Tuning In: The Rise of Online Video in Latin America  Festival of Media LatAm | 24 September 2012  Gian Fulgoni Executive ...
1 Online Video Viewing in Latin America2 What Can We Learn from the U.S.?3 Some Thoughts for the Future
The U.S. is No Longer the Center of the Online Universe  U.S. Internet Population vs. Rest of the World         Distributi...
Latin America is World’s Fastest-Growing Region  Growth expected to continue as                                          ...
Focus: Latin America        Latin America        Argentina        Brazil        Chile        Mexico                       ...
Online Video’s Blockbuster YearVideos Viewed Grew by Double Digits Across LatAm RegionGrowth in Video Viewing in 2011     ...
Driven by YouTube, Google Sites Account forMore than 60% of Videos Viewed in LatAm            MEXICO                      ...
Video Consumption in LatAm skews younger … with under 34age segment accounting for almost 60% of videos viewed            ...
Reach of online video is slightly greater in the LatAmregion than Worldwide               Monthly Online Video Reach / Web...
Room for growth in video consumption in LatAm                 Videos per Viewer  Worldwide                          169,5 ...
Room for growth in video engagement in LatAm               Monthly Hours per Viewer  Worldwide                            ...
While growing rapidly in LatAm,  time spent watching online videoequivalent to only a percentage pointor two of the time s...
What Can We Learn from the U.S.?
IAB says U.S. online ad spend is now larger than newspapers,magazines and radio, and equivalent to 46% of TV              ...
In the U.S, time spent watching traditional TV is essentially flat whileonline video is growing strongly         US Monthl...
IAB says U.S. online video ad spending is surging                     +40%           Equivalent                           ...
Online ad spend in Latin America* is growing twice asfast as in the U.S.                                          3.5X Fas...
Online video allows convenient viewing of TV content andis an incremental audience – it’s not about avoiding ads Recent c...
Online viewers of TV programs are open to more ads – at least 6.5 minutesper TV hour                     Optimal length of...
A CBS Perspective on TV and Video Advertising from 2009
CBS: Online video ads can demand a premium price becauseof heightened consumer attention and more precise targeting
CBS: Even with lower ad loads than TV but a premium price, videoads can have same value as TV ads
The Limitation of TV: Brands Trying to Reach their Target withTV Alone Hit A Plateau of Diminishing Returns               ...
Adding Branding Advertising to TV With Online Video BuildsReach and Effective Reach                   Impact of a 90/10 Al...
Summary Thoughts1   Online video viewing in LatAm is surging2   Lessons from U.S.    Online video viewing of TV content in...
Upcoming SlideShare
Loading in …5
×

O crescimento de vídeo online na América Latina

2,862 views

Published on

Assim como a TV continua chegando a todas as partes, o Vídeo Online está se transformando em um meio cada vez mais eficaz para alcançar e atrair o público. As audiências mais jovens são as que siguem impulsionando o consumo de vídeo online e é imprescindível compreender como isso se converteu em um fator crítico para os meios e anunciantes.

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,862
On SlideShare
0
From Embeds
0
Number of Embeds
1,696
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

