Mastering Anytime Anywhere

MASTERING ANYTIME A look at the new paradigms of digital distribution ANYWHERE

A PRESENTATION BY BERTRAM GUGEL 2

PART 1 Painting the Scenery Video on the Net PART 2 Introducing the players New Distribution PART 3 Explaining some rules How to participate 3

PART 1 Video on the Net 4

One of the most promising opportunities: Online Videos. NO BITE NEW MARKET UPSIDES CANNIBA INTO TV LIZATION

Let‘s take a closer look at the TURBULENT market of online videos. 6

ONCE UPON A TIME... August 1998, 15.000 Views/Day 7

TODAY... YouTube: >300 Mio. Unique Users/month worldwide more than 7500 Web TV Stations MyVideo: U. S. Internet users view 30 Mio. views/ About 500 14,3 Billion month (05/2008) Video online videos/month* *12/2008 Portals worldwide. Source: Dec 2008 ComScore

It‘s a time of new paradigms. 9

STAR THE NEW PARADIGM. > 25 Mio users/month A 13 year old YOUTUBE star... ...is generating more clicks than the BILD.de video content.

STAR THE NEW PARADIGM. Sou lja B oy 51 Million Proﬁle Views on MySpace Ø 550.000 Video Views/Day ➡ ➡ 840.000 Friends on MySpace 226 Million Video Views on YouTube ➡ ➡ 127.000 Subscribers on YouTube Univeral Music Deal / #1 Billboard-Charts USA ➡ ➡ 11

D I S T A N C E PARADIGM. THE NEW Video entertainment moves closer to the consumer. 3m 50 cm 10 cm 12

DISTRIBUTION PARADIGM. THE NEW From a few EXCLUSIVE distribution channels to U B I Q U I T Y . iPod vending machine 13

USER INTERACTION PARADIGM. THE NEW PAST PRESENT FUTURE A g g r Coop eration e g a t Own Production i o n . 14

VALUE CHAIN PARADIGM. THE NEW TRADITIONAL Access/Device Production Packaging Ad inventory Distribution Consumption EMERGING Production Repurposing Aggregation Distribution Access/Device Consumption Ad Inventory New Player Traditional Player Audience 15

BIG OPPORTUNITY = VIDEO „Online video is here to stay and evolving faster and in more dynamic ways than anyone imagined, even a few years ago. If you embrace this opportunity, you will evolve your business model and ﬁnd new channels and opportunities to deepen engagement, discover new viewers and ﬁnd new, substantial revenue opportunities.“ Chad Hurley, Co-Founder of Youtube, MIPCOM 2008 16

TRUE, But that‘s only half the story... 17

WHY ACTUALLY ONLINE VIDEOS? 18

WHY ACTUALLY ONLINE VIDEOS? expensive to produce. Videos are darn Quarterlife: $300.000 Production, 48 minutes produced, 8 Episodes, $37.500 Episode, 2 Millionen viewers in total, outcomeof web: almost 0 19

WHY ACTUALLY ONLINE VIDEOS? diﬃcult to distribute! Videos are 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? hard to market: Videos are (still) „Even if web video got the same CPMs as TV, because online VIDEO PICTURE GALLERY viewers will tolerate less advertising, a 30-minute 3 MINUTES 3 MINUTES program on the web with two 1 VIDEO 6 PAGES vs. vs. minutes of advertising yields 1 Ad Impression at least approximately 1/8th as much 12 Ad Impressions revenue per viewer.” 21

WHY ACTUALLY ONLINE VIDEOS? SO SHEEP SHEEP SH SHEEP EE P BECAUSE THEY ALL DO? SHEEP SHEEP 22

THAT‘S WHY: HIGH DEMAND THERE IS A 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) 23

