¡¡LA ERA DEL VIDEO DIGITAL ESTÁ AQUÍ!! En Latinoamérica nos encontramos aún unos pasos atrás que el resto del mundo en la tendencia de crecimiento del Video Digital! Y es que en mercados potencia como el Europeo y el Norteamericano el crecimiento ha sido mucho mayor que en nuestra región. Es hora de tomar conciencia de ello y aprovechar los grandes beneficios de los formatos de Video Online!! Acércate a nosotros y te asesoramos con Workshops y Capacitación de Video Online, así como la mejor ejecución y optimización de tus campañas publicitarias. Isela Abarca Ad Sales Manager isela@impaktu.com Skype: isela.abarca www.impaktu.com

1. A Market Unbalanced
The Dollars Aren’t Following The Engaged Audiences
Innovation Day – Video
IAB Mexico
February 2013
Ivan Marchant, Mexico Country Manager comScore, Inc.
#VideoMetrix
@imarchant
© comScore, Inc.
Proprietary.
@comScoreLATAM

2. comScore 2 Million Person Global Panel
Comprehensive View of Digital Consumer Behavior
Online
Advertising
Website and
App Usage
Video
PC
TV
Gaming
Server
E-Commerce
Search
Smart
phone
POS
Tablet
Online
Behavioral
Profiles
© comScore, Inc.
Proprietary.
Demographic
Profiles
V0113
2

3. comScore is a leading internet technology company that
provides Analytics for a Digital World™
NASDAQ
SCOR
Clients
2,100+ Worldwide
Employees
1,000+
Headquarters
Reston, Virginia, USA
Global Coverage
Measurement from 172 Countries; 44 Markets Reported
Local Presence
32 Locations in 23 Countries
Big Data
Over 1.5 Trillion Digital Interactions Captured Monthly
© comScore, Inc.
Proprietary.
V0113
3

4. The Online Video Landscape
© comScore, Inc.
Proprietary.

5. 188
MILLION PEOPLE
IN THE UNITED STATES
ARE GOING TO WATCH
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix, Dec 2012, Content and Ad Videos

6. 188
49
MILLION PEOPLE
IN THE UNITED STATES
ARE GOING TO WATCH
BILLION VIDEOS
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix, Dec 2012, Content and Ad Videos

7. 188
49
MILLION PEOPLE
IN THE UNITED STATES
ARE GOING TO WATCH
BILLION VIDEOS
TODAY
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix, Dec 2012, Content and Ad Videos

8. Brazil and Mexico are leading the way in Latin
America
Videos Viewed Growth
1
Social Networking is the
Most Popular Online Activity
+18%
5.6
BRAZIL
Worldwide
Total Videos
% Growth vs.
Viewed
December
(billions)
2011
December 2012
MEXICO
3.1
+5%
ARGENTINA
1.4
+1.2%
CHILE
1.2
+25%
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix Dec 2012

9. Argentina Leading the Region in Online Video
Adoption
Monthly Reach of Online Video by
Unique Viewers
Global
84%
Estados Unidos
85%
Argentina
96%
Brasil
82%
Chile
92%
México
© comScore, Inc.
81%
Proprietary.
Source: comScore Video Metrix Dec 2012

10. AGENDA
HOW UNBALANCED ARE WE?
HOW DID WE GET HERE?
HOW ARE AUDIENCES CHANGING?
WHY ARE WE UNBALANCED?
© comScore, Inc.
Proprietary.
10

11. AGENDA
HOW UNBALANCED ARE WE?
HOW DID WE GET HERE?
HOW ARE AUDIENCES CHANGING?
WHY ARE WE UNBALANCED?
© comScore, Inc.
Proprietary.
11

12. IAB says U.S. online ad spend is now larger than
newspapers, magazines and radio, and equivalent to
46% of TV
+22%
vs. year ago
10X Faster
Growth
Than
All Media
$31.7 Billion
U.S. Online
Ad Spending
in 2011
SOURCE: IAB for Internet Advertising Revenue and KANTAR for Total Mediaedia
Measurement
© comScore, Inc.
Proprietary.

