Lorena Hure


Hello friends! Have you missed me? I’ve been meaning to post the latest news. In the end, I am like the rest of us: with deadlines, targets, and reports to file. And Digital Bites.

By Lorena Hure

Hairdressers’ Night – L’Oréal

On June 15, from 6-11 pm, we had our hair done courtesy of L’Oréal, who organized Hairdressers’ Night with the goal of giving greater visibility to stylists from all over the world (the event was held in several countries simultaneously). The idea is a good one. Let’s hope they repeat it.

Don’t call me “ma’am”

Speaking of hairdressers, Issue (a hair color and hair care product company) knew how to zero in on its target audience very well in this commercial, which has caused a furor not only among my Argentine girlfriends, but also among those scattered around the Spanish-speaking world. I have viewed it several times, and I’m still laughing.

USMC has a new partner

Shazam, the application that helps me recognize music (sometimes while I dash around like a human antenna, bringing my cell phone closer to the speaker of the taxi or the bar where I am), has chosen US Media Consulting as its representative in LatAm. It seems serious: According to the report I received in June, this initial agreement would last three years. It’s good to see how the digital industry is moving in the region.

Social Media Day Buenos Aires

On July 4th, I was at the Social Media Day Buenos Aires event, where various exhibitors (advertisers, agencies, and media) shared their experiences. The place was full to the rafters with people—and croissants.

AMDIA at full throttle

In late June, I attended the Social Media Summit organized by AMDIA—a great way to keep up-to-date with colleagues, who generously shared their daily learning experiences. This event was just one of various marketing training opportunities organized by this Argentine association, which offers options for all interests and opportunities. Click on the program to explore the various options (some of which are offered remotely, for those far from Buenos Aires or living outside Argentina).

Join us at PORTADA Mexico!

Text written by Lorena Hure @lorenahure

Paying for access to digital content is nothing new for users; the popularity of Netflix and Spotify has paved the way in that regard. What is a novelty is that Argentine newspaper Clarín has joined the bandwagon, spearheading a trend that will surely be joined by other media in that country and the region. How does this news impact users, advertisers, and the media outlet itself? In this article, I share my experiences as a user, written from the point of view of a digital world insider.

I still remember that day. It was a Sunday in May of this year. I began my day with my usual digital media rounds, a ritual that begins with Facebook, followed by reading Clarín and La Nación, and ending with LinkedIn. In that order.

To my great surprise, Clarín did not allow me to access its content (or rather, it would have, had I be willing to pay for it). What a shock. Right away, I wrote to Portada’s editorial team to give them the scoop, only to be told they had already published this news a month earlier (click on it for a link to the article).

“How behind I am,” I thought. “In the end, I am still one more user,” I consoled myself. Thousands of (professionally subjective) questions suddenly flooded over me like a tsunami. Since I am naturally curious, I decided to contact Pitu (Gabriela Pinto), a dear colleague and friend who was in charge of executing this project, via an informal Facebook message.

(Here is the conversation/interview we conducted via email.)

Why did you implement the paywall now?

The person who can best explain why we launched digital subscriptions is Ricardo Kirschbaum. The transformation in how media content is accessed has been constant and forced us to adhere to the changes in the industry, where the paid subscription model is used to support a commitment to quality journalism (which requires a major investment of economic and professional resources). And this requires a mixed model of advertising revenue and paid a subscription to support it. It means joining the trend followed by major international news sites such as NYT, Washington Post, Folha de Sao Paulo, and O’Globo (among others), whose audiences recognize the value of quality journalism. Plus, here is another bit of international data: 78% of newspapers with the highest circulation have some kind of paywall model.

What percentage of Clarín’s regular users signed up for a paid digital subscription?

We opted for a “porous” subscription system; therefore the impact is on Clarín’s most faithful users. You have to read a lot to need to sign up for a subscription.

How does it work?

