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.
                                ...
WHY ACTUALLY ONLINE VIDEOS?




                             Videos are           difficult to distribute!
        Output, T...
WHY ACTUALLY ONLINE VIDEOS?



                            Videos are (still)   hard to market:
                          ...
SO   WHY ACTUALLY ONLINE VIDEOS?


                SHEEP   SHEEP   SHEEP   SH
                                          EE...
THAT‘S WHY:
                   THERE IS A HI      GH DEMAND




26 million Unique Viewers in May 2008 (GER) or 75 % of the...
AND THAT‘S WHY:


     www.itsgreatentertainment.tv
       = Mass Customization   = Emotional impact
AND...


     www.greatentertainmentmakesgreatadvertising.tv

   = Transitional Media Mix   = Interactivity instead of Int...
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




                        ...
... and TODAY!




                 14
WHAT‘S WRONG


               15
Worst practice:   WARNER MUSIC
Oct. 9th, 2006    „Google and Warner Music Group Announce
                  Agreement to Off...
What happened?




Warner left               millions of Dollars on the Table!
http://www.tubemogul.com/blog/2009/09/on-yo...
HOW TO SUCCEED?



 NEW              STRA
DISTRIB           TEGY
UTION


           TIME
What if?

                   Interaction
 Reach             Engagment
                   On Demand




 Live
 Emotion     ...
Why not?

                                Interaction
 Reach                          Engagment
                          ...
OPTIONS
Revenue sources
                      Paid content               Advertising

                                    ...
WebTV
Revenue sources
                      Paid content               Advertising

                                      ...
TV Stations
Revenue sources
                      Paid content           Advertising

                                    ...
The final question?




                     24
The final question?

HOW DO WE GET THERE?
Revenue sources
                      Paid content               Advertising

   ...
BASICS


    COMMUNITY
         or

    PROMOTION
                26
GET YOUR EXPECTATIONS RIGHT
Info                             Info
                                                                                    ...
PUT YOUR CONTENT IN FRONT OF THE   AUDIENCE




                                      ✦All Platforms
                     ...
EVERYTHING‘S DONE

RIGHT?




                    30
EVERYTHING‘S DONE

RIGHT?




  WRONG
                    31
PLANNING              TIMING

‣campaigns         ‣Get in the right
‣analytics          context
‣release circles   ‣Use hyp...
PLAN            for different usage patterns




   Short-Head                     Longtail
   14.000                      ...
OPTIMIZE      for different platforms




           Ø 900 000 vs. Ø 70 000



                                       34
CONNECT THE DOTS
             Technische
             Hilfestellung
                                 Optimierung


       ...
Technische
                        NETWORKING
             Hilfestellung
                                 Optimierung


  ...
Technische
                        NETWORKING
             Hilfestellung
                                 Optimierung


  ...
Technische
                        NETWORKING
             Hilfestellung
                                 Optimierung


  ...
BUZZ
Landmark Videos
                             Viral


                  Featured

          Viral




                     ...
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 oth...
Puh!



Isn‘t there a   shortcut?


                            44
YES THROW MONEY AT IT
 Google AdSense+Video
 „multimillion-dollar-
  budgeted cartoon series“
 50 Episodes
 Distributi...
THANK YOU.
Contact
Bertram Gugel

M: +49 179 22 1 77 63

info@gugelproductions.de
www.gugelproductions.de
Upcoming SlideShare
Loading in...5
×

Getting Reach for Videos

3,281
-1

Published on

How to effectively distribute videos on the net.

1 Comment
8 Likes
Statistics
Notes
No Downloads
Views
Total Views
3,281
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
109
Comments
1
Likes
8
Embeds 0
No embeds

No notes for slide

Getting Reach for Videos

  1. GETTING How to effectively distribute videos on the net. REACH
  2. A PRESENTATION BY BERTRAM GUGEL 2
  3. WHY ACTUALLY ONLINE VIDEOS? 3
  4. 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
  5. 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
  6. 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
  7. SO WHY ACTUALLY ONLINE VIDEOS? SHEEP SHEEP SHEEP SH EE P BECAUSE THEY ALL DO? SHEEP S H E E P 7
  8. 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
  9. AND THAT‘S WHY: www.itsgreatentertainment.tv = Mass Customization = Emotional impact
  10. AND... www.greatentertainmentmakesgreatadvertising.tv = Transitional Media Mix = Interactivity instead of Interruption = Context Relevance
  11. WHAT‘S MORE 11
  12. Remember soap operas? Roadsidepictures (http://flickr.com/photos/roadsidepictures/137886970/)
  13. 50 years ago ... „Single Sponsor Era“ Coke Time Colgate Comedy Hour 13
  14. ... and TODAY! 14
  15. WHAT‘S WRONG 15
  16. 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“
  17. 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/
  18. HOW TO SUCCEED? NEW STRA DISTRIB TEGY UTION TIME
  19. What if? Interaction Reach Engagment On Demand Live Emotion Controle direct Response Revenue 19
  20. Why not? Interaction Reach Engagment On Demand DISTRIBUTION Live STRATEGY AND Controle TACTICS Revenue Emotion direct Response 20
  21. 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
  22. 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
  23. 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
  24. The final question? 24
  25. 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
  26. BASICS COMMUNITY or PROMOTION 26
  27. GET YOUR EXPECTATIONS RIGHT
  28. 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
  29. PUT YOUR CONTENT IN FRONT OF THE AUDIENCE ✦All Platforms ✦All Channels 29 ✦encourage linking, sharing, forwarding ✦Be everywhere for maximum reach
  30. EVERYTHING‘S DONE RIGHT? 30
  31. EVERYTHING‘S DONE RIGHT? WRONG 31
  32. 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
  33. PLAN for different usage patterns Short-Head Longtail 14.000 14.000 Event Video Evergreen Sleeper 3.500 Sleeping beauty
  34. OPTIMIZE for different platforms Ø 900 000 vs. Ø 70 000 34
  35. 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
  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 Promotion Management Rechte Produktion Indizierung 36
  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 Growth Management Rechte Produktion Indizierung 37
  38. 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
  39. BUZZ
  40. Landmark Videos Viral Featured Viral 40
  41. Inventory Views per month
  42. Cooperations & Featurings Views within 5 days
  43. 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
  44. Puh! Isn‘t there a shortcut? 44
  45. 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
  46. THANK YOU. Contact Bertram Gugel M: +49 179 22 1 77 63 info@gugelproductions.de www.gugelproductions.de
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×