Monetising Video Online
Leigh Terry, OMD Australia
Ed Harrison, Fairfax Digital
Nick Bolton, Viocorp
Silvia Pfeiffer, Vquence

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

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

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 viewers
3.7MM CSPA YouTub viewers
27MM watched in total with a staggering
1.3MM simultaneously

Monetising Video Online
Live with twitter / Facebook Connect

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

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

Monetising Video Online
Victoria Bushfire Page Impressions and Video Views
+ 594%
+ 68%
+ 28%
SMH PI Age PI 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
Audio with slides
Add image of
www.viostream.com/virginmobile

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 applications
> 200 countries
1.7MM global marketing strategy
>70MM worth of publicity

Monetising Video Online

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

Monetising Video Online
“Coming Clean” - typical viral views
Witchery Campaign

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