are more effective tools.

What: Internet analytics company ComScore has acquired film and TV viewership tracker Rentrak Corp.,  a move to diversify its media tracking business.
Why it matters: The combined company is expected to have total synergies of at least US$20 million in 2016 and at least US$35 million in 2017.The merger paves way for new cross-platform ratings currency and expands choice for television and advertising industries beyond Nielsen and other providers.

abe2e069db381e1fc30c9ad98d6c8a41_400x400comScore, Inc. and Rentrak Corporation have announced that the companies have entered into a definitive merger agreement under which the companies will combine in a stock-for-stock merger. Rentrak has offices in North America, Europe, Asia and Australia, including in Mexico, Brazil and Argentina.

Pursuant to the terms of the merger, which has been approved by the Boards of Directors of both companies, film  TV viewership tracker Rentrak will merge into a wholly-owned subsidiary of comScore, and each share of Rentrak will be converted into the right to receive 1.15 shares of comScore.

The combined company is expected to have total synergies of at least US$20 million in 2016 and at least US$35 million in 2017. The company also anticipates a significant portion of the synergies to be revenue related which it expects to grow over time with an attractive contribution margin.

The transaction is subject to shareholder approval of both companies, along with customary regulatory closing conditions, and is expected to be completed by early 2016.

Combined Company Management Team and Governance

 

descarga (4)comScore’s current Chief Executive Officer, Serge Matta, will lead the combined company as CEO.

 

descarga (2)Dr. Magid Abraham will remain as the Executive Chairman of the Board.

 

 

descarga (3)Bill Livek, Rentrak’s current Vice Chairman & CEO, will serve as the company’s Executive Vice Chairman & President.

 

 

descarga (6)Mel Wesley will continue as the Chief descarga (5)Financial Officer, and David Chemerow, Rentrak’s current COO & CFO, will serve as a strategic advisor to the CEO, focused on the successful integration of the two companies.

 

 

The new company will also draw upon the collective talent at both companies to harness the experience and expertise of each organization to redefine the future of measurement. The combined company’s board will consist of twelve directors – eight from comScore and four from Rentrak.

Strategic Rationale

By combining comScore and Rentrak’s products, talent and significant information assets, the new company will provide even more robust measurement solutions to the media and advertising industries, following the consumer whenever and wherever content is consumed.

The combination will enable the company to introduce a more comprehensive and precise set of solutions for measuring media consumption and advertising across platforms, setting the standard for the next generation of cross-platform measurement solutions. Together, comScore’s industry-leading digital audience and advertising solutions, combined with Rentrak’s census-based worldwide movie and video-on-demand measurement, and its massive and passive TV measurement offerings, will provide a more complete picture of the way people consume media today and in the future. The combined organization is expected to possess a unique breadth of knowledge, experience, expertise, and skill sets that cannot be duplicated, dramatically enhancing the range of capabilities and offerings for clients and the industry.

“Together we have an even more powerful ability to deliver what our clients and the media industry have long been asking for: a comprehensive cross-platform measurement currency that accounts for all the ways in which content is consumed, whether that happens on a desktop, mobile device, live or time-shifted TV, video on demand or through over-the-top devices,” said Matta.

“With the advent of digital technology, the time has come to offer the cross-platform measurement systems of the future: through which content owners will ultimately be able to quantify their entire audience, and agencies will have access to the cross-platform metrics needed to effectively plan and execute campaigns,” Matta added. “This merger also recognizes the critical importance of combining digital and TV assets for next generation media measurement, which requires a higher degree of precision at both a national and local market level.”

The merger proves media companies are looking for ways to measure their audiences more precisely as consumers are increasingly shifting to DVRs, online streaming services and smartphones to watch their shows. The old ways of tracking viewers and listeners are proving inadequate and the audience tracking industry has been scrambling to offer what they say are more effective tools.

 

In the ranking of the 20 most visited sites by Hispanics living in the U.S., Google and Facebook take the first and second positions, respectively. Professional content destinations as opposed to user generated content sites as well as lifestyle and how-to properties are very popular among Hispanics.

While this may be obvious to many, what really calls the attention about the below ComScore rankings are certain habits of U.S. Hispanics  that would differentiate these users’ behaviors from those living in Latin America.

Preference for third party content destinations, as opposed to user generated content sites, and a strong audiovisual bias are features of the digital consumption behaviors of Hispanic audiences.  This is reflected by the presence of recognized TV and cable companies among the most visited websites such as Comcast NBC Universal, CBS Interactive and Turner Digital. In addition, Hispanics like to consume content that provides answers to everyday questions related to lifestyle, religious beliefs, and the development of different personal skills (particularly strong among Millennials), as the shown by the presence of Mode Media (former Glam), Ask Network and About.com  in the below ranking.

Total Unique Visitors (000)
Source: comScore Media Metrix, U.S. Hispanic All, Home and Work, Top 20 properties May-14 May-15 % Change
   Google Sites 26,037 26,049 0
   Facebook 19,033 19,074 0
   Microsoft Sites 22,917 18,189 -21
   Yahoo Sites 22,615 18,020 -20
   Amazon Sites 10,290 11,591 13
   AOL, Inc. 11,447 10,967 -4
   Mode Media 9,631 9,134 -5
   eBay 7,005 7,604 9
   Wikimedia Foundation Sites 6,301 7,592 20
   Apple Inc. 8,237 7,063 -14
   Comcast NBCUniversal 5,920 6,245 5
   Turner Digital 7,752 6,181 -20
   CBS Interactive 6,130 5,887 -4
   Ask Network 7,366 5,531 -25
   craigslist, inc. 4,702 5,371 14
   About 5,743 4,706 -18
   Wal-Mart 3,135 4,527 44
   TWITTER.COM 4,498 4,288 -5
   Linkedin 4,492 4,156 -7
   Adobe Sites 2,972 4,069 37

