How TV Networks Fail Latinos And What Two Startups Are Doing To Win Them Back.

Over the past few months, two media companies (CNN and NBC) had two major failures in the Latino space. CNN and NBC shut down their media initiatives covering and serving U.S. Latinos.

Within the same time frame, two Latino-focused startups, Hispanicize and LSA, showcased  some major successes. They’re targeting the same market and with infinitely less resources they’ve been exponentially more successful.

Why the giants are failing and how the underdogs are winning will make you think twice about the power of this market and how to approach it.

There’s one thing that is important to understand. This is not by any means a reflection on the market or the journalists that worked for them.  It is rather a reminder that the news business is evolving at every level and for every demographic. This is especially true when you are targeting  Latinos, a demographic that is leapfrogging desktop in favor of mobile.

Let’s look at the giants’ failures first.

NBC and CNN hurried to join the flock into the Latino space. They joined Fox News, Fusion and UnoTV, an Internet-only TV channel back by Carlos Slim’s CARSO Group. NBC and CNN offered a lackluster and poorly designed experience from the start and within the first year of operations they were shut down.

NBC and CNN Latino were destined to failure due to a lack of commitment to the idea. They were the ugly stepchild at the newsroom and to add insult to injury, they were playing within the sandbox of a dying media business model.

The news business is evolving to be real-time, highly collaborative and relevant and the CNN and NBC Latino initiatives were anything but cutting edge.

There is a very interesting  post-mortem in BuzzFeed by an ex-staffer. It reads as a love letter to the tireless and penny-less journalist covering the poor and forgotten. I liked the prose but the analysis left much to be desired. We need critical views instead of romanticized story-telling.  One thing the author has going for him is that he had the good sense to have go work for a thriving media company where his journalistic voice gets amplified exponentially.

Now let’s look at the underdogs.

These startups are attacking the same demographic and they are having much more success with a different and refreshing approach.  Two of the best examples are Hispanicize and LSA (Latino Startup Alliance).

Hispanicize is a technology and marketing conference that has grown exponentially over the past few years. They have been able to secure big brands as committed sponsors including Google, Toyota, P&G, 3M and more.

Thousands of people attend the conference every year.

Hispanicize is lead by Manny Ruiz who built and sold Hispanic Wire prior to starting this conference. He has the drive, the experience and the passion to make things happen.

Then we have LSA or Latino Startup Alliance. LSA is a highly efficient  grassroots networking organization that connects top Latino innovators in the U.S. and abroad. LSA’s founders are more about actions than words.  LSA is lead by Jesse Martinez, a veteran of the technology startup community in the Silicon Valley.

LSA and Hispanicize are lead by tireless entrepreneurs that look at the Latino community not as a token word to accompany a well-known brand, but as thriving and growing community that is part of a multicultural country and not a subset of it and they treat it as such.

Interesante and Mozilla Mexico Working Together

Exciting news!

Mozilla Mexico just announced the partnership with Interesante.  The collaboration is just getting started and it has a lot of potential for both companies as we share a common set of values and goals.  Please check out Interesante’s blog post to find out more about this nascent collaboration.

According to Forrester, Mexicans are in love with the mobile web:

Mobile Internet is popular — but mainly in Mexico. Forty percent of online metropolitan Brazilians and 55% of online metropolitan Mexicans regularly use the mobile Internet. Diving deeper into the numbers, we find that for online metropolitan Mexicans, 41% connect on a daily basis to the mobile Internet, and they spend on average 4.5 hours online per week. In contrast, the mobile Internet is much less popular in Brazil. Only 24% of online metropolitan Brazilians connect on a daily basis, and they spend on average 2.2 hours online per week.

This makes the arrival of Firefox OS timely and relevant and our partnership valuable for the end-user by providing a tool that is tailored to the culture they live in.


time magazine cover crop (1)

How US Latinos Are Creating The New Mainstream.

Sofia Vergara

Sofia Vergara, NuevoWorld Founder, Actress

The conditions are ripe for an economic renaissance in South America and especially for US Latinos. Latinos delivered Barack Obama the Presidency of the United States of America and are driving major economic growth in the US at all levels. Latinos in the US might hold the key to a new kind of global economic power not bound by geography but by culture.

