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Getting Reach for Videos
1) Online videos are expensive to produce but difficult to distribute and market effectively. 2) There is high demand for online videos, with many people watching videos online every day, but monetizing this viewership has been challenging. 3) Different strategies for distributing and monetizing online videos were presented, including paid content, advertising, transactions, syndication to different devices and networks. However, the best approach remains unclear.
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Getting Reach for Videos
- 1. GETTING How to effectivelydistribute videos on the net. REACH
- 2. A PRESENTATION BYBERTRAM GUGEL 2
- 3. WHY ACTUALLY ONLINEVIDEOS? 3
- 4. WHY ACTUALLY ONLINEVIDEOS? Videos are darn expensive to produce. Quarterlife: $300.000 Production, 48 minutes produced, 8 Episodes, $37.500 Episode, 2 Millionen viewers in total, outcomeof web: almost 0 4
- 5. WHY ACTUALLY ONLINEVIDEOS? Videos are difficult to distribute! 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
- 6. WHY ACTUALLY ONLINEVIDEOS? Videos are (still) hard to market: „Even if web video got the same PICTURE GALLERY VIDEO CPMs as TV, because online viewers will tolerate less 3 MINUTES 3 MINUTES advertising, a 30-minute program 6 PAGES 1 VIDEO on the web with two minutes of vs. vs. advertising yields approximately at least 1 Ad Impression 1/8th as much revenue per 12 Ad Impressions viewer.” 6
- 7. SO WHY ACTUALLY ONLINE VIDEOS? SHEEP SHEEP SHEEP SH EE P BECAUSE THEY ALL DO? SHEEP S H E E P 7
- 8. THAT‘S WHY: THERE IS A HI GH DEMAND 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) 8
- 9. AND THAT‘S WHY: www.itsgreatentertainment.tv = Mass Customization = Emotional impact
- 10. AND... www.greatentertainmentmakesgreatadvertising.tv = Transitional Media Mix = Interactivity instead of Interruption = Context Relevance
- 11. WHAT‘S MORE 11
- 12. Remember soap operas? Roadsidepictures(http://flickr.com/photos/roadsidepictures/137886970/)
- 13. 50 years ago... „Single Sponsor Era“ Coke Time Colgate Comedy Hour 13
- 14.
- 15. WHAT‘S WRONG 15
- 16. Worst practice: WARNER MUSIC Oct. 9th, 2006 „Google and Warner Music Group Announce Agreement to Offer Google Video Users WMG's Music Video Content.“ Dec. 22nd, 2008 „Warner Music Group Corp. said it began removing its songs and videos from Google Inc.'s YouTube video- sharing Web site this weekend, after the two sides failed to renegotiate a licensing deal.“ Sep. 29th, 2009 „Warner Music Comes Back to YouTube“
- 17. What happened? Warner left millions of Dollars on the Table! http://www.tubemogul.com/blog/2009/09/on-youtube-its-the-music-labels-and-then-everyone-else/
- 18. HOW TO SUCCEED? NEW STRA DISTRIB TEGY UTION TIME
- 19. What if? Interaction Reach Engagment On Demand Live Emotion Controle direct Response Revenue 19
- 20. Why not? Interaction Reach Engagment On Demand DISTRIBUTION Live STRATEGY AND Controle TACTICS Revenue Emotion direct Response 20
- 21. OPTIONS Revenue sources Paid content Advertising Transaction Traffic One Sub. PPU CPM CPC CPO time Content/services Video TV Programs Platform UGC Catch Catch Syndic Destina White- Live VoD Live VoD Original Captured Up Up ation tion label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 21
- 22. WebTV Revenue sources Paid content Advertising Transaction Traffic One Sub. PPU CPM CPC CPO time Content/services Video TV Programs Platform UGC Catch Catch Syndic Destina White- Live VoD Live VoD Original Captured Up Up ation tion label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 22
- 23. TV Stations Revenue sources Paid content Advertising Transaction Traffic One Sub. PPU CPM CPC CPO time Content/services Video TV Programs Platform UGC Catch Catch Syndic Destina White- Live VoD Live VoD Original Captured Up Up ation tion label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 23
- 24.
- 25. The final question? HOWDO 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 Syndic Destina White- Live VoD Live VoD Original Captured Up Up ation tion label Devices PC TV/ Console Mobile phone Other mobile devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting 25
- 26. BASICS COMMUNITY or PROMOTION 26
- 27.
- 28. Info Info Info STOCK Info Wirtschaft Inland BUILD Info Info NACHRICHTEN Genuss Politik Info KULTUR Info Info Unterhaltung Info Views MUSIK ENTERTAINMENT News Info Emotion Genuss Emotion Info GOSSIP Vergnügen Music videos, Comedy, Entertainment, ... Vergnügen Unterhaltung Inszenierung 28
- 29. PUT YOUR CONTENTIN FRONT OF THE AUDIENCE ✦All Platforms ✦All Channels 29 ✦encourage linking, sharing, forwarding ✦Be everywhere for maximum reach
- 30.
- 31. EVERYTHING‘S DONE RIGHT? WRONG 31
- 32. PLANNING TIMING ‣campaigns ‣Get in the right ‣analytics context ‣release circles ‣Use hypes, memes ‣release times and events ‣ ‣Use inside exposure ‣Use high engagement ‣ 32
- 33. PLAN for different usage patterns Short-Head Longtail 14.000 14.000 Event Video Evergreen Sleeper 3.500 Sleeping beauty
- 34. OPTIMIZE for different platforms Ø 900 000 vs. Ø 70 000 34
- 35. CONNECT THE DOTS Technische Hilfestellung Optimierung Frontend Ausspielen Transcoding Thumbnail Batch- Upload CDN- Übergabe Metadaten- INNOVATIONS Playlist Server IT Export Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traffic Shaping Format- User entwicklung Tracking CONTENT Peak Management Rechte Produktion Indizierung 35
- 36. Technische NETWORKING Hilfestellung Optimierung Frontend Ausspielen Transcoding Thumbnail Batch- Upload CDN- Übergabe Metadaten- INNOVATIONS Playlist Server IT Export Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traffic Shaping Format- User entwicklung Tracking CONTENT Peak Promotion Management Rechte Produktion Indizierung 36
- 37. Technische NETWORKING Hilfestellung Optimierung Frontend Ausspielen Transcoding Thumbnail Batch- Upload CDN- Übergabe Metadaten- INNOVATIONS Playlist Server IT Export Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traffic Shaping Format- User entwicklung Tracking CONTENT Peak Growth Management Rechte Produktion Indizierung 37
- 38. Technische NETWORKING Hilfestellung Optimierung Frontend Ausspielen Transcoding Thumbnail Batch- Upload CDN- Übergabe Metadaten- INNOVATIONS Playlist Server IT Export Player Seeding CMS Plattform Anbindung DISTRIBUTION CONSULTING SEO Archiv Traffic Shaping Format- User entwicklung Tracking CONTENT Peak Conversion Management Rechte Produktion Indizierung 38
- 39.
- 40. Landmark Videos Viral Featured Viral 40
- 41. Inventory Views per month
- 42. Cooperations & Featurings Views within 5 days
- 43. Give it some TIME! 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 43
- 44. Puh! Isn‘t there a shortcut? 44
- 45. YES THROW MONEYAT IT Google AdSense+Video „multimillion-dollar- budgeted cartoon series“ 50 Episodes Distribution through Google AdSense, YouTube and Widgets Sponsored by Burger King
- 46. THANK YOU. Contact Bertram Gugel M:+49 179 22 1 77 63 info@gugelproductions.de www.gugelproductions.de