Videos are - Bertram Gugel
Videos are - Bertram Gugel
Videos are - Bertram Gugel
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
MASTERING<br />
ANYTIME<br />
A look at the new paradigms<br />
of digital distribution<br />
ANYWHERE
A PRESENTATION BY BERTRAM GUGEL<br />
2
PART 1<br />
Video on the Net<br />
PART 2<br />
New Distribution<br />
PART 3<br />
How to participate<br />
Painting the Scenery<br />
Introducing the players<br />
Explaining some rules<br />
3
PART 1<br />
Video on the Net<br />
4
One of the most promising opportunities:<br />
Online <strong>Videos</strong>.<br />
NEW MARKET<br />
UPSIDES<br />
BITE<br />
INTO TV<br />
NO<br />
CANNIBA<br />
LIZATION
Let‘s take a closer look at the<br />
TURBULENT<br />
market of online videos.<br />
6
ONCE UPON A TIME...<br />
August 1998, 15.000 Views/Day<br />
7
TODAY...<br />
more than<br />
7500 Web TV<br />
Stations<br />
YouTube:<br />
>300 Mio. Unique Users/month<br />
worldwide<br />
MyVideo:<br />
30 Mio. views/<br />
month (05/2008)<br />
About 500<br />
Video<br />
Portals worldwide.<br />
U. S. Internet users view<br />
14,3 Billion<br />
online videos/month*<br />
*12/2008<br />
Source: Dec 2008 ComScore
It‘s a time of new paradigms.<br />
9
THE NEW STAR PARADIGM.<br />
> 25 Mio users/month<br />
A 13 year old YOUTUBE star...<br />
...is generating more clicks than the BILD.de video content.
THE NEW STAR PARADIGM.<br />
Soulja Boy<br />
➡<br />
51 Million Profile Views on MySpace<br />
➡<br />
Ø 550.000 Video Views/Day<br />
➡<br />
840.000 Friends on MySpace<br />
➡<br />
226 Million Video Views on YouTube<br />
➡<br />
127.000 Subscribers on YouTube<br />
➡<br />
Univeral Music Deal / #1 Billboard-Charts USA<br />
11
THE NEW D I S T A N C E PARADIGM.<br />
Video entertainment moves closer to the consumer.<br />
3 m<br />
50 cm<br />
10 cm<br />
12
THE NEW DISTRIBUTION PARADIGM.<br />
From a few EXCLUSIVE distribution channels to U B I Q U I T Y .<br />
iPod vending machine<br />
13
THE NEW USER INTERACTION PARADIGM.<br />
PAST PRESENT FUTURE<br />
A g g r<br />
Own Production Coop eration<br />
e g a t<br />
i o n .<br />
14
THE NEW VALUE CHAIN PARADIGM.<br />
TRADITIONAL<br />
Production Packaging Ad inventory Distribution Access/Device Consumption<br />
EMERGING<br />
Production Repurposing Aggregation Distribution Ad Inventory Access/Device Consumption<br />
Traditional Player<br />
New Player<br />
Audience<br />
15
BIG OPPORTUNITY<br />
=<br />
VIDEO<br />
„Online video is here to stay and evolving faster and in more dynamic ways than anyone<br />
imagined, even a few years ago.<br />
If you embrace this opportunity, you will evolve your business model and find new<br />
channels and opportunities to deepen engagement, discover new viewers and find new,<br />
substantial revenue opportunities.“<br />
Chad Hurley, Co-Founder of Youtube, MIPCOM 2008<br />
16
TRUE,<br />
But that‘s only half the story...<br />
17
WHY ACTUALLY ONLINE VIDEOS?<br />
18
WHY ACTUALLY ONLINE VIDEOS?<br />
<strong>Videos</strong> <strong>are</strong> darn expensive to produce.<br />
Quarterlife:<br />
$300.000 Production,<br />
48 minutes produced,<br />
