Karinna Marin Guevara

Media Consumption in Puerto Rico: One Market, Four Behaviors Recent insights from Nielsen and Hispanic media studies show that Puerto Rico is no longer a “traditional vs digital” market. It’s a multiplatform ecosystem, and each generation consumes media very differently. Gen Z (13–24) Mobile-first. TikTok, YouTube and short-form video dominate. Millennials (25–40) Streaming, podcasts and social media. Heavy multiscreen users. Gen X (41–56) Hybrid consumers. Radio, Facebook, streaming TV and digital news. Boomers (57+) Radio and broadcast TV remain highly trusted and widely consumed. Even with over 90% internet penetration, radio continues to represent the largest share of ad-supported audio listening, proving that traditional media still plays a critical role in reach and credibility. The lesson for brands is simple: Puerto Rico is not a digital market or a traditional media market. It’s a multiplatform market. The brands that win are the ones that integrate radio, digital, streaming and social media into one cohesive strategy. Because audiences today don’t live in one medium. They live in all of them at once.

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This year, the platform reached a milestone of 3 billion searches. To put it into perspective, this represents a 10% increase compared to the 2.726 billion in 2024. While e-commerce in Mexico—according to the Mexican Association of Online Sales (Asociación Mexicana de Venta Online "AMVO"​)—is stabilizing with growth between 18% and 20%, it is not that Mercado Libre is "growing less"; rather, its user base is already so massive that a 10% increase in searches is equivalent to capturing nearly all new market demand. Comparison: In 2025, the Mercado Libre and Amazon duopoly dominated 85% of the marketplace market in Mexico. #MELI maintains leadership in traffic and engagement, capturing approximately 7% of the country's total digital retail, positioning itself as the most downloaded shopping app. MELI operates with 14 distribution centers, slightly surpassing Amazon’s 13 centers. Where MELI makes a real difference is in its regional capillarity. It has more than 70 #lastmile centers and 8 Cross Dock centers. While Amazon relies on a network of more than 3,000 delivery points (lockers and partner stores), MELI bets on urban micro-hubs that function as strategic collection centers to reduce delivery times. With 4 proprietary aircraft and a fleet of more than 1,000 electric vans, MELI accelerated its decoupling from external carriers (DHL/FedEx). This investment in electromobility seeks efficiency in last-mile operating costs. Other insights analyzed from the MELI Trends report: The mobile phone category accumulated 42 million searches during the year. This represents a +4.8% advance, indicating they have already captured this massive segment where continued growth will be more difficult. The launch of the #iPhone 17 in Mercado Libre's Official Store captured 18 million searches. This represents 42.8% of the total interest in its category. Sports footwear consolidated its position as the reigning fashion category, maintaining the top spot in searches compared to 2024: adidas: Led with 56.6 million searches. Its "Samba" model recorded 120,000 searches. PUMA Group: Positioned itself with 53.7 million searches. "Speed Cat" generated 130,000 searches. Nike: Recorded 39 million searches. "Court Vision" accumulated 2.8 million searches. The massive interest in these three brands exceeds the 138 million from the previous year (+7.8%), indicating this marketplace is gaining ground against competitors in this highly sought-after category by Mexicans (where Coppel remains the leader). Bad Bunny topped the year with 1.7 million searches , which translated into real demand for specific products. Interestingly, Lady Gaga, with 423,000 searches , saw a 181% increase compared to the previous year , which was reflected in sales of her beauty brand, Haus Labs. Mediu is also about data analysis and commercial and business intelligence. #MercadoLibre #MELITrends #EcommerceMexico #DataAnalytics #BusinessStrategy #RetailTrends #Logistics #Fintech #AmazonVsMeli

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Real-time marketing isn’t optional — it’s essential. To stay relevant, brands must move fast and stay aligned. That’s where design plays a key role: adaptive, consistent, and emotionally connected. Great insights from this Forbes México article 👇 https://lnkd.in/dftUwk4a #RealTimeMarketing #CreativeLeadership #DesignThinking #MonksMexico

