The Business Of Video Linda Ravenhill Videolive


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STREAMING MEDIA FOR ORGANISATIONS CONFERENCE 3 & 4 November 2009 The Wanderers Club Johannesburg South Africa

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The Business Of Video Linda Ravenhill Videolive

  1. 1. The Business of Video<br />Linda Ravenhill<br />VideoLive<br />4 November 2009<br />
  2. 2. Who is watching online video today? <br /><ul><li>Viewership
  3. 3. 146 million people or 77% of US internet audience viewed video online in 2008
  4. 4. Average viewer watched 273 minutes – 40% more than last year
  5. 5. Average duration: 3.1 minutes/video
  6. 6. Average viewing: 87 videos/month
  7. 7. Women: Watch 41% more video content</li></ul>Source: comScore Nov2008<br />
  8. 8. And Ad-Spend?<br /><ul><li>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
  9. 9. Online video will grow by 50% in 2009 and reach over $4.5b in 2013 = 4 x 2009 figures
  10. 10. Carat: New forecasts for global advertising expenditure in 2009 and 2010.</li></ul> “….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.”<br />Source:,;<br />
  11. 11. The SA Environment<br /><ul><li>Online readership growing at over 25% from 4.8 million in 2008 to six million for same period in 2009
  12. 12. Total visitors have increased over 11%, from the fourth quarter last year alone.
  13. 13. Represents a steady growth and acceptance of the online environment as a mainstream medium.</li></ul>Source:<br />
  14. 14. The Business of Video<br />“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. <br /> It’s simply becoming a normal part of doing business.” <br /> Marketingsherpa, 2009 Video Marketing Benchmarking Guide<br />
  15. 15. Video Content Creation<br />VideoLive – Be Seen<br />
  16. 16. Content Creation for online video<br />Six broad-categories of video content<br /> News and information<br />How-to, research and product info<br />Entertainment<br />Education<br />Sport<br />Social-media and UGC<br />
  17. 17. Content Creation for online video<br />5 Basic Guidelines<br />Keep it simple <br />Keep it real<br />Keep it short<br />Keep it relevant<br />Educate, entertain, inform<br />
  18. 18. Uses for video in your communication<br />Create a human face for your organisation<br />Enhance product info esp. to explain difficult concepts<br />Use as an aid to use – “how to” guides<br />Communicate immediate information – PR element <br />
  19. 19. Uses for video in your communication<br />5. Extend coverage of news/other media events<br />6. Use content to connect with remote customers/staff<br />7. Use it to educate and train<br />8. Extend your brand in all content delivery<br />
  20. 20. Monetisation of Video content<br />VideoLive – Be Seen<br />
  21. 21. Monetisation of video<br />Real estate of video<br /><ul><li>What is it?
  22. 22. Why is it important?
  23. 23. How to make use of it</li></li></ul><li>Monetisation of video<br />Video Strategies<br />In-video opportunities:<br />Pre- and post- rolls<br />In-player opportunities:<br />Banners and text <br />Revenue models<br />Pay-per-view<br />Revenue share<br />Sponsorships<br />Content Syndication<br />Sales<br />
  24. 24. Online Video Trends<br />
  25. 25. Trends<br />1. Increasing use of video despite “bandwidth” constraints <br />2. Blending of content:<br /><ul><li>Video, text, audio, imagery all blend for e.g. Google</li></ul>3. You-tube will increasingly lose share:<br /><ul><li>Market will fragment
  26. 26. More sites will have video, more content creators will invest in their own destinations</li></li></ul><li>Trends<br />4. Increasing use of player technologies with all their associated bells and whistles<br />5. SME business will take increasing advantage of the technology because it is so easy to use<br />6. Semantic technologies on the increase:<br />SEO, tagging, intuitive search<br />
  27. 27. Trends<br />7. Syndication of content<br />8. Increasing use of the platform to educate<br />9. Users will expect to see this type of communication<br />10. Things I am not so sure for SA, but are international trends:<br /><ul><li>Increasing video monetisation
  28. 28. Pay per view/Subscription viewing
  29. 29. Full-length or long-form content viewing </li></li></ul><li>Golden Rule Wrap Up<br />VideoLive – Be Seen<br />
  30. 30. Golden Rules<br />Keep it real<br />Keep it short and relevant<br />Edutain your users<br />Don’t overload with advertising<br />Deliver relevantly<br />Use appropriately<br />Track and monitor<br />
  31. 31. Consider this…………<br />If a picture is worth a thousand words, then what&apos;s a minute of video worth? <br />If you take the time to calculate you get something like 1.8 million words, or about 6 days of non-stop reading<br />You need to be in this space.<br />
  32. 32. Thank you!Linda ravenhill082 820<br />VideoLive – Be Seen<br />