Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)
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The past, present and future of video marketing by Andy Chen, CEO of Sunstone Capital previously MTV Europe.
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Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)
- 1. Video, a Love Story Andy Chen Sunstone Capital EIR / CEO Preview Networks Love Love Love Love
- 2. Quick update Was Viacom/MTV Europe… …Now Sunstone Capital & Preview Networks
- 3. Sorry… I’m here to talk about video. Not to provide a panacea for your marketing or brand problems. I’m here to talk about how to manage your communication assets. Not your server cost I’m here to talk about the present reality. Not predictions 10 years in the future.
- 4. In the next +30 min… • What’s Happening • Key business challenges • Key opportunities for brands
- 6. People have ALWAYS loved content… Especially animated content.
- 7. From Text to Moving Pictures
- 8. Digital has increased the distribution channels for video Digital TV Interactive TV PVRs TiVo (US), Sky+ (UK), Pilotime (France) VOD US cableco’s, FastWeb (Italy) On-demand TV Direct response Via TV remote, SMS - e.g., to vote, request brochure Information / services Electronic TV guide (EPG), Portals for shopping, banking, etc Content Choice of video, extra footage, iTV games TV Digital Online Channels YouTube, Hulu, Fabebook, MySpace, BBC iPlayer, blah blah blah…
- 10. Everyone is doing it…
- 11. Internet networking traffic will have quadrupled between 2009 and 2014, with online video as the primary driver of that growth. - Cisco Annual Visual Networking Index Forecast, 2010
- 12. Video is one of the main areas both Facebook + Google are investing heavily Branding/Influence/WoM/Earned & Paid Media - Facebook aims to command the 90% of ad spend ($621 billion) - Most content media owners/publishers operate here - Video content generates desire and awareness Search/Direct Response/Affiliate - Google commands 50% of online advertising spend in this final stage - Represents only 10% of all ad spend - Video content is increasingly facilitating ecommerce and transactions
- 13. Over $150M raised in Q3 2010 alone Financings Elemental ($7.5M) - July 27 - Steamboat, General Catalyst, Voyager Capital Envivio ($15M) - July 28 - Undisclosed PHILO (Undisclosed) - July 28 - North Bridge, DFJ Gotham Ventures Tudou ($50M) - Aug. 5 - Temasek Holdings MyDamnChannel ($4.4M) - Aug. 9 - Intuitive Venture Partners Netpulse ($2M) - Aug. 10 - Undisclosed OggiFinogi - ($2M) - Aug. 19 - Greycroft, iNovia, Contour Venture Partners ShowUHow ($3M) - Aug. 30 - Syncom Venture Partners Ooyala ($22M) - Sept. 9 - CID Group, ITOCHU Technology Ventures VMIX ($2.5M) - Sept. 9 - Undisclosed Conviva ($15M) - Sept. 15 - GGV Capital Innovid ($4M) - Sept. 24 - Deutsche Telekom Quantenna ($21M) - Sept. 27 - DAG Ventures Redux - ($1M) - Sept. 28 - DFJ, Alsop Louie Partners Deals HP Snapfish acquires Motionbox - July 12 Pace acquires 2Wire - July 25 Limelight acquires Delve Networks - Aug. 2 Telestream acquires Anystream division of Grab Networks - Aug. 13 Cisco acquires ExtendMedia - Aug. 26 Metacafe acquires Action Sports - Sept. 9 KIT Digital acquires Accela Communications - Sept. 9 KIT Digital acquires Brickbox - Sept. 15 VideoEgg acquires SixApart - Sept. 21 AOL acquires 5Min - Sept. 28
- 14. Simple proposition, complex eco-system
- 15. Traditional broadcast model A linear distribution model (pipeline = control/power) Content Creator Media Distributor (TV/Cable/Satellite Operator etc)
- 16. New “microcast” model A fundamental change to the way content is distributed and consumed Content Creator Syndicator Aggregator Distributor Media Distributor **New Marketing Vehicle**
- 17. Brands are creating more content
- 18. YouTube alone is not a “strategy”
- 20. Market Force 1: Technology • Convergence of platforms and devices • Acceleration of broadband penetration
- 21. Market Force 2: Social • Discovery + Recovery • Democratisation of creation & consumption How users share video clips
- 22. Market Force 3: Spending • Online video ad revenue is growing Global growth expected to go from $1.5B in 2010 to $5.4B in 2014 • Agencies are evolving 40% of UK media buyers now use online video as a part of their media buys. This shift is largely attributed to TV budget. • POEM (Paid, Owned, & Earned Media) Video is the only form of content that translates into all 3. It is a longtailed “asset” to be managed.
