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Argentina: Digital Advertising Grows More Than Traditional

Argentina joins the list of countries facing the evolution of an advertising sector that is beginning to experience strong growth through the network. And it is that according to the data of the Official Advertising Investment Report 2010, of the Argentine Association of Advertising Agencies (AAAP), digital advertising grows more than the traditional one in Argentina.

In this sense, the report New Zealand Phone Number List indicates that during the past year 2010, ‘digital campaigns’ increased by 49% compared to the previous year, thus experiencing, for the first time, a greater growth than that registered by advertising in traditional media such as television. the radio and the graphic press.

During this period (2010), Argentine companies invested about 132 million dollars in actions and digital advertising campaigns, a figure that, according to the IAB itself, could continue to increase by up to another 40% during this same year 2011.

For Charlie Shaw, general manager of the IAB, “this important growth is due in large part to the fact that online communication is much more effective.”Other data, such as those analyzed by the international consulting firm ComScore, show that Internet penetration in Argentina continues to increase and that the number of Internet users over 15 years of age rises to 13 million, which is equivalent to a third of the total population. .

Forecasts indicate that this boom on the internet will continue to grow, which for many implies that digital advertising will follow the same path. Despite this, some experts remain cautious when forecasting a true “boom” of the so-called ‘marketing 2.0’.

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Some professionals in the sector, such as the publicist Charly Moreno, highlight the value and importance of digital advertising stating that “nowadays, any advertising campaign must have or include a part of digital strategy. However, for now, digital advertising for now it is a complement to the traditional one, it is not used exclusively “.

Moreno also highlighted that currently and despite this boom in digital advertising, television continues to be the most used medium when it comes to promoting products, followed by the graphic press.

The growth of digital advertising is a proven fact, however for Charlie Shaw, despite its evolution, the fact that less than 5% of the advertising budget is currently allocated to this medium is mainly due to the level of ignorance and the lack of It is customary for marketers to be overwhelmed by the numbers that online marketing yields.

According to a recent study carried out by the Custom Content Council (CCC) and ContentWise, spending on content published on digital channels (Internet, mobile and video) reached its highest peak of all time, with 12.5 billion in 2010, compared to the 12.1 billion of 2009.On the other hand, personalized content delivered through digital channels represented 31.2% of total production, increasing 5.6 percentage points compared to 2009 (25.6%).

Production, printing and distribution together made up $ 24 billion of total spending in 2010, while another $ 3.6 trillion was spent on other forms of content. Overall, content marketing accounted for 29% of marketing, advertising, and communications.

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