7. Why? Because Times are Changing…
Source: Morgan Stanley
(and proof that bankers have sense of humor?
8. Fragmentation of Web
• Indeed, we have seen considerable fragmenting online in past 10 years
• 20 years ago, you could buy an ad on CBS, NBC and ABC and reach “everyone”
• 10 years ago, you could buy MSN, AOL and Yahoo and reach “everyone”
• Today, the world is fragmented. Tomorrow this trend will only accelerate.
9. History repeats itself – Part 1/2
• Big 3 (NBC, CBS, ABC) shrunk over time as Cable television proliferated
• Will we see further fragmenting with Online Video?
10. History repeats itself – Part 2/2
• But overall, in macro terms, more content simply means more overall
12. Where Content Fits
Video companies fall into following 7 segments
1. Editing Software and Compression Tools: Adobe, Apple, Avid, JumpCut, Sorensen, On2
2. Content Producers: DECA, Eqal, Fora.tv, For Your Imagination, Funny or Die, Generate,
Howcast, Katalyst Media, Machinima, Mania TV, Next New Networks, ON Networks,
Revision3, VideoJug, and of course our own WatchMojo.
3. Content Management System (CMS): blip.tv, Brightcove, Feedroom, Justin.tv, KIT Digital,
Livestream, Ooyala, Maven, Mogulus, Permission TV, Qik, uStream, VMIX.
4. Content Aggregation, File Hosting, Sharing and Distribution: 5Min, Break, DailyMotion, Hulu,
Kaltura, Metacafe, Nabbr, Revver, Vimeo, YouTube.
5. Advertising Creation and Management: Adap.tv, Auditude, Brightroll, Broadband Enterprises,
Freewheel, Overlay.tv, Panache, Scanscout, Tidal TV, Tremor Media, Video Egg, Yume.
6. Content Delivery Network (CDN): Akamai, BitGravity, Edgecast, Grid Networks, Limelight
Networks, Panther Express.
7. Search, Discovery and Recovery: Blinkx, Cast TV, Clipblast, Dabble, Everyzing, Google,
Mefeedia, Pixsy, Truveo.
* Italics denotes publicly traded companies or companies already acquired.
13. Can Branded Content be
Interesting and Effective?
Content Can Be Either/Or
- Trailers (*not as in an ad, as in a revenue source)
- Ads - Informational Content
- Demos - To Drive e-Commerce (sales)
- Reels - Create Community
- Etc. Here, the content needs to be
professional, informational and
Here, worry more about making the entertaining.
videos entertaining and informative, Don’t put cart ahead of horse and worry
and getting them seen. about revenues. Again, focus should
Over time, if you build a catalog and be on quality/quantity balance and
distribution, then try to convert the distribution.
“cost item” into a “profit center”. Over time, create multiple revenue
sources across many platforms.
14. What do people watch on YouTube?
Slowly but surely, consumers watch more professional content…
Which begs the question: what is “professional content”?
15. Professional Content – Part 1/2
• Back in 2007, a Pyramid of online video content began to emerge:
(aka Head, Torso, Long-tail, etc.)
17. Online Video WatchMojo.com
About Reality / Challenges
Graph 1: 53% of YouTube videos are seen less 500 times
Graph 2: 25% of views come in the first 4 days
50% in first 14 days
75% in first 44 days
95% in first 81 days
Source: Tubemogul Graph 3: 50% watch videos for 30-60 seconds
Read more on this topic here.
18. Crap, Clutter and Copyright
Every minute, 24 hours of uploaded onto YouTube. Most of it is Pirated content or UGC.
1. Produces original video content and publishes new
clips every day. We publish over 100 clips each
2. Distributes catalog of 5,500 videos across 100
websites, as well as out-of-home digital networks and
3. Occasionally distributes 3rd party content across our
content pipeline (both ads and content).