Comment: The first four properties lead the ranking with a total  of 43.66% of unique users – in relationship to the  total amount of unique users of the top 20 sites – in the month of May 2015 (2.5% less compared to May 2014) .Google ranks first with nearly 14% of users in 2015. Facebook and Microsoft follow, with about 10% and 9.7% respectively. Yahoo ranks fourth with almost 9.5% of users that year.

digital.latino1-285x188According to ComScore, as revealed by its traffic statistics for the month of May, among the most 20 visited sites by users from different countries in Latin America, there’s a clear leadership of Google. When analyzing the same month YoY, Google sites rank first in all cases as the most preferred by users. Even in 2015, there’s an increase in traffic, except in countries like Brazil and Mexico, where traffic has decreased (albeit slightly.) In most countries included in this article (Mexico, Brazil, Chile, Colombia, Peru, Uruguay, Venezuela, and Argentina) the giants Google, Facebook, Microsoft and Yahoo are in the top four positions. In some cases, local players are among  the top 5 ranked properties. (See the comments at the bottom of each chart.)

Overall Rating

Facebook ranked second immediately after Google in almost all the countries analyzed in this article (except from Chile).

For most observers, it will be no news that Google and Facebook are by far the main destinations for Latin American Internet users. However, in the comments below we are providing market share data for Google and the top 4 destinations in each of the countries. There are substantial differences between the 8 countries we analyzed.

Access to content that provides news, information and educational material is important for users of Latin American countries: Wikimedia, Terra and print and TV traditional media online sites are indicators of these habits. In addition, among users living in Latin American countries we can observe a strong interest in producing and sharing content. WordPress, Twitter and Taringa are examples of this.

México

Total Unique Visitors (000)
Source: comScore Media Metrix, MEXICO, Home and Work, Top 20 properties May-14 May-15 %
Cambio 
   Google Sites 27,096 26,483 -2
   Facebook 22,012 20,497 -7
   Microsoft Sites 21,492 20,445 -5
   Yahoo Sites 22,359 19,543 -13
   Wikimedia Foundation Sites 8,991 9,019 0
   Gobierno De La República De México 5,496 7,055 28
   Linkedin 6,858 6,440 -6
   Ask Network 8,683 6,153 -29
   Grupo Televisa 5,876 5,426 -8
   Terra – Telefonica 6,426 4,897 -24
   TARINGA.NET 6,941 4,848 -30
   Batanga Sites 2,823 4,588 63
   Softonic.com Sites 5,701 4,578 -20
   Linio Sites 6,47 4,571 606
   MercadoLibre 4,792 4,540 -5
   Grupo Expansion (w/ history) 3,269 4,527 38
   Schibsted Media Group 3,958 4,124 4
   Grupo Carso 3,921 4,081 4
   InventMX/Grupo Imagen 3,492 3,853 10
   El Universal De Mexico 4,394 3,716 -15

COMMENT: Google leads with over 15.6% of unique users of the total number of unique user in the top 20 properties in Mexico during May 2015. The first four properties, that is Google,Facebook, Microsoft and Yahoo, had a 51.3% share of market during May 2015. Among the most relevant local players are Gobierno de la República de México – with high growth level-; Grupo Televisa; Batanga Sites (regional and with a high growth); Mercado Libre (regional); Grupo Expansion and Schibsted Media Group that had just bought Anumex.com, a classifieds site, to complement its other site  Segundamano.com.mx. The e-tailer Linio, regional player, stands out for its increase in audience.

Brazil

Total Unique Visitors (000)
Source: comScore Media Metrix, BRAZIL, Home and Work, Top 20 properties May-14 May-15 %
Cambio
   Google Sites 77,770 75,109 -3
   Facebook 66,386 63,333 -5
   Microsoft Sites 56,213 53,440 -5
   UOL 54,975 51,690 -6
   R7 Portal 50,555 46,921 -7
   Globo 47,918 43,605 -9
   Yahoo Sites 48,886 38,545 -21
   Terra – Telefonica 40,793 36,275 -11
   Grupo NZN 30,436 34,166 12
   IG Portal 32,893 27,635 -16
   MercadoLibre 25,104 27,193 8
   Wikimedia Foundation Sites 29,224 23,785 -19
   Grupo Abril 25,932 20,881 -19
   B2W Digital 21,508 20,206 -6
   OLX Inc. 12,807 18,585 45
   GOL Linhas Aereas Inteligentes 6,604 17,438 164
   Baidu.com Inc. 4,234 16,472 289
   BitTorrent Network 13,239 15,557 18
   Nova Pontocom 14,313 14,827 4
   Buscape Company 14,625 13,571 -7

COMMENT: In Brazil, UOL ranks as the fourth most-visited digital property and Yahoo ranks seventh.The first four properties have a share of about 40% and Google, the leader, of 11%. In Brazil, the most relevant local players are R7 Portal, focused mainly at sports; Globo, Grupo NZN, IG Portal and regional player Mercado Libre. It is interesting to notice the decline in the number of visitors compared to May 2014. Only MercadoLibre, OLX, GOL, Baidu, BitTorrent Network and Nova Pontocom are the exception to this trend.