13. In the U.S, time spent watching traditional TV is
essentially flat while online video is growing strongly
US Monthly Total Hours (millions) Spent Watching TV
vs. Online Video
-0.6%
44,581
Video now equals 5% of total time
spent watching TV
44,334
Monthly Total Hours (millions)
in Q4 2010
Monthly Total Hours (millions)
in Q4 2011
+74%
1,338
TV
2,321
Online Video
SOURCE: TV: Nielsen Cross Platform Report – Q4 2011. Online Video: comScore Video Metrix
© comScore, Inc.
Proprietary.

14. IAB says U.S. online video ad spending is surging
+40%
vs. year ago
$1.8 Billion
U.S. Online
Video Ad
Spending
in 2011
© comScore, Inc.
Proprietary.
Equivalent
to 6% of all
online ad
spending

15. Online video allows convenient viewing of TV content and is
an incremental audience – it’s not about avoiding ads
Recent comScore study sought to answer: why do viewers choose to watch
TV content online?
 NOT out of ad-avoidance
 Main factor is convenience and time-shifting
Missed episode on TV
71%
Convenience
57%
Less ads
38%
Like to see past episodes
25%
Prefer the online experience
Don’t subscribe to cable/don't have a TV
© comScore, Inc.
Proprietary.
13%
7%

16. Online viewers of TV programs are open to more ads – at least
6.5 minutes per TV hour
Optimal length of commercials for an hour of TV viewed online
100.0
80.0
60.0
40.0
20.0
0.0
1 min
2 min
3 min
4 min
Negligible
5 min
6 min
7 min
Minimal
8 min
9 min 10 min 11 min 12 min 13 min 14 min 15 min
Long Enough
Too Long
*Respondents were asked questions on a sliding scale from ‘how much advertising is so
negligible that it would not interfere at all’, through to ‘how much advertising is too long and
© comScore, Inc. Proprietary.
would interfere completely with the viewing experience’?
Base sizes:
Total=640

17. Video Viewing Growth is Substantially Outpacing Ad
Spend Growth
Ad Spending per Year (MM)
Videos per Year (MM)
$6,000
500000
450000
$5,000
400000
350000
$4,000
300000
$3,000
250000
200000
$2,000
150000
100000
$1,000
50000
© comScore, Inc.
Proprietary.
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
0
2001
$0
Source: comScore Video Metrix, August 2011 and eMarketer, January 2010

18. Online video is by far and away the fastest growing Internet segment
2006 – 2010
$ Ad Spend: +344%
# Videos: +600%
© comScore, Inc.
Proprietary.
US Data

19. Video is being under-monetized as compared to other Internet media
Time Spent Online
Online Ad Spend
6.9%
VIDEO
24%
9
ALL OTHER
$
3
6
93.1%
76%
Source: comScore Video Metrix, *Excludes adult content
© comScore, Inc.
Proprietary.
August 2011; eMarketer, June 2011 (2011 video ad spend estimated : $2.16B)

20. Video is 6,6% Reach TV+Online & 7% Time Spent TV + Online but
Video is only 3.4% of the dollars spent !!!!
100%
7% Time
Spent
$2.2
6.6%
0.3
93.4%
4.4
$60.5
Reach
Time Spent (hours)
3.4% US$
Spent
Ad Spend ($B)
90%
80%
70%
60%
50%
40%
Online
TV
30%
20%
10%
0%
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix, August 2011; eMarketer, December 2010
*Excludes adult content

21. Any way you spin it, online video is being under-monetized
-37%
-71%
-50%
AS COMPARED WITH
Online Video’s Past
AS COMPARED WITH
Other Online Ad Mediums
AS COMPARED WITH
Television Ad Spend
© comScore, Inc.
Proprietary.
US

22. AGENDA
HOW UNBALANCED ARE WE?
HOW DID WE GET HERE?
HOW ARE AUDIENCES CHANGING?
WHY ARE WE UNBALANCED?
© comScore, Inc.
Proprietary.
22

23. 2000: Dial-up connections stifle online video growth
2000
56 kbps
© comScore, Inc.
Proprietary.