The growth is staggering. Millions of people in South and Central America are joining the middle class. This combined with a newly found political power in the United States, makes the Latino market in the US and abroad very attractive to entrepreneurs and investors. Developing countries have many problems that can only be solved by the local entrepreneurs so the opportunity remains basically untapped.

Latinos in the US are driving growth. 20 to 40% of YOY revenue growth in major retailers like Walmart or Target will be driven by Latinos. 1.1 million latinos will turn 18 every year for the next 20 years. As Solomon Trujillo said while addressing bright Latinos at Stanford, we are the new mainstream. We are creators, trendsetters, artists, teachers, entrepreneurs, etc.

In the past two years (2011/2012), massive changes have attracted top tier investors to Brazil, Mexico, Argentina, Chile, Peru and Colombia. Chile has created a bold entrepreneurial program (Startup Chile) that is starting to challenge Silicon Valley as an alternative to start a company. 500Startups has gone into Mexico by acquiring, a firm that incubates innovative startups in Mexico, and has started to fund entrepreneurs rapidly.

This is great for our company, but there’s a problem with the ecosystem.

A great majority of the innovation coming from Latinos in the US and abroad still attempts to target the mainstream. The demographic that has become the standard in marketing presentations is the young white male between the ages of 24 to 35. So much talent from the Latino community is going into preaching to the status-quo rather than breaking it apart and defining a new path. Please, don’t misunderstand my words. I believe Latinos should and need to work in all types of professional fields.

I am talking to the entrepreneurs. You have the chance to create anything you want. Maybe, in the ideation stage, you could look around and make our own demographic a priority. Some will succeed and that will be the example to follow and to truly create the new mainstream.

Go build, we will follow.

Interesante for iPhone

Inside South America’s Most Innovative Startups

Latin America has become one of the most productive regions within the digital arena, showing  fantastic potential in technological innovation. In this blog post I want to go further and tell you what is happening right now inside of South America’s most innovative Startups. Prepare to be surprised. Uruguay, Brazil, Chile and Argentina are the countries that have the biggest startup movements and that are  linked to the forefront of technological innovation in Latin America. Colombia and Peru are gaining presence in this area as well, although in a different way as their entrepreneurial community is younger and less experienced.

According to several entrepreneurs surveyed for this blog post, cultural differences are one of the biggest challenges to overcome.

Every startup in this post share the same key characteristics for success: they were born with the global marketplace in mind, they are competitive, they aim to bring value to the digital arena and they were created to make a dream come true.


FOOD EXTRA: Innovative Startup in Argentina

Food Extra is a social network to find out where food comes from, created in Argentina. This social network was built to connect food consumers and food producers. Food Extra allows each part of the food chain to interact with each other building trade relationships. On the other hand, Food Extra gives consumers information on how food is processed, as well as where the food comes from.

The central concept of Food Extra is food traceability.  According to an article written by Sebastian Nader, Food Extra co-founder, traceability is one of the current useful tools in the Internet. Sebastian Nader -a graduated in Economics- , Fernando Valdivia -Veterinarian- and Sebastian San Juan – Systems Analyst and graduated in Management-  are the founders of this new Argentinean Startup which has already landed in Silicon Valley. (Update 05/23/2011: Sebastian San Juan doesn’t work in Food Extra any more. Currently, he is a member of the Celeste Olivieri‘s team)

Fernando was kind enough to give us an interview where I asked him about how Food Extra actually works.

“Food Extra allows its users to get information about the products they consume: data about the company which has processed the product as well as the people involved in the production. In addition, users can read, write and share reviews and comments”, said Fernando.

Once Food Extra’s mobile app launches (which will be in May, 2011), the iPhone’s screen will read the bar-code of each product registered in Food Extra’s database and the system will send all of the information available about that product to the user. People could also use geo-location  to find other users as well as food production spots.

However, to start using Food Extra at all, we have to wait some time as the public version hasn’t launched yet.


SOCIAL WEB: Innovative Startup in Chile

Social Web is a young startup that offers digital services such as social media marketing, web and app development.