The Home page still offers complete free access, as do the cover pages of each section and services. In addition, you can access 10 articles per month for free. Once the 10 articles have been accessed, the user can easily register for free to access an additional 30 articles per month. That is a total of 40 free monthly articles. One thing to note: the 40 free articles a month available to each user are NOT cumulative across devices. That is, you have access to 40 articles on your desktop, 40 articles on your mobile, 40 articles on a tablet, and 40 articles through the native app. That’s a lot of content! The article count resets every month. Each calendar month begins with zero articles read. The impact on our total audience is small because it only affects the sites heaviest readers. In addition, subscribers to the print edition will continue to have unlimited access to all content from any device.

What was the impact on the number of monthly users and other metrics related to site visits?

Regarding the numbers, we were able to verify in a few weeks (we launched on April 24th) that our readers support the paid subscription model. Projections indicate that in just one month we approached the goal set for an entire year. We are very satisfied with the results!

Will subscribers continue to see ads? Or is one of the benefits of paid content not receiving any more advertising? (For example, like with a paid Spotify subscription.)

Both users and paid subscribers see the same advertisements.

What was the impact on advertisers?

For advertisers, the role of digital subscriptions in advertising is a benefit, as it gives them the possibility of audience segmentation and personalization. It opens a new space not yet explored for the sale of digital advertising space.

Thanks for your support, Pitu! If I ever write a book on the history of digital media in LatAm, I will mark April 24, 2017 as one of the milestones in the timeline. And give you credit for it, obviously.

Join us at PORTADA Mexico!

Hello friends, here we are again with some news from the digital world that keeps giving us new content and players. Enjoy!

It’s a small world

At the end of April, I was having a leisurely lunch (?) in an exclusive restaurant in Buenos Aires, when in strolled “Fox girls” Andrea Hernandez (from Fox Colombia), along with Cristina Furelos and Cecilia La Grotta. Apparently, they were coming from the nearby Fox Sports TV studios (I guessed that from the photos they put up on their Facebook profiles that day). How nice to see you, girls! It couldn’t have worked out better if we’d planned it.

Digital man for export

It is good to explore new horizons, and even better if these new horizons are facilitated by a job that finances them. I love Rauli Rivera’s new career stage (ex-Spotify exec at IMS, recently imported by Spotify’s Brazil office). As he himself declared on the social networks we share: “5 years as a user, 3 as a partner, and now comes a new challenge in Brazil! Glad to be back.” In the end, we never had the chance to meet personally, Rauli. There will be other chances to reconnect (over caipirinhas).

IMS Immersion

I attended the IMS Immersion Argentina event, organized by IMS to share their insights on digital world trends. It was a nice opportunity to catch up with old friends, including Facu Guzman, Nancy Gomez (from IMS Mexico), Sebas Gil, Marcos Christensen, Tina Franke, Diego Cormio, Adrian Gonzalez and Nana Barragan (I hope I didn’t forget anyone). It was a nice tribal gathering.

Mobile Marketing Challenge

On Tuesday, May 9, we were at the Mobile Marketing Challenge, a breakfast organized by Headway and Appsflyer that was dedicated to mobile marketing for apps. These Headway boys do not rest.

The unstoppable influencer trend

Telefe (one of Argentina’s main television networks, currently owned by Viacom), presented “Chicas de viaje,” a reality travel show hosted by New York City expert Andy Clar. Beyond the novelty of the show, what’s interesting to observe is how TV is echoing the influencer phenomenon (a natural byproduct of social networks) and moving the concept to the television realm.

Countdown to #PortadaLat17

Portada’s annual event #PortadaLat17 will take place June 7-8 in Miami. If you still haven’t bought your tickets, or would like to know more about this fabulous way to stay connected with the world of Latin American advertising and marketing, click here.

Which video platforms do US Hispanic users prefer? What types of content do they provide? Does gender play a role in audiovisual content preference? Read on for the answers to these questions, drawn from comScore’s February 2016 ranking.

100% of US Hispanic users consumed audiovisual content through Google sites in the reporting period.

