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”

please contact us by email to:

mauricio.montenegro@havasmedia.com