Social Web won the Startup Weekend -Chile- in 2010 with its innovative product: Social Meter, a new web platform where TV ratings are measured using social networks. Cristian Correa and his team won the Santiago Startup Weekend 2010 competition and received 5 million Chilean pesos in funding.

Social Meter is a web platform where people share what they are watching on TV in real time through social networks, such as Twitter or Facebook. Social Meter’s goal is to improve the quantification system of People Meter. The platform measures the audience more effectively. It creates an interactional network with the user who receives discounts as a reward for participation. Users can also comment on the TV show they are watching and see what their friends are watching.

This Startup will offer a new TV rating measurement system to TV companies that is real time, covers a wider range of people and is web based. Social Meter will launch “soon”, per its website.


VIVA REAL: Innovative Startup in Brazil

Brazil stands out as one of the countries where innovative ideas are born every day and whose entrepreneurs are constantly searching for new opportunities. VivaReal is a good example of these innovative ideas. It is a real estate portal for buying, selling and renting properties.

This Startup received the award “Best Real Estates Portal in Emerging Markets”, given by Property Portal Watch.

VivaReal’s founder, Brian Requarth and his partner Thomas Floracks have a lot of experience in the US  real estate market and since 2008 they have worked only in Latin America, where they have been living for a long time. Requarth and Floracks wanted to be on top of the real estate search in Brazil and expand to Latin America. Viva Real has been recently launched in Latin America and even in the USA and shows great potential to reproduce the success it has had in Brazil.

According to Alice Allan, editor of Property Portal Watch, “VivaReal has combined the traditional sales and marketing system with a very innovative educational approach. For example, they offer seminars in order to educate people about the value of online marketing”.


RING2SKYPE: Innovative Startup in Uruguay

Ring2Skype is an Uruguayan Startup that gives local telephone numbers to Skype users.

Skype offers VoIP call services only to 25 countries in the world. Ring2Skype was created to offer the same service to those countries which have been left out of the Skype list. While everybody can get a number, Ring2Skype especially concentrates on  the entrepreneurs whose work is linked to others countries and who need to maintain fluent, daily communication.
Since October 2009, the Uruguayans, Andrés Bzurovski and Sergio Fogel -founders of Ring2Skype-, slowly have been gaining ground as the solution for several Startups with respect to international call services. Currently, Ring2Skype offers local telephone numbers for free to 100 cities in the world. The company is headquartered in Miami, has a development center in Uruguay, and clients in more than one hundred countries.


MEGUSTA-PE.COM and ROM.PE: Innovative Startups in Peru. is a Peruvian platform where users can share their favorites sites. Generally speaking this is a good idea -while not very original- but the site doesn’t talk about any specific topic, it is just about “everything” and I don’t think that this will add any value to the ecosystem. What people need is information within a categorized system that helps them find what they are looking for.

Besides, its design and content isn’t entirely neat and user friendly. is an online magazine that promotes original articles about Fashion, Technology, Businesses, Economy, Art & Design, etc.

Like “”, covers a large range of topics but in this case they are organized into categories and its content is a 100% original (without any copy-paste or translations from others sites). Although this doesn’t mean a lot to many of us, it is just what makes special, because most of the successful Startups from Peru are only copies of successful business models from the USA. There are only a few companies which stand out thanks to their innovative and genuine spirit. is a personal project of Lynn Mora -launched in December 2009-. Mora admits that his project “has demanded a lot of effort but it has finally reached success”. The site -which is currently running its second version-  has incorporated advertising and has started to sell articles to other media.

Right now, 30 writers and 3 editors are working for, which so far has produced 157 genuine articles.

The entire content of can also be read by mobile devices.


FACTORY INTERACTIVE MEDIA: Innovative Startup in Colombia

Factory Interactive Media is a young Startup that offers audiovisual technological development. Its “star product” is called HeartView, a technological platform for cardiovascular disease.

Personally, I agree with what  Alan Colmenares wrote in his blog: “I’ve seen a lot of initiatives here in Colombia and many of them have merit, but I haven’t seen initiatives which, in my opinion, take Startup space (specifically, Startups which make use of technology to innovate) to a level that’s really required to get Colombia more competitive (especially when compared with Chile, Argentina and Brazil)”.