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Most organizations don’t fail because of a lack of ideas. They stall at critical inflection points – when what they’re building isn’t clearly understood, aligned, or activated. Enrique Burgos and I joined Santander X Explorer #TalkX for a virtual session, where we explored how creativity can be used as a strategic tool from day one to move through those moments – turning clarity into momentum and ideas into real-world impact. Thank you to the Santander X team for bringing together such a thoughtful, global community of entrepreneurs. It was inspiring to be part of the conversation. Watch the full convo here: https://lnkd.in/eVx3x68c

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In an interview with INSIDER LATAM, Jonathan Alatorre, Head of Havas Play Mexico, and Luis Gómez, Creative and Influencer Marketing Lead, discuss some of the persistent myths and challenges surrounding influencer marketing 🤳 “The truth is, influence is no longer just about followers. It’s measured by trust, credibility, and contextual relevance. Real impact comes from authentic connections with the community and the authority an influencer holds with the audience the brand is trying to reach,” explains Luis. Jonathan adds, “Millions of impressions don’t guarantee success. What truly drives value for a brand is the ability of content creators to spark conversations, build affinity, and mobilize their followers.” 👉 Click here to read more and watch the full interview (available in Spanish) https://lnkd.in/dJDypvT9 #InfluencerMarketing #PlayWithPassion #HavasPlay

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Podcasts are increasingly becoming the go-to medium for businesses to connect with customers, employees, investors, and the public. And as people more and more turn to podcasts to stay informed, the traditional newspaper, TV and radio business interview is getting demoted. Good examples - the interview last week of Rubén Coppel with Jimena Tolama in La Estrategia del Día, Bloomberg Línea  https://lnkd.in/eEmiXiAS and Cracks with Hector Sepulveda RR from NAZCA on Sunday (https://lnkd.in/erX4kubt). But what are the best podcasts on Mexico’s business? Everyone has their own list—but in the infographic below you can see my subjective one (and in no particular order). Some observations: 🔹 1. Whitepaper.mx Podcast Push Mexico’s high-quality business media group produces Whitepaper 10 (with René Lankenau H and Karla Berman), Whitepaper Arquitectura de los Negocios and Whitepaper Hoy (with Susana Sáenz Arelle), and MexMoves (with Eduardo García and me). While I’m biased, I believe Whitepaper 10 and Arquitectura de los Negocios offer some of the best informed and most engaging takes on Mexico’s corporate and venture scene. On our side, the still new #MexMoves recently surpassed 10,000 downloads across 50 countries—proof that there’s global appetite for Mexico business stories. 🔹 2. Conversational and informal formats win Podcasts like Cracks and DEMENTES Media thrive on long-form interviews with founders, creatives, and decision-makers. Chisme Corporativo brings business to life with gossip, scandals, frauds, and successes - mixed up with fun but informed chit-chat between the lively hosts, Macarena Riva and Rosalaura Lopez 👉 Audiences prefer honest and spontaneous reflections over rehearsed scripts. Real human stories beat media trained talking points. 🔹 3. Cross-platform = reach, but professional video is expensive The top shows now all live on Spotify, Apple, and YouTube. Video is growing by the day and YouTube has now surpassed Spotify and Apple to become the top podcast platform, commanding over 1 billion hours of average daily watch time. But there is a downside. At a professional level video is much more time-consuming and expensive to produce than audio-only, raising entry barriers to new, underfunded podcasters, and making it harder for them to break through. https://lnkd.in/e9Xe84Mu 🔹 4. Personal finance solves real problems The success of Dimes y Billetes shows the value of practical content—especially for younger professionals navigating financial adulthood. 🔹 5. Longevity Helps According to Amplifi Media, approximately 44% of podcasts cease production after releasing just three episodes. The longer you stick with it, the more your audience grows. Dimes y Billetes has produced 200 episodes; Dementes over 300; Cracks over 250; Chisme Corporativo over 150