4. Offers advertisers the opportunity to promote
brands in and alongside professional, high-quality and
5. We also partner & obtain rights to long form
content and create made-for-web, short form content.
21. Business Model
The banking model: retail, corporate and investment banking fees
- When you start, you have no
clue what your revenue
streams will look like.
- You won’t be making any
money early on.
- Look at other media and
other platforms for potential
Read more on this topic here.
1- a safe income stream: licensing, like retail banking, provides a recurring and non-volatile revenue
2- a growth business: syndication, like corporate banking, requires other companies in the
ecosystem to do well. This can provide higher CPM rates by placing content in the right context.
3- a wildly lucrative stream: advertising, like investment banking, takes time to develop, is
speculative and seasonal, and risks drying up abruptly. Notice how advertising revenue spikes each
fourth quarter, for example.
22. Forget $, Worry First About
Getting Videos Seen
Viewing Patterns of WatchMojo Videos Run Counter to Industry
Industry Average: WatchMojo Trend:
For example: WatchMojo’s most popular video of all time started off with a bump, then
trailed off, but thanks to our marketing techniques, it has ramped up to cross:
500,000 views after 3 months
1,000,000 after 9 months
2,000,000 after 12 months
2,500,000 after 18 months
23. Online Growth
Growth on Network (Distribution Partners)
Since 2006, WatchMojo.com has streamed over 145M videos
- Crossed 25M all-time streams in April, 2008 (after 28 months)
- Crossed 50M all-time streams in April, 2009 (12 months later)
- Crossed 100M all-time streams in December, 2009 (9 months later)
- Crossed 145M all-time streams in May, 2010
28. HOMEPAGE TAKEOVER - WATCHMOJO.COM
Full Page Skin
Coors Videos As Editorial Picks
Coors Light leveraged WatchMojo.com
with a full homepage takeover
29. MICROSITE - WATCHMOJO.COM
Full Page Skin
Dedicated Coors Light
Content - Cars, Girls, Golf,
Sports, Film, Comedy
WatchMojo created a microsite
with a video player dedicated to
original Coors Light content
30. CHANNEL TAKEOVER - YOUTUBE
Click Through To Coors
Coors Videos As Lead
Video In Rotation
Full Page Skin
Coors Light leveraged
WatchMojo’s YouTube Channel
with a full takeover
31. The Concept:
Viacom’s NickJr.com was planning an “Off to
School, Back to You” microsite targeting moms,
and needed WatchMojo to create short pre-roll ads
using relevant videos from WatchMojo’s library, to
run prior to actual video content on the microsite.
McDonald’s needed high quality professional video
content to increase engagement and retention on
the microsite. The client was also looking at a quick
turnaround of less than 2 weeks.
WatchMojo provided six videos on women’s fitness,
beauty, well-being, yoga and eating well.
McDonald’s and their agency were working with
Glam Media who turned to WatchMojo. We
submitted fifteen videos to the client and agency.
They selected the six that best fit their target.
WatchMojo then re-edited them into pre-roll ads.
The microsite saw higher user engagement and
retention. Which contributed to the overall success
of the campaign.
32. The Concept:
MySpace required video content to power the
Fashion Section of a microsite for Coca-Cola’s
“Open Happiness” Campaign.
Find a selection of fashion videos that match
the overall feel of Coca-Cola’s brand and
WatchMojo identified several clips that both
met the clients needs and supported their
WatchMojo scanned its complete library of
content to single out the finest fashion videos
we had to offer.
WatchMojo’s content integrated flawlessly with
the microsite, adding precious value to Coca-
Cola’s “Open Happiness” Campaign.
33. The Concept:
Coors Light wanted to raise awareness of its
Vancouver 2010 Olympic Games sponsorship
as well as drive users to sign up for a contest
hosted on CoorsLight.ca
Coors Light was targeting males 19-24 across
Canada and wanted their ads to run against
male interest content for example: sports,
music, babes, etc. The challenge was
selecting partners that could run banner and
pre-roll ads alongside WatchMojo male interest
WatchMojo vetted and selected a number of
partners within The WatchMojo Network.
