1. Have you seen any changes taking place in the way Colombia is conducting its marketing practices?

Yes, the changes that we are seeing right now are changes related to the way brands are advertising on the Internet. Everyday, advertisers are changing their marketing mix and moving part of their budget to the online media. One evidence of this is the important growth that the sector has had within the last 2 years. The investment in online advertising increased 30% between 2008 and 2009.

2. We know it's estimated that online advertising was $25 million in 2009, making online the 4th most important media outlet. Where does online in Colombia stand today??



3. Have you seen any audience online growth patterns and can you compare them to that of another medium?



4. Who would be considered the "big players" of the marketplace?

1.Telefonica Moviles Colombia S.A.
2.Avianca
3.Compañia Nacional de Chocolates S.A.
4.BANCOLOMBIA S.A.
5.General Motors Colmotores S.A.
6.BAVARIA S.A.
7.Publicar S.A.
8.CITIBANK COLOMBIA
9.BBVA
10.Unilever Andina LTDA.

5. What is the problem that you currently see with the online market in Colombia?

The main problem that we see with the online market in Colombia is the trust that the traditional clients have in this kind of media. This is due to the client`s resistance to switch to new technologies and to the new ways of advertising.

6. What could agencies/clients do to overcome that barrier?

Basically, it`s a process of teaching the client about advertising on the Internet. It is a job that has to be done between the media group and the agencies in order to get the client to believe in this product, showing all the benefits that they could get from it.

For online advertising for the Colombian market, please contact your US Media Consulting Representative at 305-772-5500.