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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
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TheBeginning...