- 23. The Challenges
- 24. 1. Fragmentation - Content destinations - Devices/platforms - Format standardization
- 25. 2. Capabilities - Hyper collaboration - Technology driven - Open-source and out-sourced
- 26. 3. Software as marketing platform - Blurring lines between platform and software - Unprecedented speed of innovation - Emotional desire vs. functional utility
- 28. 1. Convergence of PR and Digital • Everything manual in PR is becoming digital • Digital asset management and distribution
- 29. 2. Brands as Media Owners • Think like a publisher and broadcaster • CaaS (Content as a Service)
- 30. 3. Marketing is more science than ever • Creativity is a given, but science delivers the experience • Think “retail distribution” • Manage your assets strategically
- 31. The love story is complicated and challenging, but the essence has always been the same. Give your fans the entertainment to get excited about and share with their friends.
Editor's Notes
- Im here to talk about video, why brands should love it. in the context of marketing and brand asset management and how to leverage your video content as a marketing mix. Im here to talk about how to manage your assets strategically, not how to manage your marketing budget and the allocation. Most importantly, Im here to talk about why video is HOT. Because it represents the first line of convergence between TV and Web, mobile, and all the places where we consume content. I may not give and cover ALL the aspects of marketing – as most of you are experts in your own domain – but Im here to give you a perspective that is real, and why it interests me, large media conglomerates of news corp, viacom, and disney, brands like adidas, coca-cola, Real Madrid, and most importantly, the consumers like you and I.
- We all know the future of content is an animated one. In fact, it’s not just the content, it’s the whole dynamic experience of user interface, navigation, consumption, People are fascinated with movement and they like to watch things that move. Content is no exception.
- Video used to be a USB to portals and large sites just a few years back, now they have become the standard – it’s a hygiene factor. In fact, I would argue there are no major content sites that do not have video.
- Notice that I have not included digital bilboards and the recent emergence of touchscreen devices eg iPad, Blackpad, Samsung, Dell, and many other video-enabled devices that will be flooding the market
- Not just the digital media owners like msn, youtube, yahoo and facebook, but ALL the traditional media owners who are migrating online are joining the video revolution. It is the only format that runs across multiple platforms,
- 83% of consumers under 25 watch “TV” online
- Facebook becoming a content distributor for brands and their content….commanding a soon approaching 600M user global base Google, with YouTube, are signing up studio partners to provide more premium content in a sea of billions and billions of UGC Both can be considered as the traditional Cable operators to be honest….
- Video eco system is increasingly complicated, with many players at various different stages of the eco system, and various value propositions to the audience.
- Modern day marketing requires a more comprehensive understanding of media consumption, media capabilities and also media business models.
- Democratization of consumption + creation
- If you are NOT a technology company, where do you get the staff and team to managed this ever growing complication of marketing? 20 years ago brands can have a Marketing or brand director who can managed TV, Press, Outdoors, and Direct Response. Now we need online marketing, social marketing, CRM, PR, media buying, analytics, database management, email marketing, etc etc….who can do it all?
- Social strategy, brand reputation, community outreach The world is complex and fragmented, all brands need a distribution mechanism to manage marketing content, CRM, with proper tools and data.
- I truly believe that people with publishing and broadcasting backgrounds will become more in demand in marketing. In fact, as a modern day marketer, you need to think like a publisher and a broadcast media company. Consumers attention is scarce and limited, brands need to leverage, utilize all the digital tools to distribute content and marketing communications more shrewdly.
- Love your people and they will love you back.