Getting Reach for Videos

GETTING How to eﬀectively distribute videos on the net. REACH

A PRESENTATION BY BERTRAM GUGEL 2

WHY ACTUALLY ONLINE VIDEOS? 3

WHY ACTUALLY ONLINE VIDEOS? Videos are darn expensive to produce. Quarterlife: $300.000 Production, 48 minutes produced, 8 Episodes, $37.500 Episode, 2 Millionen viewers in total, outcomeof web: almost 0 4

WHY ACTUALLY ONLINE VIDEOS? Videos are diﬃcult to distribute! Output, Transcoding, Thumbnail Generation, Batch-Upload, Metadata-Export, Metadata-Import into CMS, CDN-handling, editing Player-Page, editing players, editing of playlist, integrating videos into playlists, integrating videos into Player, Playlist arrangement, launch on Site, launch of Player, launch of Playlist, launch of Videodata, Management of Serverspace, Traﬃc shaping, Peak-Management, broad band check, Playercheck, technical user requirements, User- Tracking, tracking of playing habits, Accessibility, Fall-Back-Content, Video-Sitemap, Searchengine Optimisation, Site Search, video index

WHY ACTUALLY ONLINE VIDEOS? Videos are (still) hard to market: „Even if web video got the same PICTURE GALLERY VIDEO CPMs as TV, because online viewers will tolerate less 3 MINUTES 3 MINUTES advertising, a 30-minute program 6 PAGES 1 VIDEO on the web with two minutes of vs. vs. advertising yields approximately at least 1 Ad Impression 1/8th as much revenue per 12 Ad Impressions viewer.” 6

SO WHY ACTUALLY ONLINE VIDEOS? SHEEP SHEEP SHEEP SH EE P BECAUSE THEY ALL DO? SHEEP S H E E P 7

THAT‘S WHY: THERE IS A HI GH DEMAND 26 million Unique Viewers in May 2008 (GER) or 75 % of the German Onliners 3 billion viewed videos/month (GER) 115 videos per user or 15 video-minutes per day (GER) 8

AND THAT‘S WHY: www.itsgreatentertainment.tv = Mass Customization = Emotional impact

AND... www.greatentertainmentmakesgreatadvertising.tv = Transitional Media Mix = Interactivity instead of Interruption = Context Relevance

WHAT‘S MORE 11

Remember soap operas? Roadsidepictures (http://ﬂickr.com/photos/roadsidepictures/137886970/)

50 years ago ... „Single Sponsor Era“ Coke Time Colgate Comedy Hour 13

... and TODAY! 14

WHAT‘S WRONG 15

Worst practice: WARNER MUSIC Oct. 9th, 2006 „Google and Warner Music Group Announce Agreement to Oﬀer Google Video Users WMG's Music Video Content.“ Dec. 22nd, 2008 „Warner Music Group Corp. said it began removing its songs and videos from Google Inc.'s YouTube video- sharing Web site this weekend, after the two sides failed to renegotiate a licensing deal.“ Sep. 29th, 2009 „Warner Music Comes Back to YouTube“

What happened? Warner left millions of Dollars on the Table! http://www.tubemogul.com/blog/2009/09/on-youtube-its-the-music-labels-and-then-everyone-else/

HOW TO SUCCEED? NEW STRA DISTRIB TEGY UTION TIME

What if? Interaction Reach Engagment On Demand Live Emotion Controle direct Response Revenue 19

Why not? Interaction Reach Engagment On Demand DISTRIBUTION Live STRATEGY AND Controle TACTICS Revenue Emotion direct Response 20

OPTIONS Revenue sources Paid content Advertising Transaction Traﬃc One Sub. PPU CPM CPC CPO time Content/services Video TV Programs Platform UGC Catch Catch Syndic Destina White- Live VoD Live VoD Original Captured Up Up ation tion label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 21

WebTV Revenue sources Paid content Advertising Transaction Traﬃc One Sub. PPU CPM CPC CPO time Content/services Video TV Programs Platform UGC Catch Catch Syndic Destina White- Live VoD Live VoD Original Captured Up Up ation tion label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 22

