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Razorfish - Fernando Madeira on Terra Latin America
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Terra.com
description
Client case study: Terra Latin America was delivered by Terra Latin America CEO Fernando Madeira on April 23, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).
Transcript of Razorfish - Fernando Madeira on Terra Latin America
Terra.com
20
Software house
Software reseller
Digital Media
IT consulting
IT company
ISP
Latam.com
USA
China
Japan
UK
BRASIL
BRASIL TV
13 million ‘09E
Digital RevolutionComputers sold 2008Millions
10
11
11.8
13
40.1
68.3
Source: Terra, IDC, Intel, AMD
Broadband Penetration
25%
25%
33%
19%
18%Colombia
Peru
Chile
Argentina
Brasil
BB Penetration1
Dec-08Households
2011E 2
40%
51%
52%
33%
31%
Dec-11E
Total 20% 33%
60m
11m
5m
7m
12m
140mSource:
1. Terra Latino Digital Research and Terra estimates 2. United Nations World population prospects - Latin America and Caribbean
27%
14%
91%
D/E
C
A/B
Consumption powerUS$ 13
billion e-
commerce
Source: Terra Latino Digital Research
Latam.com
145 million internet users in
Latam
27% of population
Source: Terra Latino Digital Research
Mobile Penetration
78%
90%
93%
67%
80%Colombia
Peru
Chile
Argentina
Brasil
BB Penetration1
Dec-08Population
2011E 2
95%
102%101%81%
97%
Dec-11E
Total 77% 98%
210m41m
17m
29m
44m
594mSource:
1. Terra Latino Digital Research and Terra estimates 2. United Nations World population prospects - Latin America and Caribbean
3 hours watching videos7 hours reading news
5 hours in social network
11 hours doing IM or chat
Time Spent
48% Latam.com
access internet
every daySource: Terra Latino Digital Research
Tools Activity
Source: Terra Latino Digital Research, comScore, NetRatings
Highest reach in social networks in the world: 60%
Highest reach in communications in the world 82% webmail73% in messengers
94% of Brazilians use search and do 103 queries per month
Create Collaborate Curate Consume
55% have already published a picture or video
26% express opinion
48% consider posts relevant
Content Activity
Source: comScore
Digital Latino
#1 entertainment and information media
Early adopter, heavy user, addicted to the net
Need to be up to date and always on, connected with
buddies
Aspiration: better future
NEW CONSUM
ER
Source: Terra Latino Digital Research
47 million Hispanics
1 in every 5 teens in America is Hispanic
Latino’s Digital DNA
HALF are online
Source: Terra Latino Digital Research
86
85
71
68
Adoption on par with GM
BROADBAND PENETRATION
MOBILE PENETRATION
0.4
1.1BROWSING MOBILE
TIME SPENT WEEK
Source: Terra Latino Digital Research
Terra.com
SOCIAL TOOLS
SCREENS
PEOPLE
CONTENT
New media landscape
BRANDS
Digital Media Company Rules
CONTENT
New journalismProfessional and
AmateurVideo and Music
SOCIAL TOOLS
Allow social invadeSocial tools to spread
contentBecome social media
SCREENS
Embrace or dieSeamless but
behavioralNot intrusive
PEOPLE
CenterControl
Contribute
Átomo
Beijing 2008
1.5 mm phones
22.8 mm people
40 mm videos
watched
Biggest event ever
Source: Terra
150,000 comments
20,000 Fanzone
30% live
New behavior
Source: Terra
January 7
New records: Election
New records: Oscar
9 mm video unique visitors5.5 mm
social unique visitors60 mm
unique visitors
New audience
Source: Terra
20% up CTR
150,000 SMB’s
SafeUGC
environment
Involving brands
Source: Terra
February 7
Mobile ain’t fixedrepetitive urgentbored
Mobile ad taking off1.6%
CTR
1.3 video watched
per session14 minutes per session
1 mm unique visitors
Power to the masses
Source: Terra
1.4% CTR
Brand awareness
Mobile hotsites
Involving brands
Source: Terra
March 7
1 million free songs
Playlists, sharing
90 minutes per session
Music everywhere
Source: Terra
Customized radio
Radio ad format
Promotional
Involving brands
Source: Terra
April 7
1. New consumer: Digital Latino
2. New media landscape: Digital Media Companies
3. New brand opportunities: Digital Brands
DON’T WASTE A GOOD
CRISIS!
