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Monetising Video Online

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Monetising Video Online

Monetising Video Online

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  • 1. Monetising Video Online Leigh Terry, OMD Australia Ed Harrison, Fairfax Digital Nick Bolton, Viocorp Silvia Pfeiffer, Vquence
  • 2. Monetising Video Online “Content is, was and always will be king. From an advertisers perspective, UGC video is nice, but not nice enough.” Leigh Terry
  • 3. Monetising Video Online “We hear almost universal acceptance of the idea that online video can extend the reach and effectiveness of TV campaigns… and we are now seeing the dollars to prove it.” Ed Harrison
  • 4. Monetising Video Online “Video – its more than the Pre- Roll….” Nick Bolton
  • 5. Monetising Video Online “If you cannot measure it, you cannot value it.” Silvia Pfeiffer
  • 6. Monetising Video Online Case Study: Obama’s Inauguration
  • 7. Monetising Video Online 37.8MM US TV viewers 7.7MM live streams Akamai 9.1MM live streams MSNBC with 16.4MM online viewers 3.7MM CSPA YouTub viewers 27MM watched in total with a staggering 1.3MM simultaneously
  • 8. Monetising Video Online Live with twitter / Facebook Connect
  • 9. Monetising Video Online Obama on 25MM views will.i.am 13.5MM views Vietnam Veteran 13.5MM views Obama Girl 6.7MM views Ellen Degeneres Show 6MM views Beyonce Spoof 6MM views Philadelphia Speech “The Internet slowed by 60% because of the volume of video being viewed” Keynote Systems
  • 10. Video Views Ja n- M 06 ar - M 06 ay -0 Ju 6 l- Se 06 p- N 06 ov - Irwin Ja 06 n- M 07 ar - M 07 ay -0 Ju 7 l- Pasha Se 07 p- shootings N 07 ov - Ja 07 n- M 08 Bulker, Melb. CBD Monetising Video Online ar - M 08 ay -0 Ju 8 l- Se 08 p- N 08 ov Olympics - Ja 08 n- 09 Bushfires
  • 11. Monetising Video Online Victoria Bushfire Page Impressions and Video Views + 594% + 68% + 28% SMH PI Age PI Video Views
  • 12. Monetising Video Online
  • 13. Monetising Video Online
  • 14. Monetising Video Online HBoS – DIY live publishing
  • 15. Monetising Video Online Virgin Mobile Product information to remote sales force Audio with slides Add image of www.viostream.com/virginmobile
  • 16. Monetising Video Online QBE – Speed to market Video on-demand
  • 17. Monetising Video Online
  • 18. Monetising Video Online
  • 19. Monetising Video Online Case Study: Best Job in the World 130K views on ad on 207K views on islands video 35K applications > 200 countries 1.7MM global marketing strategy >70MM worth of publicity
  • 20. Monetising Video Online
  • 21. Monetising Video Online Case Study: Man in the Jacket 200K views 1,071 comments 5 video responses 43K views on follow-up video 20/1 101 comments on follow-up 120% increase in Witchery Website views in first week
  • 22. Monetising Video Online “Coming Clean” - typical viral views Witchery Campaign
  • 23. Monetising Video Online US audience and US$ revenue figures US audience and US$ revenue figures 2008: $65MM revenue $112MM revenue $12MM gross profit $0 MM gross profit “A little bit less than hulu” 2009: $175MM revenue (estd) Why? Monthly page views 8.5MM 85MM Ability to carry ads 80% 3-4% Quality content All Some Advertiser confidence Lots Less Source: Newsweek, 21st February 2009 “Old media strikes back”, Daniel Lyons