Havas Media International Miami, together with ESPN and Sony Crackle, have conducted the first study about Online Video in Latin America. Find here some interesting facts about it. If you want to know more about this study, please contact us to: mauricio.montenegro@havasmedia.com

2. 4 COMMON MYTHS
ABOUT ONLINE VIDEO
IN LATIN AMERICA

3. MOST WHO WATCH ONLINE VIDEOS ARE YOUNG MEN
MYTH 1

4. 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

5. ONLINE VIDEO CONTENT IS NOT PREMIUM
MYTH 2

6. 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

7. PEOPLE FIND PRE-ROLL ADS TOO INTRUSIVE
MYTH 3

8. 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

9. ONLINE VIDEO ADS ARE ONLY EFFECTIVE
FOR BUILDING AWARENESS
MYTH 4

10. Niche
Categories
Mass Categories
ONLINE VIDEO POSITIVELY REINFORCES
ATTITUDINALS IN ALL PRODUCT CATEGORIES
Source: OLV Study- Havas Media, ESPN & Sony Crackle

11. ONLINE VIDEO IS FOR EVERYONE
THE FACTS:
ONLINE VIDEO IS EVER MORE PREMIUM
PEOPLE PREFER “FREEMIUMNESS”
ONLINE VIDEO ADS REINFORCE KEY ATTITUDINALS

12. 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

13. 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