Chile

Total Unique Visitors (000)
Source: comScore Media Metrix, CHILE, Home and Work, Top 20 properties May-14 May-15 %
Cambio 
   Google Sites 5,989 6,274 5
   Microsoft Sites 5,141 5,120 0
   Facebook 4,926 4,711 -4
   Yahoo Sites 4,790 4,521 -6
   Grupo Copesa 3,144 2,894 -8
   Terra – Telefonica 3,410 2,438 -29
   Wikimedia Foundation Sites 2,167 2,290 6
   Linkedin 2,410 2,268 -6
   Empresa El Mercurio S.A.P. 1,995 1,904 -5
   Banco del Estado de Chile 1,599 1,891 18
   TARINGA.NET 2,579 1,886 -27
   Schibsted Media Group 1,546 1,704 10
   Television Nacional De Chile 1,463 1,678 15
   Ask Network 2,581 1,526 -41
   Canal 13 1,080 1,517 40
   Softonic.com Sites 1,843 1,517 -18
   Gobierno De Chile 1,638 1,486 -9
   Batanga Sites 7,06 1,448 105
   Bio-Bio Comunicaciones 1,666 1,417 -15
   Red Televisiva Megavision 6,95 1,380 98

COMMENT: The four giants (Google, Microsoft, Facebook and Yahoo) take the first four places, with a user share of at least 44% on May 15. Copesa, editor of several publications like La Tercera and El Mercurio, is outstandingly high as well as that of Banco del Estado de Chile, one of the few properties of the top 10 audience that has increased its audience significantly compared to May 2014. Google, which also leads in this country, accounts for at least 13 % of users with respect to May 15.

COLOMBIA

Total Unique Visitors (000)
Source: comScore Media Metrix, COLOMBIA, Home and Work, Top 20 properties May-14 May-15 %
Cambio 
   Google Sites 12,795 14,145 11
   Facebook 11,097 11,491 4
   Microsoft Sites 10,464 8,442 -19
   Wikimedia Foundation Sites 5,678 7,263 28
   Yahoo Sites 7,831 6,552 -16
   El Tiempo Casa Editorial 5,163 4,683 -9
   Linkedin 3,903 3,792 -3
   Linio Sites 6,93 3,570 415
   ICCK Net S.A. 4,463 3,430 -23
   MercadoLibre 2,598 3,282 26
   Ask Network 4,227 2,752 -35
   FRIV.COM 1,637 2,569 57
   WORDPRESS.COM 2,303 2,536 10
   Grupo Pera Digital 3,425 2,461 -28
   Orange Sites 2,686 2,373 -12
   Dropbox Sites 2,051 2,362 15
   Prisa 2,869 2,334 -19
   Batanga Sites 1,047 2,327 122
   MONOGRAFIAS.COM 1,406 2,223 58
   Softonic.com Sites 2,747 2,223 -19

COMMENT: In Colombia, Wikimedia, which is in the top 10 in most Latin American countries, takes the fourth position ahead of Yahoo, with a market share of 8% of unique users over May 15. Among the local players are the four giants (Google, Microsoft, Facebook, and in this case, Wikimedia) take the first four places, accounting for 45% of the Top 20 and Google continues to lead with almost 16%. El Tiempo Casa Editorial and Linio outstand among local and regional sites.

PERÚ

Total Unique Visitors (000)
Source: comScore Media Metrix, PERU, Home and Work, Top 20 properties May-14 May-15 %
Cambio
   Google Sites 5,718 6,492 14
   Facebook 5,155 5,347 4
   Microsoft Sites 5,482 5,079 -7
   Yahoo Sites 4,433 4,217 -5
   Grupo El Comercio 3,877 4,023 4
   Grupo RPP 1,971 2,714 38
   Linkedin 2,645 2,655 0
   Wikimedia Foundation Sites 2,325 2,437 5
   Grupo La Republica 2,128 1,972 -7
   Linio Sites 2,65 1,864 602
   Grupo Epensa 1,220 1,743 43
   Batanga Sites 6,72 1,719 156
   Softonic.com Sites 1,893 1,657 -12
   Terra – Telefonica 2,165 1,646 -24
   TARINGA.NET 2,130 1,637 -23
   AMERICATV.COM.PE 1,601 1,609 0
   Ask Network 2,326 1,510 -35
   Red Peru.com 1,433 1,171 -18
   LATINA.PE 1,131
   Orange Sites 1,375 1,114 -19

COMMENT: In Peru, just like in other countries, Google, Facebook, Microsoft and Yahoo prevail in the top 4 with a 42% share of users and Google alone in the first position with 12.5%. Also, like in other countries, two major publishers such as Grupo El Comercio, followed by Grupo RPP (Radio and TV) and Grupo la Republica also take relevant positions.

URUGUAY

Total Unique Visitors (000)
Source: comScore Media Metrix, URUGUAY, Home and Work, Top 20 properties May-14 May-15 %
Cambio
   Google Sites 1,618 1,758 9
   Facebook 1,330 1,446 9
   Microsoft Sites 1,283 1,213 -5
   MercadoLibre 8,52 8,32 -2
   EL PAIS S.A. 7,45 8,12 9
   Wikimedia Foundation Sites 7,78 7,86 1
   Yahoo Sites 8,01 7,00 -13
   TARINGA.NET 5,20 4,10 -21
   Grupo Clarin 4,41 4,08 -8
   El Observador 3,70 3,84 4
   Montevideo COM 3,56 3,82 7
   TWITTER.COM 4,06 3,78 -7
   Antel 2,82 3,67 30
   Grupo Fontaina – De Feo 2,63 3,55 35
   Batanga Sites 1,79 3,50 96
   Softonic.com Sites 4,04 3,37 -17
   Linkedin 3,66 3,23 -12
   OLX Inc. 6,0 2,92 385
   Terra – Telefonica 3,27 2,86 -12
   WORDPRESS.COM 3,46 2,59 -25

COMMENT: In Uruguay, the regional player Mercado Libre “sneaks” into the fourth position, followed by El País. The relevance of Argentinian Clarin Group is significant,taking position number nine of the ranking. Google, Facebook, Microsoft and Mercado Libre lead with nearly 16% and Google alone in the first place with 2.16% on May 15.

