Advertising in Costa Rica grew by 18% reporting revenues of more than $511 million in 2011, approximately $77 million more than last year, said the pollster Media Guru.
If the inflation of colones is included in the calculation, the real growth is 9.3 percent, reported ElFinancierocr.com. In 2010, gross income of the sector was $434 million.
The increase is largely explained by the major investments in advertising by the telecommunications sector.
The rise "is due not only to the publicity campaign launched by the Instituto Costarricensede Electricidad (ICE) to address the arrival of new competitors, but also to the investment by Movistar, Claro, Tuyo Móvil and Full Móvil, which took their first steps in the Costa Rican market starting last July", reported the website.
"In addition to social networks, we have relied on radio, television, print and outdoor advertising (billboards and marquees), as these are media with high consumption by the population", said George Abbey, director of Movistar Costa Rica.
Source: elfinancierocr.com
More on this topic
October 2010
People are migrating from television to the digital media, where they interact.
Advertising is changing rapidly, to respond to rapid changes in public behavior, which is increasingly spending more time in front of computers, connected to the Internet, at the expense of time devoted to traditional media like television and especially printed media.
March 2012
Private companies and government agencies spent about $200 million in 2011 on different media, an increase of 8% compared to 2010.
The slicing up the country’s advertising pie, according to type of media, was as follows: television received 72.7% of the ads, being the favorite, next came newspapers, with 15.35%, then radio, with 4.67%; followed by magazines, with 3.8% and outdoor advertising, with 3.41%.
November 2011
"Of all the people who see a banner on the Internet, only 1 percent click. But the remaining 99 also made contact with the advertisement, and although they didn’t access it, they still received the message."
The advantage internet advertising has over traditional media, is that it is possible to objectively measure its impact, by counting the clicks that tell us that the reader is interested and needs more information about the product, service or brand on offer.
November 2010
A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.
Advertisers must ensure the balance between print and online advertising reflects the changing role of public consumption habits, particularly the growing importance of online advertising in various stages of the purchase funnel.
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