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Mastering Anytime Anywhere

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A look at the new paradigms of digital distribution.
What are the new means of digital distribution? How do you get videos in front of a massive Internet audience? What business opportunities arise? These are some of the most pressing issues concerning digital distribution. This session covers some answers as well as the latest trends on these topics.

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Mastering Anytime Anywhere

  1. 1. MASTERING ANYTIME A look at the new paradigms of digital distribution ANYWHERE
  2. 2. A PRESENTATION BY BERTRAM GUGEL 2
  3. 3. PART 1 Painting the Scenery Video on the Net PART 2 Introducing the players New Distribution PART 3 Explaining some rules How to participate 3
  4. 4. PART 1 Video on the Net 4
  5. 5. One of the most promising opportunities: Online Videos. NO BITE NEW MARKET UPSIDES CANNIBA INTO TV LIZATION
  6. 6. Let‘s take a closer look at the TURBULENT market of online videos. 6
  7. 7. ONCE UPON A TIME... August 1998, 15.000 Views/Day 7
  8. 8. TODAY... YouTube: >300 Mio. Unique Users/month worldwide more than 7500 Web TV Stations MyVideo: U. S. Internet users view 30 Mio. views/ About 500 14,3 Billion month (05/2008) Video online videos/month* *12/2008 Portals worldwide. Source: Dec 2008 ComScore
  9. 9. It‘s a time of new paradigms. 9
  10. 10. STAR THE NEW PARADIGM. > 25 Mio users/month A 13 year old YOUTUBE star... ...is generating more clicks than the BILD.de video content.
  11. 11. STAR THE NEW PARADIGM. Sou lja B oy 51 Million Profile Views on MySpace Ø 550.000 Video Views/Day ➡ ➡ 840.000 Friends on MySpace 226 Million Video Views on YouTube ➡ ➡ 127.000 Subscribers on YouTube Univeral Music Deal / #1 Billboard-Charts USA ➡ ➡ 11
  12. 12. D I S T A N C E PARADIGM. THE NEW Video entertainment moves closer to the consumer. 3m 50 cm 10 cm 12
  13. 13. DISTRIBUTION PARADIGM. THE NEW From a few EXCLUSIVE distribution channels to U B I Q U I T Y . iPod vending machine 13
  14. 14. USER INTERACTION PARADIGM. THE NEW PAST PRESENT FUTURE A g g r Coop eration e g a t Own Production i o n . 14
  15. 15. VALUE CHAIN PARADIGM. THE NEW TRADITIONAL Access/Device Production Packaging Ad inventory Distribution Consumption EMERGING Production Repurposing Aggregation Distribution Access/Device Consumption Ad Inventory New Player Traditional Player Audience 15
  16. 16. BIG OPPORTUNITY = VIDEO „Online video is here to stay and evolving faster and in more dynamic ways than anyone imagined, even a few years ago. If you embrace this opportunity, you will evolve your business model and find new channels and opportunities to deepen engagement, discover new viewers and find new, substantial revenue opportunities.“ Chad Hurley, Co-Founder of Youtube, MIPCOM 2008 16
  17. 17. TRUE, But that‘s only half the story... 17
  18. 18. WHY ACTUALLY ONLINE VIDEOS? 18
  19. 19. WHY ACTUALLY ONLINE VIDEOS? expensive to produce. Videos are darn Quarterlife: $300.000 Production, 48 minutes produced, 8 Episodes, $37.500 Episode, 2 Millionen viewers in total, outcomeof web: almost 0 19
  20. 20. WHY ACTUALLY ONLINE VIDEOS? difficult to distribute! Videos are Output, Transcoding, Thumbnail Generation, Batch-Upload, Metadata-Export, Metadata-Import into CMS, CDN- handling, editing Player-Page, editing players, editing of playlist, integrating videos into playlists, integrating videos into Player, Playlist arrangement, launch on Site, launch of Player, launch of Playlist, 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