A good example of this is the Colombian Startup Factory Interactive Media which won the second prize in the “Startup Competition of Red Innova” which took place in Madrid last year.

While Factory Interactive Media won several contests with HeartView, its way of presenting itself isn’t as innovative as this Startup could be. The design of its website lacks readability and its style is quite old fashioned, in contrast to current sites which are filled with “whites” and stand out because of the simplicity of their message.


South America’s Top Technology Events for 2011. A Technology Renaissance

Across the world and in South America in particular, technology events are experiencing a healthy growth. The events are numerous, focused, truly substantial and relevant. It is no longer a pre-requisite to be in the Silicon Valley to have a respected technology event that gathers Internet luminaries and entrepreneurs.

All these rather recent activity in the technology sector is giving birth to a nascent technology scene with great potential.

South America is leapfrogging and rapidly becoming a more suitable and popular destination for technology events. The enthusiasm and entrepreneurial spirit is starting to reach a boiling point across the region, making it a prime spot for top-notch talent recruitment and a desirable market in its own right.

This new awakening is in great part due to the exponential growth and penetration that the Internet has had in the region. The Internet has provided an efficient channel for freedom of thought and expression for the younger generation. This generation is not bounded by the remembrance of oppressive regimes, as it is the case with the prior one.

The young are empowered to pursue their dreams and to break down social and geographical barriers.

According to WB Research, “Latin Americans are going online at an unprecedented rate. With increased broadband penetration, better access to computers, and improved payment and security options, 28% of the region’s half a billion people are already using the internet, and experts predict this number to more than double by 2015″,

Here are some of the top technology events that will take place in Latin America in 2011 as well as events that will take place in the US and that focus in the Latino market in the US and abroad. I’ve taken the time to add some information and tips about the value of the event to you and some travel tips about the host cities to help you make your choice .

Note to our readers: If you know of an event that should be in this list, please email us or post to the comments and we will add it to the post.


Streamnow on March 15, 2011. It will take place at the Centro Gamin the city of Santiago, Chile. Follow them on Twitter @streamnow.

Santiago’s Highlights:

The City of Santiago is one of most modern and safest metropolis in Latin America. Santiago is known for its continuous economic development as well as its political and social stability.

City Tour:

A fun and smart way to learn more about Santiago. Visit its most representative historical landmarks.

Bellavista Neighborhood:

This unique neighborhood showcases the aristocratic and Catholic influence of old times. With its peculiar architectural style, walking around Bellavista feels like walking around an outdoor museum.


Vanguardia Tecnologica 2011

First Technology Innovation Fair in Mexico City. Vanguardia Tecnológica 2011 is the contact point between technology and investment in innovation in the City of Vanguard.

Vanguardia Tecnologica will take place from March 14th through the 17th at the World Trade Center in Mexico City.

IAB Conecta 2011

The congress brings together the most important Mexican brands. Speakers from these companies will share their vision and experience on the digitization of consumers, marketing and advertising.

IAB Conecta 2011 will take place in July, 28th and 29th at the Centro Banamex in Mexico City.

Appcircus Villa Hermosa 2011

This will be the inaugural mobile showcase for the Latin America tour 2011. AppCircus and CITITabasco are working together to bring the developer communities from Tabasco, Campeche, Yucatan, Quintana Roo and Chiapas under one tent, so they can see the great mobile applications that are being created by developers, Startups and companies in the area.

AppCircus will be a place to make great connections and create a hub for the mobile ecosystem in the South of Mexico; so Technology clusters and the companies involved can create value through the networking involved in the event.

The showcase will be held on the 17th of March of 2011 in Villahermosa, Tabasco.

México Highlights:

This city was built on a series of dried lakes were more than 20 million people are living today

Nightlife in Mexico City:

– Opera Bar: one of the liveliest bars, located in the Historic Center.
– La Casa de las Sirenas: to drink the best tequila.
– Cosmo: the place of the most extravagant cocktails
– El Colmillo: one of the best in town.

