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1、MOBILE ADVERTISING IN LATIN AMERICACONTENTSMarket LandscapeMobile GamingShort-form Video in Latin AmericaOur SolutionsPART 01PART 02PART 03PART 04MOBILE ADVERTISING IN LATIN AMERICAPART 01MOBILE ADVERTISING IN LATIN AMERICAMARKET LANDSCAPELATAM MOBILE MARKET0269%smartphone penetration rate in 2021,w
2、ith forecasts of it hitting 73%by 2025383 Million mobile internet users59%of the total population uses mobile internet as of 202270%Android users28%iOS usersAverage daily time spent per day:4.2 HrsBrazil,Colombia,Mexico,and Argentina were among the worlds most frequent users of social media.Almost 7
3、0%of Brazils digital buyers purchased a product they saw advertised on social media.MOBILE ADVERTISING IN LATIN AMERICA03HRS:MINSSource:GWL“social:The latest trends in social media,”March 1,2022 eMarketer|Insider I 3:4601 Philippines02 Brazil03 Nigeria04 Colombia05 South Africa06 Mexico07 Argentina0
4、8 Ghana09 Indonesia10 Saudi Arabia3:423:413:373:253:253:203:204:083:16Top 10 Countries Ranked by Average Daily Time Spent Using Social Media According to Internet Users in Select Countries Worldwide,Q3 2021MOBILE ADVERTISING IN LATIN AMERICALATAM MOBILE MARKET04MOBILE ADVERTISING IN LATIN AMERICABra
5、zil and Mexico take up more than half of Latin Americas consumer spend on mobile appsAll Other 5.21%Brazil 36.15%Puerto Rico 1.36%Uruguay 1.77%Guatemala 1.80%Panama 1.90%Dominican Republic 1.93%Ecuador 2.08%Costa Rica 2.90%Colombia 4.08%Peru 5.26%Argentina 5.44%Chile 10.52%Mexico 19.60%Brazil 36.15%
6、Mexico 19.06%Country Level Breakdown of the LATAM Mobile Market,July 2020June 2021Consumer Spend05AD SPENDLatin Americas Mobile RevolutionAs Latin Americas economy recovers from the pandemic,the explosive economic growth is benefiting ad spendOverall digital ad spend will see double-digit gains,maki
7、ng it the worlds fastest-growing region for digital ad spend6 Latin American countries made it to the top 10 fastest-growing digital ad markets worldwideBrazil continues to dominate the ad market within the region,with forecasts of growing even moreConsumers in Latin America spend a majority of thei
8、r digital media time on mobile devicesMobiles share of the total ad market is forecasted to surpass 50%by 2023GrowthThe Start of the Mobile ShiftMOBILE ADVERTISING IN LATIN AMERICAMobile ad spending%of change%of total digital ad spending20202022420252026$7.29$11.26$16.82$22.81$29.76$35.61
9、$42.0128.8%54.5%49.4%35.6%30.4%19.7%18.0%71.6%72.8%80.7%82.9%83.0%84.9%90.3%Source:eMarketer,March 2022 Mobile Ad Spending in Latin America,2020-2026billions,%change,and%of digital ad spendingNote:includes display(banners rich media,and video)and search;includes and spending on tablets;excludes SMS,
10、MMS,and P2P messaging-based advertisingMOBILE ADVERTISING IN LATIN AMERICA06Overall,rich media formats continue to dominateOver the past few years,rich media continues to growDisplay ads declines slightly in most countriesRich mediaDisplayVideoNonmedia*Total35%28%19%18%Peru45%25%13%17%Mexico38%28%20
11、%14%Guatemala43%35%10%12%Ecuador21%45%27%6%Colombia43%25%12%20%Chile43%20%22%15%Brazil32%22%22%24%Argentina45%26%17%12%Mobile Ad Spending Share in Latin America,by Country and Format,2021%of totalSource:Logon,”Mobile Report 2021,”March 23,2022Note:represents activity tracked by Logon,brooder industr
12、y metrics may vary;numbers may not add up 100%due to rounding;*includes SMS/MMS and push notificationsMOBILE ADVERTISING IN LATIN AMERICA08In Q1 2021,consumers in Latin America spent$635 million on In-App Purchases and Subscriptions APP MARKETING BY THE NUMBERS$635 UA should not be the only factor m