VENEZUELA

Total Unique Visitors (000)
Source: comScore Media Metrix, VENEZUELA, Home and Work, Top 20 properties May-14 May-15 % Cambio
   Google Sites 9,434 10,736 14
   Facebook 7,838 8,535 9
   Microsoft Sites 6,177 5,551 -10
   Yahoo Sites 4,139 4,697 13
   MercadoLibre 4,369 4,553 4
   Wikimedia Foundation Sites 4,300 4,463 4
   BANCODEVENEZUELA.COM 1,885 2,363 25
   Banesco Banco Universal 2,485 2,353 -5
   Ask Network 2,659 2,154 -19
   Grupo Santander 1,786 2,141 20
   Linkedin 1,969 2,082 6
   TWITTER.COM 3,304 2,026 -39
   Amazon Sites 2,443 1,904 -22
   Grupo BBVA 1,745 1,782 2
   OLX Inc. 1,311 1,776 36
   BANCOMERCANTIL.COM 1,969 1,745 -11
   MONOGRAFIAS.COM 1,583 1,719 9
   Softonic.com Sites 1,736 1,585 -9
   TARINGA.NET 1,760 1,532 -13
   WORDPRESS.COM 2,000 1,353 -32

COMMENT: Is particularly interesting to note how in Venezuela is the only country in this article that shows a clear trend towards finance or banking information consumption. In this case, out of 20 sites in the ranking, five are banks (Banco de Venezuela, Banco Mercantil, Banesco, BBVA Group and Grupo Santander) .With the 45.38%, Google, Facebook, Microsoft and Yahoo continue to lead; Google ranks first with 16.51%.

ARGENTINA

Total Unique Visitors (000)
Source: comScore Media Metrix, ARGENTINA, Home and Work, Top 20 properties May-14 May-15 %
Cambio
   Google Sites 17,611 17,554 0
   Facebook 16,137 14,786 -8
   Grupo Clarin 14,528 14,174 -2
   Microsoft Sites 14,117 13,418 -5
   Yahoo Sites 14,270 13,094 -8
   MercadoLibre 7,696 8,167 6
   Grupo La Nacion 8,272 7,987 -3
   TARINGA.NET 8,850 7,815 -12
   Wikimedia Foundation Sites 6,676 6,321 -5
   INFOBAE.COM 5,223 6,026 15
   CMI Digital 2,981 4,262 43
   Batanga Sites 1,877 4,078 117
   Linkedin 4,087 3,878 -5
   Ask Network 6,408 3,747 -42
   Terra – Telefonica 5,093 3,626 -29
   Grupo Uno Medios 3,429 3,469 1
   Softonic.com Sites 4,199 3,428 -18
   TWITTER.COM 4,253 3,170 -25
   MINUTOUNO.COM 2,287 2,537 11
   Spil Games 2,544 2,530 -1

COMMENT: Grupo Clarin ranks third with almost 10%, breaking the hegemony of Microsoft and Yahoo sites. CMI Digital, which also belongs to Grupo Clarin, takes position number eleven. Local and regional players like MercadoLibre, Grupo La Nacion, Clarin, Infobae.com and Taringa.net  stand out. Grupo Clarin joins Google, Facebook and Microsoft, as the Top 4 market leaders, accounting for 41.6%, while Google ranks first with 12%.

WPP’s stake in comScore no cause for concern among media agencies, who applaud the potential of the partnership.

Half_full_half_empty
ComScore-WPP: Half full or half empty?

Kantar and comScore have allied to provide what they’re calling best-of-breed, cross-media audience- and campaign-measurement to the international realm. Kantar, WPP’s data investment management decision, will work with comScore to integrate their technologies, and comScore will acquire the assets of Kantar’s Internet audience measurement businesses in certain European markets. To deepen the relationship, WPP will take an approximate 20 percent stake in comScore.

There is still a major gap for advertisers and agencies to crack the media measurement code.

Overall, I think it’s a very positive thing for the industry,” says Justin Kuykendall, CEO of Pulpo Media. “There is still a major gap for advertisers and agencies to crack the media measurement code.”

The international angle makes this a strong play, according to Ludmila Palašìn, associate director of The Media Kitchen. She says, “Since this deal involves only European audience measurement assets, we think this is terrific for our international clients. Cross-media measurement is an ongoing challenge everywhere. This agreement makes us more responsive to our international clients’ cross-media measurement challenges.”

There’s potential synergy in the combination, according to Alex Kalluf, director of intelligence at Figliulo&Partners. Kantar has some strong cross-platform offerings, while comScore rocks in digital. In addition, the two are complementary in international markets. Says Kalluf, “Especially in Latin America, Brazil and China, they will have a stronger offering.”

There is a potential downside to this partnership, Kalluf says: “There’s a lot of overlap between some of the Kantar companies and what comScore does.” If the two decide to roll some of those up into a unified offering, it could lead to fewer options for agencies.

Media execs did not seem concerned about a potential for undue influence by WPP because of its stake in comScore. WPP isn’t about to kill this golden data goose, they said.

“There’s a lot of overlap between some of the Kantar companies and what comScore does.

Captura de pantalla 2014-12-08 a la(s) 18.20.17“WPP is not about to invest in a partnership and then destroy one of the main the reasons the partnership was struck in the first place,” Palašìn says. “If WPP influenced comScore’s research in any way, comScore would lose its primary asset—its reputation for objectivity.”

One thing to watch, according to Kalluf, is whether WPP might tighten comScore’s purse strings. While WPP gives Kantar a lot of independence, he notes, large corporations are more reluctant to spend money. To date, comScore has invested heavily in new products. With WPP keeping an eye on its investment, he says, “ComScore might lose the ability to innovate as fast. Something to watch is how comScore will keep innovating and coming up with new solutions.”

