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HOW’S THE ADVERTISING OPPORTUNTIES

HOW’S THE ADVERTISING OPPORTUNTIES
FOR COMPANIES IN SOCAL MEDIA?
-- YouTube & other Podcasting media

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HOW’S THE ADVERTISING OPPORTUNTIESbe Presentation Transcript

  • 1. HOW’S THE ADVERTISING OPPORTUNTIES FOR COMPANIES IN SOCAL MEDIA? -- YouTube & other Podcasting media Kimmy Chen, London Han, Tong Li, Eva Na, Ali Naushad Nathoo, Dongsoo Kang
  • 2. Introduction of Podcasting
      • Podcast = iPod + broadcast
      • Syndicated downloading of audio and video file
      • Syndicated, subscribed to and downloaded automatically
      • Personal On Demand broadCASTING (PODCASTING)
      • Catch hold in 2004
      • Easy to download and update current contents
  • 3. Introduction
    • The domain “ .com” on Feb.2005
    • “ Broadcast Yourself” launch on Nov.2005
    • Acquisition by for $1.65 billion on Nov. 2006
    • 's Invention of the Year for 2006.
    • 2007 revenue noted as “not material”
    • Exposure to copyright issues
  • 4. Profile
    • User base is broad in age range, 18-55
    • 52 percent of 18-34 year olds share videos
    • 19 countries and multiple languages.
    • Popular category
    • Easy uploading and viewing
    • community for everyone
    • For
    Arts & Entertainment(86%)
  • 5. Trend of online video
    • 75 % of U.S. Internet users watched over 3 hrs of online video
    • Online video duration was 2.7 minutes
    • 134 million Americans viewed over 9 billion videos online
    • Online video viewer consumed 68 videos, or over 2 per day
    • accounted for 2.4 billion videos, Yahoo! 390 million
    • captured 67 million viewers , Yahoo! 35 million
  • 6. Competitors Source : Hitwise, May 25 2006, Market share of page views YouTube Yahoo MySpace Google
  • 7. Competitors
    • Popular social networking website
    • Strategic alliance with Google
    • World’s largest global online network
    • Launching Yahoo video search service
    • Internet video streaming service
    • Launching Soapbox
    • Software-based online digital media store
    • Selling video files
  • 8.
    • Advertising in Social Media:
    • Premier Strategy for Social Media  Viral Marketing
    • Viral Marketing  Takes Advantage of Existing Social Networks Online To Increase Brand Exposure and Recognition
    • Transmission of Ad  Free Publicity for the Firm
  • 9.
    • Best Known Example of Viral Marketing  Hotmail
    • Free Email Accounts
    • Tagline advertising Hotmail at Bottom of Emails Resulted in Rapid Adoption
    • Get your information fix on your phone. With MSN Mobile you get regular news, sports and ?finance updates. Try it today!
  • 10.
    • To be Successful Firm’s Message Must:
    • Be Easy To Transfer
    • Be Free
    • Take Advantage of Other Medium’s Resources
  • 11. YouTube Video Example
  • 12. Best Practices of Getting Buzz on YouTube
      • “ Yes We Can” for Barack Obama
      • “ No You Can’t” for John McCain
        • Easily share link and video clips
      • Paris Hilton’s official site
  • 13.
    • Nintendo Wii
    Best and Worst Practices of Getting Buzz on YouTube
  • 14. Best and Worst Practices of Getting Buzz on YouTube
      • Dump Cupid promotion
        • Interview with Cupid
        • Cupid Pole Dance
        • Cupid Rap
      • Roadkill of Chrysler
  • 15.
    • Only 20 percent of online video users said they would only watch online video if it had no ads at all - 80 percent of online video users accepted the advertising as a trade-off for providing free online video content.
    Source: Jupiter Research
  • 16.
    • While online ad revenues are growing 26% per year , online video ad revenues are growing 55.5% per year
  • 17.
    • Great numbers, but is there money?
  • 18.
    • Estimated $5.8 B spend in online video advertising in the next 4 years.
    Source: eMarketer
  • 19. Recommendation: 3 Principle to leverage the platform
      • “ Aggregated”: develop the function or interface that allows the audience to bring their content or also provide additional sources.
      • “ Syndicated”: extend their products usefulness to the locations where customers spend the most time.
      • “ Social”: new roles of the editors and journalists-> moderators and curators in the information flow between users and companies.
  • 20. Recommendation (2): Sell products or content .
      • Niche Market: a medium which combines a great amount of diversity, interest and purposes into one single platform.
      • pay-per-view business : margin comes from the subscription fees.
      • Click-to-Buy: a affiliate link showed after video play (just announced on this Tuesday)
  • 21. If you are not a part of online video NOW, you are not where the money is going to be
  • 22. Thank You! Questions?
  • 23.
    • BACK UP SLIDES FOR Q&A
  • 24. How to deal with Copyright issue?
    • Copyright issue of YouTube
      • Most movies are inherently exposed to potential copyright infringement issues
      • Legal disputes
      • However, media group needs YouTube due to YouTube’s huge advertisement potential
  • 25. How to deal with Copyright issue?
    • How to solve it?
      • Judgment based on intention or legal standard in the situation
      • Favorable legal distribution environment
      • Combination copyright protection and advertisement
      • Creative Commons License (CCL)