Razorfish - Fernando Madeira on Terra Latin America
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Razorfish - Fernando Madeira on Terra Latin America

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Client case study: Terra Latin America was delivered by Terra Latin America CEO Fernando Madeira on April 23, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).

Client case study: Terra Latin America was delivered by Terra Latin America CEO Fernando Madeira on April 23, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).

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  • 1. Terra.com
  • 2. 20
  • 3. Software Software house reseller IT IT company consulting ISP Digital Media
  • 4. Latam.com
  • 5. Digital Revolution Computerssold2008 Millions USA 68.3 China 40.1 Japan 13 11.8 BRASIL 13million 11 UK ‘09E BRASIL 10 TV Source: Terra, IDC, Intel, AMD
  • 6. Broadband Penetration BB Penetration1 Households20 Dec-08 Dec-11E 11E 2 60m 40% 25% Brasil 11m 25% 51% Argentina 5m 33% 52% Chile 7m 33% 19% Peru 12m 31% 18% Colombia 140m 33% 20% Total Source: 1. Terra Latino Digital Research and Terra estimates 2. United Nations World population prospects - Latin America and Caribbean
  • 7. Consumption power 91% A/B C 27% D/ 14% Source: Terra Latino Digital Research
  • 8. Latam.com 145 million internet users in Latam 27% of population Source: Terra Latino Digital Research
  • 9. Mobile Penetration BB Penetration1 Population Dec-08 Dec-11E 2011E 2 210m 95% 78% Brasil 41m 90% 102% Argentina 17m 93% 101% Chile 29m 81% 67% Peru 44m 97% 80% Colombia 594m 98% 77% Total Source: 1. Terra Latino Digital Research and Terra estimates 2. United Nations World population prospects - Latin America and Caribbean
  • 10. Time Spent 3 hours watching videos 7 hours reading news 5 hours in social network 11 hours doing IM or chat Source: Terra Latino Digital Research
  • 11. Tools Activity Highest reach in social networks in the world: 60% Highest reach in communications in the world 82% webmail 73% in messengers 94% of Brazilians use search and do 103 queries per month Source: Terra Latino Digital Research, comScore, NetRatings
  • 12. Content Activity 55%have already published a picture or video 26%express opinion 48%consider posts relevant Source: comScore
  • 13. Digital Latino #1 entertainment and information media Early adopter, heavy user, addicted to the net Need to be up to date and always on, connected with buddies Aspiration: better future Source: Terra Latino Digital Research
  • 14. Latino’s Digital DNA 47 million Hispanics 1 in every 5 teens i America is Hispanic HALF are online Source: Terra Latino Digital Research
  • 15. Adoption on par with GM 68 BROADBAND ENETRATION 71 85 MOBILE ENETRATION 86 BROWSING 1.1 MOBILE TIME SPENT 0.4 WEEK Source: Terra Latino Digital Research
  • 16. Terra.com
  • 17. New media landscape CONTENT PEOPLE SOCIAL SCREENS TOOLS
  • 18. Digital Media Company Rules
  • 19. Átomo
  • 20. Beijing 2008
  • 21. Biggest event ever 1.5 mm phones 22.8 mm people 40 mm videoswatch ed Source: Terra
  • 22. New behavior 150,000 comments 20,000 Fanzone 30% live Source: Terra
  • 23. January 7
  • 24. New records: Election
  • 25. New records: Oscar
  • 26. New audience 9 mm videouniquevi sitors 5.5 mm social uniquevisitor s 60 mm uniquevisitors Source: Terra
  • 27. Involving brands 20% up CTR 150,000 SMB’s Safe UGC environment Source: Terra
  • 28. February 7
  • 29. Mobile ain’t fixed repetitive bored urgent
  • 30. Mobile ad taking off 1.6% CTR
  • 31. Power to the masses 1.3 videowatche d per session 14 minutes per session 1 mm uniquevisitor s Source: Terra
  • 32. Involving brands 1.4% CTR Brandaware ness Mobilehotsit es Source: Terra
  • 33. March 7
  • 34. Music everywhere 1 millionfreeso ngs Playlists, sha ring 90 minutes per session Source: Terra
  • 35. Involving brands Customized radio Radio ad format Promotional Source: Terra
  • 36. April 7
  • 37. 1. New consumer: Digital Latino 2. New media landscape: Digital Media Companies 3. New brand opportunities: Digital Brands
  • 38. DON’T WASTE A GOOD CRISIS!
  • 39. fernando@terra.com.br