Source: comScore Video Metrix, US Hispanics-Spanish Primary Language, Work & Home, PC/Laptop Only, Type of Video: Total, February 2016, 2+Total Unique Viewers (000)
    Total Internet:4,999
    Top 10 Video Properties
1    Google Sites4,976
2    Facebook1,662
3    VEVO1,502
4    BroadbandTV1,259
5    Warner Music1,010
6    Yahoo Sites933
7    Comcast NBCUniversal721
8    Microsoft Sites714
9    ZEFR601
10    Vimeo595

Although Facebook ranked second on the list, in percentage terms it attracted 33% of users (three times less than Google sites).

Fifty percent of users chose to watch music videos through VEVO and Warner Music (reflecting users’ interest in this type of content).

Audio-visual content produced by YouTube personalities also appears to be one of the most prevalent interests among US Hispanics, which is reflected in the fact that 25% of unique visitors consumed BroadbandTV content.

Yahoo, ranked sixth, attracted 19% of users interested in video, while Comcast NBCUniversal (owned by the NBC network) attracted 14% of users.

Microsoft sites, ranked eighth, came in slightly below Comcast in terms of percentage of visitors.

ZEFR, the video advertising platform, drew 12% of all Hispanic users in the reporting period.

And finally, Vimeo, the video social network, came in last in the ranking, with 12% of users.

Viewing habits among Hispanic women

In general terms, viewing habits among US Hispanic women were similar to those of the overall population, except for the last two spots in the ranking. Specifically, it appears that women in this market segment are particularly interested in viewing content generated by YouTube personalities, with 21% of these users visiting the Maker Studios and Fullscreen platforms during the period reported.

Source: comScore Video Metrix, US Hispanics-Women-Spanish Primary Language, Work & Home, PC/Laptop Only, Type of Video: Total, February 2016, 2+Total Unique Viewers (000)
    Total Internet : Custom Target2,027
    Top 10 Video Properties
1    Google Sites1,905
2    Facebook629
3    VEVO564
4    BroadbandTV428
5    Warner Music374
6    Yahoo Sites330
7    Comcast NBCUniversal270
8    Microsoft Sites258
9    Maker Studios Inc.221
10    Fullscreen Media Network209


Which websites do US Hispanics prefer? What activities do these sites allow them to do? Does gender play a role when it comes to choosing online media? Read on for the answers to these questions, drawn from comScore’s February 2016 ranking.

85% of US Hispanic users visited Google sites in the reporting period.

Source: comScore Media Metrix, US Hispanics-Spanish Primary Language, Work & Home, PC/Laptop Only, February 2016, 2+Total Unique Visitors (000)
    Total Internet:4,999
    Top 10 Properties
1    Google Sites4,226
2    Microsoft Sites3,135
3    Facebook2,839
4    Yahoo Sites2,626
5    Amazon Sites1,405
6    Apple Inc.1,015
7    AOL, Inc.988
8    Comcast NBCUniversal932
9    eBay782
10    Wikimedia Foundation Sites671

Microsoft sites came in second, chosen by 63% of unique users.

The production and consumption of content are important activities for US Hispanics, who also gravitate towards Facebook, which ranked third with 57% of users.

The Yahoo and AOL portals together attracted 73% of unique visitors, which would indicate a certain level of user interest in consuming general information.

E-commerce occupies a considerable place within the habits of Hispanic users—Amazon and eBay collectively received 44% of unique visitors.

Apple, the only site dedicated exclusively to vertical technology, ranked sixth with 20% of unique users.

Almost 20% of users view NBC’s television content, which placed Comcast in eighth place in the ranking.

Rounding out tenth place were the Wikipedia sites, which reflect some “encyclopedic” interest among 13% of users.

What Women Want

Female site usage was consistent with overall user preferences, with the exception of vertical technology.