O crescimento de vídeo online na América Latina

  1. 1. Tuning In: The Rise of Online Video in Latin America Festival of Media LatAm | 24 September 2012 Gian Fulgoni Executive Chairman and Co-founder, comScor
  2. 2. 1 Online Video Viewing in Latin America2 What Can We Learn from the U.S.?3 Some Thoughts for the Future
  3. 3. The U.S. is No Longer the Center of the Online Universe U.S. Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience Middle East -Rest of the World 34% Latin Africa, America, 8,8% 9,0% Asia 87% North Pacific, America, 41,3% U.S. 14,6% 66% Asia Pacific Europe, 13% 26,4% 1996 2011  In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the largest region with over 40% of online population.  Many emerging regions likely to bypass old modes, skipping dial-up to go straight to broadband, making multimedia, video, and collaborative content immediately accessible.  Early adoption of mobile web in addition to PC web will likely be popular in many of these high- growth areas. Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Dec-2011
  4. 4. Latin America is World’s Fastest-Growing Region  Growth expected to continue as Worldwide Online Population home broadband penetration (Millions) increases in Asia and Latin +8% America 1.491  Growth in developing regions 1.383 likely to continue as people move from shared-access to home & 2011 Jun 2012 Jun work use Jun-11 Jun-12 +8% 568 613 +8% 369 398 +3% +11% +12% 206 213 120 133 119 134 Asia Pacific Europe North America Middle East - Latin America Africa Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, June 2011 vs. June 2012
  5. 5. Focus: Latin America Latin America Argentina Brazil Chile Mexico July 2010 Penetration Data V0910
  6. 6. Online Video’s Blockbuster YearVideos Viewed Grew by Double Digits Across LatAm RegionGrowth in Video Viewing in 2011 Total Videos Viewed Percent Growth (000) Dec-2011 vs. Dec. 2010 BRAZIL 4.7 Billion +74% MEXICO 3.0 Billion +80% ARGENTINA 1.5 Billion +75% CHILE 1.0 Billion +91%
  7. 7. Driven by YouTube, Google Sites Account forMore than 60% of Videos Viewed in LatAm MEXICO CHILE Videos Share of Videos Share of (Millions) Videos (Millions) Videos1Google SitesVEVOViacom Digital 2,164 219 54 BRAZIL Videos 62% 6% 2% Share of Google Sites VEVO Viacom Digital ARGENTINA 927 58 17 80% 5% 2% Videos Share of (Millions) Videos (Millions) VideosGoogle Sites 4,435 75% Google Sites 988 63%Globo 359 6% VEVO 65 3%VEVO 193 3% Facebook.com 22 1% Source: comScore Video Metrix, July-2012
  8. 8. Video Consumption in LatAm skews younger … with under 34age segment accounting for almost 60% of videos viewed % Composition of Video Time Spent 30% 28% 21% 14% 8% 15-24 25-34 35-44 45-54 55+ Source: comScore Video Metrix, July-2012
  9. 9. Reach of online video is slightly greater in the LatAmregion than Worldwide Monthly Online Video Reach / Web Population Worldwide 84% USA 85% Argentina 96% Brazil 81% Chile 92% Mexico 82% Source: comScore Video Metrix, July-2012
  10. 10. Room for growth in video consumption in LatAm Videos per Viewer Worldwide 169,5 USA 245,9 Argentina 120,0 Brazil 139,2 Chile 168,6 Mexico 151,2 Source: comScore Video Metrix, July-2012
  11. 11. Room for growth in video engagement in LatAm Monthly Hours per Viewer Worldwide 19,40 USA 22,05 Argentina 11,32 Brazil 11,61 Chile 12,45 Mexico 13,63 Source: comScore Video Metrix, July-2012
  12. 12. While growing rapidly in LatAm, time spent watching online videoequivalent to only a percentage pointor two of the time spent watching TV
  13. 13. What Can We Learn from the U.S.?
  14. 14. IAB says U.S. online ad spend is now larger than newspapers,magazines and radio, and equivalent to 46% of TV 10X Faster +22% Growth vs. year ago Than All Media $31.7 Billion U.S. Online Ad Spending in 2011 SOURCE: IAB for Internet Advertising Revenue and KANTAR for Total Mediaedia Measurement
  15. 15. In the U.S, time spent watching traditional TV is essentially flat whileonline video is growing strongly US Monthly Total Hours (millions) Spent Watching TV vs. Online Video -0.6% 44.581 44.334 Video now equals 5% of total time spent watching TV Monthly Total Hours (millions) in Q4 2010 +74% Monthly Total Hours (millions) in Q4 2011 1.338 2.321 TV Online Video SOURCE: TV: Nielsen Cross Platform Report – Q4 2011. Online Video: comScore Video Metrix
  16. 16. IAB says U.S. online video ad spending is surging +40% Equivalent to 6% of all vs. year ago online ad spending $1.8 Billion U.S. Online Video Ad Spending in 2011
  17. 17. Online ad spend in Latin America* is growing twice asfast as in the U.S. 3.5X Faster +42% Growth vs. year ago Than All Media Latin America $2.5 Billion Online Ad Spending in 2011 *Argentina, Brazil, Chile, Colombia, Mexico, Peru SOURCE: IAB for Online and Various for Total Media dia Measurement 2011
  18. 18. Online video allows convenient viewing of TV content andis an incremental audience – it’s not about avoiding ads Recent comScore study sought to answer: why do viewers choose to watch TV content online? – NOT out of ad-avoidance – Main factor is convenience and time-shifting Missed episode on TV 71% Convenience 57% Less ads 38% Like to see past episodes 25% Prefer the online experience 13% Don’t subscribe to cable/dont have a TV 7%
  19. 19. Online viewers of TV programs are open to more ads – at least 6.5 minutesper TV hour Optimal length of commercials for an hour of TV viewed online 100,0 80,0 60,0 40,0 20,0 0,0 1 min 2 min 3 min 4 min 5 min 6 min 7 min 8 min 9 min 10 min 11 min 12 min 13 min 14 min 15 min Negligible Minimal Long Enough Too Long *Respondents were asked questions on a sliding scale from ‘how much advertising is so negligible that it would not interfere at all’, through to ‘how much advertising is too long and Base sizes: would interfere completely with the viewing experience’? Total=640
  20. 20. A CBS Perspective on TV and Video Advertising from 2009
  21. 21. CBS: Online video ads can demand a premium price becauseof heightened consumer attention and more precise targeting
  22. 22. CBS: Even with lower ad loads than TV but a premium price, videoads can have same value as TV ads
  23. 23. The Limitation of TV: Brands Trying to Reach their Target withTV Alone Hit A Plateau of Diminishing Returns Total Reach and Effective Reach for a TV 100 Campaign as a Function of Cost 90 85,1 87,9 80 Total Reach 70 74,1 67,8 60 50 Effective Reach 40 30 20 10 0 0 2.500 5.000 7.500 10.000 12.500 15.000 Cost ($000) Typically 30%+ of Target Audience is not Effectively reached
  24. 24. Adding Branding Advertising to TV With Online Video BuildsReach and Effective Reach Impact of a 90/10 Allocation Effective Media Plan GRPs Total Reach Reach TV Only 1,000 85% 68% TV + Video Combination TV (90%) 900 84% 66% Online Video (10%) 500 64% 44% TV + Online Video 1,400 90% 84% TV Only vs. 400 5% 16% 90% TV + 10% Online Video Source: comScore simulation using single source TV and Internet data
  25. 25. Summary Thoughts1 Online video viewing in LatAm is surging2 Lessons from U.S. Online video viewing of TV content incremental to TV Consumers will accept online video ad loads of 10%+ Premium pricing possible for video ads3 Online video advertising can add effective reach to a TV campaign –especially among younger age segments

×