nline Video
                Internet
              Mechanics
A PRESENTATION BY BERTRAM GUGEL




                                  2
ONCE UPON A TIME...




                      August 1998, 15.000 Views/Day




                                          ...
... FAST FORWARD TO TODAY.




                             25 Million Views since November 2009




                     ...
Kittens & Kids are so cute ...


             26m          56m         164m




             24m         44m          74m
...
Internet Mechanics

10 Rules
                     6
1. The Internet doesn‘t care about

YOUR RIGHTS!




                           §
                                     7
Ask   WARNER MUSIC
Oct. 9th, 2006    „Google and Warner Music Group Announce
                  Agreement to Offer Google Vi...
What happened?




Warner left               millions of Dollars on the Table!
http://www.tubemogul.com/blog/2009/09/on-yo...
The alternative ...




JK Wedding‘s Video generated   50 millions views.
What happened?
                                                               „In the last week, over a year after its rel...
2. The Internet doesn‘t (financially) reward

ONE HIT WONDERS ...




                               1

                   ...
2. The Internet doesn‘t (financially) reward

ONE HIT WONDERS ...


                      26m              56m    164m




...
... but it‘s easy to connect with your audience

AND BUILD A FOLLOWING!

        Design a show!


        Test and refine y...
... but it‘s easy to connect with your audience

AND BUILD A FOLLOWING!




                                              ...
... but it‘s easy to connect with your audience

AND BUILD A FOLLOWING!
                                              150....
3. The Internet is a piece of technology so

THINK OUTSIDE THE BOX.




                                              17
Example:              DEMAND MEDIA
                      Algorithms define what videos to produce & their estimated value

...
Results?
 421,255,914 Video views    55 million unique users
 261,179 Rating             3 Billion social media
 300,...
4. The Internet will strip your content of its

CONTEXT

                               Metadata
                      Pla...
4. The Internet will strip your content of its

CONTEXT

                  Microchunk it                        Reduce the...
so put monetization into your

CONTENT




                           Ford @ Roommates

                                  ...
so put monetization into your

CONTENT




                                Wii @ Nerd Perfect

                           ...
A big opportunity for

established producers!


     8,8 M Views            130 M Views




    3,8 M Views              7...
So please get it right next time and follow

ALL SUGGESTIONS!

                  Microchunk it                        Redu...
5. The Internet will

TALK BACK!




                       26
so you better

LISTEN ...




                Tara Stiles Yoga @ YouTube


                                             27
so you better

LISTEN ...

        1.581.954 Views


        6.346 Ratings


        3.579 Comments


        1 Comment fo...
THERE‘S A NEW   USER INTERACTION PARADIGM.

     PAST                     PRESENT                    FUTURE




          ...
6. The Internet often offers

INDIRECT REWARDS.




                              30
6. The Internet often offers

INDIRECT REWARDS.




                 Soulja Boy @ YouTube

                                ...
But may have quite

an IMPACT.




              Soulja Boy vs. Sony BMG
                     early 2008

                ...
But may have quite

an IMPACT.

‣ Ø 550.000 Video Views/Day
‣ 226 Million Video Views on YouTube
‣ Universal Music Deal
‣ ...
7. The Internet favors

DIGTITAL NATIVES!

      00101011011110
      00110101010101
      11101010010101

               ...
MEET   FRED




              > 25 Mio users/month


 A 13 year old YOUTUBE star...

        ...is generating more clicks ...
Early Star: Rocketboom




 700 views/day    „The Rise of the Video Blog“   Distribution deal with Sony Pictures TV
      ...
Online Acitivities commmand a

strong FOLLOWING




                                3,5M Views @ YouTube

                ...
MEET

MACHINIMA @ YouTube

       2,5M Views per Day


       938.744.906 Total Views


       6.529.271 Comments


      ...
8. The Internet

DEMANDS ADOPTION!




                    39
Plan and produce for different

USAGE SCENARIOS!
                                3m




                  50 cm




       ...
Enable

INTERACTION!




               41
Adapt existing content

IN A CREATIVE WAY!




                    >60m Views @ YouTube
                                  ...
9. The Internet offers new

DISTRIBUTION MEANS!




