A regional deep-dive into digital, luxury and video by Teads Insights

1. LUXURY
INSIGHTS:
LATIN
AMERICA
August 2015!

2. Overview
Digital audience behaviour in Latin America
Source: ComScore, eMarketer
#1
region in the world for
time spent on
social media
327.8 million
Internet audience
in Latin America
in 2015
+9.4%
year-on-year growth rate
of Internet visits in 2014
vs. 2013
In Latin America,
“Once you get a connection, the personal relationships are
more frequent and intense. Once a brand connects with a
consumer […], the relationship is deeper and the message is
very different [and] more personal.”
Fernando Monedero, Digital LATAM Director, MEC

3. Why digital advertising?
Source: eMarketer, Observatorio des Mercado Premium y de Productos de Prestigio
Growing importance of digital advertising in Latin America
4.12
5.5
6.77
8.13
9.58
11.12
12.74
2.06
3.04
5.04
0.74
1.27
2.51
0.33 0.6
1.62
0
2
4
6
8
10
12
14
2013 2014 2015 2016 2017 2018 2019
Digital ad spending in Latin
America (millions)
17%
of Mexican luxury
customers purchase
luxury products online
78%
of luxury customers in
Mexico use the Internet to
stay informed
79%
of female internet users in
Brazil follow brands on
social media
Latin America
Brazil
Mexico
Argentina

4. Video advertising
36%
of Internet users in Brazil
watch video ads at least
daily
15-20%
of digital marketing
budgets in Mexico are
dedicated to video
advertising
Source: eMarketer
How are people exposed to video advertising?
Country Brazil Mexico Colombia Argentina
Total population
(million)
204.3 121.7 46.7 43.4
% Internet users 55.7% 53.8% 61.1% 66.8%
Of which online
video viewers
86.5% 81.3% 84.6% 85.9%
% Smartphone
users
37.6% 47.4% 51.4% 43.5%
Of which mobile
video viewers
31% 25% - 19%
73%
is the average completion
rate of video advertising in
Latin America

5. Ad effectiveness
Video ad performance and viewability
Source: eMarketer, Google
55%
of mobile phone owners in
Brazil say their preferred
mobile ad format is video
82%
of Mexicans from AB
socioeconomic status are
digital video viewers
Affluent Mexican consumers
in the ABC+ circles are heavy
internet users, spending
5h
every day on the web
Luxury video ads are reported
to “inspire and realistically display
goods”, “catch [the] eye”, show “360-
degree views”
74%of Mexican internet
users read news online
98%
of luxury buyers use internet on a
daily basis, vs only 37% who read
magazines daily

6. Path to purchase
How video ads can be influence the purchase decision
Source: eMarketer, Google
92%
of luxury buyers in new
markets* use the internet to
search for information prior to
purchase
Luxury buyers in new
markets use
3.1
connected devices on
average
40%
24%
17%
8% 11% 8% 6% 5%
0%
10%
20%
30%
40%
50%
Fragrance Vacation Cosmetic
products
Designer
suit or
dress
Shoes or
boots
Watch Briefcase Jewellery
Types of luxury products purchased by affluents
in Latin America, 2013:
Mexican affluents account for
21%
of the population but
generate almost all the digital
activity
Likeability,
popularity and
brand heritage
affect purchases in Latin
America more than
anywhere else
* China, Brazil, Russia
PCs
remain the
preferred device to
make purchases
among affluent
digital buyers

7. MEXICO

8. Age ComScore
Target
Audience
(000)
ComScore
%
Composi8on
Unique
Visitors
Teads
Target
Audience
(000)
Teads
%
Reach
%
Composi8on
Unique
Visitors
Male
15-­‐24
4,831
15.7
2,703
56
18.3
Male
25-­‐34
3,272
10.6
1,762
53.8
11.9
Male
35-­‐44
2,633
8.6
1,349
51.2
9.1
Male
45-­‐54
1,671
5.4
873
52.3
5.9
Male
55+
815
2.7
402
49.3
2.7
Female
15-­‐24
4,697
15.3
2,400
51.1
16.3
Female
25-­‐34
3,182
10.4
1,436
45.1
9.7
Female
35-­‐44
2,561
8.3
1,247
48.7
8.5
Female
45-­‐54
1,623
5.3
701
43.2
4.8
Female
55+
794
2.6
367
46.3
2.5
AUDIENCE COMPOSITION
JUNE -- COMSCORE