United States

South By Southwest Interactive

This technology conference is among the most important in the world. The central topics are: advanced technology, innovative business strategies, social media, the latest news about web technology and design. Check out the Latin track

SxSW will take place from March 11th through the 15th, 2011 in Austin, Texas.

Tail América Latina

E-Commerce networking. Attendees: Latin American major retailers, marketing professionals, technology specialists. Top executives from Brazil, Mexico, Chile, Argentina, Colombia, Peru and Costa Rica will share case studies, which highlight the obstacles and solutions in each country. Global technology providers will present the latest solutions to help you determine what will work best for your business.

Tail America Latina will take place in April 5th through the 7th at the Hyatt Regency Miami, in Miami, FL

Media Leaders events

Media Leaders hosts concurrent events and workshops in 15 cities, 4 countries and 3 languages. Thousands of professional in Marketing, Advertising & Technology take part in this event.

Media Leaders events are hosted throughout the year in Latin America. US and Europe.


Mega BarCamp Litoral

BarCamp is an “unconference” born from the desire of people to share and learn in an open space.

BarCamp Litoral will take place in May 7, 2011 at Costanera Este in the City of Santa Fe, Argentina

Santa Fe City Highlights:

The city of Rosario -a few miles from Santa Fe- is one of the bigest urban centers of Argentina because of its strategic geographic position in relation to MERCOSUR, a situation that places this city in an important industrial and touristic center. See more.


Campus Party

Campus Party is recognized as the largest gathering of technology, creativity, entertainment and digital culture in the world. Latin America’s Campus Party events are highly recommended because this region is one of the most vibrant and the joyful spirit of the country ensures an unforgettable experience for visitors.

Campus Party takes place in June 27 – July 03, 2011 at Corferias in the City of Bogotá, Colombia

Bogotá highlights:

Barrio de la Candelaria: The most traditional neighborhood of Bogota. It is one of the most beautiful urban landscapes of the capital, with cobblestone streets and colonial buildings.

Bolivar Square: Located in the heart of Bogota. Some of the attractions which surround it are: The Cathedral, The National Capitol – the National Congress of the Republic-, The Liévano Building and the July 20, 1810 House Museum. See more.


FUDCon Panama 2011

Panama will host one of the largest free software events worldwide, the “Fedora User and Developer Conference Latin America 2011.

FUDCon will take place in May 26, 27 and 28, 2011 in the City of Knowledge, Panamá

Panama Highlights:

Panama is among the recommended countries to visit in 2011 according to Lonely Planet. Some of the Panama’s attractions are traditional festivals, treks in the rain forest and sand-floored huts in Kuna Yala. A large part of the country is still virgin forest, where real adventures are close to urban centers.

Angel Investment Outlook in Argentina: 2011

2011 will be the most active year in Argentina regarding angel investments, since the stock market crash in 2008.

According to the study carried out by Ernst & Young Argentina, based on investment intentions showed by more than 800 employers surveyed, investments will rise 10% – 20%.

If we also consider the non-stop growth of new enterprises in this country, we can foresee a very positive scene for the new generation of entrepreneurs.

Thanks to the Argentine work force -recognized worldwide as creative, innovative and committed- this country became in a very promising region, especially respecting the Internet industry.

In recent years, several Argentine Startups, linked to technological innovation, have grown surprisingly fast and even started to compete in the global market. However, most of them projects were benefited with an initial investment of foreign capital because the micro-investments are not highly developed in the country.

In Argentina, the culture of angel investments hasn’t kept pace with the startups. This is why groups have emerged to promote angel investments in Argentina, a practice hitherto reserved only for USA and Europe. Clearly these groups are trying mainly to create a framework of trust in which investors feel more secure. Credibility in financial matters is one of the major pitfalls that Argentina must overcome to achieve a real growth of angel investments.

Groups promoting angel investment in Argentina

  • The Business Angels’ Club

This group, created by former students of IAE, seeks to promote investment awareness in those people who are able to provide risk capital. The Club aims to encourage the emergence of a new generation of entrepreneurs, companies and investors to maximize the intellectual capital of Argentina.

The target investor profile pointed by the  Business Angels Club is a person with an entrepreneurial spirit who, in addition to providing capital, can also be involved in the creation and consolidation of a company through their experience, knowledge and contacts.

