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Festival of Media Latam
November 10, 2017
Table of Contents
Description 3
Platform Usage 5
Video Ads 8
Video Ad Performance 13
Willingness to Pay 20
Questionnaire 23
The Festival of Media Latin America is an annual festival which draws in thousands of delegates in the Latin
America media industry. Held in Miami this year, the two day festival ran from October 30 to 31, 2017.
During the Festival, ComScore conducted an onsite survey of festival attendees about their opinions of key
issues pertaining to the digital media industry.
Qualifying media industry professionals were invited to participate in the survey, and a total of 324 survey
responses were collected.
Description
33%
21%
14%
8%
6%
16%
2%
Agency Advertiser Media Tech Publisher Other* No answer
Q0. What is your role in the digital marketing ecosystem? (n=324)
*Other (e.g., Measurement/research, sales, etc.)
Role in Digital Marketing
Sample Composition
67%
58% 58%
53%
44% 43%
39%
31%
27% 26%
11% 10%
4%
3rd Party
Programmatic
Other None
Multiple platforms are being used with Facebook, Spotify, YouTube
and Twitter among the most popular.
• Q1. Which platforms do you currently work with? (n=324)
Digital Platform Usage
67%
19%
14% 14%
10% 8% 6% 6% 5%
18%
• Q2. What are the top 2 music platforms you currently work with? (n=324)
Spotify dominates as the top music platform.
Other None
Audio
Ads
Programmatic
Music
Top 2 Music Platforms
YouTube and Facebook are the top platforms used for
video advertising.
60% 58%
40%
29%
24%
15% 13%
9%
6%
11%
Video Through
Programmatic
Local online
newspapers
Other
• Q4. What are the main platforms where you run online Video ads? (n=324)
Digital Platform Usage for Video Advertising
• Q3. While working on ad campaigns, how important would you consider Video ad formats to your overall planning? (n=324)
Most participants consider video ads to be an important component
of overall planning when working on an ad campaign…
70%
Consider Video Ad
Formats ‘Essential/Very
Important’ to their
Overall Planning
4%
6%
20%
35%
35%
Not important at
all
Somewhat
Important
Important
Very Important
Essential
Importance of Video Advertising
…and many consider online video ads for both awareness and
engagement campaigns.
• Q5. Do you consider online Video ads for awareness campaigns, engagement campaigns, or both? (n=309)
15%
8%
75%
2%
Awareness campaigns only
Engagement campaigns only
Both (awareness & engagement)
Neither
More consider online video
ads for awareness
campaigns vs engagement
Digital Platform Usage
Viewability and Segmentation are the most important considerations
when planning for a video digital campaign.
• Q6. When planning a video digital campaign, how important are each of the following considerations? (n=286)
% Important = ‘very important’ and ‘somewhat important’.
2%
2%
3%
1%
3%
4%
2%
5%
5%
7%
11%
12%
9%
15%
17%
20%
28%
32%
28%
29%
30%
30%
32%
30%
65%
59%
58%
58%
57%
51%
49%
45%
Viewability
Segmentation
Brand Safety
Reach
Engagement
Premium Content
Cost Efficiency
Conversion
Not important Neutral Somewhat important Very important
% Important
93%
91%
86%
87%
87%
81%
81%
75%
Importance of Planning Considerations
Video Ad Performance
Problems due to brand safety are not uncommon, with nearly half
having experienced this issue in the past.
• Q12. Have you or a client ever experienced a problem due to brand safety? (n=307)
44%
Have Experienced a
Problem Due to
Brand Safety
Past Brand Safety Issues
8%
9%
6%
9%
8%
9%
17%
25%
26%
27%
30%
32%
32%
33%
39%
37%
44%
46%
42%
46%
37%
28%
27%
23%
16%
18%
13%
13%
No Risk Low Risk Some Risk High Risk
• Q7A. For video advertising, how would you rate the following platforms in terms of their level of risk for… viewability issues? (n=268)
Spotify is considered the platform with lowest risk of facing viewability
issues for video ads, while YouTube and Facebook have the highest risk.
Risk of Non-Viewable Video Ads by Platform
9%
9%
9%
9%
10%
11%
17%
19%
25%
27%
28%
26%
31%
41%
40%
45%
45%
45%
48%
45%
33%
32%
21%
19%
18%
16%
12%
9%
No Risk Low Risk Some Risk High Risk
• Q7B. For video advertising, how would you rate the following platforms in terms of their level of risk for… brand safety issues? (n=269)
Spotify and Vevo are considered low-risk platforms for brand safety
problems, while YouTube is viewed as higher risk.
Risk of Video Ad Brand Safety Issues by Platform
11%
11%
12%
13%
13%
15%
18%
28%
30%
33%
26%
32%
36%
41%
40%
43%
41%
42%
42%
40%
32%
21%
16%
14%
19%
13%
10%
9%
No Risk Low Risk Some Risk High Risk
• Q7C. For video advertising, how would you rate the following platforms in terms of their level of risk for… fraud issues? (n=272)
Similarly, the music platforms are viewed as low-risk platforms for fraud
disputes, while YouTube is considered to be the riskiest.