9. INTERNET
TOTAL
UNIQUE
VISITORS
(000)
AVERAGE
MINUTES
PER
VISIT
AVERAGE
DAILY
VISITORS
(000)
AVERAGE
VISITS
PER
VISITORS
TOTAL
PAGES
VIEWED
(MM)
15,203
3.5
1,447
3.5
203
KEY MEASURES
JUNE -- COMSCORE

10. Jun
Jul
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
TOTAL UNIQUE VISITORS (000) TREND
JUNE -- COMSCORE

11. VerYcal
ComScore
UU Teads
UU Reach
Sports 9,598,000 7,862,932 82%
Beauty
&
Health 7,663,000 6,065,540 79%
Women
Men
15,155,000
15,577,000
10,705,767
9,167,707
71%
59%
Food
&
Drink 1,272,000 780,000 61%
Business
&
Finance
11,811,000 6,766,125 57%
Tech
&
Gadgets
17,201,000 9,535,000 55%
VERTICAL PENETRATION
TEADS’ 2014 DESKTOP BENCHMARK
2014
Desktop
Benchmark
Average
of
CTR
starts
Average
CompleYon
Rate
Average
of
Share
Rate
inRead
Luxury
3.04%
28.95%
0.01%
inBoard
Luxury
1.76%
20.02%
0.06%
inSocial
Luxury
13.17%
18.00%
0.22%
inSocial
Expand
Luxury
10.00%
81.18%
1.02%

12. ARGENTINA

13. INTERNET
TOTAL
UNIQUE
VISITORS
(000)
AVERAGE
MINUTES
PER
VISIT
AVERAGE
DAILY
VISITORS
(000)
AVERAGE
VISITS
PER
VISITORS
TOTAL
PAGES
VIEWED
(MM)
11,260
3.7
1,011
3.3
163
KEY MEASURES
JUNE -- COMSCORE

14. TOTAL UNIQUE VISITORS (000) TREND
JUNE -- COMSCORE

15. Format
Type
Average
of
CTR
starts
Average
CompleYon
Rate
Average
of
Share
Rate
inRead
Luxury
3.93%
22.19%
0.02%
inSocial
Luxury
16.55%
83.92%
3.66%
inSocial
Expand
Luxury
11.27%
71.75%
2.04%
TEADS’ 2014 DESKTOP BENCHMARK

16. BRAZIL

17. KEY
MEASURES
KEY MEASURES
JUNE -- COMSCORE
INTERNET
TOTAL
UNIQUE
VISITORS
(000)
AVERAGE
MINUTES
PER
VISIT
AVERAGE
DAILY
VISITORS
(000)
AVERAGE
VISITS
PER
VISITORS
TOTAL
PAGES
VIEWED
(MM)
27,871
5.0
2,609
3.6
601

18. TOTAL UNIQUE VISITORS (000) TREND
JUNE -- COMSCORE
Jun
Jul
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun

19. 2014
Desktop
Benchmark
Average
of
CTR
starts
Average
CompleYon
Rate
Average
of
Share
Rate
inRead
Luxury
2.07%
26.10%
00.0%
inBoard
Luxury
2.54%
12.39%
0.12%
inSocial
Luxury
1.02%
45.72%
2.59%
inSocial
Expand
Luxury
8.00%
89.19%
3.09%
TEADS’ 2014 DESKTOP BENCHMARK
JUNE -- COMSCORE

20. CHILE

21. INTERNET
TOTAL
UNIQUE
VISITORS
(000)
AVERAGE
MINUTES
PER
VISIT
AVERAGE
DAILY
VISITORS
(000)
AVERAGE
VISITS
PER
VISITORS
TOTAL
PAGES
VIEWED
(MM)
4,475
3.3
496
4.2
63

22. Jun
Jul
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
TOTAL UNIQUE VISITORS (000) TREND
JUNE -- COMSCORE

23. COLOMBIA

24. INTERNET
TOTAL
UNIQUE
VISITORS
(000)
AVERAGE
MINUTES
PER
VISIT
AVERAGE
DAILY
VISITORS
(000)
AVERAGE
VISITS
PER
VISITORS
TOTAL
PAGES
VIEWED
(MM)
6,973
3.1
842
4.7
121
Age
KEY MEASURES
JUNE -- COMSCORE

25. Jun
Jul
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
TOTAL UNIQUE VISITORS (000) TREND
JUNE -- COMSCORE

26. Please contact :
Global Industry Director, Luxury - rachid.aitaddi@teads.tv
Global Client Insights Manager - charlotte.diemer@teads.tv