  21. 21. WHY ACTUALLY ONLINE VIDEOS? hard to market: Videos are (still) „Even if web video got the same CPMs as TV, because online VIDEO PICTURE GALLERY viewers will tolerate less advertising, a 30-minute 3 MINUTES 3 MINUTES program on the web with two 1 VIDEO 6 PAGES vs. vs. minutes of advertising yields 1 Ad Impression at least approximately 1/8th as much 12 Ad Impressions revenue per viewer.” 21
  22. 22. WHY ACTUALLY ONLINE VIDEOS? SO SHEEP SHEEP SH SHEEP EE P BECAUSE THEY ALL DO? SHEEP SHEEP 22
  23. 23. THAT‘S WHY: HIGH DEMAND THERE IS A 26 million Unique Viewers in May 2008 (GER) or 75 % of the German Onliners 3 billion viewed videos/month (GER) 115 videos per user or 15 video-minutes per day (GER) 23
  24. 24. AND THAT‘S WHY: www.itsgreatentertainment.tv = Mass Customization = Emotional impact
  25. 25. AND... www.greatentertainmentmakesgreatadvertising.tv = Transitional Media Mix = Interactivity instead of Interruption = Context Relevance
  26. 26. WHAT‘S MORE 26
  27. 27. Remember soap operas? Roadsidepictures (http://flickr.com/photos/roadsidepictures/137886970/)
  28. 28. 50 years ago ... „Single Sponsor Era“ Coke Time Colgate Comedy Hour 28
  29. 29. ... and TODAY! 29
  30. 30. HOW TO SUCCEED? NEW STRA DISTRIB TEGY UTION TIME
  31. 31. PART 2 New Distribution Channels 31
  32. 32. 1 VIDEO PORTALS 33
  33. 33. 2 TV STATIONS ON THE NET 34
  34. 34. 3 VoD OFFERINGS 35
  35. 35. 4 IPTV PLATFORMS 36
  36. 36. Where‘s the money? $ $ $ $ Al … ! $ $ $
  37. 37. 4 IPTV PLATFORMS $$$ $$$ 38
  38. 38. 3 VoD OFFERINGS $$ $$ 39
  39. 39. 2 TV STATIONS ON THE NET $$ 40
  40. 40. 1 VIDEO PORTALS $ 41
  41. 41. vs. WALLED GARDEN OPEN ACCESS ‣ UGC environment ‣ „Brand Safe“ ‣ commercialization? ‣ Revenue Streams ‣ easy access ‣ Einstiegshürden ‣ viral ‣ social Viewing ‣ big reach ‣ reach? ‣ PC based ‣ TV-Connection ‣ easy sharing ‣ DRM ‣ free ‣ paid 42
  42. 42. GOT IT?
  43. 43. OPEN ACCESS MARKET OVERVIEW Hulu Metacafe Rocketboom YouTube MyVideo EQAL Joost ZDF CBS PRO iTunes UGC Netflix Amazon 45 Maxdome RTL Now IPTV TV WALLED GARDEN WEB CONTENT TV
  44. 44. ...VIDEO IS BIG. 46
  45. 45. ...VIDEO IS BIG. BUT: YOUTUBE IS BIGGER. • 40 % of all US Video Streams in Dec 2008 • 13h of video content are being uploaded every minute! • 5,9 billion viewed videos/month (US) • 300 million unique viewers in Dec 2008 (WW) VIDEO 3 Minuten 1 Video 1 Ad Impression 47
  46. 46. WHY YouTube? Google Lazy Sunday  Flash?  Sharing?  User Upload?  Saturday Night Live?
  47. 47. 2.0 = 3,9bn Views 620m Views 284m Views
  48. 48. YouTube‘s got talent! 50
  49. 49. YouTube‘s got news! 74m Views 5,6m Views 116m Views 51
  50. 50. ALL BASES COVERED 52
  51. 51. Web-TV CONTENT
  52. 52. WEB-TV IS EVERYWHERE ... 78 % of all Americans viewed an online video 309 minutes of video / Month 95 Videos per Viewer Every mayor online portal has a WebTV offering
  53. 53. POSTERCHILD: Rocketboom 700 views/day Distribution deal with Sony Pictures TV „The Rise of the Video Blog“ Rolling Stone 250.000 views/day 1 Video format 100.000 views/day 1 page Werbung, Sponsoring $80.000 in advertising 12 Video formats 4 Video formats 12 pages 1 page AppleTV, TiVo, PS3, PSP, ... 2004 2006 2008 55
  54. 54. WEB STUDIOS
  55. 55. WEBISODES 8,8 M Views 130 M Views 7,4 M Views 3,8 M Views = No Partner – no reach! 75k Views
  56. 56. TV-Web
  57. 57. CATCH UP TV
  58. 58. SYNDICATION ‣ reaches 92% of US online users ‣ >300 partners ‣ 360% growth in video views year/year CBS.com fosters ‣ 21,5% of US online users visited CBS.com ‣ +41% growth Year/Year CBS.com (ABC -9%, NBC -18% Fox 6%) ‣ longest visits of all network sites (10:24min) 60
  59. 59. Web
  60. 60. AN EVIL PLOT TO DESTROY TV (The World) 62 ! NBC & News.Corp JV ! 272m Views on YouTube ! Syndication to AOL, Yahoo!, MSN, MySpace, Comcast, ...