13、arketers should consider.Paying users grew by 32%,hinting that marketers should focus on retaining loyal customers32%Marketing is the key factor for a majorityof app installs 70%of installs were non-organic70%Paying users grew but so did the%of app uninstalls.In Q1 of 2021,an average of 50%of apps w
14、ere uninstalled within 30 days50%MOBILE ADVERTISING IN LATIN AMERICAPART 02MOBILE GAMING INLATAMMOBILE ADVERTISING IN LATIN AMERICA10LATAMMOBILEGAMINGMARKETThe majority of countries have seen a booming gaming market in terms of downloads and consumer spendingThe mobile gaming market jumped 33%in spe
15、nd and 21%in downloads in Latin AmericaBrazil significantly dominates over all other LATAM countriesIn Chile,consumer spend was strong compared to its downloadsMOBILE ADVERTISING IN LATIN AMERICA11MOBILE ADVERTISING IN LATIN AMERICABrazilMexicoColumbia ArgentinaChilePeru01B2B3B4B5BCountry Breakdown
16、of the Mobile Gaming Market in LATAM,July 2020June 2021DownloadsConsumer SpendBrazilMexicoColumbia ArgentinaChilePeru0$100M$50M$200M$150M$300M$250M$400M$350M$500M$450M$600M$550MSource:12MOBILE ADVERTISING IN LATIN AMERICALATAMMOBILEGAMINGMARKETMobile game apps reached 9.42 billion downloads overall
17、in LATAMHypercasual games lead in app downloads with it making up 32%Simulation and action games are the 2nd and 3rd most prominent genres in terms of downloadsAlthough contributing to fewer downloads,the top consumer spend came from in-app purchase genres such as simulation,strategy,RPG,and shootin
18、g gamesFor most hours spent,simulation and shooting games make up the top 2 genres13MOBILE ADVERTISING IN LATIN AMERICAHypercasual PuzzleActionSimulationJoMusicShootingOtherSimulationActionOtherPuzzleShootingMatchRacingTobletopSportsPartyStrategyRPGCreative SandboxDrivingPetDress Up&LifestyleOtherRu
19、nnerOpen worldPlatformerFightingOtherKidsWordTile-MatchingOtherOtherTeam DeathmatchPvE ShootingM3-MetaOtherSimulation RacingOtherColoringOtherSimulation SportsMafla/BetrayalOtherStrategyRPGCasinoLATAM Mobile Game Genre by D14MOBILE ADVERTISING IN LATIN AMERICA40.8%19.5%15%010%20%30%40%50%Mobile devi
20、cePC (desktop,laptiopGaming computer,etc.)Non-portable consoles(Playstation,Xbox,Nintendo Switch on TV,etc.)86%68%39%24%010%20%30%40%50%Any deviceSmartphone PC/LaptopConsoleSource:WARC;GWI,Statista 2022 Source:Othar Digital;Blend New Rearch;ESPM;Sioux;Gao Gamers Statista 2022Mobile is the top device
21、 type for gaming-surpassing PC,laptop,and consoleMobile devices are also#1 for gaming in Brazil15PART 03SHORT-FORMVIDEO INLATINAMERICAMOBILE ADVERTISING IN LATIN AMERICA16MOBILE ADVERTISING IN LATIN AMERICATOP SHORT-FORM VIDEO APPSShort-form video apps offer marketers a new channel to acquire and ac
22、tivate new users.While TikTok remains popular in the region,lesser-known rival Kwai presents a massive opportunity for brands and apps looking for less expensive traffic on a similar scale.Kwai also provides a wide range of content creators and penetration into rural areas.TOP DOWNLOADED APPSWhile b
23、oth Kwai and TikTok are popular,Kwai has seen recent success in Latin America and have been on the rise to the 17MOBILE ADVERTISING IN LATIN AMERICAMost Downloaded Apps,LATAM,Q1 2021Most Downloaded Apps,Brazil,Q1 2021Kwai and TikTok were the top 2 most downloaded apps in Latin America as of Q1 2021K
24、wai and TikTok were the top 2 most downloaded apps in Brazil as of 2021KwaiTikTokCapCutWhatsAppInstagramTelegramHeloTwitter36.5M26.9M21.5M21.3M19.9M16.7M14.0M10.6M1#Brazil AppDownloadKWAIDownloadsTIKTOKSHOPEEPICPAYTELEGRAMGOOGLE MEETWHATSAPPV380 PRO12345678source:App Annie 2021&Kwai for B18MOBILE AD
