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Wagner Martins	

301.yt
!
Economist	

!
2000: Cocadaboa.com	

2005: Espalhe Mkt de Guerrilha
Post-Viral
A new approach to online videos
Have you heard about online videos?
0
15
30
45
60
2012 2013 2014 2015 2016 2017
Online gaming Internet video Web, email, and data File sharing
Consumer Intern...
Porta dos Fundos
Galo Frito
Parafernalha
VenomExtreme
Cauê Moura
5incominutos
MysteryGuitarMan
Mundo Canibal
Felipe Neto
R...
0
0,35
0,7
1,05
1,4
Engagement (%)
0,15
1,35
0
50
100
150
200
Retention (seconds)
84
190
0
0,25
0,5
0,75
1
Viewers to Subs...
What are we doing wrong?
The game is no longer about “virals”,
it’s about consistent series.
–YouTube
“We are no longer a 'video website',
we are a channels platform.”
Why are we not thinking like channel creators?
Revenue Model
!
• Youtube Creators are paid by views.	

!
• YouTube Advertisers are paying per views.	

!
• Advertising Ag...
Creationists x Darwinists
!
!
MVP + Iterations + Performance Revenue
0
0,35
0,7
1,05
1,4
Engagement (%)
0,15
0,79
1,35
0
50
100
150
200
Retention (Seconds)
84
117
190
0
0,25
0,5
0,75
1
Viewer...
wagner@301.yt	

!
@mrmanson
[HUBOFRUM Sao Paulo] 301.yt - Wagner Martins
[HUBOFRUM Sao Paulo] 301.yt - Wagner Martins
[HUBOFRUM Sao Paulo] 301.yt - Wagner Martins
[HUBOFRUM Sao Paulo] 301.yt - Wagner Martins
[HUBOFRUM Sao Paulo] 301.yt - Wagner Martins
[HUBOFRUM Sao Paulo] 301.yt - Wagner Martins
[HUBOFRUM Sao Paulo] 301.yt - Wagner Martins
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[HUBOFRUM Sao Paulo] 301.yt - Wagner Martins

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HUBFORUM Sao Paulo : http://hubforum.com/saopaulo/

On June 5th 2014, the HUBFORUM made its first appearance in Sao Paulo. The opportunity to gather 80 brazilian and international experts on the up coming trends and best practices in digital marketing. On the eve of the world cup, fifteen speakers have made an overview of the brazilian digital market and ecosystem.

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Transcript of "[HUBOFRUM Sao Paulo] 301.yt - Wagner Martins"

  1. 1. Wagner Martins 301.yt ! Economist ! 2000: Cocadaboa.com 2005: Espalhe Mkt de Guerrilha
  2. 2. Post-Viral A new approach to online videos
  3. 3. Have you heard about online videos?
  4. 4. 0 15 30 45 60 2012 2013 2014 2015 2016 2017 Online gaming Internet video Web, email, and data File sharing Consumer Internet Traffic Petabytes per Month - Source: CiscoVNI, 2013 20 42
  5. 5. Porta dos Fundos Galo Frito Parafernalha VenomExtreme Cauê Moura 5incominutos MysteryGuitarMan Mundo Canibal Felipe Neto RandonsPlays Nike Futebol Sadia Matriz Skate QixTV Ubisoft Brasil Itaú Motorola Brasil Natura O Boticário Vivo 26 772 27 193 29 146 38 466 44 114 61 751 67 214 73 632 74 052 123 539 2 671 863 2 791 508 2 833 584 2 834 191 2 839 232 2 897 200 3 174 361 5 032 954 5 301 311 7 938 919 Channel Subscribers Top 10 Creators BR Top 10 Brands BR
  6. 6. 0 0,35 0,7 1,05 1,4 Engagement (%) 0,15 1,35 0 50 100 150 200 Retention (seconds) 84 190 0 0,25 0,5 0,75 1 Viewers to Subscribers Conversion (%) 0,24 0,99 Video KPI’s:Top 10 Creators x Top 10 Brands
  7. 7. What are we doing wrong?
  8. 8. The game is no longer about “virals”, it’s about consistent series.
  9. 9. –YouTube “We are no longer a 'video website', we are a channels platform.”
  10. 10. Why are we not thinking like channel creators?
  11. 11. Revenue Model ! • Youtube Creators are paid by views. ! • YouTube Advertisers are paying per views. ! • Advertising Agencies: ??? ! • 301.yt is paid per views
  12. 12. Creationists x Darwinists ! ! MVP + Iterations + Performance Revenue
  13. 13. 0 0,35 0,7 1,05 1,4 Engagement (%) 0,15 0,79 1,35 0 50 100 150 200 Retention (Seconds) 84 117 190 0 0,25 0,5 0,75 1 Viewers to Subscribers Conversion (%) 0,24 0,5 0,99 Video KPI’s:Top 10 Creators x Skol x Top 10 Brands
  14. 14. wagner@301.yt ! @mrmanson

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