The Business of VideoLinda RavenhillVideoLive4 November 2009

Who is watching online video today? Viewership146 million people or 77% of US internet audience viewed video online in 2008Average viewer watched 273 minutes – 40% more than last yearAverage duration: 3.1 minutes/videoAverage viewing: 87 videos/monthWomen: Watch 41% more video contentSource: comScore Nov2008

Viewership

146 million people or 77% of US internet audience viewed video online in 2008

Average viewer watched 273 minutes – 40% more than last year

Average duration: 3.1 minutes/video

Average viewing: 87 videos/month

Women: Watch 41% more video content

And Ad-Spend?Video advertising is growing rapidly, and although it remains a relatively small share of overall Internet ad spending, it outpaces TV when measured by the ad dollars marketers spend relative to the amount of time individuals spend viewing videoOnline video will grow by 50% in 2009 and reach over $4.5b in 2013 = 4 x 2009 figuresCarat: New forecasts for global advertising expenditure in 2009 and 2010. “….2009 market decline is worse than previously forecast; return to modest growth in 2010. Only online expected to show growth this year; reaching 10.0% of global adspend, online video surging ahead.”Source: eMarketer.com, www.mediapost.com; agegisgroup.com

Video advertising is growing rapidly, and although it remains a relatively small share of overall Internet ad spending, it outpaces TV when measured by the ad dollars marketers spend relative to the amount of time individuals spend viewing video

Online video will grow by 50% in 2009 and reach over $4.5b in 2013 = 4 x 2009 figures

Carat: New forecasts for global advertising expenditure in 2009 and 2010.

The SA EnvironmentOnline readership growing at over 25% from 4.8 million in 2008 to six million for same period in 2009Total visitors have increased over 11%, from the fourth quarter last year alone.Represents a steady growth and acceptance of the online environment as a mainstream medium.Source: opa.org.za

Online readership growing at over 25% from 4.8 million in 2008 to six million for same period in 2009

Total visitors have increased over 11%, from the fourth quarter last year alone.

Represents a steady growth and acceptance of the online environment as a mainstream medium.

The Business of Video“We live in a world where everyone has the tools and knowledge to create and distribute media and suddenly everyone is expected to do so. It’s simply becoming a normal part of doing business.” Marketingsherpa, 2009 Video Marketing Benchmarking Guide

Video Content CreationVideoLive – Be Seen

Content Creation for online videoSix broad-categories of video content News and informationHow-to, research and product infoEntertainmentEducationSportSocial-media and UGC

Content Creation for online video5 Basic GuidelinesKeep it simple Keep it realKeep it shortKeep it relevantEducate, entertain, inform

Uses for video in your communicationCreate a human face for your organisationEnhance product info esp. to explain difficult conceptsUse as an aid to use – “how to” guidesCommunicate immediate information – PR element

Uses for video in your communication5. Extend coverage of news/other media events6. Use content to connect with remote customers/staff7. Use it to educate and train8. Extend your brand in all content delivery

Monetisation of Video contentVideoLive – Be Seen

Monetisation of videoReal estate of videoWhat is it?Why is it important?How to make use of it

What is it?

Why is it important?

How to make use of it

Monetisation of videoVideo StrategiesIn-video opportunities:Pre- and post- rollsIn-player opportunities:Banners and text Revenue modelsPay-per-viewRevenue shareSponsorshipsContent SyndicationSales

Online Video Trends

Trends1. Increasing use of video despite “bandwidth” constraints 2. Blending of content:Video, text, audio, imagery all blend for e.g. Google3. You-tube will increasingly lose share:Market will fragmentMore sites will have video, more content creators will invest in their own destinations

Video, text, audio, imagery all blend for e.g. Google

Market will fragment

More sites will have video, more content creators will invest in their own destinations

Trends4. Increasing use of player technologies with all their associated bells and whistles5. SME business will take increasing advantage of the technology because it is so easy to use6. Semantic technologies on the increase:SEO, tagging, intuitive search

Trends7. Syndication of content8. Increasing use of the platform to educate9. Users will expect to see this type of communication10. Things I am not so sure for SA, but are international trends:Increasing video monetisationPay per view/Subscription viewingFull-length or long-form content viewing

Increasing video monetisation

Pay per view/Subscription viewing

Full-length or long-form content viewing

Golden Rule Wrap UpVideoLive – Be Seen

Golden RulesKeep it realKeep it short and relevantEdutain your usersDon’t overload with advertisingDeliver relevantlyUse appropriatelyTrack and monitor

Consider this…………If a picture is worth a thousand words, then what's a minute of video worth? If you take the time to calculate you get something like 1.8 million words, or about 6 days of non-stop readingYou need to be in this space.

Thank you!Linda ravenhill082 820 7142enquiries@videolive.co.zaVideoLive – Be Seen