And they live all over LatAm.Mexico Brazil Colombia Argentina Chile

20%

16%

13%

18%

17%

13%

15%20%

22% 25%

15%11%

15%

23%11%

14%

14%

10%

9%

27%16%

17%34%

13% 9%8%

11% 14% 14% 10%

The Videoholic

The Aficionado

The Young & Impressionable

The Empowered Executive

The Video Rookie

The Passive

Jose Sofia

Martin Maria Anita

Fernando

The VideoholicThe Young & Impressionable The Video Rookie

The EmpoweredExecutiveThe Aficionado The Passives

I’m connected all day long... yes, ALL DAY, which means my smartphone is always on. I watch all kinds of videos online, it’s just easier to find the content I like.

I’m about to graduate from college, and am having time of my life. With my first paycheck I plan to buy the latest iPhone so I can be connected all day long. Knowing the best places to find content and being the first to share it makes me even cooler...

I’m currently a stay at home mom looking for a job, and while I’m doing so, I love to surf the internet. However, I’m not too savvy with all the things I can do online, but I’d love to learn! If I knew how to watch and where to find my favorite content online, of course I would. I have the time to do so, too.

I would love to be connected all day, but sometimes work doesn’t allow for that, which is why my mobile phone has become an extension of myself. Online videos allow me to watch the content I want, whenever I have the time.

I love my job, but of course I sneak in some personal time online when I’m at work, especially to check social media updates and share content that I find relevant. If I hear my email sound from receiving a message or notification, I immediately log on.

I work a lot, and when I’m not working I’m with my family. I access the internet while I’m at work, but I can’t really spend much time on it. I usually use it to read my email or for quick, uncomplicated tasks.

18% 15% 26%

16% 13% 11%

TheFanatics The

EnthusiastsThe

Receptives

Main Characters

SupportingCast

The Fanatics

& The Enthusiast

The Receptives

This is no exception...

Please meet our inspiration

...but the best ones are real life stories about

Prologue.

It all started with the emerging need to be connected everywhere all the time.

Timeconnected

60%

16%

12%

73% 72% 74%

The strongest relationships are born out of remarkable friendships

4+ hrs

3 to 4 hrs

2 to 3 hrs

1.5 to 2 hrs

1 to 1.5 hrs

0.5 to 1 hrs

-0.5 hrs

Home

Work

Mobile

Opportunity to be reached through mobile & tablets:

How frequently do you access internet via mobile?

Have mobileinternet access

50%

13%

19%

27%

23%

11%

59%

8%7%

15%

11%

9%

7%

4%7%

5% 10%

37%

8%

12%10%

12%

11%

10%7%

12%

15%

21%

17%

17%

19%

16%

8%

4%

2%

1%

Home Work

1% 3%

School

18%

23%

13%

16%

Cybercafé Friends + Fam Mobile

Accessibility then became key.

Especially for our main characters.

Giving rise to a

41% 10% 14% 7% 28%

Everyday

4-6 times a week

2-3 days a week

Mobile

Tablets

Once a week

Less than once a week89%

84%

59%

48%

mobile revolution.

Cellphone Smartphone Tablet Console Laptop Desktop TV Smart TV

Less than once a week

Once a week

2-3 times per week

4-6 times per week

Everyday

The Videoholic

The Aficionado

The EmpoweredExecutive

90%64%

watch overan hourevery day!

32%

Chapter 1Latin America has fallen for online video!

And it’s a love shared by all.

Full of Intensity & Dedication.

We LOVE online videos.

Watch online videos

Watch online video Ads

Up/Download videos

Less than 15 mins.

15 to 30 mins.

30 mins. to 1 hr

1 to 3 hrs.

Over 3 hrs.

99% 94% 85% 96% 83% 84%90% 81% 59% 80% 65% 60%95% 84% 57% 76% 63% 45%

The Videoholic The AficionadoThe EmpoweredExecutive

The Young &Impressionable The Video Rookie The Passives90% 26%Watch

online videosWatchthem everyday!

