2. 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 Videoholic
The Young &
Impressionable The Video Rookie
The Empowered
ExecutiveThe 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%
The
Fanatics
The
Enthusiasts
The
Receptives
Main
Characters
Supporting
Cast
The Fanatics
& The Enthusiast
The Receptives
This is no
exception...
Please meet our
inspiration
...but the best ones are
real life stories about

3. Prologue.
It all started with the emerging
need to be connected
everywhere all the time.
Time
connected
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 mobile
internet 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 week
89%
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 Empowered
Executive
90%
64%

4. watch overan hour
every day!
32%
Chapter 1
Latin 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 Aficionado
The Empowered
Executive
The Young &
Impressionable The Video Rookie The Passives
90% 26%Watch
online videos
Watch
them everyday!
83%
73%
71%
Visit online video sites
Watch online video Ads
Upload/Download videos

5. share videos
with friends.
access
online
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 2
It’s a love to brag about.
The Passives
The Video Rookie
The Empowered
Executive
The Young &
Impressionable
The Aficionado
The Videoholic
Share videos w/friends
Share videos

6. Chapter 3
There’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 events
on demand
Webisodes
Bloopers
Interview to
experts
or famous
players
Sport experts
analysis
The Videoholic
3
Movies, news & trailers
are enjoyed by all.
72% 64% 63%55% 78% 87%
3
Trailers Video Ads User Generated
Content
News Series Movies
Watch and prefered
Watch and liked

7. Chapter 4
When 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
Generates
Interest
Effective at
changing
opinion
Generates
Identification
Motivates
a 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
Contextual
Ads, Rich
Media
PopUps
Banners
IM
Takeovers
Online
Video
Generates
Awareness
Cost based
for reach
22%
19%
Searched for
Ads in online
video sites.
watched them
while in an
online video site.
The Aficionado
The Empowered
Executive
The Young &
ImpressionableThe Videoholic

8. 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%
Category
surfed
Ad 1
Category
not surfed
Ad 2
And each person’s true
qualities come to light.
Makes the brand
Memorable
Inspires to
Search
Improves brand
Image
Inspires to
Share
Reminds
Importance
Brings the
brand Closer
Inspires to
Buy
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 to
Share
Reminds
Importance
Inspires to
Search
Inspires to
Buy
Inspires to
Share
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 Empowered
Executive
The Passives
The Video Rookie
The Empowered
Executive
The Videoholic
The Passives
The Video Rookie
The Empowered
Executive
The Young &
Impressionable
The Videoholic
The Aficionado
The Young &
Impressionable
Chapter 5
The whole is greater
than the sum of its parts.

9. Epilogue
Implications for Advertising
Know your target
& the role of
online for your
product category.
Match your Ad to
relevant content.
or
Create relevant
content to match
your Ad with target’s
interests.
Use engaging
formats to”shift
key” attitudinals.
Formula to
And so
they
lived
happily
ever
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
1
2
3
4
5
The
Beginning...