WatchMojo successfully negotiated with each
partner to guarantee the best value for the
The campaign delivered more than 700,000
impressions and was seen on 7 different
partner sites across The WatchMojo Network.
34. The Concept:
Foster’s Beer wanted to raise awareness
of their classic 750 ml “Oil Can”
WatchMojo had to work with tight
budgets and short lead time to create an
experience that would entice the user to
want and buy Foster’s Beer.
WatchMojo placed the Foster’s ads on
specialty sites within The WatchMojo
Network, created a dedicated microsite
fully branded to Foster’s Beer including
original WatchMojo content related to
Australia, Sports, and Music and on two
specific days of the campaign, we gave
Foster’s a Homepage Takeover.
The campaign delivered more than
500,000 impressions and was seen on 7
different partner sites across The
35. The Concept:
WatchMojo was approached by the Canadian
Association of Optometrists to produce a
series of videos to promote their “October is
Eye Health Month” initiative
The videos were very information heavy so the
challenge was to make them entertaining and
engaging enough to capture the audience.
WatchMojo created two videos, one discussing
common symptoms related to “Computer
Vision Syndrome”. The other video was
targeted to parents with information about
vision care for children.
WatchMojo worked with the CAO’s PR agency,
Fleishman-Hillard throughout the scripting
process. Fleishman also recommended a CAO
member optometrist that we interviewed for
The results were beyond anything WatchMojo
and Fleishman have ever seen before. To say
the videos went viral is an understatement.
36. The Concept:
Verizon needed video content to fill the Travel
Section of their Verizon Central Newsroom.
As part of Verizon’s CRM program, they
created the Verizon Central Portal and wanted
to engage their existing customers with
compelling and informative content.
Initially WatchMojo was to provide only one
video on New Orleans. However, Verizon was
so impressed with the quality of the video that
they immediately ordered 3 new videos and
decided to license all our travel content.
WatchMojo did its research on New Orleans,
contacted the New Orleans Board of Tourism
to acquire footage. We then scripted, edited
and voiced the clip for Verizon and delivered it
within 3 days of the request.
“WatchMojo’s content has definitely allowed Verizon’s Travel
The Result: player to become one of the main video views drivers of all
Verizon Central now has a comprehensive players. Due to this success, Verizon is implementing Social
Travel Section offering their customers a user Media strategies to attract new viewers to the Travel page and
experience second to none. player.” - Jose Sifuentes, Kit Digital
37. The Concept:
Great Works had created a viral video for
Malibu Rum and was looking to increase
views. The video had gotten 200 views on
Malibu’s own YouTube channel.
Great Works could not buy media to drive
views, it needed to rely solely on actual
legitimate user views, unsupported by any
media buy whatsoever.
WatchMojo met with Great Works and
proposed something it had never suggested
before: to publish the video on its property and
distribute it across its syndication network.
WatchMojo featured the video on our YouTube
channel main page, as a related video, as a
video response, as well as pushed it out to
distribution partners, all within 24 hours of
getting the video.
In less than a month, the video was seen over
10,000 times (50x more than on client’s own
channel) and counting…
38. The Concept:
MySpace needed video content for their
Vitamin Water sponsored NCAA Basketball
March Madness Microsite.
Create entertaining and informative videos that
would increase user engagement.
WatchMojo produced short clips, split up into 4
categories – Player Profiles, Team Profiles,
Famous Coaches and Classic Rivalries.
The NCAA provided WatchMojo with archive
footage, which we then recycled into 40 new
clips. WatchMojo scripted, voiced, edited and
added music and graphics, breathing new life
into old footage.
WatchMojo provided relevant content which
helped increase engagement and “dwell time”
on the Vitamin Water Microsite.
39. How to Reach Us?