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The way consumers find and interact with brands online is changing — and, as a connector between audiences, creators, and brand content, the Sonoro team has seen it firsthand. Listen to our Co-Founder & Chief Content Officer Camila Victoriano and Chief Commercial Officer Cesar Martinez share what emerging trends brands need to be aware of about where the future of e-commerce is headed. A hint from Cesar: it’s not the expansion in audience or creators you might suspect. Check back for more marketing, creator, and cultural insights straight from our very own network of Sonoro experts. #SocialECommerce #MarketingTrends #CreatorEconomy #Advertising

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I've seen countless industry-changing innovations at Zefr, from launching first-time transparency on Meta & TikTok, to building the first misinformation detection model, but this tops that list... This is how AI should be used - to help you buy media on platforms more efficiently and automate workflows. I hear how painful it is to manage static lists on YouTube manually, and resellers only make that harder. Zefr identified this years ago and built Zefr Max to automatically refresh your content AND your bids in real time. Edvaldo Silva love seeing your stellar work in LATAM! Congrats to Mauricio Rojas and the rest of the team on showing the impact of Zefr's AI solutions! Link to case study: https://lnkd.in/eJSMKJmm

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Latinx gamers are a powerful and growing audience and they’re telling us exactly how they want to be reached.   According to our new Advertising in a Digital World: FOCUS Latinx, 16% of monthly Latinx gamers 18+ say in-game product placement is the most effective way to reach them. Brands and marketers looking to connect authentically with this community need to understand the cultural context behind these behaviors. Learn more about the full study: https://lnkd.in/ej8An2mm #LatinxInsights #DigitalAdvertising #GamingInsights #MarketResearch #HispanicHeritage #ConsumerInsights #HorowitzResearch #MARCResearch  

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The Walt Disney Company’s latest push to expand its licensing footprint in LATAM is more than a commercial strategy — it’s a cultural moment waiting to be unlocked. Too many licensing programs focus on distribution, not storytelling. And in LATAM, emotional connection is everything. Build a “Local Heroes, Global Worlds” licensing framework — co-create with regional artists and brands to localize beloved franchises without losing the magic. In UNICEF and global campaigns, I saw how culturally attuned storytelling multiplies engagement and revenue. How could Disney empower LATAM creators while protecting the brand’s timeless narrative? #BrandLicensing #StoryLedGrowth #LATAMMarketing #DisneyPartners

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If not the next #WhiteLotus destination, at least your next #SharedServices or #Outsourcing nearshore destination can be Colombia! Learn more about the stage of the business and IT services sector in #Colombia by downloading this report: https://lnkd.in/eyJp4AvY

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This bank never showed its product in its ads. Yet it became one of the most memorable brands of the 2014 World Cup. Old But Gold # 2: Banco Davivienda's "El Corresponsal" THE CAMPAIGN: Banco Davivienda created "El Corresponsal", a naive reporter who constantly got lost, misunderstood cultures, and created hilarious situations while trying to cover the World Cup. Instead of pushing banking products, they built a serial narrative with short episodes released throughout the tournament. Result: Banco Davivienda became part of the World Cup conversation, not just another advertiser. OUR GOLD TEST: Big Idea: 5/5 Story over product. They didn't advertise banking; they told human stories wrapped in humor. The brand lived inside the story, not stamped on top of it. Psychology: 5/5 People remembered the character's personality, not a marketing message.  Character building beats one-off ads every time. Virality: 4/5 People shared it because it was funny and culturally smart, not because it was branded. But here’s what a 2026 version would change: If Davivienda launched this today, “El Corresponsal” wouldn’t just be a campaign; he’d be a creator. TikTok-native scenes, Reels remixes, and partnerships with real influencers would turn the character into a social personality, not just a TV asset. Overall: 14/15 "Hall of Fame" THE LESSON: Entertainment is the new distribution. If your content isn't entertaining, it won't travel. HOW TO STEAL THIS IN 2026: → Build a character or recurring voice, not one-off ads → Make content people would watch even if your logo disappeared → Use big moments as storytelling platforms, not just media slots Story beats product. Every single time. Every week, I will break down #OldButGold campaigns that shaped marketing, and show you how to apply them to your next launch. Follow Paulina Sánchez so you don't miss the next one.

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