Kuykendall thinks the deal will help companies like Pulpo Media, which, since it was acquired by Entravision last year, includes TV and radio properties as well as digital. “Advertisers are looking to see how different properties work together, and they want to see their investment across all those platforms and how each contributes to the ROI they’re getting.”

Nevertheless, he doesn’t see the Kantar/comScore combo as the ultimate measurement solution. I think one of the reasons WPP is investing in comScore is because it’s a hard problem to solve. Most advertisers and agencies would argue there is still a lot of work to be done.”

What: ComScore has announced a strategic alliance with WPP’s data investment management division, Kantar to boost the companies’ cross-platform audience and ad measurement capabilities outside of the U.S. The agreement follows the intended acquisition by WPP of a substantial equity stake in comScore, worth about US$300 million giving WPP a total ownership of between 15% and 20%.
Why it matters: WPP will have a significant stake in ComScore.nComScore is the second audience-measurement firm that WPP has recently taken a stake in, last year the global ad conglomerate  took a 16.7 percent stake in Oregon-based Rentrak, It remains to be seen what reaction major WPP competitors such as Havas, Publicis etc, have towards these audience measurement firms WPP has a stake in.

0P3GbWrt_400x400Reston-based company ComScore, whose measures of Web, mobile and other digital consumer behavior are often used to track how ad campaigns perform, has announced a strategic alliance with WPP‘s data investment management division, Kantar to boost the companies’ cross-platform audience and ad measurement capabilities outside of the U.S.

The alliance establishes a framework for the parties to bring the best of breed together from the two companies – their products, technology, data assets, research panels and relationships – to provide world class cross-media audience and campaign measurement capabilities.

The alliance establishes a framework for the parties to bring the best of breed together from the two companies – their products, technology, data assets, research panels and relationships

The agreement follows the intended acquisition by WPP of a substantial equity stake in comScore, worth about US$300 million, according to The Financial Times. Under the terms of this agreement, comScore will issue 4.45% in shares in exchange for the benefits of the strategic alliance, and acquisition of certain European Internet audience measurement assets. WPP will also purchase up to 15% shares of comScore at US $46.13 a share, giving WPP a total ownership stake in comScore of between 15-20%. The transaction is subject to customary regulatory approvals and is expected to close in the second quarter of 2015.

In addition, as part of the deal, comScore will get Kantar’s audience measurement business covering some markets in Europe. In these markets, Kantar and comScore will continue to provide the same level of seamless integration and data services.

As long as WPP’s tender offer is successful, it is expected to be accretive to comScore’s non-GAAP earnings per share in 2015. Following this deal, ComScore would maintain its independence and WPP executives would not play leadership roles or have a spot on ComScore’s board.

“This long-term, strategic alliance will simplify the deployment of global measurement capabilities and accelerate the creation of new services for the industry. The emerging mediascape points to a massive global opportunity waiting to be unlocked by cracking the code on cross-media audience and campaign measurement,” said comScore CEO Serge Matta. “We look forward to working together with Kantar to deliver new measurement products based on our complementary offerings in these markets.”

Kantar CEO Eric Salama commented, “By partnering with comScore and combining our respective strengths, we will integrate data and expertise to give our clients a new standard in measuring audiences and campaigns across multiple platforms. This continues our strategy of combining survey, panel and census data and putting digital at the heart of all we do.”

ComScore is the second audience-measurement firm that WPP has recently taken a stake in, as last year, the firm took a 16.7 percent stake in Oregon-based Rentrak, a company that measures viewing behavior of movies and television.The alliance will certainly help comScore compete against rival Nielsen, which launched a partnership with Adobe last October to measure all digital content consumption—including online TV and video—across the Web and apps.To the WPP, it means bolstering the digital and data services it offers to its clients.

What: ComScore has announced a strategic alliance with WPP’s data investment management division, Kantar to boost the companies’ cross-platform audience and ad measurement capabilities outside of the U.S. The agreement follows the intended acquisition by WPP of a substantial equity stake in comScore, worth about US$300 million giving WPP a total ownership of between 15% and 20%.
Why it matters: WPP will have a significant stake in ComScore.nComScore is the second audience-measurement firm that WPP has recently taken a stake in, last year the global ad conglomerate  took a 16.7 percent stake in Oregon-based Rentrak, It remains to be seen what reaction major WPP competitors such as Havas, Publicis etc, have towards these audience measurement firms WPP has a stake in.

0P3GbWrt_400x400Reston-based company ComScore, whose measures of Web, mobile and other digital consumer behavior are often used to track how ad campaigns perform, has announced a strategic alliance with WPP‘s data investment management division, Kantar to boost the companies’ cross-platform audience and ad measurement capabilities outside of the U.S.

The alliance establishes a framework for the parties to bring the best of breed together from the two companies – their products, technology, data assets, research panels and relationships – to provide world class cross-media audience and campaign measurement capabilities.

The alliance establishes a framework for the parties to bring the best of breed together from the two companies – their products, technology, data assets, research panels and relationships

The agreement follows the intended acquisition by WPP of a substantial equity stake in comScore, worth about US$300 million, according to The Financial Times. Under the terms of this agreement, comScore will issue 4.45% in shares in exchange for the benefits of the strategic alliance, and acquisition of certain European Internet audience measurement assets. WPP will also purchase up to 15% shares of comScore at US $46.13 a share, giving WPP a total ownership stake in comScore of between 15-20%. The transaction is subject to customary regulatory approvals and is expected to close in the second quarter of 2015.

In addition, as part of the deal, comScore will get Kantar’s audience measurement business covering some markets in Europe. In these markets, Kantar and comScore will continue to provide the same level of seamless integration and data services.

