The yearly report of "LATINTERACTIVO-Reporte de Tendencias Publicitarias 2009" was released by Resultics. The report is known for educating and informing those who use the Internet as a medium for advertising and marketing to Latin America in order to get the best results for businesses and organizations. D'Alessio IROL evaluated Argentina's demographics and found that 38% of the population has access to the web, 9 out of 10 surveyed use the Internet daily, 6 out of 10 are 24 years or older, and the penetration in middle and low social economic sectors is increasing. Moreover, people are using the Internet mostly from home, though using it from work comes in second. In addition, online shopping and communication between people and businesses has increased in the Argentine market. The top three reasons why people are accessing the Internet in Argentina are: 97% to use search engines such as Google/Yahoo; 91% to send and receive emails; and 84% to read online newspapers. Interestingly enough, 5 out of 10 people visit and participate in blogs, and 3 out of 10 visit and participate in fotologs. Following a trend observed in the United States, 4 out of 10 Argentines first visit a company/brand site and research the product before purchase. The percentages vary depending on the service or product being bought.

Nicole Falsey, Regional Director of Right Media Latin America, wrote the section, "The Changing Nature of Buying and Selling Online Advertising in Latin America," which reviews the changes that are taking place because of the grouping of supply and demand. This increase is helping several factors such as: 1) there is more and more online advertising inventory available from a number of growing sources, and it's associated with a transfer of budgets to online and the emergence of the campaign performance; 2) the planning and buying of media is turning into something a lot more complex and the execution of a campaign requires more experience every time; 3) the networks are making possible an escalating economy for media in a way in which advertisers can be offered a higher reach for their campaigns. For an advertiser, an exchange offers a mechanism to convert their inventory into money making because it ensures that there is always a buyer for their inventory. The exchange offers benefits to both the buyer and the seller, such as defining the type of advertising that is allowed and not accepted on the site, while at the same time making sure the advertising appears in appropriate and relevant sites for their brands. According to Falsey, networks and exchanges will change the way in which online is bought and sold, offering significant commercial advantages for those companies who accept the new forms.

US Media Consulting partners with Jumba Exchange, the ad platform focused on Latin America and the Caribbean. For effective ways to implement media, please contact your US Media Consulting Representative at 305-772-5500.

Source: http://latinoamerica.resultics.com/Latinteractivo_2009_Tendencias_Publicitarias_Latinoamerica_2009.pdf