Risk of Video Ad Fraud Issues by Platform
7%
7%
8%
8%
9%
11%
15%
25%
35%
27%
31%
30%
32%
42%
39%
41%
41%
44%
40%
44%
35%
29%
17%
24%
17%
21%
13%
8%
No Risk Low Risk Some Risk High Risk
• Q7D. For video advertising, how would you rate the following platforms in terms of their level of risk for Your Brand Shared with
User-Generated (vs. Premium) Content? (n=270)
Spotify is seen as the lowest risk platform for user-generated content
association problems, in contrast with YouTube having the greatest risk.
Risk of User-Generated Content with Video Ads by Platform
39%
33%
24% 24% 23% 22%
20%
18%
13%
11%
8%
21%
36% 38%
24%
22%
16% 17%
24%
16%
10%
7%
31%
26% 26% 25%
21% 22%
18%
22%
12%
14%
12%
Brand Safety Viewability Non-Fraud
Other None
Programmatic
video
• Q8. If you could only select two sites from the list below, which ones would you pick to achieve the best overall: a) Brand Safety
(n=244); b) Viewability (n=231); c) Non-Fraud (n=202)?
Spotify is the preferred platform to ensure brand safety and avoid fraud.
Facebook and YouTube were selected as the top platforms for
viewability, despite receiving higher risk ratings for this concern.
Top 2 Sites for Best Performance
Willingness to Pay
9%
32%
29%
17%
14%
0% increase 20% increase 50% increase 70% increase 100% increase
• Q9. How much more would you be willing to pay for 100% Brand safety, not be exposed to User Generated content, 100%
Viewability, and non-Fraud? (n=297)
Nine in ten digital media professional would be willing to pay
more for optimal ad performance.
Willingness to Pay for Optimal Ad Performance
60% = willing to pay 50% or more
5%
30%
34%
17%
14%
2 seconds 5 seconds 10 seconds 15 seconds 20 seconds
• Q10. From the list below, what would you consider a valid view (and be willing to pay for)? (n=298)?
Two-thirds of media professionals consider 5 or 10 seconds to be a
valid ad view they would be willing to pay for.
Ad Viewability Time Willing to Pay For
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
www.comscore.com @comScore www.linkedin.com/company/comscore www.facebook.com/comscoreinc
•Thank You!

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Festival of Media LatAm Survey Results

  • 1. Festival of Media Latam November 10, 2017
  • 2. Table of Contents Description 3 Platform Usage 5 Video Ads 8 Video Ad Performance 13 Willingness to Pay 20 Questionnaire 23
  • 3. The Festival of Media Latin America is an annual festival which draws in thousands of delegates in the Latin America media industry. Held in Miami this year, the two day festival ran from October 30 to 31, 2017. During the Festival, ComScore conducted an onsite survey of festival attendees about their opinions of key issues pertaining to the digital media industry. Qualifying media industry professionals were invited to participate in the survey, and a total of 324 survey responses were collected. Description
  • 4. 33% 21% 14% 8% 6% 16% 2% Agency Advertiser Media Tech Publisher Other* No answer Q0. What is your role in the digital marketing ecosystem? (n=324) *Other (e.g., Measurement/research, sales, etc.) Role in Digital Marketing Sample Composition
  • 5. 67% 58% 58% 53% 44% 43% 39% 31% 27% 26% 11% 10% 4% 3rd Party Programmatic Other None Multiple platforms are being used with Facebook, Spotify, YouTube and Twitter among the most popular. • Q1. Which platforms do you currently work with? (n=324) Digital Platform Usage
  • 6. 67% 19% 14% 14% 10% 8% 6% 6% 5% 18% • Q2. What are the top 2 music platforms you currently work with? (n=324) Spotify dominates as the top music platform. Other None Audio Ads Programmatic Music Top 2 Music Platforms
  • 7. YouTube and Facebook are the top platforms used for video advertising. 60% 58% 40% 29% 24% 15% 13% 9% 6% 11% Video Through Programmatic Local online newspapers Other • Q4. What are the main platforms where you run online Video ads? (n=324) Digital Platform Usage for Video Advertising
  • 8. • Q3. While working on ad campaigns, how important would you consider Video ad formats to your overall planning? (n=324) Most participants consider video ads to be an important component of overall planning when working on an ad campaign… 70% Consider Video Ad Formats ‘Essential/Very Important’ to their Overall Planning 4% 6% 20% 35% 35% Not important at all Somewhat Important Important Very Important Essential Importance of Video Advertising
  • 9. …and many consider online video ads for both awareness and engagement campaigns. • Q5. Do you consider online Video ads for awareness campaigns, engagement campaigns, or both? (n=309) 15% 8% 75% 2% Awareness campaigns only Engagement campaigns only Both (awareness & engagement) Neither More consider online video ads for awareness campaigns vs engagement Digital Platform Usage
