Terra Latam - Razorfish Client Summit 2009 - Vegas

Terra.com

20

Software house

Software reseller

IT consulting IT company

USA

China

Japan

UK

BRASIL

BRASIL TV

Digital Revolution Computers sold 2008 Millions

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-08

Households 2011E 2

40%

51%

52%

33%

31%

Dec-11E

60m

11m

5m

7m

12m

Source: 1. Terra Latino Digital Research and Terra estimates

2. United Nations World population prospects - Latin America and Caribbean

Latam.com

145 million internet users in Latam

27% of population Source: Terra Latino Digital Research

27%

14%

91%

D/E

C

A/B

Consumption power

Source: Terra Latino Digital Research

Mobile Penetration

78%

90%

93%

67%

80% Colombia

Peru

Chile

Argentina

Brasil

BB Penetration1

Dec-08

Population 2011E 2

95%

102%

101%

81%

97%

Dec-11E

210m

41m

17m

29m

44m

Source: 1. Terra Latino Digital Research and Terra estimates

2. United Nations World population prospects - Latin America and Caribbean

3 hours watching videos 7 hours reading news

5 hours in social network 11 hours doing IM or chat

Time Spent

Source: 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% webmail 73% in messengers

94% of Brazilians use search and do 103 queries per month

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 CONSUMER

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

1.1 BROWSING MOBILE

TIME SPENT WEEK

Source: Terra Latino Digital Research

SOCIAL TOOLS

SCREENS

PEOPLE

CONTENT

New media landscape

Digital Media Company Rules

CONTENT

New journalism Professional and Amateur

Video and Music

SOCIAL TOOLS

Allow social invade Social tools to spread content

Become social media

SCREENS

Embrace or die Seamless but behavioral

Not intrusive

PEOPLE

Center Control

Contribute

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 visitors

5.5 mm social unique visitors

60 mm unique visitors

New audience

Source: Terra

20% up CTR

150,000 SMB’s

Safe UGC

environment

Involving brands

Source: Terra

February 7

Mobile ain’t fixed repetitive urgent bored

Mobile ad taking off 1.6% CTR

1.3 video watched per

session 14 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