  61. 61. TV STATION 2.0  Google AdSense+Video  „multimillion-dollar- budgeted cartoon series“  50 Episodes  Distribution through Google AdSense, YouTube and Widgets  Sponsored by Burger King
  62. 62. Cable Co
  63. 63. VoD 65
  64. 64. VoD with a twist 10M Subscribers 66
  65. 65. BOX plays 67
  66. 66. PROBLEMS No Web effects, On demand mentality, DRM, Costs, Home Connectivity, No instant gratification
  67. 67. Other
  68. 68. MOBILE ‣ reaches 92% of US online users ‣ >300 partners ‣ 360% growth in video views year/year 70
  69. 69. P2P 71
  70. 70. LIVE
  71. 71. What if? Interaction Reach Engagment On Demand Live Controle Emotion Revenue direct Response 73
  72. 72. Why not? Interaction Reach Engagment On Demand DISTRIBUTION STRATEGY AND Live Controle Emotion TACTICS Revenue direct Response 74
  73. 73. PART 3 How to participate 75
  74. 74. REACH ON THE NET 1,73 Mio. Unique 1,94 Mio. Video User in 30 Viewers in 15 Days Minutes 1,9 vs. RTL Aktuell 18:45 / 03.02. Quellen: Comescore Nov. 2008 / AGF
  75. 75. WHAT MATTERS ... Max Reach Targeted Demographics High class and engaging environment High quality content
  76. 76. OPTIONS Revenue sources Paid content Advertising Transaction Traffic One Sub. PPU CPM CPC CPO time Content/services Video TV Programs Platform UGC Catch Catch Syndi Destin White- Live VoD Live VoD Original Captured Up Up cation ation label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 78
  77. 77. WebTV Revenue sources Paid content Advertising Transaction Traffic One CPM Sub. PPU CPC CPO time Content/services Video TV Programs Platform UGC Catch Catch Syndi Destin White- VoD Live Live VoD Original Captured Up Up cation ation label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 79
  78. 78. TV Stations Revenue sources Paid content Advertising Transaction Traffic One CPM Sub. PPU CPC CPO time Content/services Video TV Programs Platform UGC Catch Catch Syndi Destin White- Live VoD Live VoD Original Captured Up Up cation ation label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 80
  79. 79. The final question? 81
  80. 80. The final question? HOW DO WE GET THERE? Revenue sources Paid content Advertising Transaction Traffic One Sub. PPU CPM CPC CPO time Content/services Video TV Programs Platform UGC Catch Catch Syndi Destin White- Live VoD Live VoD Original Captured Up Up cation ation label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 82
  81. 81. GET YOUR EXPECTATIONS RIGHT
  82. 82. Info Info Info STOCK Info Wirtschaft Inland BUILD Info Info NACHRICHTEN Genuss Politik KULTUR Info Info Info Info Views MUSIK NTERTAINMENT Info News Emotion Genuss Emotion Info GOSSIP Vergnügen Music videos, Comedy, Entertainment, ... Unterhaltung Vergnügen Inszenierung 84
  83. 83. AUDIENCE PUT YOUR CONTENT IN FRONT OF THE ✦ All Platforms ✦ All Channels 85 ✦ encourage linking, sharing, forwarding ✦ Be everywhere for maximum reach
  84. 84. EVERYTHING‘S DONE RIGHT? 86
  85. 85. EVERYTHING‘S DONE RIGHT? WRONG 87
  86. 86. PLANNING TIMING ‣ campaigns ‣ Get in the right ‣ analytics context ‣ release circles ‣ Use hypes, memes ‣ release times and events ‣ Use inside ‣ exposure ‣ Use high engagement ‣ 88
  87. 87. PLAN for different usage patterns Short-Head Longtail 14.000 14.000 Event Video Evergreen Sleeper 3.500 Sleeping beauty
  88. 88. OPTIMIZE for different platforms Ø 900 000 vs. Ø 70 000 90
  89. 89. CONNECT THE DOTS Optimierung Ausspielen Thumbnail Transcoding Technische Hilfestellung Frontend Batch- Upload CDN- Übergabe INNOVATIONS Metadaten- Playlist Export IT Server Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traffic Shaping Format- User entwicklung Tracking CONTENT Peak Management Produktion Rechte Indizierung 91
  90. 90. NETWORKING Optimierung Ausspielen Thumbnail Transcoding Technische Hilfestellung Frontend Batch- Upload CDN- Übergabe INNOVATIONS Metadaten- Playlist Export IT Server Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traffic Shaping Format- User entwicklung Tracking CONTENT Peak Promotion Management Produktion Rechte Indizierung 92
  91. 91. NETWORKING Optimierung Ausspielen Thumbnail Transcoding Technische Hilfestellung Frontend Batch- Upload CDN- Übergabe INNOVATIONS Metadaten- Playlist Export IT Server Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traffic Shaping Format- User entwicklung Tracking CONTENT Peak Growth Management Produktion Rechte Indizierung 93
  92. 92. NETWORKING Optimierung Ausspielen Thumbnail Transcoding Technische Hilfestellung Frontend Batch- Upload CDN- Übergabe INNOVATIONS Metadaten- Playlist Export IT Server Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traffic Shaping Format- User entwicklung Tracking CONTENT Peak Conversion Management Produktion Rechte Indizierung 94
  93. 93. BUZZ
  94. 94. Landmark Videos Viral Featured Viral 96
  95. 95. Inventory Views per month
  96. 96. Cooperations & Featurings Views within 5 days
  97. 97. TIME! Give it some viewers share links to the videos they watch over 50% have watched videos with others Videos can produce a strong affinity Videos reach user on a new level Offer Users content and tools to engage 99
  98. 98. THANK YOU. Contact Bertram Gugel T: +49 30 2000 607 41 M: +49 179 22 1 77 63 b.gugel@asd.tv info@gugelproductions.de gugelproductions.de asd.tv

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