Ad placement in OTT video sites grows in LatAm

Juan Pablo Conti ©RapidTVNews | 07-01-2012

Although still very much an incipient phenomenon, the growing number of both advertisers and volume of advertising being attracted by online video streaming sites in Latin America suggests an auspicious future for the fittest players.
A new report published this week by market research firm Dataxis has estimated that, throughout Latin America, advertising spend on over-the-top (OTT) video sites reached US$304 million in 2011.
Compared with the total annual volume of advertising spend in the region, this represented less than 1% of sales.
By 2016, however, Dataxis forecasts the size of Latin America's market for ad placement in OTT platforms to exceed US$1.6 billion (about 3% of all advertising sales in the region).
The report (titled Video streaming offer in Latin America – 2011-2016) carries the most recent data and growth forecasts for the seven largest television and broadband markets in Latin America: Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela.