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The Pixel Lab 2015 | 'I Need a Dollar' - Where's your ROI? - Jennifer Wilson

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We spend our time in digital, but the reality is that we’re all still struggling to make a living out of it. Where does the money come from, how is this structured, who can you talk to and what do you need to know? This session will take apart a successful commercial digital project (Sherlock: The Network) and look at where the money came from. We’ll then look at all
the other funding options, from advertising to sponsorship to merchandise to subscriptions to affiliate revenue to app sales. We’ll look at the differences for factual versus fiction; games versus experiences; mobile versus web. Along the way we’ll touch on YOUR project and look to see what models might work for your cross-platform concepts.

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The Pixel Lab 2015 | 'I Need a Dollar' - Where's your ROI? - Jennifer Wilson

  1. 1. ThePixelLab 28June-4July Inverness, Scotland #PixelLab
  2. 2. ‘INeedaDollar’ -Where’sYourROI? Jennifer Wilson The Project Factory #PixelLab @powertothepixel
  3. 3. If you are not running a business…. … are you running a charity?
  4. 4. Return on Investment COST   BENEFIT   Beneficial  Return   Financial   Non-­‐financial  
  5. 5. Return on Investment Financial   Non-­‐financial   •  Cash   •  New/Re-­‐commission   •  Goods   •  In  Kind  service     •  Audience     •  Social  media  /  buzz   •  Awards   •  Engagement  /  Feedback  
  6. 6. •  Audience retention / growth •  Proof of interest / (re)commission •  Marketing / awareness (ratings) •  Exploring new forms (games etc) •  Revenue (sponsor, advertiser or consumer) What return do you want?
  7. 7. •  Revenue: How much? From where? Conversion rates (download -> purchase) •  Audience: what numbers? Growth percentage •  Social Media: Real reach, real engagement 
 (retweets, shares etc) •  Ratings: App store, comments, reviews (and TV) •  (Re)Commissions: New clients, contracts etc Rule of thumb: set three Set your Key Performance Indicators
  8. 8. Get the money to start •  The three ‘F’s •  Grants/foundations •  Pre-sales •  Development/production financing •  Distribution/ sales agreements •  Advances •  Crowdfunding
  9. 9. Crowdfunding •  Start with Audience (money follows) •  Create desire: scarcity, early, limited, expiring •  Marketing: teasers, trailers, affiliate partnerships •  Social media: Influencers and seeding campaigns Generating Interest (then money?)
  10. 10. Crowdfunding 2014: $16.2. 2015(e) $34.6b
  11. 11. Crowdfunding….. …is getting crowded.
  12. 12. Scarcity
  13. 13. Make money from what you’ve done •  Advertising •  Sponsorship •  Affiliate revenue •  Merchandise •  Licensing •  Audience
  14. 14. Marke&ng   Extension   Commercial   Who  funds/   benefits?   Broadcaster/   Producer   Broadcaster/   Producer   Producer  /   Digital  partner   Who  pays?   Broadcaster/   Producer   B’caster/  Prod  /   Consumer   Consumer   Returns:   Sponsorship   Adver&sing   Sales  (consumer)   Mobile  Apps  /   Games   Excellent  w/  right   sponsor.     App  usually  free   Increasing  but  intrusive     Cost  per  AcquisiRon  /   CPM  models   Premium  (paid)   Freemium  (IAP)   Free  (markeRng)   Web  Sites   As  above.  May  have   adverRsing  also   Common  and  accepted.     Standard  models   Less  common   Some  memberships  
  15. 15. Advertising
  16. 16. Others 7%  of  sale  value  (digital)   JIT  manufacturing/license  
  17. 17. Sponsorship
  18. 18. 2 5   GTST SPRING LEVEND client   RTL/ENDEMOL   producRon  date   JUNE  2013  
  19. 19. 514,000 DOWNLOADS 1 IN 4VIEWERS DOWNLOADED APP TV AUDIENCE INCREASED BY 25% + ROI:Audience retention + Growth SPONSOR FUNDED
  20. 20. Digitally hungry audience 69 Million viewers in China 8 Million viewers in UK 4 Million viewers in US Top rated show globally
  21. 21. _Characters _Location _Tone of voice _Theme _Rules
  22. 22. _Role of player _Frame/Device/Participation _Mechanics Game selection Look & feel Replicate real
  23. 23. ‘So, you want to be in the Homeless Network...’ ‘There are places that I... cannot go, that you can inhabit.’ ‘Mrs Hudson, where are my spare mobile phones?’ ‘I’m going to give you a phone - that’s how we’ll stay in touch.’
  24. 24. _Gameplay relevant to storyline _Includes recognised images & sounds _Increasingly complex
  25. 25. + INDIVIDUAL CASES MAIN STORY
  26. 26. _30k recruits powered Twitter Hashtag Counter #jointhenetwork _20k followers on Twitter @sherlocknetwork _15k likes on Facebook posts
  27. 27. SHERLOCK THE NETWORK client   HARTSWOOD  FILMS  &  TPF   release  date   JAN  2014   +
  28. 28. •  Initial launch: Premium (£2.99) •  Fans rush in: but don’t gouge them •  Price drop based on events, time in market etc The Sherlock Journey (Part #1) One day price drop --- January to March ---
  29. 29. •  Relaunch: Freemium (2 cases+[4+4], Amazon+4) •  + Android •  +Chinese •  Marketing support: Amazon, Apple + Tencent The Sherlock Journey (Part #2) --- August --- --- Launch to end August ---
  30. 30. •  Audience retention / growth •  Proof of interest / (re)commission •  Marketing / awareness (ratings) •  Exploring new forms (games etc) •  Revenue (sponsor, advertiser or consumer) What return do you want?
  31. 31. ‘If Sherlock himself designed an app it would probably look like this’ Digital Spy ‘This, my dear readers, is one excellent app’ Daily Star ‘Will delight you from the first launch’ Unofficial Apple Weblog Top Entertainment App 38 countries iTunes No.1 Paid App in UK
  32. 32. “It is clear that , for the right show, digital and interactive media can now offer more than generic brand extension, and can instead extend, deepen and enrich the audience experience beyond the scheduled transmission dates.” K7 MEDIA
  33. 33. THANKS! JENNIFER WILSON JENNIFER@THEPROJECTFACTORY.COM +44 7535 462 220/ +61 414 59 58 57 London 5 Percy Street, London, W1T 1DG Telephone: +44 (0) 203 397 4125 Sydney Suite 311, 50 Holt St Surry Hills, NSW 2010 Telephone: +61 2 9698 1458

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