Source: comScore Media Metrix, US Hispanics-Women-Spanish Primary Language, Work & Home, PC/Laptop Only, February 2016, 2+Total Unique Visitors (000)
    Total Internet : Custom Target2,027
    Top 10 Properties
1    Google Sites1,660
2    Microsoft Sites1,212
3    Facebook1,100
4    Yahoo Sites1,077
5    Amazon Sites515
6    Comcast NBCUniversal382
7    AOL, Inc.344
8    Apple Inc.337
9    Dropbox Sites255
10    eBay242


Specifically, it seems that for women, the content provided by NBC is more interesting to them than Apple products (whose site ranks eighth among female users).

Another interesting note is the presence of Dropbox, ranked ninth, which would appear to indicate a higher interest in file than e-commerce (eBay), ranked tenth.

As for Wikipedia sites, which occupy last place in the general ranking, they do not appear at all among the sites favored by female users.

Just a heads up to let you know I’m back, in case you missed me (?). The early part of the year saw me occupied with personal and business trips, and I’m now catching up on everything. A lot has happened in the LatAm media world in these past three months, some of which I share below.

By Lorena Hure, Digital Media Correspondent

MWCMobile World Congress – Next time, let me know

At the end of February I traveled to Madrid, which coincided with the trip to Barcelona by many of my fellow colleagues and friends from the region (including the MMA bunch, which is always present). It seems that while I was on vacation, the Mobile World Congress took place in Barcelona, and everyone was there. There were so many photos and comments posted by contacts in my social media newsfeeds, that I was about to jump on the AVE (the fast train that takes you from Madrid to Barcelona in less than three hours), but then I reminded myself that I was on vacation, so I will have to wait until the next one.


At the end of March, IMS’s business teams met in Montevideo, Uruguay. At least, that’s what I saw posted on the Facebook newsfeeds of dear industry friends who are currently working at IMS. It seems that they did not deprive themselves of anything: beach, soccer, drinks, and (probably) a lot of work—even if a husband or wife here or there claims otherwise. Believe me; we work on those trips (although that’s not what we usually publish). No one can take that away from us.

sdrNetflix releases #Ingobernable

Dale Piceno (founder of Spotlight Media) told me that the release party for Netflix’s Mexican series #Ingobernable was held on March 22, in Mexico City. The series covers the life of the First Lady of Mexico and her relationship with the President. The event was apparently attended by actors and actresses, talents, influencers, and the production and corporate teams that traveled from Los Angeles, including José Calderoni, VP of LatAm Marketing, Netflix.

Globant – Think Big Sessions

Globant’s Think Big Sessions are talks about innovation, technology, and design—a kind of “TED“-style talk with the “Globant” touch. Their last event was held on March 28, and the theme was The Use of Digital Platforms for a Consumer-Centric Approach. I missed it this time, but I will sign up for the next one.

SMW PAUSocial Media Week

Pau Cutuli is busy putting the final touches on the annual Social Media Week Mexico event, which will take place simultaneously in Mexico City, Los Angeles, and Milan. I won’t be able to grace (?) the event with my presence this year, although I will surely ask Pau for a copy of the presentations because I love the topic.

Headway was sold

Or at least that’s what I seemed to gather from a comment on social media made by Martín Kogan, one of the company’s founders. (Note from Portada: Of course! Entravision bought Headway and we thoroughly reported about it!)

And friends, remember to send me your news, which I will publish with much love. You can find me on LinkedIn, although I am on call almost 24/7 on Facebook.

Influencer marketing is here to stay. In this article, we offer some thoughts to keep in mind.

In a context where ad revenues are threatened by the presence of ad blockers, brands are forced to find new ways to reach their audiences.

One alternative is to seek out influential people on social media to carry the advertisers’ message, in exchange for some kind of compensation for the influencer.

In so doing, the product appears “organically” integrated into the daily content created by the influencer to communicate with his or her followers on social media.

Up to this point, everything ties in seamlessly— on the one hand, brands can reach their audiences in an environment related to their values (through a legitimate voice that is respected by users), and on the other hand, influencers can profit from the hours they spend maintaining their relationship with their followers (which they would do anyway, just for the fun of it).