24. 2006: Video Reaches the Big Stage
2006
<embed src=“video.swf”>
© comScore, Inc.
Proprietary.

25. Premium video content achieves scale en-masse
2009
<video>
© comScore, Inc.
Proprietary.

26. Online Video Viewers in the US
Number of People Streaming (000)
194,000
192,000
Olympic Games London
190,000
188,000
186,000
184,000
182,000
180,000
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix 15+

27. Online Video Viewers in Mexico
Number of People Streaming (000)
23,500
23,000
22,500
22,000
21,500
21,000
20,500
20,000
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix 15+

28. Online video is now a significant aspect of our online
lives
December, 2012
NUMBER OF VIEWERS
per
month
188MM 23MM
% OF INTERNET AUDIENCE
85%
81%
VIDEOS VIEWED
42B
3B
228
136
17 hr
12 hr
per month
VIDEOS PER PERSON
per
month
VIEWING TIME PER PERSON
per month
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix, December 12 - Ages: 15+

29. Where are viewers watching content videos?
Millions of Unique Video Viewers
Mexico
USA
1
152M
1
20M
2
58M
2
14M
3
52M
3
8M
4
50M
4
7M
5
47M
5
2M
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix, August 2011

30. China and the US lead the way with scale
300
Unique Viewers per month
250
Unique Viewers by Country
(millions)
200
150
100
Mexico 13°
50
0
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix, December 2012

31. UK has the most active video viewing population
350
Videos per Viewer per month
300
Monthly Videos per Viewer by
Country
250
200
Mexico 15°
150
100
50
0
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix, December 2012

32. AGENDA
HOW UNBALANCED ARE WE?
HOW DID WE GET HERE?
HOW ARE AUDIENCES CHANGING?
WHY ARE WE UNBALANCED?
© comScore, Inc.
Proprietary.
32

33. All Ages Consume Online Video – little room for further growth.
Mexican Audience Distribution Similar to the US
89%
85%
84%
83%
81%
Percentage of Internet Audience that
View Online Video in the US
© comScore, Inc.
Proprietary.
Percentage of Internet Audience that
View Online Video in Mexico
Source: comScore Video Metrix, December 2012

34. 18-34 Year-olds are heaviest consumers of online
video - USA
398
381
Monthly Videos per Viewers
268
255
252
225
181
45
2-11
12-17
18-24
© comScore, Inc.
Proprietary.
25-34
35-44
45-54
55-64
Source: comScore Video Metrix, December 2012
65+

35. 15-24 Year-olds are heaviest consumers of online
video - Mexico
174
Monthly Videos per Viewers
146
123
107
15-24
25-34
© comScore, Inc.
Proprietary.
35-44
45-54
Source: comScore Video Metrix, December 2012
113
55+

36. Men and women are equally likely to have watched
online video
Percent of Viewers
Males
49.9%
50.1%
48%
48.4%
51.6%
42%
52%
© comScore, Inc.
Females
Proprietary.
58%
Source: comScore Video Metrix, December 2012

37. Men watch 1.7x as many videos online as women
Percent of Videos
Viewed
Male
Female
36.4%
35.6%
63.6%
64.4%
48%
42%
52%
© comScore, Inc.
Proprietary.
58%
Source: comScore Video Metrix, December 2012

38. Men account for more than 2/3rds of the time spent
viewing online
Time Spent Viewing
Male
28.8%
Female
34.6%
63.4%
71.2%
48%
42%
52%
58%
This ratio has remained constant
for the past 2 years
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix, December 2012

39. Room For Growth In Latin America and Mexico
Worldwide
18.10
US
18.80
Argentina
10.50
Brazil
Monthly Average
Hours per Viewer
10.90
Chile
12.90
Mexico
12.20
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix, December 2012

