Distribution and Marketing of Web-TV successfully

Distributing Animation Programmes on the Web „A recipe is not yet a nice menu“ Harald Müller Page: 1

About me Harald Mueller Ulrichstr. 15 www.facebook.com/harald.mueller.web 84424 Isen near Munich Born 16.10.1956 Married, one daughter, one son Education • 1978 Banking • 1985 Studies of Economics Experience • Project Management and Marketing (@ SPI, San Diego USA / DSD Deutsche Sparkassen DatenDienste ...) • Business Development (@Handelsblatt / @Nokia ...) • Co-Founder of MobileMonday Germamy e.V & ‚COO‘ there since 2006 • Living on the web (24/7/350) Page: 2

Topics • Never been easier to start your own (video) brand – so DO it! • Never been harder to start your own (video) brand – but DO it! • Creativity can overcome money (be it your content or the way you handle it) • IT is everything, but how much money can you afford? • Web-TV us number crunching – No audience = no money • Content Content syndication / licensing for web videos rarely works • Promote your content or partner the right and smart way (incl. viral effects & Social Media and brand marketing = product placements) • Your content everywhere? (opportunity cost) • Revenue projections or Where is the beef? What the lo w • Measuring ‘success’ bolts be • Are there blue prints to adopt or a formula for success? do mean? • Insides from scopas’ major 3 webisodes «D11B», «Eckelsteins» and «Kanzlerkantine» • Questions, please! Page: 3

Never been easier to start your own (video) brand – so DO it! Never been harder to start your own (video) brand – but DO it! Why WE believe ‚TV on WEB‘ is the future Page: 4

Never been easier to start your own (video) brand – so DO it! Never been harder to start your own (video) brand – but DO it! ‚Featuring‘ ‚Views‘ (Eyeballs) Page: 5

Never been easier to start your own (video) brand – so DO it! Never been harder to start your own (video) brand – but DO it! Production Costs are affordable (or are you scopas?) Distribution Costs are low (or at least the Know How is cheap to get) No labor costs! (With animation / cartoons you do not need a budget for actors – cool! ;) But, from now on it‘s all about ... Page: 6

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Creativity can overcome money (be it your content or the way you distribute it) Puppets only – no cartoon – no animation Page: 8

IT is everything, but how much money can you afford? The Do-It-Yourself Basics before getting REACH Output, Transcoding, Thumbnail Generation, Title / Subtitles, You? (Batch-)Uploads, Metadata-Export, Metadata-Import into CMS, CDN- handling, editing Player-Page, editing players, editing of playlist, You integrating videos into playlists, integrating videos into Player, Playlist arrangement, launch on Site, launch of Player, launch of Playlist, Avoid launch of Videodata, Management of Serverspace, Traffic shaping, Peak-Management, broad band check, Playercheck, technical user requirements, User-Tracking, tracking of playing habits, Accessibility, Fall-Back-Content, Video- Sitemap, Searchengine Optimisation, Site Search, video index, ... Automatic invoicing Page: 9

IT is everything, but how much money can you afford? Page: 10

IT is everything, but how much money can you afford? www.tubemogul.com www.videocounter.com Page: 11

IT is everything, but how much money can you afford? Page: 12 Features and possible Site-Control

Web-TV us number crunching – No audience = no money (2007 – 2010) 29.7.2008 – 8.5.2010: 8,3 Mio. views (total: almost 12 Mio. views) 500.000 views per month 13.300 views per day (till May 8th, more afterwards) Page: 13

Web-TV us number crunching – No audience = no money (2010 only) 2010 so far: 29.7.2008 8,3 Mio. views (total: 12 Mio. views) 1,2 Mio. views – 400.000 views per month 11.000 views per day, but 8.5.2010: 13.300 views per day more revenue!*** Page: 14

Web-TV us number crunching – No audience = no money (tricks to help) 2010 so far for ‚scopas itself‘ only: 1,8 Mio. views 2010 so far for ‚scopas extended‘: 11.500 views per day, but 4,85 Mio. views more revenue!*** ========== 38.200 views per day Page: 15

Web-TV us number crunching – No audience = no money scopas stop motion demographics (2010) 95,9% out of Germany Where are the viewers come from? (2010) 39% age 13-17 The long tail gets more and more traction Page: 16

Content syndication / licensing for web videos rarely works Why? 1) Your buyer needs at least to earn back his (direct) expenses 2) Your buyer needs to make a (little) profit 3) Your buyer must be able to cover his costs for promotions / product placements 4) Your buyer does it for his own image / site promotion 5) Your buyer only takes it as part of a TV / DVD / web combi license 6) Your buyer is bad in maths 7) ... (more?) You need to consider: ad1) May work for English videos or such where no language is needed at all – can one buyer cover the world? YouTube does not do such deals! ad2) see ad1) ad3) This might work for a limited time, but most likely he wants exclusiveness ad4) This will definitely not become a long-term relationship ad5) This can work, but in case of exclusiveness YOU give up ‚web control‘ ad6) The worst that can happen to you if you believe the web to be the future ad7) Alternatives Welcome! Page: 17

