Monetising Video Online



Leigh Terry, OMD Australia

Ed Harrison, Fairfax Digital
Nick Bolton, Viocorp
Silvia Pfeiffer, ...
Monetising Video Online



“Content is, was and always will
be king. From an advertisers
perspective, UGC video is
nice, b...
Monetising Video Online



“We hear almost universal acceptance of
the idea that online video can extend the
reach and eff...
Monetising Video Online




“Video – its more than the Pre-
Roll….”


Nick Bolton
Monetising Video Online




“If you cannot measure it, you
cannot value it.”

Silvia Pfeiffer
Monetising Video Online




 Case Study: Obama’s Inauguration
Monetising Video Online


37.8MM US TV viewers



7.7MM live streams Akamai


9.1MM live streams MSNBC with 16.4MM online ...
Monetising Video Online
      Live with twitter / Facebook Connect
Monetising Video Online


Obama on

25MM views                  will.i.am
13.5MM views                Vietnam Veteran
13.5...
Video Views
Ja
   n-
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  ar
     -
M 06
  ay
     -0
 Ju 6
    l-
Se 06
   p-
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     -
                        ...
Monetising Video Online



  Victoria Bushfire Page Impressions and Video Views


                                        ...
Monetising Video Online
Monetising Video Online
Monetising Video Online


         HBoS – DIY live publishing
Monetising Video Online
                    Virgin Mobile
            Product information to remote sales force
          ...
Monetising Video Online
          QBE – Speed to market
            Video on-demand
Monetising Video Online
Monetising Video Online
Monetising Video Online


Case Study: Best Job in the World
130K views on ad on
207K views on islands video
 35K applicati...
Monetising Video Online
Monetising Video Online

Case Study: Man in the Jacket

200K views
     1,071 comments
     5 video responses
43K views on...
Monetising Video Online

“Coming Clean” - typical viral views



                           Witchery Campaign
Monetising Video Online


                                                                                             US ...
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Monetising Video Online

  1. 1. Monetising Video Online Leigh Terry, OMD Australia Ed Harrison, Fairfax Digital Nick Bolton, Viocorp Silvia Pfeiffer, Vquence
  2. 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. 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. 4. Monetising Video Online “Video – its more than the Pre- Roll….” Nick Bolton
  5. 5. Monetising Video Online “If you cannot measure it, you cannot value it.” Silvia Pfeiffer
  6. 6. Monetising Video Online Case Study: Obama’s Inauguration
  7. 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. 8. Monetising Video Online Live with twitter / Facebook Connect
  9. 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. 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. 11. Monetising Video Online Victoria Bushfire Page Impressions and Video Views + 594% + 68% + 28% SMH PI Age PI Video Views
  12. 12. Monetising Video Online
  13. 13. Monetising Video Online
  14. 14. Monetising Video Online HBoS – DIY live publishing
  15. 15. Monetising Video Online Virgin Mobile Product information to remote sales force Audio with slides Add image of www.viostream.com/virginmobile
  16. 16. Monetising Video Online QBE – Speed to market Video on-demand
  17. 17. Monetising Video Online
  18. 18. Monetising Video Online
  19. 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. 20. Monetising Video Online
  21. 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. 22. Monetising Video Online “Coming Clean” - typical viral views Witchery Campaign
  23. 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

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