A New PrimeTime in Social Media; Record in US Ad Revenue; MediaMath Searches a Marketing Director in LATAM

In this week’s ExchangeWire Weekly LATAM Roundup: two reports about social media usage shows when is the best time the audiences are online and the corporate usage of Twitter, Facebook and Instagram; MediaMath's open job position for leading marketing in Brazil and IAB number for digital revenues in the US.

A Change in Social Media Behavior

The primetime in social media is shifting from weekends to weekdays, according to the measurement made by the monitoring tool Scup. More than 170 million Facebook, Twitter and Instagram posts were analysed in 2014 by their platform in Brazil.

Facebook, for example, has the most audience and activity on Tuesdays and Thursdays, with 16% of activities. Previously, Thursday was the most active day.

The time slot between 11 am and 12 am is when the social network is most accessed; whereas the peak of activity in general was between 9pm and 10 pm, with more than 800,000 posts.

According to Scup, the mobile audience — specially via smartphones — plays a key role for this new behaviour among Brazilian users because people are using social media on the go, when going to work or back home, on a regular day.

On Twitter, the scenario is similar, with a decrease in the number of activities during the weekend, except when there is a football game on TV — that is when the microblog gets its peak. Its prime time was on Tuesday and Wednesday nights (later than usage on Facebook) from 11pm to 12 am on Tuesdays, and between 9 pm and 10 pm on Wednesdays.

The report is available online (in Portuguese)

Still about social media: corporate usage

Another report made by Scup partnered with content marketing agency Tracto gives an overview about the corporate usage of social media in Brazil, based on 895 interviews. There was a slight increase on the number of companies investing in advertising or content in social media, from 41% to 49%.

Facebook is still by far the most popular platform, getting 97% of preferences. The platform is seen as the most important by companies, whereas LinkedIn gets mentions by B2C business and Twitter is remembered in state-owned organisations.

The report points out the growth of video, with Vimeo and YouTube increasing their importance and perception of use by marketing managers in all kinds of businesses. This follows a trend of high video consumption in Brazil, according to the report.

Also, 75% of surveyed businesses make some kind of report of metrics in social media. This number differs according to the type of organisation: 91% for agencies and only 67% in public organisations, for example. In general, communication metrics and interactions are not among the most important numbers anymore, with brand equity and lead generation as the most valuable reasons to manage a page on social media platforms.

The report is also available online (in Portuguese)

MediaMath searching for a marketing director in Brazil

Finding skilled professionals in the programmatic market is a challenge and constantly debated by the industry in Brazil. MediaMath’s role for marketing director is one of the open positions in the market, according to a LinkedIn post published earlier last week — with 90 candidates so far.

Job requirements are fluent English, 6-10 years in marketing and at least half of this time client-based. B2B marketing is essential, as well as capacity to execute marketing strategies to follow the company’s growth in the region.

The recruiting is being led by the New York offices and also requires knowledge of the ad market and a, "passion for transforming the online ad space is strongly preferred”.

Ad revenues: record in the US

Going north from LATAM: at 13.3 billion in Q1 2015, US internet ad revenues hit a record-breaking high, according to the latest IAB Report in partnership with PwC US. This represents a 16% increase over the same period of 2014.

"Brand marketers need to be where the consumers are – and as of today, that is unquestionably on digital," said Sherrill Mane, senior vice president, research analytics and measurement, IAB. "This double-digit growth speaks to the incredible popularity of interactive screens.”

“Digital screens are an indisputable part of consumers’ lives,” said Randall Rothenberg, President and CEO, IAB. “In turn, interactive is taking on an even more vital role in today’s marketing mix – and these historic figures confirm its growing importance.”