myths & facts about online video in latin america
TRANSCRIPT
4 COMMON MYTHS
ABOUT ONLINE VIDEO
IN LATIN AMERICA
MOST WHO WATCH ONLINE VIDEOS ARE YOUNG MEN
MYTH 1
S
Share Of Viewers By Age Group
SHARE OF VIEWERS BY AGE GROUP
Sources: Havas Media “The Power of Online Video” ComScore Video Metrix, March 2014
25-34 / 27%
35-44 / 20%
45-54 / 12%
55+ / 8%
15-24 / 33%
Share Of Viewers By Gender
90% OF INTERNET USERS IN LATAM WATCH VIDEOS ONLINE
51%
49%
Source: Comscore
ONLINE VIDEO CONTENT IS NOT PREMIUM MYTH 2
Trailers Video Ads
User Generated
Content News Series Movies
Watch & Preferred
Watch & Like
MOVIES, NEWS & TRAILERS ARE ENJOYED BY ALL
Source: OLV Study- Havas Media, ESPN & Sony Crackle
PEOPLE FIND PRE-ROLL ADS TOO INTRUSIVE MYTH 3
81% PREFER CONTENT TO BE FREE, EVEN IF IT INCLUDES ADS
43% declare that when the ads they see are related to the content they’re viewing, they’ll pay attention to them.
84%
81%
75%
74%
73%
Brazil
Argentina
Chile
Mexico
Colombia
Source: OLV Study- Havas Media, ESPN & Sony Crackle
ONLINE VIDEO ADS ARE ONLY EFFECTIVE FOR BUILDING AWARENESS MYTH 4
Niche Categories Mass Categories
ONLINE VIDEO POSITIVELY REINFORCES ATTITUDINALS IN ALL PRODUCT CATEGORIES
Source: OLV Study- Havas Media, ESPN & Sony Crackle
ONLINE VIDEO IS FOR EVERYONE
THE FACTS:
ONLINE VIDEO IS EVER MORE PREMIUM
PEOPLE PREFER “FREEMIUMNESS”
ONLINE VIDEO ADS REINFORCE KEY ATTITUDINALS
THE FORMULA TO SUCCESS Know your target & the role of online for your product category
Match your Ad to relevant content Or Create relevant content to match your Ad with your target’s interests
Use engaging formats to shift key attitudinal metrics
If you want receive more information about the study
“THE POWER OF ONLINE VIDEO IN LATIN AMERICA”
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