The Best Of ... MSN Video


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The Best Of ... MSN Video

  1. 1. The Best of … Luca Colombo Marketing Director Online Services Group – Microsoft Italia [email_address] [email_address]
  2. 2. 9.4 milioni di utenti unici 6.9 milioni di utenti unici 5.6 milioni di utenti unici 10.4 milioni di utenti unici 6.2 milioni di utenti unici
  3. 3. Why MSN Video <ul><li>The online video opportunity in EMEA is significant </li></ul><ul><ul><li>Relatively nascent today, forecasted to grow to nearly $3 billion by 2011 </li></ul></ul><ul><ul><li>The lion’s share of this opportunity is advertising related ($1.9 billion in 2011), but the transactional opportunity is also significant ($900m in 2011) </li></ul></ul><ul><ul><li>If PC to TV streaming achieves mass market adoption the potential advertising opportunity could be up to 70% higher ($3.2 billion) </li></ul></ul><ul><ul><li>Germany, France and the Netherlands are the most attractive markets in EMEA in terms of the video advertising opportunity </li></ul></ul>
  4. 4. Why MSN Video <ul><li>Video is forecasted to realise the highest growth rates across all online content over the next 4 years </li></ul><ul><li>By 2011 content audiences for online video are forecasted to exceed 85M across Europe; second only to News and Music </li></ul><ul><li>Growth will be driven primarily by the availability of content and the roll-out of the next generation of broadband connectivity (ADSL2+, VDSL, FTTH) </li></ul><ul><li>Significant variation in adoption and activity mix by country; largest markets are UK, France and Germany (and the Netherlands) </li></ul>The European online video opportunity is forecasted to near $3 billion by 2011 The viewing of online video on TV has the potential to grow the market far beyond current forecasts Internet video devices (IVD) are not yet mainstream and forecasts for future growth are mixed; however, over the next five years, as new devices hit the market and home networking penetration nears 50%, online video streams viewed on the TV will become material Dedicated devices have yet to gain traction and are still constrained by bandwidth of home networks TiVo has 0.5m users but growth has been lower than expected; Diego is not considered competitive Low penetration currently but internet features can cheaply be added to STBs and consumers familiarity is high Consoles well positioned given position in living room and multi purpose; penetration growing rapidly Inclusion in Vista will increase MCE penetration but dedicated MCE device penetration remains limited Adoption likely to be constrained by high price point and rapidly developing network standards
  5. 5. What’s MSN Video <ul><li>MSN Video is the greatest place on the web for consumers wanting to watch online video </li></ul><ul><li>It provides a breadth of content, from news to entertainment to user generated video, all in one place </li></ul><ul><li>From MSN Video content to Soapbox on MSN Video, videos are simple to search, experience and share </li></ul><ul><li>MSN recognizes that as more and more people are turning to the web for video, the ability to browse through and find relevant videos has become very important to consumers </li></ul>
  6. 6. MSN Video Pillars <ul><li>Always be Watching. Consumers can both browse and view videos at the same time  </li></ul><ul><li>Connect with Friends and Family. In addition, connecting with friends and family through video has never been easier. IM it, Blog It, Email It </li></ul><ul><li>Share your playlist.  The playlist features make it easy to create, share or remove videos </li></ul><ul><li>New Advertising Model. Time-based advertising </li></ul><ul><li>Reinforced focus on Copyright </li></ul>“ The goal is to make MSN Video a seamless experience for our users. By switching to time based advertising and incorporating Soapbox directly onto the Video channel, users get less interruptions and have a wider selection of videos to choose from. We’ve also begun integrating MSN Video throughout the portal, further enhancing the consumer experience across all MSN channels.” Rob Bennett (GM Video, Entertainment and Sports – MSN)
  7. 7. Copyright – UGC Principles Internet and Media Industry Leaders Unveil Principles to Foster Online Innovation While Protecting Copyrights October 18, 2007— Several of the world’s leading Internet and media companies today announced their joint support for a set of collaborative principles that enable the continued growth and development of user-generated content online and respect the intellectual property of content owners.   The principles serve as a comprehensive set of guidelines to help user-generated content (UGC) services and content creators work together towards their collective goal of bringing more content to more consumers through legitimate channels. The principles acknowledge a collective respect for protecting copyrights and recognize that filtering technologies must be effective and are only a part of what is necessary to achieve this goal. The companies backing these principles believe that they can collectively find a path that fosters creativity while respecting the rights of copyright owners. Distributors of copyright-infringing content stifle both technological innovation and artistic creation in ways that ultimately will hurt the consumer and hinder the digital economy. The companies believe that adopting such principles is essential to achieving the enormous potential opened up by the Internet through UGC services. Widespread adoption of these principles will encourage innovation, enable new creative expression and further the goal of eliminating infringing content from UGC services. It will allow innovative business models to develop. Most importantly, it will benefit consumers by encouraging further cooperation between the creators of content -- from the largest entertainment company to the individual artist -- and the companies that distribute their works.
  8. 8. Diverse Programming
  9. 9. Comm Services Integration
  10. 10. Internet Application in Italy
  11. 11. Comm Services Integration
  12. 12. One Stop Shop for Online Video <ul><li>The new MSN Video provides an expansive and varied library of videos, including user-generated and premier partner content </li></ul><ul><li>Users are now able to search through MSN Video content while concurrently watching a video in a split-screen format </li></ul><ul><li>Soapbox will now be accessible directly from MSN Video and the Soapbox catalogue of user-generated videos will be searchable through the MSN Video search platform </li></ul>
  13. 13. New Advertising Model <ul><li>MSN Video v4 is introducing time-based advertising </li></ul><ul><ul><li>Consumers will see an ad before they start their first video, and then only one ad every three minutes </li></ul></ul><ul><ul><li>No ads playing simultaneously with your video, and you can switch between videos quickly and easily without additional ads </li></ul></ul><ul><li>We desired to improve our ad system for both consumers and advertisers, and time-based advertising benefits both. </li></ul><ul><li>With time-based ads, consumers watch the optimal number of ads in any given session, and get a better consumer experience </li></ul><ul><li>There’s the capability to provide advertising that targets consumers within specific geographies and demographics. </li></ul><ul><ul><li>The ability to perform such targeted advertising depends on the available inventory of content. </li></ul></ul><ul><ul><li>Inventory is often chosen by advertisers who wish to target based simply on the context of the content </li></ul></ul>