8 Episodes,<br />
$37.500 Episode,<br />
2 Millionen viewers in total,<br />
outcomeof web: almost 0<br />
19
WHY ACTUALLY ONLINE VIDEOS?<br />
<strong>Videos</strong> <strong>are</strong> difficult to distribute!<br />
Output, Transcoding, Thumbnail Generation, Batch-Upload, Metadata-Export, Metadata-Import into CMS, CDNhandling,<br />
editing Player-Page, editing players, editing of playlist, integrating videos into playlists, integrating<br />
videos into Player, Playlist arrangement, launch on Site, launch of Player, launch of Playlist, launch of Videodata,<br />
Management of Serverspace, Traffic shaping, Peak-Management, broad band check, Playercheck, technical user<br />
requirements, User-Tracking, tracking of playing habits, Accessibility, Fall-Back-Content, Video-Sitemap,<br />
Searchengine Optimisation, Site Search, video index
WHY ACTUALLY ONLINE VIDEOS?<br />
<strong>Videos</strong> <strong>are</strong> (still) hard to market:<br />
PICTURE GALLERY<br />
3 MINUTES<br />
6 PAGES<br />
at least<br />
12 Ad Impressions<br />
vs.<br />
VIDEO<br />
3 MINUTES<br />
1 VIDEO<br />
1 Ad Impression<br />
vs.<br />
„Even if web video got the same<br />
CPMs as TV, because online<br />
viewers will tolerate less<br />
advertising, a 30-minute<br />
program on the web with two<br />
minutes of advertising yields<br />
approximately 1/8th as much<br />
revenue per viewer.”<br />
21
SO WHY ACTUALLY ONLINE VIDEOS?<br />
SHEEP<br />
SHEEP<br />
SHEEP<br />
SHEEP<br />
BECAUSE THEY ALL DO?<br />
SHEEP<br />
S H E E P<br />
22
THAT‘S WHY:<br />
THERE IS A HIGH DEMAND<br />
26 million Unique Viewers in May 2008 (GER) or 75 % of the German Onliners<br />
3 billion viewed videos/month (GER)<br />
115 videos per user or 15 video-minutes per day (GER)<br />
23
AND THAT‘S WHY:<br />
www.itsgreatentertainment.tv<br />
= Mass Customization = Emotional impact
AND...<br />
www.greatentertainmentmakesgreatadvertising.tv<br />
= Transitional Media Mix = Interactivity instead of Interruption<br />
= Context Relevance
WHAT‘S MORE<br />
26
Remember soap operas?<br />
Roadsidepictures (http://flickr.com/photos/roadsidepictures/137886970/)
50 years ago ...<br />
„Single Sponsor Era“<br />
Coke Time<br />
Colgate Comedy Hour<br />
28
... and TODAY!<br />
29
HOW TO SUCCEED?<br />
NEW<br />
DISTRIB<br />
UTION<br />
STRA<br />
TEGY<br />
TIME
PART 2<br />
New Distribution Channels<br />
31
1<br />
VIDEO PORTALS<br />
33
2<br />
TV STATIONS ON THE NET<br />
34
3<br />
VoD OFFERINGS<br />
35
4<br />
IPTV PLATFORMS<br />
36
Where‘s the money?<br />
$<br />
$<br />
$<br />
$<br />
Al … !<br />
$ $ $
4<br />
IPTV PLATFORMS<br />
$$$<br />
$$$<br />
38
3<br />
VoD OFFERINGS<br />
$$<br />
$$<br />
39
2<br />
TV STATIONS ON THE NET<br />
$$<br />
40
1<br />
VIDEO PORTALS<br />
$<br />
41
OPEN ACCESS<br />
vs.<br />
WALLED GARDEN<br />
‣ UGC environment<br />
‣ commercialization?<br />
‣ easy access<br />
‣ viral<br />
‣ big reach<br />
‣ PC based<br />
‣ easy sharing<br />
‣ free<br />
‣ „Brand Safe“<br />
‣ Revenue Streams<br />
‣ Einstiegshürden<br />
‣ social Viewing<br />
‣ reach?<br />
‣ TV-Connection<br />
‣ DRM<br />
‣ paid<br />
42
GOT IT?