As long as WPP’s tender offer is successful, it is expected to be accretive to comScore’s non-GAAP earnings per share in 2015. Following this deal, ComScore would maintain its independence and WPP executives would not play leadership roles or have a spot on ComScore’s board.

“This long-term, strategic alliance will simplify the deployment of global measurement capabilities and accelerate the creation of new services for the industry. The emerging mediascape points to a massive global opportunity waiting to be unlocked by cracking the code on cross-media audience and campaign measurement,” said comScore CEO Serge Matta. “We look forward to working together with Kantar to deliver new measurement products based on our complementary offerings in these markets.”

Kantar CEO Eric Salama commented, “By partnering with comScore and combining our respective strengths, we will integrate data and expertise to give our clients a new standard in measuring audiences and campaigns across multiple platforms. This continues our strategy of combining survey, panel and census data and putting digital at the heart of all we do.”

ComScore is the second audience-measurement firm that WPP has recently taken a stake in, as last year, the firm took a 16.7 percent stake in Oregon-based Rentrak, a company that measures viewing behavior of movies and television.The alliance will certainly help comScore compete against rival Nielsen, which launched a partnership with Adobe last October to measure all digital content consumption—including online TV and video—across the Web and apps.To the WPP, it means bolstering the digital and data services it offers to its clients.

Join us at PORTADA Mexico!

 

Over the past year, we have witnessed a tremendous growth in the digital world. Social networks audiences have increased significantly in recent months, in line with digital growth in general. As part of a recent Webinar, Alejandro Fosk, Senior Vice President, Latin America for comScore, Inc., highlights the major shifts in digital consumer behavior over the past year across various online sectors including social media, news/information, government, sports, online video and mobile.

Internet global audience

The Internet’s global audience has reached 1.8 million users.. The regions of Asia and Europe lead the audience with 43.9% and 23.9% respectively. With a 2 digits increase, LatAm accounts for 10% of the global audience. North America, which used to control at least 50% of the total audience 10 years ago, today only has a 12.6% share.

 

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With a 17% annual growth rate , LatAm has 176.3 million Internet users, a lot more than the 151.0 it had in 2013.  The  Middle East – Africa region experienced the highest average annual growth (27%). Yet, with 170 million users it  failed to overcome LatAm.

 

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Internet population in Latin America

Mexico ranks second, after Brazil (70.9 m), in terms of online audience size in Latin America with 25.4 m total unique visitor. Argentina ranks third with 18.5 m unique visitors.

 

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Total Unique Visitors (mm) . Latin America: 176.3, Brazil:70.9, Mexico: 25.4, Argentina: 18.5, Colombia: 13.3, Venezuela: 9.9, Chile: 6.4, Peru: 5.9, Puerto Rico: 1.6 and Uruguay 1.4

Youngest audience

Regarding the  age of the audience, LatAm has the “youngest audience ” globally. 60% of the audience in the region has an age of less than 35. Visitors under 25 are considered “digital natives” directly. Mexicans spent 14.8 hours online on average and 61.3% of time spent is by young people (under 35 years old).

 

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Social Media

With an average annual growth of 15%, the number of unique users of social networks  in LatAm has increased from 145.97 mn to 167.43.million.

Mexicans spent the highest amount of their time online on social networks (4.7 average hours per visitor per month).Corporate presence takes over 4.0 average hours per visitor per month and services 3.7 hours on average.

 

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Main categories of time online in Mexico: Social Media (4.7), Corporate Presence (4.0), Services (3.7), Portals (2.9), entertainment (2.4)

Facebook leads as the most visited social network in Mexico with 22, 043 unique visitors.Youtube ranks second with 18, 369 visitors and Taringa third with a much lower number of unique visitors (6,364).

Mobile

Although it has a lower percentage in the region comparing to other categories such as Desktop, this category has significantly grown year over year. Mexico and Chile are the two Latin American countries with the highest penetration of Mobile (18.2 m and 11.2 m respectively). In Mexico it has risen from 13% to 23% . In Chile, it doubled. Mexico has the highest penetration in mobile compared to the rest of the Latin America countries.Android is the leading smartphone operating system in Mexico with 74.8% market share.

 

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Page views from devices. Blue: desktop, lightblue: mobile, orange: tablet, red: others

With an imminent growth, the mobile category is setting the standard in terms of platform growth . Access to web sites from other platforms different from Desktop is  14.9% . Out of this total, 12.0% occurs from mobile devices.

 

13.

Online Video

The audiencie shift from TV to digital media has begun with online video category. Mexico leads the region in minutes with 83.7 minutes per unique visitor and a total reach of 18.2%.

 

10.

images-250x185The Social Networking Market in Latin America has been experiencing a phenomenal growth, reaching a total aggregate of 85,934 million minutes per month on such sites. Of this result, Brazil reaches the top position as the Latin American country with the highest number of minutes spent on social networks (49.682 million  minutes and 55.24 million page views), according to a study carried out by comScore.

Brazil: The country with highest number of minutes on social networks in LatAm

In Latin America, the total number of minutes on social networking sites reaches 85.934 million  with 96.704 million page views. Out of this total, Brazil is significantly ahead of other Latin American countries (Argentina, Mexico, Colombia, Peru and Chile), reaching a total of 49,682 million minutes and 55,240 million  page views on social networking sites.