Promote your content or partner the right and smart way (incl. viral effects & Social Media and brand marketing = product placements) Comparison 1: The Cavalcade (presented by Burger King) 25.8.-4.11.2008 14 videos in season 1 (long tail!!!) Until now: 13,8 million views 36k subscribers D11BTV since Oct. 2007 120+ animation videos Until now: 11,2 million views 10+k subscribers BURGER KING® serves up a new cartoon comedy completely on-line. From the creator of the Family Guy comes Seth Macfarlane's Cavalcade of Cartoon Here on: Comedy. New episodes served weekly, starting September 10th. The Internet will never be the same. Then again, it is the Internet. Page: 18

Promote your content or partner the right and smart way (incl. viral effects & Social Media and brand marketing = product placements) Comparison 2: The Cavalcade (presented by Priceline) since 2 months 17 videos (50 in total planned for season 2) (long tail!!!) Until now: 44,4 million views 345k subscribers D11BTV since Oct. 2007 120+ animation videos Until now: 11,2 million views 10+k subscribers From one of the greatest television creators of our time... comes a comedy too big Here on: for your T.V. Welcome to Seth MacFarlane's Cavalcade of Cartoon Comedy! Page: 19

Promote your content or partner the right and smart way (incl. viral effects & Social Media and brand marketing = product placements) Comparison 3: Angry Kid 66 videos 2,9 million views 8k subscribers Aardmann Animations 107 videos 8,2 million views 17,6k subscribers Aardmann Commercials 290 videos 2,3 million views 2,6k subscribers Watch classic animations from Aardman's Oscar-Winning studio, including world- renowned Wallace & Gromit, Creature D11BTV Comforts and the Amazing Adventures of Morph. since Oct. 2007 120+ animation videos Interested in the more weird and wonderful films created by Aardman? Then visit our new Aardman Darkside Channel Until now: 11,2 million views Don't forget to check back on Wednesdays at 10+k subscribers 5pm GMT when we'll be adding more great episodes for your viewing pleasure. Page: 20

Promote your content or partner the right and smart way (incl. viral effects & Social Media and brand marketing = product placements) It CAN also work for unknown brands, but the likelihood is unpredictibale Page: 21

Promote your content or partner the right and smart way (incl. viral effects & Social Media and brand marketing = product placements) Why Social Media? A ‚must do‘ approach, but in general a L ng way to go! Who the f*** came up with this viral sh** (in case it is understood as a kind of guarantee) Page: 22

Promote your content or partner the right and smart way (incl. viral effects & Social Media and brand marketing = product placements) D11BTV is here and here: Page: 23

Promote your content or partner the right and smart way (incl. viral effects & Social Media and brand marketing = product placements) Think about this: 1) Does my format permit it (make sense for both parties)? 2) Do I have enough reach or could the marketing partner contribute to it? 3) Would I have to change my format? If so, how much and would it still be viable? 4) Are there regulatory needs to cover? 5) Where are (my) limits in terms of branding, just sponsoring, product placement (influencing the story) and much more ... 6) How much costs / efforts do I have to spend to find a sponsor? Who can help me? Are those working on (later) revenue share models (good ones not) 7) ... and and and Page: 24

Your content everywhere? (opportunity cost) Page: 25

Your content everywhere? (opportunity cost) Option Set Page: 26

Your content everywhere? (opportunity cost) Web-TV Page: 27

Your content everywhere? (opportunity cost) Page: 28

Revenue projections or Where is the beef? 150+ 42 1 Total Agerage Views scopas* per Video * Not counted: Making Ofs + Puppets Page: 29 per category <90 days

Revenue projections or Where is the beef? Page: 30

Revenue projections or Where is the beef? BTW: Easier said than done … Page: 31

Revenue projections or Where is the beef? There is no one fits all overall approach – unfortunately ... Page: 32

Measuring ‘success’ Before you start measuring succes – have you at least done / reached this? Page: 33

Measuring ‘success’ Goal Status Because, success can be misleading ... Page: 34

Measuring ‘success’ scopas early 2008 ... Page: 35

Are there blue prints to adopt or a formula for success? If I would have found this formula, I would not stand here ... ;) , but: However, listen, but from a creativity point at the end: „Do it your way“ Page: 36

Are there blue prints to adopt or a formula for success? Page: 37

Insides from scopas’ major 3 webisodes « D11B», «Eckelsteins» and «Kanzlerkantine» And our friends: Page: 40

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Distribution and Marketing of Web-TV successfully

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Distribution and Marketing of Web-TV successfully — Presentation Transcript