  • Investor’s Club of Emprear

This Club has similar characteristics to The Business Angels’ Club, regarding its target investor’s profile, its philosophy and its goals but, in addition to regular meetings where projects are presented, it organizes training programs for investors and entrepreneurs as well.

How does the investments system work?

The Clubs conduct the search, screening and analysis of projects, but the investments are decided by each member. People invest money from their personal assets in the projects they choose.

Both clubs are concerned about supporting the growth and development of Argentine enterprises, due to the enormous human and material resources of the country, which were so far only exploited abroad.

Globant, the Argentine Startup which causes wonder around the world

With only $ 1,000 inicial investment but big ideas and knowledge, the engineers Martín Migoya, Martín Umaran, Guibert Englebienne and Néstor Nocetti founded this computer services company, which now has about a thousand of professional employees and first class customers like Coca Cola, Sabre and Citi and others.

Currently, Globant has offices in major cities of Argentina and also in Colombia, Chile and the United States.

Globant is also a novelty because its Human Resources department, which has modern policies tailored to the needs and expectations of the generation of professionals known as Generation Y. As a result of these policies, Globant is the company with less employees fluctuation, a common phenomenon in most companies involved in the technology industry.

A couple of years ago, Martin Migoya, Globant’s CEO, said in an interview: “The greatest value that our group is contributing to society in Argentina is showing that a small company -born in a 30m2 apartment- can become a multinational which transcends borders and has a value at which Argentines are not used. “

Uruguay: students get unexpected returns investing in the New Yorker stock market

Global investors want to know the secret of the successful management in the New Yorker stock market by students at the British School and The Uruguayan American School of Uruguay.

This is the second year that Professor John Younger, in charge of the Economy and Finance class at both schools, gives his own money to his students so that they invest in the stock market as a practical exercise to learn how it works.

Younger, a canadian who spent 17 years working in finance in New York and Toronto providing financing for large North American companies like General Electric, John Deere and Citygroup, is very pleased because the project achieved its goal once again: learning about how the economy works in the real world and acquisition of a community spirit.

The result of this exercise has been the tremendous success of a 42.5% profit.

Within four months, students from both schools earned about $ 10,000 as a consequence of a careful selection of assets, while they learned the basics of the economy and stock markets.

Teenagers without any economic training had exceeded, in benefits, the greatest money managers in the world, in an era in which world markets are falling sharply”.

As this news became known, investors and businessmen began to call at the school to find out what their “method” was.

According to Professor Younger, the key to the project’s success is very simple: students just followed their common sense and invested only in companies they know, those companies which provide products their environment and themselves consume (for example Apple and DirecTV).

Surely, the news attracted so much attention because there aren’t any other projects in the world like this, in which school students handle real money in the New Yorker stock market.

The profit’s destination was also an important factor in the learning process. Last year, the obtained money paid the annual salary of a school teacher, and this year the money will go towards building a youth service center in Uruguay.

Students just have contact with the real world, while big investors are living in glass towers.

In this regard, Younger said proudly in the “Observa” online: “if the nature of the world’s financial leaders have been the same as that of my students had, we would not have a financial crisis like today.

Online Video Market Remains Underserved: U.S. Latinos Eagerly Waiting To Consume.

American family - They are #Latino2

American family - They are #Latino2

Last week we published a blog post about the situation of the online video in Latin America. In that blog post we mentioned that, according to the latest research, online video is popular among Latinos and has major growth potential. We are now wondering what kind of relationship US-Latinos have with the online video and wanted to share our findings with you. In 2009, a study by Ipsos’US Hispanic Omnibus showed that the most popular online activities of US-Latinos were: watching videos (58%), uploading photos (68%), downloading music (47%) and visiting social networks (40%).

To think that most US Latinos don’t have Internet access or the skills to use it, is simply wrong.