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Facebook still leads in LatAm – Taringa in Argentina

• Facebook: has a total of 145.009 million unique visitors across the region, out of which 66.983  million belong to Brazil.
• Share this: has 92.674 million  unique visitors and Brazil accounts for one third of the total (38.236 million).
• LinkedIn: with a total of 37.538 million unique visitors in the region of which 13.087  million are in Brazil.
• Taringa: reaches 29.335 13.087  million unique visitors across the region, but unlike the other sites, is in Argentina where it has the highest number of visitors with 8.775  million.
• Twitter: has 29.153 million unique visitors in Latin America, out of which 11.491 million belong to Brazil.
• Google +: is Brazil’s third social networking  site ranked by unique visitors (13.562 million)
• SlideShare: surprisingly, has the most unique visitors in Colombia (3.128 million).
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Total time spend on Social Networking 

In Latin America, Facebook leads the total time spent on social networks with a 95.5% percentage of overal time. The gap is huge comparing to  other social networks, which achieved much lower percentages:

    • Twitter 1,4%
    • Ask.fm 0,9%
    • Badoo 0,6%
    • Tumblr 0,4%
    • LinkedIn 0,4%
    • Vostu 0,4%
    • Taringa 0,3%

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Mobile leads in the U.S.

Most social networks in the US market see more engagement via mobile, with respect on other platforms like desktop. Snapchat, Instagram and Vine are the social networks with  highest percentage of engagement on mobile (100%, 98% and 98% respectively).
9.2

Millennials lead in the U.S.

Results show that  millennials, the generation from 18 to 34 of age born between 1980 and 1996, dominate the major social networks’ penetration rates in US . The three most used social networks  by this generation regarding penetration rates are:

    • Facebook: 91%
    • Instagram: 46%
    • Twitter: 39%

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Source: CosmCore

redes.socialesThroughout this  year, there have been significant developments in the digital landscape, including Social Networks. Both mobility and connectivity have shown higher growth rates, especially in Latin America, where internet users spend at least 8, 67 hours per month, according to a research carried out by comScore Inc., making it the region with greatest engagement in social networks. Below, some highlights from the report:

Engagement of Social networks per region

During the month of April 2014, Latin America has proved to be the region with highest engament on social networks with a total average of 8.67 hours per visitor per month. Europe ranks second with a total of 8.07 hours per visitor monthly while North America, with a considerable difference of almost two hours vs. LatAm, ranks third with 6.08 hours per visitor per month.

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Social networks’ engagement per region/Average hours per visitor per month/ Latin America: 8.67 , Europe: 8.07 , North America:6.08 , Middle East and Africa: 5.39 , Asia: 2.47

In Latin America, women are more social

Globally, women have proven to be more “social” than men when it comes to the amount of hours spend each month on social networks, according to Comscore. The female audience spends at least 5.88 hours per month on social networks, while male audience devotes a total of 4.75, according to April 2014 figures.

  • In Latin America, women spend at least 9.08 hours per month on social networking and men a total 8.27 hours.
  • In Europe, there’s a broader gap. Women reach a total of 8.99 hours a month while men spend only 7.14 hours per month.
  • North American women spend about 6.82 hours per month per visitor and men 5.28 hours.

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Average hours per visitor / Women and Men / Latin America: women 9.08 and men 8.27, Europe: women 8.99 and men 7.14, North America: women 6.82 and men 5.28, Global: Women 5.88 and men 4.75, Asia: women 2.62 and men 2.34.

Minutes on average per visit on Social Media sites

In Latin America, audiences spend on average more minutes per visit on social networking sites than the average in other regions. So far this year, the results suggest there is a 6 minutes difference between April 2014 and April 2013, reaching a total of 17 minutes per month per visit on social networks in LatAm in 2017.

3.2

Minutes on average per visit on Social Media sites:LatAm,Middle East and Africa, Europe, Gloabl, North America, Asia

LatAm: young people show greater engagement and affinity to Social Networks

In Latin America, people between 15-24 years old show greater engagement and affinity to social networks with 120.6 and 101.8 percentages respectively. People between 25-34 years old rank second with 92.5 percentage engagement and 99.4 percentage affinity. Unexpectedly, the group of people between 45 and 55 years of age show a higher level of affinity over the latter with a total of 99.5.

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Affinity rate: 15-24:101.8 , 25-34: 99.4, 35-44: 99.0, 45-54: 99.5, more than 55: 98.0 ; Engagement rate: 15-24: 120.6, 25-34: 92.5, 35-44: 88.7, 45-54: 89.4, more than 55: 84.4

How do Latin American audiences spend their time on PC / Laptops?

The results indicate that Social Media is the category that is longer time on PCs / Laptops with a total of 86.636 minutes monthly. The Social Media Category is  followed by Corporate Presence with a total of 54.688 minutes and the  Services category with 39,112.

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Total minutes per month: Social Media: 86.636 , Corporate Presence: 54.688 , Services: 39.112, Portals: 30.502, Entertainment: 27.951

Source: CosmCore

Pierre Chappaz is CEO & Co-Founder of Ebuzzing and Teads Group.

Half of all internet advertising bought by brands is not seen by web users. It is a shocking statistic and the situation is worsening year on year, thanks to the rise of programmatic buying. In 2012 ComScore estimated that 31% of advertising was not seen, this number rose to 54% in 2013.

The recent announcement that GroupM will soon withdraw from open AdExchanges and operate solely on private exchanges clearly demonstrates that the lack of transparency and fraud in online advertising has reached an unsustainable level. It is time for an industry-wide rethink.

For video advertising the situation is potentially even more precarious, due to the domination of pre-roll advertising formats. Instream formats like pre-roll force web users to watch an advert before they are able to view their chosen video content. Leaving fraud, which accounts for 12% of all impressions , aside for now, the biggest threat to viewability is user behaviour.

The biggest threat to viewability is user behaviour

Today’s internet users have developed lightening quick reflexes to avoid advertising they do not wish to watch. They open a new tab or window, mute the sound the very instant an unwanted advertisement appears in front of their video content.

A recent study by Tubemogul revealed that 70% of all non-viewable impressions are non-viewable because the window in which the video is playing is no longer on the screen.

