MIPCOM Digital Media Conference Wrap Oct 8, 2009

www.jumpwiremedia.com

©2009 Jumpwire Media all rights reserved.
2
What it will feel like to create a multi platform digital strategy for your business …

3
Questions - How many of you …
Are broadcasters?
Are producers?
Are other?
Have a company Youtube channel?
Actively use social media?
Wear a watch?
Have a touch screen mobile device?
Use Youtube as your main search engine?

4
Jumpwire Media Bio

5
Cross Platform Strategy Agenda
Blackberry hunch and iPhone tap okay
Twitter #mipcom for questions if you are shy
Digital wrap up
Content disruption
The importance of data
Global digital media revenue
Endemol case study - building cross platform
New pitching process
Strategy overview
Utilities

6
Digital Wrap Up
9 sessions and keynotes
1 moderation of a panel
Approx 15 new Twitter follows
1 #mipgeek group created (5 members)

7
Glossary
Unique User - An IP address + further identifier. Sites may use User Agent, Cookie and/or Registration ID.
CPM - Cost per mille (thousand)
Freemium - is a business model that works by offering basic services for free, while charging a premium for advanced or special features.
Business ecosystem - An economic community supported by a foundation of interacting organizations and individuals—the organisms of the business world.

8
Learnings - Gaming
Many quality levels for games in the browser now.
Freemium model works best.
Virtual goods - 90/10 conversion rate for game sites.
India - rent clothes, gain weight if you don’t play.
Games business worth an estimated $40bn worldwide
Raise of social gaming - $200 million for Zynga in 18 months
Playfish.com - 3.5mil uniques USA per month, 50 million downloads in 2008
1000 Euro for a limited edition ship with purple flags - sold out

9
Learnings - Keynotes
Digital has turned the corner: ad agency and gaming companies at MIPCOM
Publicis the ad agency has set up an ‘entertainment’ group for branded entertainment.
Freemantle sees digital as an opportunity not a threat.
“Media as a Service” from Mika Salmi ex president of global digital media for Viacom/MTV.
Tivo wanting to become the Google of TV.
Most popular shows on TV are the most time shifted on Tivo.

10
Learnings - Other
Video: Choose your own ending
Mattel and ITV in a partnership
Documentary “Helvetica” $9.99 on iTunes has taken in figures.
Hulu - 6 million uniques each month
Youtube ‘pay’ rental - $3.99. Test with 10,000 Google employees first.
Managing decline

Did You Know? 3.0 VideoClick here for video

12
7 Common Questions
How has content been disrupted?
How can I generate revenue?
Why are advertisers not spending on the web?
What are the distribution channels?
Should I consider mobile?
Are there opportunities in gaming?
How can I position my company for 2012?

13
500 million to 1 billion English speakers Your New Market

14
Data - Intent

15
Value of Data
Each piece of data = $1

16
Bit Torrent + Data = Sales
Fox Television used Bit Torrent data to determine whether or not Hulu was effective in reducing piracy in the USA.
Reduction of 25-50% piracy once Hulu launched.

17
Vuze

18
Merchandising
18

19
Youtube Data
19

20
Tweetdeck

21

22

23
Traditional Content Delivery

24
Disrupted Content Delivery
Letterman +9%

25
7 Content Trends
Youtube search + millennials (1982-2001)
35% of US households have DVR
Music industry collapse
Mash ups - Lost+A-Team, Dentist Kid
Machinima - Red vs Blue
Freemium model
Subscription based content

26
Transmedia Storytelling
Storytelling across multiple forms of media
Each medium making distinctive contributions to our understanding of the story.
Creating "entrypoints" through which consumers can become immersed in a story franchise's world.

27
Youtomb.org

28
The New Pitch Process
TV Concept
Video - Youtube & Youtomb
Data - Quantcast
Merchandise -Amazon.com
Social Media - Ning.com , Facebook, Orkut

29

30

31
Global Digital Revenue - Overview
Online Video Revenue -
2009 - $3.8 billion paid online video
2009 - $3.5 billion ad supported
Growth rate of 38% annually
2010 - $10 bil, 2011 - $14 bil, 2012 - $19 bil
Online Casual Gaming Revenue (Neilsen)
2008 Global - $1.5 billion
2012 Global - $2.5 billion
Mobile + Apps
iPhone apps - $125 million Aug 2009 (ad mob)
Android apps - $5 million
iPod touch apps - $73 million
iPod touch 18.6 million, iPhone 26.4 million global
2009 Global $9 Billion
2012 Global $21.5 Billion

32
Reality Check
US Online Ad Spend 2008 - $23.4bil
Web Video $700 mil
TV Ad Spend US 2008 - $70bil

33

34
9 Reasons Why Advertisers Don’t Buy Online Video
Confusing array of tech & ad-unit standards
Video ad spend just 2.5% of all online ads
21% of video streams being monetized
No true 3rd Party Ad Serving
Reporting Discrepancies
Non-standard Integrations - peer to peer
Inconsistent Terminology - what is a view?
Measuring Effectiveness
They have no money.

35
7 Ways To Generate Revenue
Monty Python 23,000% growth in DVD sales
Minimum Revenue Guarantees: major portal, 9 countries, 5 languages, 6 times daily 90 secs, $450K+ per year, making a profit
Brand extension - books, t-shirts (Fredable)
Data collection - brands will buy data
Brand extension - games, apps
Focus on hyper niche - Anime Virgin Media
Find relevant products to offer to the niche

36
8 Reasons To Monitor Mobile
1 out of every 7 minutes of media consumption takes place on a mobile device (IPG + AOL)
World - 3.6bil phones June 2008
USA - 260mil
China - 600mil mobile phone users
Smart phones - 2008 139mil
Over 2 billion iPhone apps downloaded
60% of iPhone apps downloaded are games
Augmented reality
Couponing

37
Distimo.com

38
Flight Control App
March 24 to April 25
Downloaded 700,000 times
99 cents each
After Apple 30% cut - $485,000
Techcrunch

39
5 Things About Gaming
Casual Gaming: 74% of purchases are women, older demo, 2007-8 increase of 27% to 42 mil
Casual games cost $20-30K to build from scratch and $2-5K to re-skin.
World of Warcraft - MMORPG, 12 million people worldwide, $14.99 per month + CDs
Club Penguin - $5.95 per month
Rock Band (Viacom) - over $1 billion

40
Online Distribution

41
How to build a multi platform strategy for your business?
Spend 20% of your time learning digital
Don’t lock out Facebook
Start small - the only constant is change
Work on building eco systems
Involve your employees and vice versa
Knowledge sharing - internal wikis, monthly briefings
Consider partnering with other small media companies
Get more efficient using web 2.0 technology to help you

42
Trends to watch
Augmented reality
Social gaming
Media as a service
Cloud services
3D
Crowd sourcing
Digital brand building
Transmedia

43
Google Wave
Google Docs
Google Trends
iGoogle
Android

44
Resources
iGoogle
Techcrunch
Silicon Alley Insider
New Media Age UK
iGoogle
Tubemogul
eMarketer

Thank you
Gavin McGarry
Twitter: @gavinmcgarry
gavin.mcgarry@jumpwiremedia.com