  • 10. Viewability and Segmentation are the most important considerations when planning for a video digital campaign. • Q6. When planning a video digital campaign, how important are each of the following considerations? (n=286) % Important = ‘very important’ and ‘somewhat important’. 2% 2% 3% 1% 3% 4% 2% 5% 5% 7% 11% 12% 9% 15% 17% 20% 28% 32% 28% 29% 30% 30% 32% 30% 65% 59% 58% 58% 57% 51% 49% 45% Viewability Segmentation Brand Safety Reach Engagement Premium Content Cost Efficiency Conversion Not important Neutral Somewhat important Very important % Important 93% 91% 86% 87% 87% 81% 81% 75% Importance of Planning Considerations
  • 12. Problems due to brand safety are not uncommon, with nearly half having experienced this issue in the past. • Q12. Have you or a client ever experienced a problem due to brand safety? (n=307) 44% Have Experienced a Problem Due to Brand Safety Past Brand Safety Issues
  • 13. 8% 9% 6% 9% 8% 9% 17% 25% 26% 27% 30% 32% 32% 33% 39% 37% 44% 46% 42% 46% 37% 28% 27% 23% 16% 18% 13% 13% No Risk Low Risk Some Risk High Risk • Q7A. For video advertising, how would you rate the following platforms in terms of their level of risk for… viewability issues? (n=268) Spotify is considered the platform with lowest risk of facing viewability issues for video ads, while YouTube and Facebook have the highest risk. Risk of Non-Viewable Video Ads by Platform
  • 14. 9% 9% 9% 9% 10% 11% 17% 19% 25% 27% 28% 26% 31% 41% 40% 45% 45% 45% 48% 45% 33% 32% 21% 19% 18% 16% 12% 9% No Risk Low Risk Some Risk High Risk • Q7B. For video advertising, how would you rate the following platforms in terms of their level of risk for… brand safety issues? (n=269) Spotify and Vevo are considered low-risk platforms for brand safety problems, while YouTube is viewed as higher risk. Risk of Video Ad Brand Safety Issues by Platform
  • 15. 11% 11% 12% 13% 13% 15% 18% 28% 30% 33% 26% 32% 36% 41% 40% 43% 41% 42% 42% 40% 32% 21% 16% 14% 19% 13% 10% 9% No Risk Low Risk Some Risk High Risk • Q7C. For video advertising, how would you rate the following platforms in terms of their level of risk for… fraud issues? (n=272) Similarly, the music platforms are viewed as low-risk platforms for fraud disputes, while YouTube is considered to be the riskiest. Risk of Video Ad Fraud Issues by Platform
  • 16. 7% 7% 8% 8% 9% 11% 15% 25% 35% 27% 31% 30% 32% 42% 39% 41% 41% 44% 40% 44% 35% 29% 17% 24% 17% 21% 13% 8% No Risk Low Risk Some Risk High Risk • Q7D. For video advertising, how would you rate the following platforms in terms of their level of risk for Your Brand Shared with User-Generated (vs. Premium) Content? (n=270) Spotify is seen as the lowest risk platform for user-generated content association problems, in contrast with YouTube having the greatest risk. Risk of User-Generated Content with Video Ads by Platform
  • 17. 39% 33% 24% 24% 23% 22% 20% 18% 13% 11% 8% 21% 36% 38% 24% 22% 16% 17% 24% 16% 10% 7% 31% 26% 26% 25% 21% 22% 18% 22% 12% 14% 12% Brand Safety Viewability Non-Fraud Other None Programmatic video • Q8. If you could only select two sites from the list below, which ones would you pick to achieve the best overall: a) Brand Safety (n=244); b) Viewability (n=231); c) Non-Fraud (n=202)? Spotify is the preferred platform to ensure brand safety and avoid fraud. Facebook and YouTube were selected as the top platforms for viewability, despite receiving higher risk ratings for this concern. Top 2 Sites for Best Performance
  • 19. 9% 32% 29% 17% 14% 0% increase 20% increase 50% increase 70% increase 100% increase • Q9. How much more would you be willing to pay for 100% Brand safety, not be exposed to User Generated content, 100% Viewability, and non-Fraud? (n=297) Nine in ten digital media professional would be willing to pay more for optimal ad performance. Willingness to Pay for Optimal Ad Performance 60% = willing to pay 50% or more
  • 20. 5% 30% 34% 17% 14% 2 seconds 5 seconds 10 seconds 15 seconds 20 seconds • Q10. From the list below, what would you consider a valid view (and be willing to pay for)? (n=298)? Two-thirds of media professionals consider 5 or 10 seconds to be a valid ad view they would be willing to pay for. Ad Viewability Time Willing to Pay For
  • 21. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents www.comscore.com @comScore www.linkedin.com/company/comscore www.facebook.com/comscoreinc •Thank You!

Editor's Notes

  1. Audio Ads 9% Programmatic music 7% Deezer 4% Other (explain) 6%
  2. Audio Ads 9% Programmatic music 7% Deezer 4% Other (explain) 6%