Once bot traffic is discounted, the viewability of pre-roll advertising drops to 22% on average and 48% in premium environments. Ultimately advertisers who buy on CPM are paying between two and five times more than they should.

To combat the issues surrounding viewability, new technology able to precisely measure the viewability of videos from beginning to end has been developed.

Pre-roll

Although monitoring viewability is key, it is more important to develop formats which encourage the user to watch an advert, not avoid it at all costs. Returning to the topic of pre-roll advertising, it is clear to me that the days of non-skippable pre-roll advertising are numbered.

The days of non-skippable pre-roll advertising are numbered.

It is impossible to force a web user, who is active, mobile and engaged, to watch an advert if they do not want to. Web users are not in the same frame of mind as those watching TV at the end of a long day, half asleep and too lazy to change the channel during the ad breaks, they will skip if they are not interested. While the majority of users may not be interested in watching your advertising, why not focus on those who actually want to hear from your brand?

We believe that adverts have more value when they are intentionally viewed by web users. Video adverts are often highly entertaining and great quality, and can be offered as relevant content, not a painful toll that must be paid before video content can be viewed.

The view-to-play concept is an efficient and elegant solution to the challenge of viewability in video advertising. But it also has another benefit: it opens huge new premium video inventory in the world’s largest media sites. The availability of such premium inventory, on a global scale, can only be good news for advertisers, agencies and media owners alike.

Pierre Chappaz has held marketing and communications positions at Toshiba, Computer Associates and IBM. He founded the site Kelkoo in 1999, he has been president of Yahoo Europe and also created Wikio in 2005, wich merged with Ebuzzing in 2009.

#PortadaLat has now begun, with the Online Video Forum and a presentation by Portada’s publisher, Marcos Baer, on central points that will be addressed during the LatAm Summit: programmatic buying, online video, the relationship between technology and marketing, as well as content marketing, among other topics.

Baer introduced the panel with the question, “What should we think about the reliability of online video metrics today?” In this field, he said, we are “in something like the Wild West.”

After Marcos Baer’s presentation, the panel began with an introduction by moderator Cynthia Evans, managing director of Group M Latin America, and initial remarks on “What is content video” from each of the panelists: Artie Bulgrin, SVP global research & analytics, ESPN; Josh Chasin, chief research officer, comScore; and Marilyn Aldir, digital director of Editorial Televisa.

196187fArtie Bulgrin (photo), SVP global research & analytics, ESPN, noted that what ESPN seeks is to offer content through a range of different platforms, so they will be available to viewers all the time. That means it is “very hard to measure this, it’s very hard to measure chaos,” he pointed out. Bulgrin added that “we’re used to a digital world where we measure everything.”

“What we need to measure is ‘how many, how often, how long’ on the different screens,” Bulgrin stated. “What is our situation now? I think we’re close to a way of measuring this in multiple platforms.”

Bulgrin noted out that “50% of our sales are multi-platform.”

jcFor his part, Josh Chasin (photo), chief research officer, comScore, stated that comScore is working to “be the best in the class” and to be able to measure outcomes in the different multi-platforms. He also observed that “TV is becoming a digital medium, if it isn’t already – that is what we’re going to see and what we have to work with in terms of metrics.”

The third panelist, Marilyn Aldir, digital director of Editorial Televisa, said that today it is no longer possible to think in terms of TV audience alone, given the interaction occurring with digital media at the same time. “These days the challenge is to sell multi-platform advertising; we need to be able to measure interactions and engagement,” Aldir stated.

In response to Cynthia Evans’ question about how to measure frequency during a campaign, all of the panelists agreed that this is the core of the problem. The panel ended with questions from the audience.

#PortadaLat has now begun, with the Online Video Forum and a presentation by Portada’s publisher, Marcos Baer, on central points that will be addressed during the LatAm Summit: programmatic buying, online video, the relationship between technology and marketing, as well as content marketing, among other topics.

Baer introduced the panel with the question, “What should we think about the reliability of online video metrics today?” In this field, he said, we are “in something like the Wild West.”

After Marcos Baer’s presentation, the panel began with an introduction by moderator Cynthia Evans, managing director of Group M Latin America, and initial remarks on “What is content video” from each of the panelists: Artie Bulgrin, SVP global research & analytics, ESPN; Josh Chasin, chief research officer, comScore; and Marilyn Aldir, digital director of Editorial Televisa.

196187fArtie Bulgrin (photo), SVP global research & analytics, ESPN, noted that what ESPN seeks is to offer content through a range of different platforms, so they will be available to viewers all the time. That means it is “very hard to measure this, it’s very hard to measure chaos,” he pointed out. Bulgrin added that “we’re used to a digital world where we measure everything.”

“What we need to measure is ‘how many, how often, how long’ on the different screens,” Bulgrin stated. “What is our situation now? I think we’re close to a way of measuring this in multiple platforms.”

Bulgrin noted out that “50% of our sales are multi-platform.”

jcFor his part, Josh Chasin (photo), chief research officer, comScore, stated that comScore is working to “be the best in the class” and to be able to measure outcomes in the different multi-platforms. He also observed that “TV is becoming a digital medium, if it isn’t already – that is what we’re going to see and what we have to work with in terms of metrics.”

The third panelist, Marilyn Aldir, digital director of Editorial Televisa, said that today it is no longer possible to think in terms of TV audience alone, given the interaction occurring with digital media at the same time. “These days the challenge is to sell multi-platform advertising; we need to be able to measure interactions and engagement,” Aldir stated.

In response to Cynthia Evans’ question about how to measure frequency during a campaign, all of the panelists agreed that this is the core of the problem. The panel ended with questions from the audience.

The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015 in Miami