Mastering Anytime Anywhere

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A look at the new paradigms of digital distribution. …

A look at the new paradigms of digital distribution.
What are the new means of digital distribution? How do you get videos in front of a massive Internet audience? What business opportunities arise? These are some of the most pressing issues concerning digital distribution. This session covers some answers as well as the latest trends on these topics.

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  • 1. MASTERING ANYTIME A look at the new paradigms of digital distribution ANYWHERE
  • 2. A PRESENTATION BY BERTRAM GUGEL 2
  • 3. 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
  • 4. PART 1 Video on the Net 4
  • 5. One of the most promising opportunities: Online Videos. NO BITE NEW MARKET UPSIDES CANNIBA INTO TV LIZATION
  • 6. Let‘s take a closer look at the TURBULENT market of online videos. 6
  • 7. ONCE UPON A TIME... August 1998, 15.000 Views/Day 7
  • 8. 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
  • 9. It‘s a time of new paradigms. 9
  • 10. STAR THE NEW PARADIGM. > 25 Mio users/month A 13 year old YOUTUBE star... ...is generating more clicks than the BILD.de video content.
  • 11. 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
  • 12. D I S T A N C E PARADIGM. THE NEW Video entertainment moves closer to the consumer. 3m 50 cm 10 cm 12
  • 13. DISTRIBUTION PARADIGM. THE NEW From a few EXCLUSIVE distribution channels to U B I Q U I T Y . iPod vending machine 13
  • 14. USER INTERACTION PARADIGM. THE NEW PAST PRESENT FUTURE A g g r Coop eration e g a t Own Production i o n . 14
  • 15. 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
  • 16. 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
  • 17. TRUE, But that‘s only half the story... 17
  • 18. WHY ACTUALLY ONLINE VIDEOS? 18
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. WHY ACTUALLY ONLINE VIDEOS? SO SHEEP SHEEP SH SHEEP EE P BECAUSE THEY ALL DO? SHEEP SHEEP 22
  • 23. 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
  • 24. AND THAT‘S WHY: www.itsgreatentertainment.tv = Mass Customization = Emotional impact
  • 25. AND... www.greatentertainmentmakesgreatadvertising.tv = Transitional Media Mix = Interactivity instead of Interruption = Context Relevance
  • 26. WHAT‘S MORE 26
  • 27. Remember soap operas? Roadsidepictures (http://flickr.com/photos/roadsidepictures/137886970/)
  • 28. 50 years ago ... „Single Sponsor Era“ Coke Time Colgate Comedy Hour 28
  • 29. ... and TODAY! 29
  • 30. HOW TO SUCCEED? NEW STRA DISTRIB TEGY UTION TIME
  • 31. PART 2 New Distribution Channels 31
  • 32. 1 VIDEO PORTALS 33
  • 33. 2 TV STATIONS ON THE NET 34
  • 34. 3 VoD OFFERINGS 35
  • 35. 4 IPTV PLATFORMS 36
  • 36. Where‘s the money? $ $ $ $ Al … ! $ $ $
  • 37. 4 IPTV PLATFORMS $$$ $$$ 38
  • 38. 3 VoD OFFERINGS $$ $$ 39
  • 39. 2 TV STATIONS ON THE NET $$ 40
  • 40. 1 VIDEO PORTALS $ 41
  • 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
  • 42. GOT IT?
  • 43. 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
  • 44. ...VIDEO IS BIG. 46
  • 45. ...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
  • 46. WHY YouTube? Google Lazy Sunday  Flash?  Sharing?  User Upload?  Saturday Night Live?
  • 47. 2.0 = 3,9bn Views 620m Views 284m Views
  • 48. YouTube‘s got talent! 50
  • 49. YouTube‘s got news! 74m Views 5,6m Views 116m Views 51
  • 50. ALL BASES COVERED 52
  • 51. Web-TV CONTENT
  • 52. 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
  • 53. 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
  • 54. WEB STUDIOS
  • 55. WEBISODES 8,8 M Views 130 M Views 7,4 M Views 3,8 M Views = No Partner – no reach! 75k Views
  • 56. TV-Web
  • 57. CATCH UP TV
  • 58. 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
  • 59. Web
  • 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, ...
  • 61. 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
  • 62. Cable Co
  • 63. VoD 65
  • 64. VoD with a twist 10M Subscribers 66
  • 65. BOX plays 67
  • 66. PROBLEMS No Web effects, On demand mentality, DRM, Costs, Home Connectivity, No instant gratification
  • 67. Other
  • 68. MOBILE ‣ reaches 92% of US online users ‣ >300 partners ‣ 360% growth in video views year/year 70
  • 69. P2P 71
  • 70. LIVE
  • 71. What if? Interaction Reach Engagment On Demand Live Controle Emotion Revenue direct Response 73
  • 72. Why not? Interaction Reach Engagment On Demand DISTRIBUTION STRATEGY AND Live Controle Emotion TACTICS Revenue direct Response 74
  • 73. PART 3 How to participate 75
  • 74. 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
  • 75. WHAT MATTERS ... Max Reach Targeted Demographics High class and engaging environment High quality content
  • 76. 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
  • 77. 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
  • 78. 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
  • 79. The final question? 81
  • 80. 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
  • 81. GET YOUR EXPECTATIONS RIGHT
  • 82. 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
  • 83. AUDIENCE PUT YOUR CONTENT IN FRONT OF THE ✦ All Platforms ✦ All Channels 85 ✦ encourage linking, sharing, forwarding ✦ Be everywhere for maximum reach
  • 84. EVERYTHING‘S DONE RIGHT? 86
  • 85. EVERYTHING‘S DONE RIGHT? WRONG 87
  • 86. 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
  • 87. PLAN for different usage patterns Short-Head Longtail 14.000 14.000 Event Video Evergreen Sleeper 3.500 Sleeping beauty
  • 88. OPTIMIZE for different platforms Ø 900 000 vs. Ø 70 000 90
  • 89. 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
  • 90. 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
  • 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 Growth Management Produktion Rechte Indizierung 93
  • 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 Conversion Management Produktion Rechte Indizierung 94
  • 93. BUZZ
  • 94. Landmark Videos Viral Featured Viral 96
  • 95. Inventory Views per month
  • 96. Cooperations & Featurings Views within 5 days
  • 97. 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
  • 98. 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