Myths & Facts about Online Video in Latin America

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Havas Media International Miami, together with ESPN and Sony Crackle, have conducted the first study about Online Video in Latin America.

Find here some interesting facts about it. If you want to know more about this study, please contact us to: mauricio.montenegro@havasmedia.com

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Myths & Facts about Online Video in Latin America

  1. 1. 4 COMMON MYTHS ABOUT ONLINE VIDEO IN LATIN AMERICA
  2. 2. MOST WHO WATCH ONLINE VIDEOS ARE YOUNG MEN MYTH 1
  3. 3. S   Share Of Viewers By Age Group SHARE OF VIEWERS BY AGE GROUP Sources: Havas Media “The Power of Online Video” ComScore Video Metrix, March 2014 25-34 / 27% 35-44 / 20% 45-54 / 12% 55+ / 8% 15-24 / 33% Share Of Viewers By Gender 90% OF INTERNET USERS IN LATAM WATCH VIDEOS ONLINE   51% 49% Source: Comscore
  4. 4. ONLINE VIDEO CONTENT IS NOT PREMIUM MYTH 2
  5. 5. Trailers Video Ads User Generated Content News Series Movies Watch & Preferred Watch & Like MOVIES, NEWS & TRAILERS ARE ENJOYED BY ALL   Source: OLV Study- Havas Media, ESPN & Sony Crackle
  6. 6. PEOPLE FIND PRE-ROLL ADS TOO INTRUSIVE MYTH 3
  7. 7. 81% PREFER CONTENT TO BE FREE, EVEN IF IT INCLUDES ADS 43% declare that when the ads they see are related to the content they’re viewing, they’ll pay attention to them. 84% 81% 75% 74% 73% Brazil Argentina Chile Mexico Colombia Source: OLV Study- Havas Media, ESPN & Sony Crackle
  8. 8. ONLINE VIDEO ADS ARE ONLY EFFECTIVE FOR BUILDING AWARENESS MYTH 4
  9. 9. Niche  Categories Mass Categories ONLINE VIDEO POSITIVELY REINFORCES ATTITUDINALS IN ALL PRODUCT CATEGORIES   Source: OLV Study- Havas Media, ESPN & Sony Crackle
  10. 10. ONLINE VIDEO IS FOR EVERYONE THE FACTS: ONLINE VIDEO IS EVER MORE PREMIUM PEOPLE PREFER “FREEMIUMNESS” ONLINE VIDEO ADS REINFORCE KEY ATTITUDINALS
  11. 11. THE FORMULA TO SUCCESS Know your target & the role of online for your product category Match your Ad to relevant content Or Create relevant content to match your Ad with your target’s interests Use engaging formats to shift key attitudinal metrics
  12. 12. If you want receive more information about the study “THE POWER OF ONLINE VIDEO IN LATIN AMERICA” please contact us by email to: mauricio.montenegro@havasmedia.com

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