In other words, it’s as if the brands selected certain popular voices on social media and paid them to be themselves (who wouldn’t want to make money for being oneself?).

The dilemma arises when the brand “forces” this spontaneity, worrying more about plausibility than the credibility of the influencer selected to carry its message.

The Axe case

A similar scenario happened in Argentina recently. Axe, within the framework of the #VosTenesLoTuyo campaign, apparently created a supposed relationship between a homely boy and a popular “It” Girl (both of them well-known thanks to their participation in different highly-rated reality shows on open television).

The uproar on social media was such that both of them were forced to reveal the truth behind their alleged romantic encounters published on Instagram.

What is not clear is whether this confession was all part of the brand’s plan, or whether it was due to the influencers’ lack of experience (which means no one would have subsequently wanted to hire them as influencers if this “suicide confession” had not been part of the original plan).

For its part, the brand circulated a video in which it gave its version of events, although it is impossible to know if this was carried out as part of its strategy reveal, or whether it was a release of liability in response to breaching the confidentiality agreement of the influencers contracted to carry out this action.

Some thoughts

There are various questions that arise from this scenario. Should we underestimate the users’ intelligence by expecting them to not differentiate between paid and organic messages? Is there a disadvantage to hiring an influencer to convey a brand’s message, as long as the influencer agrees with the brand’s values and considering they would use the product in question anyway? Is it questionable for brands to openly reveal that they encountered some marketing action by influencers to reach their consumers in a novel way?

Users’ behavior makes Influencer Marketing one of the key strategies for 2017. However, before embarking on any action of this kind, it is important to keep possible repercussions in mind and be prepared to respond to any contingencies that arise.

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
6Tremor Video8.925
7Yahoo Sites8.689

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 are Latin American users’ favorite sports sites? How are they different? Are there among users’ priorities? The answers to these questions, according to comScore’s September 2016 rankings.

Interestingly, 30% of the unique users who reside in Latin America visited a sports sites in September 2016.

Source: comScore Media Metrix, LatAm, Home and work, PC/Laptop only, September 2016Total Unique Visitors (000)
    Total Internet : Total Audience197.612
1    Globo Esportes13.305
2    MSN Sports7.757
3    UOL Esporte6.641
4    Yahoo Sports4.081
5    ESPN2.991
6    Minute Media2.974
7    Terra Sports2.751
8    Marca Sites2.518
9 Sites2.381
10    OLE.COM.AR2.339

Brazil’s influence stands out: 34% of the visits went to Globo Sports and UOL Esporte (first and third spot in the ranking, respectively) in this category.

Another interesting fact is the classification of the sites visited: on the one hand, users chose to consume sports content through specialized sites (ESPN, Minute Media, Marca, AS, OLE) and, on the other, through the sports sections of horizontal portals such as Globe, MSN, UOL, Terra.This would account for two different kind of users: on one side, the sports categories’ “genuine” user (the one who would visit sports media exclusively) and on the other, the “spontaneous” user, who takes an interest in Sports section while going through other sections  of the same site.

Time just flies by! December is almost over and 2017 is almost here! Come on Q4… we’re almost done. Let’s get ready for the most beautiful part of the year: The Holidays!. Let the celebrations, parties and holiday travel begin! But first here a round up of what I saw happening in the Latin American/Digital sector, with emphasis on Argentina, over the last few weeks. (By Latin America correspondent Lorena Hure).

Breakfast (and lunch) at Google

I was invited by Tomás Odell, from Google’s Communications team, to the launch of consulting firm Millward Brown’s latest research study on Argentineans’ expectations when choosing a bank. According to the study, 8 out of 10 Argentineans chose a bank for its’ digital banking, while 83% of respondents would change their financial institution for another one with better online services. Following the event (which took place at the beginning of November in Google’s premises) I stayed for lunch with Tomás. Thanks Tommy for inviting me!

