Digital Branding Study for Puerto Rico Market


Safecount has partnered with JWT PR to perform the first online branding study measuring advertising effectiveness in the Puerto Rico market. This study initiative helped assess movement among key branding metrics including Brand Awareness and Sponsorship Association.

The campaign, a product of both JWT and Mindshare in San Juan, focused on a major international retailer and was composed of a targeted effort across large websites including MSN, Yahoo and Facebook as well as Puerto Rico publishers El Nuevo Dia and Wapa TV.

"The fact that this campaign performed well across major branding metrics such as Awareness and Association, in a relatively young digital market, proved our thinking that the digital space will continue to grow rapidly in the Caribbean market," explained Jorge Rodriguez, President of JWT PR.

Tom Kelly, COO of Safecount, added, "The response of the Puerto Rico digital consumer base has been quite positive, allowing us to perform live web survey sampling with a lighter footprint and fewer invites an important part of our mission."

With digital ad expenditures in Puerto Rico totaling less than 1% of total advertiser media spend as recently as 2008, it is clear that the Caribbean ad community is now beginning to realize the efficiency of digital marketing. Safecount opened an office in San Juan in late 2008 to support US and Latin American digital data collection efforts and will fuel digital advertising research for agencies, advertisers and publishers in the region.

Research group Dynamic Logic furnished the analytical tools for this research effort.

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