TV Stations Revenue sources Paid content Advertising Transaction Traﬃc One Sub. PPU CPM CPC CPO time Content/services Video TV Programs Platform UGC Catch Catch Syndic Destina White- Live VoD Live VoD Original Captured Up Up ation tion label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 23

The ﬁnal question? 24

The ﬁnal question? HOW DO WE GET THERE? Revenue sources Paid content Advertising Transaction Traﬃc One Sub. PPU CPM CPC CPO time Content/services Video TV Programs Platform UGC Catch Catch Syndic Destina White- Live VoD Live VoD Original Captured Up Up ation tion label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 25

BASICS COMMUNITY or PROMOTION 26

GET YOUR EXPECTATIONS RIGHT

Info Info Info STOCK Info Wirtschaft Inland BUILD Info Info NACHRICHTEN Genuss Politik Info KULTUR Info Info Unterhaltung Info Views MUSIK ENTERTAINMENT News Info Emotion Genuss Emotion Info GOSSIP Vergnügen Music videos, Comedy, Entertainment, ... Vergnügen Unterhaltung Inszenierung 28

PUT YOUR CONTENT IN FRONT OF THE AUDIENCE ✦All Platforms ✦All Channels 29 ✦encourage linking, sharing, forwarding ✦Be everywhere for maximum reach

EVERYTHING‘S DONE RIGHT? 30

EVERYTHING‘S DONE RIGHT? WRONG 31

PLANNING TIMING ‣campaigns ‣Get in the right ‣analytics context ‣release circles ‣Use hypes, memes ‣release times and events ‣ ‣Use inside exposure ‣Use high engagement ‣ 32

PLAN for diﬀerent usage patterns Short-Head Longtail 14.000 14.000 Event Video Evergreen Sleeper 3.500 Sleeping beauty

OPTIMIZE for diﬀerent platforms Ø 900 000 vs. Ø 70 000 34

CONNECT THE DOTS Technische Hilfestellung Optimierung Frontend Ausspielen Transcoding Thumbnail Batch- Upload CDN- Übergabe Metadaten- INNOVATIONS Playlist Server IT Export Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traﬃc Shaping Format- User entwicklung Tracking CONTENT Peak Management Rechte Produktion Indizierung 35

Technische NETWORKING Hilfestellung Optimierung Frontend Ausspielen Transcoding Thumbnail Batch- Upload CDN- Übergabe Metadaten- INNOVATIONS Playlist Server IT Export Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traﬃc Shaping Format- User entwicklung Tracking CONTENT Peak Promotion Management Rechte Produktion Indizierung 36

Technische NETWORKING Hilfestellung Optimierung Frontend Ausspielen Transcoding Thumbnail Batch- Upload CDN- Übergabe Metadaten- INNOVATIONS Playlist Server IT Export Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traﬃc Shaping Format- User entwicklung Tracking CONTENT Peak Growth Management Rechte Produktion Indizierung 37

Technische NETWORKING Hilfestellung Optimierung Frontend Ausspielen Transcoding Thumbnail Batch- Upload CDN- Übergabe Metadaten- INNOVATIONS Playlist Server IT Export Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traﬃc Shaping Format- User entwicklung Tracking CONTENT Peak Conversion Management Rechte Produktion Indizierung 38

Landmark Videos Viral Featured Viral 40

Inventory Views per month

Cooperations & Featurings Views within 5 days

Give it some TIME! viewers share links to the videos they watch over 50% have watched videos with others Videos can produce a strong aﬃnity Videos reach user on a new level Oﬀer Users content and tools to engage 43

Puh! Isn‘t there a shortcut? 44

YES THROW MONEY AT IT  Google AdSense+Video  „multimillion-dollar- budgeted cartoon series“  50 Episodes  Distribution through Google AdSense, YouTube and Widgets  Sponsored by Burger King

THANK YOU. Contact Bertram Gugel M: +49 179 22 1 77 63 info@gugelproductions.de www.gugelproductions.de

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Getting Reach for Videos

by Bertram Gugel

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Getting Reach for Videos Presentation Transcript