Advertising agencies in Brazil, Argentina and Mexico plan to expand their mobile marketing offerings, according to a survey carried out by Nielsen.
The general consensus across the three markets was that mobile is a channel that can be better exploited, with 83% of agencies in Brazil, 65% in Argentina and 59% in Mexico stressing its importance.
In Brazil, 62% of the agencies launched mobile marketing campaigns in 2010, a figure expected to increase to 87% in 2011. Most mobile marketing initiatives use multimedia with games, music and video downloads and for 2011, 50% of campaigns will reach iPhone users alone.
Forty-three percent of Argentinean agencies plan to develop mobile marketing campaigns aimed at iPhone users, while 41% of agencies in Mexico are expected to direct their mobile campaigns to the Apple device.
“What we learned is that while mobile marketing is just emerging as a discipline in all three countries, it is taking on very different characteristics in each of these markets, with Brazilian agencies being the most active in mobile marketing,” said Thiago Moreira, director of Telecom, Nielsen, Brazil.