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 26

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

50 years ago ... „Single Sponsor Era“ Coke Time Colgate Comedy Hour 28

... and TODAY! 29

HOW TO SUCCEED? NEW STRA DISTRIB TEGY UTION TIME

PART 2 New Distribution Channels 31

1 VIDEO PORTALS 33

2 TV STATIONS ON THE NET 34

3 VoD OFFERINGS 35

4 IPTV PLATFORMS 36

Where‘s the money? $ $ $ $ Al … ! $ $ $

4 IPTV PLATFORMS $$$ $$$ 38

3 VoD OFFERINGS $$ $$ 39

2 TV STATIONS ON THE NET $$ 40

1 VIDEO PORTALS $ 41

vs. WALLED GARDEN OPEN ACCESS ‣ UGC environment ‣ „Brand Safe“ ‣ commercialization? ‣ Revenue Streams ‣ easy access ‣ Einstiegshürden ‣ viral ‣ social Viewing ‣ big reach ‣ reach? ‣ PC based ‣ TV-Connection ‣ easy sharing ‣ DRM ‣ free ‣ paid 42

GOT IT?

OPEN ACCESS MARKET OVERVIEW Hulu Metacafe Rocketboom YouTube MyVideo EQAL Joost ZDF CBS PRO iTunes UGC Netﬂix Amazon 45 Maxdome RTL Now IPTV TV WALLED GARDEN WEB CONTENT TV

...VIDEO IS BIG. 46

...VIDEO IS BIG. BUT: YOUTUBE IS BIGGER. • 40 % of all US Video Streams in Dec 2008 • 13h of video content are being uploaded every minute! • 5,9 billion viewed videos/month (US) • 300 million unique viewers in Dec 2008 (WW) VIDEO 3 Minuten 1 Video 1 Ad Impression 47

WHY YouTube? Google Lazy Sunday  Flash?  Sharing?  User Upload?  Saturday Night Live?

2.0 = 3,9bn Views 620m Views 284m Views

YouTube‘s got talent! 50

YouTube‘s got news! 74m Views 5,6m Views 116m Views 51

ALL BASES COVERED 52

Web-TV CONTENT

WEB-TV IS EVERYWHERE ... 78 % of all Americans viewed an online video 309 minutes of video / Month 95 Videos per Viewer Every mayor online portal has a WebTV oﬀering

POSTERCHILD: Rocketboom 700 views/day Distribution deal with Sony Pictures TV „The Rise of the Video Blog“ Rolling Stone 250.000 views/day 1 Video format 100.000 views/day 1 page Werbung, Sponsoring $80.000 in advertising 12 Video formats 4 Video formats 12 pages 1 page AppleTV, TiVo, PS3, PSP, ... 2004 2006 2008 55

WEB STUDIOS

WEBISODES 8,8 M Views 130 M Views 7,4 M Views 3,8 M Views = No Partner – no reach! 75k Views

TV-Web

CATCH UP TV

SYNDICATION ‣ reaches 92% of US online users ‣ >300 partners ‣ 360% growth in video views year/year CBS.com fosters ‣ 21,5% of US online users visited CBS.com ‣ +41% growth Year/Year CBS.com (ABC -9%, NBC -18% Fox 6%) ‣ longest visits of all network sites (10:24min) 60

AN EVIL PLOT TO DESTROY TV (The World) 62 ! NBC & News.Corp JV ! 272m Views on YouTube ! Syndication to AOL, Yahoo!, MSN, MySpace, Comcast, ...

TV STATION 2.0  Google AdSense+Video  „multimillion-dollar- budgeted cartoon series“  50 Episodes  Distribution through Google AdSense, YouTube and Widgets  Sponsored by Burger King

Cable Co

VoD 65

VoD with a twist 10M Subscribers 66

BOX plays 67

PROBLEMS No Web eﬀects, On demand mentality, DRM, Costs, Home Connectivity, No instant gratiﬁcation

MOBILE ‣ reaches 92% of US online users ‣ >300 partners ‣ 360% growth in video views year/year 70

P2P 71

What if? Interaction Reach Engagment On Demand Live Controle Emotion Revenue direct Response 73

Why not? Interaction Reach Engagment On Demand DISTRIBUTION STRATEGY AND Live Controle Emotion TACTICS Revenue direct Response 74