                            43
THE NEW   DISTRIBUTION PARADIGM.
From a few EXCLUSIVE distribution channels to U B I Q U I T Y .




                     ...
There‘s help:

   Web Video Networks



               300 Million Views for NNN‘s Shows in 2009


               70 Milli...
10. The Internet forms a

NEW VALUECHAIN




                           46
THE NEW        VALUE CHAIN PARADIGM.

TRADITIONAL




  Production             Packaging         Ad inventory             ...
GOT IT?
THANK YOU.
Contact
Bertram Gugel

M: +49 179 22 1 77 63

info@gugelproductions.de
www.gugelproductions.de
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Online Video & Internet Mechanics

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10 Rules on how to produce and optimize videos for the net. There are great opportunities but also some real challenges ahead. This presentation helps you to identify and master both.

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Transcript of "Online Video & Internet Mechanics"

  1. 1. nline Video Internet Mechanics
  2. 2. A PRESENTATION BY BERTRAM GUGEL 2
  3. 3. ONCE UPON A TIME... August 1998, 15.000 Views/Day 3
  4. 4. ... FAST FORWARD TO TODAY. 25 Million Views since November 2009 4
  5. 5. Kittens & Kids are so cute ... 26m 56m 164m 24m 44m 74m 46m 109m 14m ... BUT, what about professional content? 5
  6. 6. Internet Mechanics 10 Rules 6
  7. 7. 1. The Internet doesn‘t care about YOUR RIGHTS! § 7
  8. 8. Ask 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“
  9. 9. 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/
  10. 10. The alternative ... JK Wedding‘s Video generated 50 millions views.
  11. 11. What happened? „In the last week, over a year after its release, Chris Brown's "Forever" has again rocketed up the charts, reaching as high as #4 on the iTunes singles chart and #3 on Amazon's best selling MP3 list.“ JK Wedding Video Sony made thousands of Dollars http://googleblog.blogspot.com/2009/07/i-now-pronounce-you-monetized-youtube.html http://www.wired.com/epicenter/2009/07/we-wont-get-boyled-again-sony-chris-brown-monetize-wedding-dance-video/#ixzz0fWYhFlpQ
  12. 12. 2. The Internet doesn‘t (financially) reward ONE HIT WONDERS ... 1 12
  13. 13. 2. The Internet doesn‘t (financially) reward ONE HIT WONDERS ... 26m 56m 164m 24m 44m 74m 46m 109m 14m 13
  14. 14. ... but it‘s easy to connect with your audience AND BUILD A FOLLOWING! Design a show! Test and refine your production! Put it in the wild! Enjoy! 14
  15. 15. ... but it‘s easy to connect with your audience AND BUILD A FOLLOWING! 15
  16. 16. ... but it‘s easy to connect with your audience AND BUILD A FOLLOWING! 150.000 5.000 Digitsshow „THANK YOU to all of our fans for helping us reach 9 Million Views!!! 600k in the last four days! You guys rock!“ 16
  17. 17. 3. The Internet is a piece of technology so THINK OUTSIDE THE BOX. 17
  18. 18. Example: DEMAND MEDIA Algorithms define what videos to produce & their estimated value Editors refine the suggested video titles Produces log in online and sign up to produce the video. Finally the video‘s checked, put online and monetized through ads. http://www.wired.com/magazine/2009/10/ff_demandmedia/all/1
  19. 19. Results?  421,255,914 Video views  55 million unique users  261,179 Rating  3 Billion social media  300,854 Comments interactions  138,951 Videos  1 Billion cummulative video streams  442,014 Subscribers $17 million a year to writers, editors, and video producers
  20. 20. 4. The Internet will strip your content of its CONTEXT Metadata Player Seeding Site VIDEO SEO Ads 20
  21. 21. 4. The Internet will strip your content of its CONTEXT Microchunk it Reduce the content to its simplest form. Put it out there without walls around it or Free it strings on it. Syndicate it Let anyone take it and run with it.  Put the monetization and tracking Monetize it systems into the microchunk. http://www.avc.com/a_vc/2005/11/the_future_of_m.html 21