For example, a new study by Yahoo! Telemundo and Experian Simmons Research says that US-Latinos are consuming and adopting media and technology, in some cases to an even higher degree than the rest of the population of the United States. The same study finds that the reason for this online behavior in US-Latinos is that new technologies help this group stay connected to what they consider to be most important: culture, community, friends and family-in both the U.S. and their home countries. The cultural characteristics of US-Latinos are creating this online consumption. Those companies who want to exploit this growing market may need to take those particulars characteristics into account when developing a marketing plan to reach this growing population. Language is also an aspect to be considered: “As the bilingual and Spanish-language dominant population continues to grow at a fast pace, campaigns should include Spanish content and incorporate a Spanish-language purchase in the process”, says Yahoo!, Telemundo and Experian Simmons Research. Furthermore, during Hispanic Heritage Month -from September 15 to October 15- Nielsen conducted a study on trends in media usage of US-Latinos. Some of the most interesting results shared by Nielsen are the following:

  • Computer ownership: 72% of Hispanics have a computer at home
  • Of those, 89% have internet access with 54% having high speed access

If we relate these data with the results of the last census in the U.S., which reported about 50 million Hispanics living in the U.S. in 2010, we can form the following opinion: A large part of the United States population, who happens to be latino, remains deeply underserved. Furthermore, if we relate this statement with the data we supplied above, we can come to some interesting conclusions:

  • The Latino population in the United States represents a large proportion of the population of that country.
  • Over 70% have internet access
  • US-Latinos have the need to connect with other people (because of culture and family)
  • One of their main activities is watching online videos
  • More and more US-Latinos who speak and understand English prefer websites in English
  • There are very few online marketing activities aimed at this demographic group.

Latinos are becoming a force that is defining mainstream online usage and marketers need to start thinking about them as a defining part of American culture rather than an afterthought or a corporate diversity initiative.

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El renacimiento del video online en Latinoamérica

El 25 de Agosto del 2010 se llevó a cabo en Buenos Aires el IAB NOW, organizado por el Interactive Advertising Bureau (IAB) de Argentina.

El IAB Now tuvo como objetivo profundizar sobre la actualidad y las tendencias mundiales en publicidad interactiva, y sobre las oportunidades que los nuevos modelos de comunicación en Internet ofrecen a los marcas.

Allí, entre otros disertantes, Tania Yuki, Directora de Cross Media & Productos de Video de comScore, presentó una investigación realizada por comScore sobre la industria del video on line en Latinoamerica, teniendo como foco principal lo que sucede en Argentina.

Los resultados de este análisis han sido muy sorprendentes y muy útiles para aquellas personas involucradas con la indrustria del Internet.

A continuación haremos un resumen de la investigación.

El video online en Latinoamerica:

  • Ésta región es muy fértil en el campo del video online: los videos online en Latinoamerica alcanzan 98 MM de visitas únicas.
  • Otro grupo de datos del informe demuestra que la cantidad de visitas a videos online, en porcentaje, es incluso mayor en algunos países de America Latina que en los Estados Unidos.
  • Sin embargo, la cantidad de videos y de horas por persona es mucho menor que en US.
  • Si tenemos en cuenta los dos parámentros anteriores, podemos deducir que aún hay mucho espacio para crecer en este nicho de mercado.

El video online en Argentina:

  • En este país los jóvenes de entre 15 y 24 son las personas más activas en sitios de videos online: ellos son los que pasan más horas mirando videos y los miran la mayor cantidad de videos.
  • Sin embargo, el video online en Argentina es visto por gente de todas las edades sin presentar muchas variaciones entre los diferentes grupos etáreos. Este es un fenómeno sorprendente que no existe en ningún otro país analizado.
  • Otro fenómeno interesante es que, a pesar de la homogeneidad en las edades de los “viewers”, las plataformas preferidas para mirar videos sí presentan grandes diferencias según la edad de las personas que las utilizan: mientras mayor es la edad de la persona, más tiende a preferir la TV.
  • Entretenimiento, redes sociales y noticias son las categorías más vistas en videos online.
  • La mayoría de quienes, en Argentina, miran videos en la red buscan episodios de sus series favoritas
  • Los principales sitios utilizados para mirar videos online son Youtube, Facebook, Grupo Clarín y Terra – Telefónica.
  • La reacción del público frente a la publicidad es significativamente más positica en el formato online.