Clarín Creatividad 2016 Awards – Netflix and Viacom

I went to the 30th edition of the Clarín Creatividad 2016 Awards on November 8 in Buenos Aires. Among other winners, Netflix and Viacom stood out in the Digital Campaigns and Online Movies and Banners categories, respectively. We could not expect less from these two players; when you’re good, you’re good.

Jerry Goldenberg Awards

My social networks were revolutionized with the Jerry Goldenberg Awards for Excellence in Communications, which took place at the end of November in an important hotel in Buenos Aires. Nominees were designated by Editorial Dossier (organizer of the event,) while winners were chosen by its’ subscribers. Some of the winner companies were BBDO Argentina, PHD Argentina, La Nación and Wunderman.

Facebook & Cisneros, one love

I’ve recently learned that Cisneros Interactive is now a Facebook partner in Bolivia, Ecuador, Paraguay and Venezuela. This is like a déjà vu of Fox‘s business model of representation in Latin America (currently led by IMS, especially following the closure of Punto Fox in the region.) These guys from Cisneros have always ants in their pants.

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
1    Despegar-Decolar Sites15.550
2    TripAdvisor Inc.11.450
3 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 (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.

¿What is the current status of retail platforms in Latin America? How do Facebook groups dedicated to facilitating e-commerce impact them? What are users’ favorites, according to comScore‘s August 2016 rankings? You’ll find the answers to these questions and more in this article.

Latin American internet users are starting to conduct transactions online more than ever. In fact, an interesting phenomenon is that of Facebook groups through which users can sell used or purchase items to other members of the community without the intervention of retail platforms created for this purpose.

This is no small detail, as many users prefer to conduct their transactions on free platforms, and e-commerce platforms are now being challenged to reestablish their business model and look for new sources of income.

Either way, even with social media acting as a facilitator for e-commerce, retail platforms created especially for that purpose continue to resolve these users’ needs and are a priority to them, if the rankings are any indication.

Source: comScore Media Metrix, LatAm, Hogar y Trabajo, PC/Laptop solamente, Tipo de Video: Total, August 2016Total Unique Visitors (000)
    Total Internet : Total Audience195.841
1    MercadoLibre61.531
2    Amazon Sites20.888
3    B2W Digital19.166
4 Corporation14.858
5    CNova12.914
6    Wal-Mart12.166
8    Netshoes Group10.760
9 Worldwide Sites10.738
10    Buscape Company10.106

According to comScore, in August 2016, Mercado Libre came in first among Latin Americans, with 46% of unique visitors, followed by Amazon, which came in with numbers closer to the rest of the platforms on the list.

B2W attracted 14% of users, followed closely by Alibaba with 11% of traffic and then CNova, with 10%.

9% of Latin American users chose Walmart when making online supermarket purchases, while in the sports sector Netshoes was the most popular, with 8% of the visitors in the category.

Technology is also important to users: 16% of them visited Microsoft Store and Apple in the informed period.

Finally, it seems that Latin Americans like to make informed consumption decisions: while it comes in last, the price comparison site Buscapé attracted 8% of the users.

Here we are again, this time with the updates from October. Between events, trips, and new appointments, it was a busy month.

youtube-2-dustinYouTube Brandtime

In mid-October, YouTube presented Brandtime, an event whose goal was to show off the latest in the platform’s commercial opportunities. Between metrics and presentations on the different kinds of ads and inventory available, there were interesting panels held by YouTubers. Dustin Luke was the Master of Ceremonies, and local YouTubers Daiana HernándezLocos por el Asado and Hecatombe were interviewed on-stage. What can I say? At the end of the day, these kids get it. Anyone in charge of TV programming should be fighting over them.