  22. 22. so put monetization into your CONTENT Ford @ Roommates 22
  23. 23. so put monetization into your CONTENT Wii @ Nerd Perfect 23
  24. 24. A big opportunity for established producers! 8,8 M Views 130 M Views 3,8 M Views 7,4 M Views = No Partner – no reach! 75k Views 24
  25. 25. So please get it right next time and follow ALL SUGGESTIONS! Microchunk it Reduce the content to its simplest form. ✓ Free it Put it out there without walls around it or strings on it. Syndicate it Let anyone take it and run with it.  ✓ Monetize it Put the monetization and tracking systems into the microchunk. http://www.avc.com/a_vc/2005/11/the_future_of_m.html 25
  26. 26. 5. The Internet will TALK BACK! 26
  27. 27. so you better LISTEN ... Tara Stiles Yoga @ YouTube 27
  28. 28. so you better LISTEN ... 1.581.954 Views 6.346 Ratings 3.579 Comments 1 Comment for every 450 Views ... and JOIN the conversation!28
  29. 29. THERE‘S A NEW USER INTERACTION PARADIGM. PAST PRESENT FUTURE A g g r Own Production Coop eration e g a t i o n . Users relax Users suggest Users create and consume! and comment! and amend! 29
  30. 30. 6. The Internet often offers INDIRECT REWARDS. 30
  31. 31. 6. The Internet often offers INDIRECT REWARDS. Soulja Boy @ YouTube 31
  32. 32. But may have quite an IMPACT. Soulja Boy vs. Sony BMG early 2008 32
  33. 33. But may have quite an IMPACT. ‣ Ø 550.000 Video Views/Day ‣ 226 Million Video Views on YouTube ‣ Universal Music Deal ‣ #1 Billboard-Charts USA 33
  34. 34. 7. The Internet favors DIGTITAL NATIVES! 00101011011110 00110101010101 11101010010101 34
  35. 35. MEET FRED > 25 Mio users/month A 13 year old YOUTUBE star... ...is generating more clicks than the BILD.de video content. 35
  36. 36. Early Star: Rocketboom 700 views/day „The Rise of the Video Blog“ Distribution deal with Sony Pictures TV Rolling Stone 1 Video format 250.000 views/day 1 page 100.000 views/day Werbung, Sponsoring $80.000 in advertising 12 Video formats 4 Video formats 1 page 12 pages AppleTV, TiVo, PS3, PSP, ... 2004 2006 2008 36
  37. 37. Online Acitivities commmand a strong FOLLOWING 3,5M Views @ YouTube 37
  38. 38. MEET MACHINIMA @ YouTube 2,5M Views per Day 938.744.906 Total Views 6.529.271 Comments 7.600 Videos on YouTube 38
  39. 39. 8. The Internet DEMANDS ADOPTION! 39
  40. 40. Plan and produce for different USAGE SCENARIOS! 3m 50 cm 10 cm 40
  41. 41. Enable INTERACTION! 41
  42. 42. Adapt existing content IN A CREATIVE WAY! >60m Views @ YouTube 42
  43. 43. 9. The Internet offers new DISTRIBUTION MEANS! 43
  44. 44. THE NEW DISTRIBUTION PARADIGM. From a few EXCLUSIVE distribution channels to U B I Q U I T Y . iPod vending machine 44
  45. 45. There‘s help: Web Video Networks 300 Million Views for NNN‘s Shows in 2009 70 Million Views for Revision3‘s shows with 1,5Bn minutes watched 70% (NNN) and 50% (R3) more sponsors and deals in 2009 vs. 2008 Both added new shows to their portfolio http://www.nextnewnetworks.com/post/16222/press-release-our-2009-milestones http://www.prnewswire.com/news-releases/revision3-continued-to-lead-internet-television-in-2009-with-over-15-billion-minutes-of-video-served-83336552.html
  46. 46. 10. The Internet forms a NEW VALUECHAIN 46
  47. 47. THE NEW VALUE CHAIN PARADIGM. TRADITIONAL Production Packaging Ad inventory Distribution Access/Device Consumption EMERGING Production Repurposing Aggregation Distribution Ad Inventory Access/Device Consumption Traditional Player New Player Audience 47
  48. 48. GOT IT?
  49. 49. THANK YOU. Contact Bertram Gugel M: +49 179 22 1 77 63 info@gugelproductions.de www.gugelproductions.de
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