40. Duration moves upwards in Mexico
25
Total Mexico Viewing Duration
+13%
Billions of Minutes
20
15
10
5
0
oct-11
nov-11
dic-11
ene-12
© comScore, Inc.
feb-12
mar-12 abr-12 may-12 jun-12
Proprietary.
jul-12
ago-12 sep-12
Source: comScore Video Metrix
oct-12
nov-12
dic-12

41. Duration moves down in US
300
-10%
-10%
Total US Viewing Duration
Billions of Minutes
250
200
150
100
50
0
oct-11 nov-11 dic-11 ene-12 feb-12 mar-12 abr-12 may-12 jun-12
© comScore, Inc.
Proprietary.
jul-12
ago-12 sep-12 oct-12 nov-12 dic-12
Source: comScore Video Metrix

42. There is still space to grow in Mexico for long-form TV site’s viewers
Average Percent of TV site’s viewers that view
videos on any given day
MX
18%
45%
9.1%
December 2011
December 2012
US
37%
December 2011
December 2012
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix, Dec 2011 – Dec 2012

43. AGENDA
HOW UNBALANCED ARE WE?
HOW DID WE GET HERE?
HOW ARE AUDIENCES CHANGING?
WHY ARE WE UNBALANCED?
© comScore, Inc.
Proprietary.
43

44. WHY ARE WE UNBALANCED?
1. Advertisers are wary of unfamiliar content
types
2. Advertisers are unsure of online video’s
effectiveness
3. Advertisers have traditionally lagged
behind audiences
4. Advertisers are trying to fit video into the
model of TV
5. Advertisers desire measurement
standardization
© comScore, Inc.
Proprietary.
44

45. 1
ADVERTISERS ARE WARY OF
UNFAMILIAR CONTENT TYPES
© comScore, Inc.
Proprietary.

46. Web TV, new territory, has yet to be as well-monetized as it should
“WEB TV"
UGC
Low budget
Low quality
Low talent/interest
Minimally-monetized
Low budget
High quality
Niche talent/interest
35.3 MILLION
views/month
4.7 MILLION unique
viewers/month
35 minutes per
viewer/month
© comScore, Inc.
Proprietary.
PREMIUM
High budget
High quality
High talent/interest
Well-monetized

47. Web TV affords the industry the greatest room for growth in monetization
Web TV has democratized high-quality video content creation & distribution
Web TV is not beholden to television ratings or corporate interests
Web TV facilitates content made specifically for the web
Web TV cultivates sizable, niche, passionate, and engaged audiences
Web TV is a huge market
“WEB TV"
UGC
© comScore, Inc.
Proprietary.
PREMIUM
+ WEB TV

48. 2
Advertisers are unsure of online video’s
effectiveness
© comScore, Inc.
Proprietary.

49. Online viewers are more receptive to advertising
How would you rate the commercials you see when
watching original TV shows on ONLINE vs. TV?
Online Rating
Commercials make me think favorably about the brand…
Commercials are relevant to me
Commercials are memorable
TV Rating
31.2%
18.7%
29.8%
18.6%
30.1%
21.8%
The commercials interfere with my show viewing
I enjoy watching the commercials
32.1%
32.0%
19.5%
34.3%
Commercials are annoying
Commercials are interesting
© comScore, Inc.
Proprietary.
25.6%
35.8%
22.0%
Source: comScore TV Everywhere Survey | n = 1825

50. Online viewers can easily and immediately pursue a brand further
What are the reasons you visited an advertiser’s website
while watching a show online?
A video commercial played during the show
A product that you noticed in the program
A video commercial played before the show
A text or image-based commercial
surrounding the video player
Other
0
10
20
30
40
50
Percentage of respondents
© comScore, Inc.
Proprietary.
Source: comScore TV Survey, 2010
60