25、VERTISING IN LATIN AMERICATHE RISEOF KWAIIN BRAZILKwais Brazilian AudienceDaily Time Spend Per UserAndroid95%iOS5%Female53%MAU(Dec 2021)45MMale47%MAUGENDERDEVICEYouTube75MinFacebook42MinInstagram44MinKwai40MinKwai is the fastest-growing app in Brazil.Advertisers should take advantage of the rising s
26、tar.source:Kwai for B19MOBILE ADVERTISING IN LATIN AMERICAAd FormatsPERFORMACEADS ON KWAIIncentive cards:Customize your game messaging and improve game downloadsPromotion cards:Maximize avatars and CTA buttons Gaming cards:Create gameplay demo scenarios in a seamless and eye-catching way,build audie
27、nce engagement,improve the conversionIn-feed Ads(Gaming)Shopping cards:Highlight your product,emphasize the price or discount,and jump straight to your landing page or store frontIn-feed Ads(eCommerce)Bidding ModelsOptimize towards installs,app launch,registration,add to cart,and purchasesoCPM 20MOB
28、ILE ADVERTISING IN LATIN AMERICATIPS TO CONVERT ON SHORT-FORM VIDEO IN LATAMEnhance user interaction&CTAFor gaming,add gesture guidance during the gaming sequence and a strong CTA button at the end of the creativeUtilize live-actionTry to utilize live-action content as it will make the creative more
29、 authentic on short-form videoAdd comparisons into the creative,especially for utility appsAdd before and after comparisons such as beauty effects or playback speedLocalizationUse local language,jargon,and text as much as possibleContent should always be adapted to local preferences and stylesAdvert
30、isers have had success when including sport-related scenes or elements into the creativeRhythmic background music such as funk performs well in BLor21MOBILE ADVERTISING IN LATIN AMERICAPART 04OURSOLUTIONSMOBILE ADVERTISING IN LATIN AMERICAWHAT MAKES US DIFFERENT?As one of the top global short-form m
31、edia performance ad agencies,we have the access and experience to help you expand your advertising channels,grow your business and bring awareness to a whole new segment of mobile users.Utilize our team of short-form media experts to help guide you and build a social media marketing strategy that wo
32、rks.Brand analysis Defining KPIs Ad or influencer budget analysis Transparent ad management Performance reporting Unique creatives are key for growth on short-form media.Leverage our creative services to help boost engagement.Influencer selection Theme development Ad creative production Localization
33、Build on your success and lower ad spend through continuous creative and budget optimization.A/B Testing Real-time monitoring&optimization Weekly media&creative optimizationsACCOUNTMANAGEMENTKwai for BusinessOfficial MarketingPartnerTikTok for BusinessOfficial MarketingPartnerCONTENTCREATIONOPTIMIZA
34、TION22MOBILE ADVERTISING IN LATIN AMERICAKWAI HASHTAG CHALLENGE HELPS METAL REVOLUTION WIN OVER 340M VIEWS IN BRAZILCHALLENGESGOALSTRATEGIESRESULTSYOOZOO looked to boost their game,Metal Revolution,in Brazil through a Kwai Hashtag Challenge.Grow brand awareness and influence,drive downloads,and boos
35、t in-game spend in BrazilMedia Plan:Helped Metal Revolution launch the#SeuEstilo-Metal branded hashtag challenge in the Kwai appCustom Effects:Custom effects were included to encourage user-generated contentBrand-themed videos:Videos featuring the games main character attracted many views through KwaiLocal influencers:Carefully picked local content creators to generate buzzRead More Nativex-Metal RevolutionImpressions340M+Video Views290M+User-generated Videos82,000+OCT 2022