Primeros pasos del video online en Argentina

Hay quienes ya están dando sus primeros pasos en la industria del video online en Argentina, se trata de webs de estilo relajado, destinadas a un público joven, familiarizado con esta manera de mirar videos.

  • Video por vos: Los sitios del Grupo Clarín son algunos de los más visitados por los argentinos para ver videos online. El Grupo Clarín es cliente de comScore y se mantiene informado sobre el comportamiento de su público a través de los informes periódicos que recibe. Es por esta razón que pudo reaccionar a tiempo y ya tiene funcionando un sitio web de videos online. El sitio tiene varios canales con diferentes temáticas, tales como música, cultura, fútbol.
  • LemonTV: este es un canal dentro de LemonTV se presenta como “tu primer TV en Internet”. Tiene un formato muy “cool”, está dirigido a la gente joven y los temas que toca son variados.
  • Miravos: este sitio, al igual que los anteriores, ofrece también un formato muy relajado y jóven. La diferencia se encuentra en que tiene una temática más definida: las nuevas tecnologías.

Los tres sitios incluyen temáticas claramente dirigidas a los hombres: quienes conducen los programas son mujeres atractivas que hablan de fútbol, nuevas tecnologías y otros temas de interés exclusivamente masculino.

ComScore, en su reporte, analiza el comportamiento de los usuarios diferenciados por sus edades, sin embargo parece que hay una clara tendencia a creer que son más los hombres que las mujeres los que miran videos online.

Haz clic aquí para ver el informe completo de comScore.

Latin America and The Online Video Renaissance

Tania Yuki, Director of Cross Media & Video Products at comScore, unveiled new research analyzing the online video industry in Latin America, focusing in Argentina. The results of this analysis have been surprising to many as Latin America is often seen as a market difficult to monetize. Skeptics, be prepared to be humbled.

Online Video in Latin America:

Video viewers as a percentage of web visitors in many countries in South America is higher than in the U.S. However, the amount of videos and hours per viewer is lower. This higher percentage of video viewers is remarkable nonetheless. Take into consideration that reliable access to the internet is relatively recent compared to the US. Also, this could be a cross-border cultural phenomenon as latinos abroad and in the US are deeply engaged with telenovelas, a habit that is not linked to media channel like the TV but to convenience. Younger adults find internet video much more convenient than TV channels filled with endless commercials. Tivo is not present there yet.

Argentina’s Online Users Demographic:

  • In this country young people between 15 and 24 are the most active online video viewers: they are the ones who spend more hours watching videos, compared with people of other ages.
  • However, online video in Argentina is surprisingly flat across all age groups. This is a phenomenon not seen in other country surveyed.
  • Another interesting phenomenon is that, despite the homogeneity in the ages of online videos viewers, older people still tend to prefer TV to watch videos.
  • Entertainment, social media and news are the top 3 categories.
  • Most viewers in Argentina watch online missed episodes of their favorite series.
  • The main sites used to watch online videos are Youtube, Facebook, Grupo Clarin and Terra-Telefónica. Among the top ranks are a mix of key local and international players.
  • Public reaction to advertising is significantly more postive on the online platform.

First steps for online video in Argentina

Several sites aimed at the young and hip are starting to flourish as the demand for online video grows. Here are a few that are positioning themselves as potential entertainment programs for the internet generation:

  • Video por vos: Grupo Clarin sites are some of the most visited by Argentines. Grupo Clarin was able to position themselves as a lider in this area by reacting to the surge in online video viewing that comScore reported to them (Grupo Clarin is a client of comScore). The site has several channels with different themes, such as music, culture, football.
  • LemonTV: this is a channel within LemonTV positions itself as “your first Internet TV.” It is aimed at young people and offers a variety of topics.
  • Miravos: This site, like its predecessors, offers a very relaxed and young format. The difference is that it has a more defined theme: new technologies.

It should be noted that these three sites include topics clearly addressed to men. The programs are presented by attractive women who talk about soccer, technology and other topics targeting men. ComScore analyzed the behavior of users differentiating them by age and it seems that there is a clear tendency for internet video viewers to be male.

You can see comScore’s full report here.