51. A price worth paying: content and advertising, increasingly united
The Force: Volkswagen
• More than 46 million
views
• Shared over 4.7 million
times
• 34% of the circulation in
other languages
​(not English)
We tell our advertisers: ‘Let´s do the things that
viewers really want to see '’”– Chris Anderson, TED
© comScore, Inc.
Proprietary.
Fuente: Viral Video Ad Chart - Unruly

52. Convenience and Accessibility: The Media can take advantage of the
Social Networks
• 1 in 3 viewers commented on video, social media
• 2 of 5 Upload Videos
• 1 of 2 video Users sharing frequently
• More than 1 in 2 watch videos online with other people
Users exposed to brand
messages with their friends
on Facebook are a
219% more likely than the
average internet user to visit
Topgear.com
© comScore, Inc.
Proprietary.
Fuentes: comScore Custom Marketing Solutions Estudio (US 2011)
y Social Essentials, Septiembre 2011, UK

53. 3
Advertisers have traditionally lagged
behind audiences
© comScore, Inc.
Proprietary.

54. The jump from the Stratosphere Break the Record of Live View
YouTube Video
More than 7.1 million
people watched the Red
Bull Stratos Jump Live
Gangam Style: More
than 432 million views
since July 15
© comScore, Inc.
Proprietary.
Fuente: Mashable.com

55. Visual Experience: YouTube is generating more content HD
Over 10% of all YouTube videos
are available in HD version
© comScore, Inc.
Proprietary.
Fuente: Google

56. 143 million people
watched an
average of
20 Sport videos in
June 2012
© comScore, Inc.
Proprietary.
Olympics
games
2012
Fuente: comScore Media Metrix, Edad 15+, Junio 2012

57. Video viewers spend more online
comScore Online Buying Power Index
170
180
160
140
120
100
80
60
40
20
0
136
145
115
100
All Internet
Users
© comScore, Inc.
All Video
Viewers
Proprietary.
Video Ad
Networks
Earned Media Premium Long& Social Video Format Video
comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010

58. 4
Advertisers are trying to fit video into
the model of TV
© comScore, Inc.
Proprietary.

59. Televisa
Webnovela: Te presento a Valentín
Exclusive content for
online tv:
Picture Galleries
Social/Sharing
Multiple Ad formats
© comScore, Inc.
Proprietary.

60. Cultivates sizable, niche, passionate, and engaged audiences
MEDIO TIEMPO
AZTECA WEB
Online live Soccer games streaming
Online live Soccer games streaming
MX
MX
1.3 MILLION views/month
.73 MILLION views/month
0.5 MILLION unique viewers/month
0.16 MILLION unique viewers/month
4.7 minutes per viewer/month
8.7 minutes per viewer/month
© comScore, Inc.
Proprietary.
Source: comScore US Video Metrix, December, 2012

61. There is significantly less clutter in video
All Online Video
Television
1.3%
Ads
Content
25%
98.7%
75%
1.3% of time spent viewing video online
is spent viewing ads compared to 20-30% on
TV
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix, June 2011

62. There is significantly less clutter in video
Long-Form Premium TV-content
Television
8.1%
Ads
Content
25%
91.9%
75%
8.1% of time spent viewing video online on
long-form premium TV content is spent viewing
ads compared to 20-30% on TV
© comScore, Inc.
Proprietary.
Source: comScore Video Metrix, June 2011

63. 5
ADVERTISERS DESIRE
MEASUREMENT STANDARDIZATION
© comScore, Inc.
Proprietary.

64. Online
Advertising
Website and
App Usage
Video
PC
TV
Gaming
Server
E-Commerce
Search
Smart
phone
POS
Tablet
Online
Behavioral
Profiles
© comScore, Inc.
Proprietary.
Demographic
Profiles
V0113
64

65. A eliminar el desequilibrio!!
Muchas Gracias
www.comscore.com/AMarketUnbalanced
February 2013
Ivan Marchant, Mexico Country Manager comScore, Inc.
imarchant@comscore.com
#VideoMetrix
@imarchant
© comScore, Inc.
Proprietary.
@comScoreLATAM