Terra.com
20
Software     Software
 house       reseller


   IT        IT company
consulting

   ISP         Digital
               Me...
Latam.com
Digital Revolution
                                               Computerssold2008
                             Millions
...
Broadband Penetration
               BB Penetration1 Households20
             Dec-08   Dec-11E     11E 2
                ...
Consumption
                                              power

                                        91%      A/B
    ...
Latam.com




145 million internet
    users in Latam
              27% of population


                                  ...
Mobile Penetration
                BB Penetration1           Population
              Dec-08   Dec-11E             2011E 2...
Time Spent
 3 hours watching videos
  7 hours reading news
5 hours in social network
11 hours doing IM or chat




       ...
Tools Activity
Highest reach in social networks
  in the world: 60%
Highest reach in communications
  in the world
   82% ...
Content Activity
55%have already published a picture or
 video

26%express opinion
48%consider posts relevant



         ...
Digital Latino

    #1 entertainment and information
                              media

                            Earl...
Latino’s Digital
             DNA
47 million
Hispanics
         1 in every 5 teens i
         America is Hispanic

       ...
Adoption on par with GM
              68
BROADBAND
ENETRATION
               71


               85
    MOBILE
ENETRATION
...
Terra.com
New media
             landscape
         CONTENT




         PEOPLE

SOCIAL
                   SCREENS
TOOLS
Digital Media Company
         Rules
Átomo
Beijing 2008
Biggest event ever

                1.5 mm
                phones

                         22.8 mm
                      ...
New behavior

                      150,000
                     comments

            20,000
           Fanzone

30% live...
January 7
New records: Election
New records: Oscar
New audience
                               9 mm
                           videouniquevi
                               s...
Involving brands

           20% up CTR

                        150,000
                         SMB’s
                  ...
February 7
Mobile ain’t fixed
repetitive     bored     urgent
Mobile ad taking off
       1.6%
       CTR
Power to the masses
                           1.3
                      videowatche
                          d per
     ...
Involving brands

                1.4% CTR

                       Brandaware
                          ness

            ...
March 7
Music everywhere

                             1
                      millionfreeso
                            ngs
     ...
Involving brands

            Customized
               radio

                         Radio ad
                         ...
April 7
1. New consumer: Digital Latino

2. New media landscape: Digital
   Media Companies

3. New brand opportunities: Digital
 ...
DON’T WASTE A GOOD
      CRISIS!
fernando@terra.com.br
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
Razorfish - Fernando Madeira on Terra Latin America
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).

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  • oi Tide.
    Adorei a maquina de escrever com tv.
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  • Madeira!! Parabéns pela apresentação! Muito boa! E claro, adorei a foto PB da turma! bjo Gleidys
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Razorfish - Fernando Madeira on Terra Latin America

  1. 1. Terra.com
  2. 2. 20
  3. 3. Software Software house reseller IT IT company consulting ISP Digital Media
  4. 4. Latam.com
  5. 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. 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. 7. Consumption power 91% A/B C 27% D/ 14% Source: Terra Latino Digital Research
  8. 8. Latam.com 145 million internet users in Latam 27% of population Source: Terra Latino Digital Research
  9. 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. 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. 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. 12. Content Activity 55%have already published a picture or video 26%express opinion 48%consider posts relevant Source: comScore
  13. 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. 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. 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. 16. Terra.com
  17. 17. New media landscape CONTENT PEOPLE SOCIAL SCREENS TOOLS
  18. 18. Digital Media Company Rules
  19. 19. Átomo
  20. 20. Beijing 2008
  21. 21. Biggest event ever 1.5 mm phones 22.8 mm people 40 mm videoswatch ed Source: Terra
  22. 22. New behavior 150,000 comments 20,000 Fanzone 30% live Source: Terra
  23. 23. January 7
  24. 24. New records: Election
  25. 25. New records: Oscar
  26. 26. New audience 9 mm videouniquevi sitors 5.5 mm social uniquevisitor s 60 mm uniquevisitors Source: Terra
  27. 27. Involving brands 20% up CTR 150,000 SMB’s Safe UGC environment Source: Terra
  28. 28. February 7
  29. 29. Mobile ain’t fixed repetitive bored urgent
  30. 30. Mobile ad taking off 1.6% CTR
  31. 31. Power to the masses 1.3 videowatche d per session 14 minutes per session 1 mm uniquevisitor s Source: Terra
  32. 32. Involving brands 1.4% CTR Brandaware ness Mobilehotsit es Source: Terra
  33. 33. March 7
  34. 34. Music everywhere 1 millionfreeso ngs Playlists, sha ring 90 minutes per session Source: Terra
  35. 35. Involving brands Customized radio Radio ad format Promotional Source: Terra
  36. 36. April 7
  37. 37. 1. New consumer: Digital Latino 2. New media landscape: Digital Media Companies 3. New brand opportunities: Digital Brands
  38. 38. DON’T WASTE A GOOD CRISIS!
  39. 39. fernando@terra.com.br
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