Two Million Dollars

Yes, my friends. That is how much the folks at Logan received from the Mexican investment fund Pedralbes Partners for their operational expansion in Brazil, Mexico and Argentina. Congratulations, guys! …and what would I do with two million dollars?

nancy-gomezMore News from Yahoo

Every once in a while, Yahoo gives me some good material. This time, the news is that Nancy Gomez (formerly at Terra, Fox, and MySpace) has been named the company’s Commercial Director for LatAm, and will be managing all commerce in Argentina, Colombia, Chile and Peru. You rock, Nan. Good luck!

foto-iab-latamNew York, New York

I’ve been told that the presidents and general directors of various chapters of the IAB in Latin America got together in New York at the end of September as part of their work to establish best practices in the digital ad and interactive marketing industries. The next meeting appears to be in Miami in January 2017. Oh how we love traveling: God created us, and the Internet brings us together.

audio-ad-imagenDeezer and in Colombia

Deezer (one of the leading music streaming services with a presence in more than 180 countries) chose as its commercial rep in Colombia. Great news for both of them!

La Nación TV

La Nación, the traditional Argentine newspaper, held an important party at the end of September to launch its first paid TV channel, which will cover the news and feature segments from different anchors, journalistic programs, lifestyle (music, cooking), documentaries and general human interest stories. This incursion into television is no small detail, as it introduces a new (and strong) player into the local television ecosystem. It may not be such a “digital” bite, but I couldn’t keep from telling you.

That’s all for now, folks. You already know that you can come to me  with your latest news, and I’ll give it my own personal touch in this monthly column (which is really everyone’s space, in the end).

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.


Here we are again, this time with August’s latest, although its alerady the third week of September!. I love it when people say that they read this column (I admit that I like it more when people tell me they find it fun). I feel like I’m the chef that likes to see people clean their plate with bread. And since we are in confessional mode, I also love it when people ask me to publish their news. At the end of the day, this is a space for everyone in the digital industry in Latin America. Here we go with the highlights of the month.

Vintage MySpace

The IAB Connect 2016, organized by IAB Mexico, took place on August 24. Of all of the guests, some of the most fun were ex MySpace Mexico’s Nancy Gomez, Choche Sosa, Alejandro Salazar and Martha Carlín, who uploaded pictures of the event to Facebook (to think that at one point MySpace and Facebook were competitors). What an interesting path we’ve all taken!

The Agency Reality Show

Rodrigo Figueroa ReyesSomething is brewing in Buenos Aires, and Rodrigo Figueroa Reyes (founder and CEO of FiRe Advertainment) is behind it. It seems that his team is thinking of launching a reality show in which 10 creative pairs will have to come up with ad campaigns for different brands. As is the case at all agencies, there will be directors and account executives that will help (and hinder) the teams’ activity. If gastronomy has MasterChef, music has The Voice and entrepreneurs have Shark Tank, advertising needs something, too! Bring it on!

OmegaWatches and the Olympic Games

I was at the Omega watch event (they were the official timekeepers of the 2016 Olympic Games) on August 17 at an exclusive restaurant in Buenos Aires, and it was a great opportunity to reinforce the brand’s attributions, one of which is measuring time with high precision for each competition. This is no small detail if we consider that cell phones have taken terrain from watches, not only because they have a watch incorporated, but because they allow us to renegotiate the time when we realize we have fallen behind.

Coca-Cola For Me

During August, Coca Cola launched the application “Coca Cola For Me” in Argentina, Chile and Peru. Oriented towards the younger segments, this content platform allows users to visualize videos on demand called “Glups,” access a digital radio through which they can program their own music, connect to exclusive transmissions via streaming, share with their friends and win prizes and benefits. I hope to be within their target (I am a sort of Benjamin Button).

Fer GualdaLogan Opens Office in Chile and Brings On Gualda

I was told that Fernando Gualda (current sales and distribution VP for Latin America at ZooMoo, and previous SVP for the Southern Cone at Fox International Channels) just joined the office of Logan Chile as the director and partner in the company. Good luck, Fernando!

That’s all for now, friends. See you next month!

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
    Total Internet : Total Audience176.391195.13011%
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 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
    Total Internet:  Hispanic All30.14031.3574%
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.

July was a very busy month for me, and I’ll tell you something about it in this month’s digital bites. As much as the idea behind this column is to talk about others (nicely), it made me want to share my own bites with you. After all, almost all of the people I write about are my colleagues!

