Despite Huge Digital Video Audience, Brazil Sees Low Video Ad Engagement - eMarketer

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Despite Huge Digital Video Audience, Brazil Sees Low Video Ad Engagement

Over 91% of web users watch digital video, but video ad engagement is low

October 22, 2014

Brazil boasts the largest population of digital video viewers in Latin America, according to comScore Video Metrix—unsurprising considering it’s significantly larger than any other country in the region. Penetration is also highest there; however, that’s not translating to high video ad engagement, according to one digital advertising platform.

Digital Video Viewers and Penetration in Select Countries in Latin America, June 2014 (millions and % of internet users)

comScore reported in June that more than 91% of internet users in Brazil ages 15 and older watched video from home and work locations. That translates to a digital video viewing audience of nearly 65 million—more than three times as big as Mexico’s.

But data from Adform about the performance of video ads on its platform, based on 210 billion impressions around the world, put Brazil dead last of the countries studied in terms of performance.

Performance Metrics for Video Display Ads in Select Countries, H1 2014

Clickthrough rates on video ads in H1 2014 were less than half as high in Brazil as they were in the second-to-last-place US, and engagement rates were lower only in Sweden. Users in Brazil who did engage spent less time doing so than those anywhere else, and average video playtime was also low. Even the percentage of impressions that were in-screen was lower in Brazil than anywhere else.

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