83%

73%

71%

Visit online video sites

Watch online video Ads

Upload/Download videos

share videos with friends.

accessonline videos via social media.

share videos 2-3 times a week.

50%

77%16%

96%

86%

84%

69%

53%

69%

95%

87%

88%

66%

52%

66%

Chapter 2It’s a love to brag about.

The Passives

The Video Rookie

The EmpoweredExecutive

The Young &Impressionable

The Aficionado

The Videoholic

Share videos w/friends

Share videos

Chapter 3There’s something out there for everyone

Whereas specialized content like sports is key for our main characters.

33%

Everyone wants a premium relationship.

#1#2

#3

The Videoholic

High Definition

Fast Streaming

Share Option

Variety

Full Screen

Genres

Sport eventson demand

Webisodes

Bloopers

Interview to expertsor famous players

Sport expertsanalysis

The Videoholic

3

Movies, news & trailers are enjoyed by all.

72% 64% 63%55% 78% 87%

3

Trailers Video Ads User GeneratedContent

News Series Movies

Watch and prefered

Watch and liked

Chapter 4When you find the right one, you just know.

Free premium content is the ideal match.

Revealing that context & quality are everything when it comes to ads!

And in a relationship good behavior is always rewarded.

Content is what captures their attention.would rather their content be

free, even if it includes ads.

of people watch ads even when they have the option to skip them!

25% for the

24% for the

GeneratesInterest

Effective atchanging

opinion

GeneratesIdentification

Motivatesa purchase

declare that when the ads they see are related to the

content they’re viewing, they’ll pay attention

Brazil

Chile

Argentina

Mexico

Colombia

81%

30%

84%

75%

81%

74%

73%

43%79%

69%

62%

59%

38%

Movies

Entrertainment

Series

News

Sports

ContextualAds, Rich

Media

PopUpsBanners

IMTakeovers

OnlineVideo

GeneratesAwareness

Cost basedfor reach

22%

19%

Searched for Ads in online video sites.

watched them while in an online video site.

The AficionadoThe EmpoweredExecutive

The Young &ImpressionableThe Videoholic

In every relationship there are moments when we are tested...Product categories they look for:

Test Ads showed:

Sports Personal Care Banking Tourism Luxury Alcoholic Bvg.

46% 45% 42% 41%

32%

14%

Categorysurfed

Ad 1Category

not surfed

Ad 2

And each person’s true qualities come to light.

Makes the brand Memorable

Inspires toSearch

Improves brandImage

Inspires toShare

RemindsImportance

Brings the brand Closer

Inspires toBuy

The Result: online video positively reinforces attitudinals in all product categories.Matching each Ad with the right content is key.

Luxury Tourism Alcoholic Bvg. Banking Personal Care Sports

Niche Categories Mass Categories

Brings the brand Closer

Inspires toShare

RemindsImportance

Inspires toSearch

Inspires toBuy

Inspires toShare

Closer

Share

Buy

Importance

Closer

Memorable

Search

Closer

Memorable

Share

Buy

Importance

Closer

Memorable

Image Share

Search

Importance

Buy

The Videoholic

The Aficionado

The Video Rookie The Passives

The Video Rookie

The EmpoweredExecutive

The Passives

The Video Rookie

The EmpoweredExecutive

The Videoholic

The Passives

The Video Rookie

The EmpoweredExecutive

The Young &Impressionable

The Videoholic

The Aficionado

The Young &Impressionable

Chapter 5The whole is greater than the sum of its parts.

EpilogueImplications for Advertising

Know your target & the role of online for your product category.

Match your Ad to relevant content.

orCreate relevant content to match your Ad with target’s interests.

Use engaging formats to”shift key” attitudinals.

Formula to

And sothey livedhappilyever after...

SUCCESS.

+ +

Online video is for everyone, not only young men

Online video content is ever more premium

People don’t hate pre-roll ads

Online video ads go beyond generating awareness, positively reinforcing brand attributes

Online video = social

12345

TheBeginning...