So Glamorous

humbertoAt the end of July, I had the pleasure of meeting Humberto Hernandez, the new business director at L’Oréal Luxe. He was only in Argentina for a few days for a trip related to L’Oréal’s luxury brands (Kiehl’s, Clarisonic and Urban Decay). We had a great time making the rounds of the best bars in Buenos Aires while we talked about our trips and professional activity. Friends from the industry already know: let me know when you’re here and I’ll gladly take you around the city (and while we’re at it, you’ll give me material for this column). Another thing: Now I really want to try some Kiehl’s products. Excellent one-on-one branding, Humberto.

Mobile Summit Argentina 2016

Marce Garcia Cisneros, the founder and CEO of Rekket, invited memarce to the Mobile Summit Argentina 2016, organized by the Argentine Mobile Association. The event, which took place on July 13 at the Sony Theater, was a great opportunity to listen to the experiences and lessons from different local players, as well as interact with colleagues and friends. Everyone was there, even the members of the Mobile Marketing Association. We’re like that: competitors, colleagues and friends. In the end, we’re all betting on growth in the digital market.

Where Did Yahoo’s Employees Go?

In mid-June, I ran into Ale Fishman (ex country manager at Yahoo Argentina) at a Social Media Week Mexico event, and he commented that he had recently joined Keynetic Digital as the commercial director for LatAm. Keynetic Digital belongs to Mariano Burstein, who was the general manager of Yahoo Argentina until May 2008.

alfredoLuis Arvizu, who was the general manager of Yahoo Mexico until March 2016, is now the commercial VP for LatAm at MediaMath.

Alfredo Sanchez, who was the sales director at Yahoo Mexico until January 2016, recently joined Televisa Interactive Media as the digital commerce director (he was previously at Simek as the country manager for the Mexico office).

In all three cases, programmatic buying was the first obligatory destination in a “leap of faith” after so many years at a company that was predominantly focused on branding. If there were any doubts about where the market is heading…

Neither Dull Nor Lazy

The Brand100 organizers (“the” annual event in Argentina, for which media outlets pay to bring their most important clients in the region) were smart in choosing Rio de Janeiro as the host city for this year’s event. While it is cutting it close to the end of the Olympic Games, don’t tell me that it wasn’t opportune to take advantage of the press that will be there for the sporting event. An excellent consolation prize for everyone that wanted to go to the games  (although it’s a work-related event, of course).

IAB Now 2016

The most important annual event for the IAB Argentina will take place August 25 in the theaters of the most important local shopping center. Among the confirmed speakers are: Maren Lau (IMS), Fernando Barbella (J. Walter Thompson London), Eric Tourtel (Teads) and Saul Hernandez (Mindshare). It’s going to be great!

From Havas Chile to Minga Digital

After 15 years at Havas Chile, (most recently as the general director), Gonzalo Parra has joined Minga Digital gonzalo(headquartered in Santiago, Chile) as the general manager. Good luck, Gonza! And thank you for always hosting me when I’m in Santiago.

A New Project

In September 2015, I decided to take a paid sabbatical (which is to say, travel and work remotely on different digital projects). It was the best decision that I could’ve made in this first half of my professional career, and I recommend it. I was in a hostel in Salta (a province in Northern Argentina), a four-star hotel in Miami and a friend’s house in Mexico (a country that I’ve been able to visit twice in this period). My last trip will be Spain in August (Madrid, Valencia, Ibiza and Barcelona). Not bad. Nonetheless, I was presented with a project that I couldn’t turn down. Soon, I’ll be updating my LinkedIn profile (for now, I’ll leave you with the intrigue).

Join us at PORTADA Mexico!

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

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.


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 and 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
7    BLOGSPOT.COM.AR10.976
8    YAHOO.COM.AR9.355
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
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
7    YAHOO.COM5.300
8    MSN.COM4.928
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
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
8    LIVE.COM693
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
8    MSN.COM3.854

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