PART 3 How to participate 75

REACH ON THE NET 1,73 Mio. Unique 1,94 Mio. Video User in 30 Viewers in 15 Days Minutes 1,9 vs. RTL Aktuell 18:45 / 03.02. Quellen: Comescore Nov. 2008 / AGF

WHAT MATTERS ... Max Reach Targeted Demographics High class and engaging environment High quality content

OPTIONS Revenue sources Paid content Advertising Transaction Traﬃc One Sub. PPU CPM CPC CPO time Content/services Video TV Programs Platform UGC Catch Catch Syndi Destin White- Live VoD Live VoD Original Captured Up Up cation ation label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 78

WebTV Revenue sources Paid content Advertising Transaction Traﬃc One CPM Sub. PPU CPC CPO time Content/services Video TV Programs Platform UGC Catch Catch Syndi Destin White- VoD Live Live VoD Original Captured Up Up cation ation label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 79

TV Stations Revenue sources Paid content Advertising Transaction Traﬃc One CPM Sub. PPU CPC CPO time Content/services Video TV Programs Platform UGC Catch Catch Syndi Destin White- Live VoD Live VoD Original Captured Up Up cation ation label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 80

The ﬁnal question? 81

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 Syndi Destin White- Live VoD Live VoD Original Captured Up Up cation ation label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 82

GET YOUR EXPECTATIONS RIGHT

Info Info Info STOCK Info Wirtschaft Inland BUILD Info Info NACHRICHTEN Genuss Politik KULTUR Info Info Info Info Views MUSIK NTERTAINMENT Info News Emotion Genuss Emotion Info GOSSIP Vergnügen Music videos, Comedy, Entertainment, ... Unterhaltung Vergnügen Inszenierung 84

AUDIENCE PUT YOUR CONTENT IN FRONT OF THE ✦ All Platforms ✦ All Channels 85 ✦ encourage linking, sharing, forwarding ✦ Be everywhere for maximum reach

EVERYTHING‘S DONE RIGHT? 86

EVERYTHING‘S DONE RIGHT? WRONG 87

PLANNING TIMING ‣ campaigns ‣ Get in the right ‣ analytics context ‣ release circles ‣ Use hypes, memes ‣ release times and events ‣ Use inside ‣ exposure ‣ Use high engagement ‣ 88

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 90

CONNECT THE DOTS Optimierung Ausspielen Thumbnail Transcoding Technische Hilfestellung Frontend Batch- Upload CDN- Übergabe INNOVATIONS Metadaten- Playlist Export IT Server Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traﬃc Shaping Format- User entwicklung Tracking CONTENT Peak Management Produktion Rechte Indizierung 91

NETWORKING Optimierung Ausspielen Thumbnail Transcoding Technische Hilfestellung Frontend Batch- Upload CDN- Übergabe INNOVATIONS Metadaten- Playlist Export IT Server Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traﬃc Shaping Format- User entwicklung Tracking CONTENT Peak Promotion Management Produktion Rechte Indizierung 92

NETWORKING Optimierung Ausspielen Thumbnail Transcoding Technische Hilfestellung Frontend Batch- Upload CDN- Übergabe INNOVATIONS Metadaten- Playlist Export IT Server Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traﬃc Shaping Format- User entwicklung Tracking CONTENT Peak Growth Management Produktion Rechte Indizierung 93

NETWORKING Optimierung Ausspielen Thumbnail Transcoding Technische Hilfestellung Frontend Batch- Upload CDN- Übergabe INNOVATIONS Metadaten- Playlist Export IT Server Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traﬃc Shaping Format- User entwicklung Tracking CONTENT Peak Conversion Management Produktion Rechte Indizierung 94

Landmark Videos Viral Featured Viral 96

Inventory Views per month

Cooperations & Featurings Views within 5 days

TIME! Give it some 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 99

THANK YOU. Contact Bertram Gugel T: +49 30 2000 607 41 M: +49 179 22 1 77 63 b.gugel@asd.tv info@gugelproductions.de gugelproductions.de asd.tv

Mastering Anytime Anywhere

by Bertram Gugel on Apr 08, 2009

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Mastering Anytime Anywhere — Presentation Transcript

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