Video on the Web
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Bertram Gugel: gugelproductions.de
Who am I?
Blogger Co-Author of TV 2.0
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22. Oktober 2007

Bertram Gugel: gugelproductions.de
Overview
 Introduction
 Part 1: Market and Trends
– Market Overview
– Who does what?
– Challenges
– Chances
 Part 2: Reviews & Best Practice
– Presentation
– Integration
– Aggregation
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– Production
– Distribution
 Part 3: Discussion
22. Oktober 2007

Bertram Gugel: gugelproductions.de
What is the talk about?
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22. Oktober 2007

Bertram Gugel: gugelproductions.de
Goals for Today
 Discuss your challenges
 Reaffirm potential of medium
 Review Sites
 Show best examples
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22. Oktober 2007

Bertram Gugel: gugelproductions.de
Market Overview
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UGC News News Sites Communities
22. Oktober 2007

Bertram Gugel: gugelproductions.de
Who does what?
 Video Communities
– + 500 Communities worldwide
 Entertainment, Communication
 Videos on News Portals
– +50% of News Sites use Video
 Information
 User Generated News
– Videoblogs, local communities, individuals
 Presentation, Profiling
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 Know your competition
22. Oktober 2007

Bertram Gugel: gugelproductions.de
Challenges
 Differentiation and Competition
 Production Costs
 Using Video the right way
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22. Oktober 2007

Bertram Gugel: gugelproductions.de
Differentiation and Competition
 YouTube has deals with BBC, CBS, NBC;
Dailymotion has Turner
 Video Communities gather 1000s of
„Leser-Reporter“
 Every major City has it‘s own local portal
Watch Berlin, Hamburg1Video, ...
 User Generated News Portals fill in the
blanks: plebsTV, Deutschlandreporter
 Almost everyone can grab Reuters, AP,
dpd (soon), AFP, APA ... videos 9
 Differentiate
22. Oktober 2007

Bertram Gugel: gugelproductions.de
Production Costs
 Videos are expensive to produce!
 Videos are difficult to distribute!
 Videos are hard to monetize!
Example:
 Production Costs: 7500 €
 Delivery Costs: 9000 €
 300 000 Views on the 1st Day
 Financial return close to 0 € 10
 Cheap production, maximum reach
and monetization
22. Oktober 2007

Bertram Gugel: gugelproductions.de
Hitting the sweet spot
Production Costs
Web-Revenue
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Top Second Indy User Generated
Tier Tier Content Content
22. Oktober 2007

Bertram Gugel: gugelproductions.de
Using Video when applicable
Video vs. Images vs. Text
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22. Oktober 2007

Bertram Gugel: gugelproductions.de
Video vs. Text/Images II
 Video  Text
 3 minutes  3 minutes
 1 Video  6 Sites
 1 Ad Impression  min. 12 Ad
Impressions
 Video Needs a minimum of 12x
pricing premium to compete!
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 Use Video wisely
22. Oktober 2007

Bertram Gugel: gugelproductions.de
Chances
 High Demand
 High Involvement
 Expand your Brand
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22. Oktober 2007

Bertram Gugel: gugelproductions.de
High Demand
 online video viewers in the US alone will
rise from 114m in 2006 to 183m in
2011. eMarketer
 50% of all german internet users watch
videos regulary. Advertising.com Mai 2007
 U.S. Viewers Watched an Average of
3 Hours of Online Video in July. comscore07
 8m Video Views/month on Spiegel.de July07
 Even VDZ publishes videos 15
 50% want to watch News Clips
22. Oktober 2007

Bertram Gugel: gugelproductions.de
High Involvement
 57% of 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
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 Give Users the content and tools
to engage
22. Oktober 2007

Bertram Gugel: gugelproductions.de
Expand your Brand
 Attract new users
 Establish a new product
 Enter the video market
 Pool Know-How
 Keep up with web trends
 New revenue streams 17
22. Oktober 2007

Bertram Gugel: gugelproductions.de
Challenges & Chances
Production
Competition Balance
Video
Growth Brand
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User
22. Oktober 2007

Bertram Gugel: gugelproductions.de
Tuesday morning?
 Dynamic Market with challenges
 Present videos within context
 Deeply integrate videos into your
sites
 Aggregate by different means
 Produce for the web not TV
 Go Wide in Distribution
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22. Oktober 2007

Thank You!
Contact:
Bertram Gugel
www.gugelproductions.de/blog/
info@gugelproductions.de
Tel.: +49 (179) 221 77 63 20