Lone Wolves Presenation NYC April 28, 2010

Cross Media Content Strategies

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Consulting
Cross Media
Strategy
Revenue
Events
Data Mining

Agenda
Digital VIP Summit at MIPTV
Tech in New York
Web Video
Algorithmic Content Models
Data Mining
Building Content Eco Systems

Digital VIP SummitProf Jeffery Cole – USC Center for the Digital Future
$260 per month – the average amount a household spends on entertainment and communications that they didn’t a generation ago. It can go higher.
The poorest people in America spend $180 per month.
People will pay if you give them a special and unique experience.

Digital VIP Summit
“The Crazies” - Starz
$25 million advertising spend
$15,000 game application
Tower defense style game
250,000 downloads in the first week

Digital VIP Summit
Twitter
Twitter works best in a live environment
Bad Girls Club – Oxygen – 18-49 females
media.twitter.com
Doubled the east coast ratings / 8% LA
60% rise in west coast ratings

nyvideo.org
3300+ members in NYC
Monthly meet ups
Bliptv
Brightcove
Kaltura
Zixi
PopScreen
5min
CBS
KickApps
Adotube
Blockbuster
Milabra
NBC

Launched: March 2009
As of March 29th, 2010:
22 million check ins
750,000 users
100,000 new users in the last 10 days
Launched March 2009
100,000 users

Web Video

YouTube Makes A $Billion 2010
Estimated current YouTube numbers:
Run-of-network pre-roll inventory - $10 to $15 CPMs.
Overlays - $8 to $10 CPMs.
Homepage CPMS between $5 and $6
Daily buys for homepage banner range from $200K to $300K.
Online video ad revenue increased 38% to $477 million in the first half 2009 while overall online ad revenue decreased 5.3% (IAB).
TBI Research

The Billion Dollar Debate

Facebook #3 in Video Views
Feb 2010

Algorithmic Content Models

How Demand Media Works
An algorithm identifies topics with high advertising potential, based on search engine query data and bids on advertising auctions.
Key topics - advice and how-to fields.
Low paid freelancers produce corresponding text or video content.

Trending Ad Words
BUNNY
EASTER
BASKET
How to make and Easter Bunny Basket
Blog Posts
+
Ads
10 X How to Videos
+
Ads

How Demand Media Pays
Compensation is:
$20 for a video clip,
$15 for an article of a few hundred words
$2.50 for copy-editing an article
$1 for fact-checking an article.
Paid out more than $13.6 million to contributors between its creation in January 2008 and June 2009.

Demand Media Stats
7000 contributors
Millions of articles
Thousands of YouTube uploads weekly
$355 million in VC backing
$200 million in revenue in 2009
Valuation estimate $1 to 2 billion

+
Travel Tips

Canon 7D – still + HD video

Key Cross Media Sectors
Web Video
Mobile
Social Media
Casual Games
Advertising
Digital Publishing
DATA = $

The Pacific – TV Series

The Pacific on BitTorrent
Episode 1 (US March 14, UK April 7)
Downloads first week: 1,420,000
Geo: US 13%, UK 17%, Canada 9%
Episode 2 (US March 21)
Episode 3 (US March 28)

Building Cross Media Eco Systems

Building a Content Eco System
VC investor
Create and Eco TV show
Develop his brand
Social media formula

Mass
BRAND
Niche

Trends To Watch
Data Mining
Micropayments
Single Sign-On
HTML 5
Location
Android
Social Marketing
Semantic Web
Open Source Video
Creative Commons

Super Crunchers: Why Thinking by Numbers is the New Way to Be Smart

@gavinmcgarry@jumpwiremedia#miptv#mipgeek

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Lone Wolves Presenation NYC April 28, 2010

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