Online video benefits from the strong draw of online entertainment in Brazil
According to the March 2012 comScore report “2012 Brazil Digital Future in Focus,” entertainment-category websites were seen by 97.5% of the internet audience in Brazil during December 2011, tied with social networking and narrowly behind portals (99.3%) and search (99.1%).
The desire for, and reach, of online entertainment manifests itself in Brazil’s appetite for online video. According to the report, in December 2011 there were 42.9 million unique video viewers in Brazil, or 83% of internet users and 29% of the total population of the country. They watched a total of 4.7 billion videos over 27.2 billion hours—approximately 10.6 hours per viewer during the month.
Marketers using online video in the country should aim to both entertain and inform their potential customers, essential elements for engaging rather than disrupting video viewers. In October 2011, spirits brand Johnnie Walker launched a viral video ad in Brazil, “Rock Giant,” that transformed Rio de Janeiro’s iconic Sugar Loaf Mountain into a walking colossus, and featured the tagline, “Keep Walking, Brazil.” According to AdAge, the video tapped into the sense that Brazil was finally realizing its potential as a consumer giant. To date, the video has had almost 750,000 views on YouTube.
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Check out today’s other articles, “From Clicks to Completion: Online Video Ad Effectiveness” and “Kimberly-Clark Sees Mobile and Social Steering Future for CPG.”