MARKET OVERVIEW<br />
OPEN ACCESS<br />
Hulu<br />
Metacafe<br />
Rocketboom<br />
EQAL<br />
YouTube<br />
MyVideo<br />
ZDF<br />
Joost<br />
PRO<br />
CBS<br />
iTunes<br />
UGC<br />
Amazon<br />
Netflix<br />
Maxdome<br />
RTL Now<br />
45<br />
IPTV<br />
WALLED GARDEN<br />
TV<br />
TV<br />
WEB<br />
CONTENT
...VIDEO IS BIG.<br />
46
...VIDEO IS BIG.<br />
BUT: YOUTUBE IS BIGGER.<br />
VIDEO<br />
3 Minuten<br />
1 Video<br />
1 Ad Impression<br />
• 40 % of all US Video Streams in Dec 2008<br />
• 13h of video content <strong>are</strong> being uploaded<br />
every minute!<br />
• 5,9 billion viewed videos/month (US)<br />
• 300 million unique viewers in Dec 2008 (WW)<br />
47
WHY YouTube?<br />
Google<br />
Lazy Sunday<br />
Flash?<br />
Sharing?<br />
User Upload?<br />
Saturday Night Live?
=<br />
2.0<br />
3,9bn Views<br />
620m Views<br />
284m Views
YouTube‘s got talent!<br />
50
YouTube‘s got news!<br />
74m Views<br />
5,6m Views<br />
116m Views<br />
51
ALL BASES COVERED<br />
52
Web-TV<br />
CONTENT
WEB-TV IS EVERYWHERE ...<br />
78 % of all Americans viewed an online video<br />
309 minutes of video / Month<br />
95 <strong>Videos</strong> per Viewer<br />
Every mayor online portal has a WebTV offering
POSTERCHILD: Rocketboom<br />
700 views/day<br />
1 Video format<br />
1 page<br />
2004<br />
„The Rise of the Video Blog“<br />
Rolling Stone<br />
100.000 views/day<br />
$80.000 in advertising<br />
4 Video formats<br />
1 page<br />
2006<br />
Distribution deal with Sony Pictures TV<br />
250.000 views/day<br />
Werbung, Sponsoring<br />
12 Video formats<br />
12 pages<br />
AppleTV, TiVo, PS3, PSP, ...<br />
2008<br />
55
WEB STUDIOS
WEBISODES<br />
8,8 M Views<br />
130 M Views<br />
3,8 M Views<br />
7,4 M Views<br />
75k Views<br />
= No Partner – no reach!
TV-Web
CATCH UP TV
SYNDICATION<br />
fosters<br />
CBS.com<br />
‣ reaches 92% of US online users<br />
‣ >300 partners<br />
‣ 360% growth in video views year/year<br />
CBS.com<br />
‣ 21,5% of US online users visited CBS.com<br />
‣ +41% growth Year/Year<br />
(ABC -9%, NBC -18% Fox 6%)<br />
‣ longest visits of all network sites (10:24min)<br />
60
Web
AN EVIL PLOT TO DESTROY TV (The World)<br />
! NBC & News.Corp JV<br />
! 272m Views on YouTube<br />
! Syndication to AOL, Yahoo!, MSN,<br />
MySpace, Comcast, ...<br />
62
TV STATION 2.0<br />
Google AdSense+Video<br />
„multimillion-dollarbudgeted<br />
cartoon series“<br />
50 Episodes<br />
Distribution through<br />
Google AdSense, YouTube<br />
and Widgets<br />
Sponsored by Burger King
Cable Co
VoD<br />
65
VoD with a twist<br />
10M Subscribers<br />
66
BOX plays<br />
67
PROBLEMS<br />
No Web effects, On demand<br />
mentality, DRM, Costs, Home<br />
Connectivity, No instant gratification
Other
MOBILE<br />
‣ reaches 92% of US online users<br />
‣ >300 partners<br />
‣ 360% growth in video views year/year<br />
70
P2P<br />
71
LIVE
What if?<br />
Reach<br />
Interaction<br />
Engagment<br />
On Demand<br />
Live<br />
Emotion<br />
direct Response<br />
Controle<br />
Revenue<br />
73
Why not?<br />
Reach<br />
Interaction<br />
Engagment<br />
On Demand<br />
Live<br />
Emotion<br />
direct Response<br />
DISTRIBUTION<br />
STRATEGY AND<br />
TACTICS<br />
Controle<br />
Revenue<br />
74
PART 3<br />
How to participate<br />
75
REACH ON THE NET<br />
1,73 Mio. Unique<br />
Video User in 30<br />
Days<br />
1,94 Mio.<br />
Viewers in 15<br />
Minutes<br />
1,9<br />
vs.<br />
RTL Aktuell 18:45 / 03.02.<br />
Quellen: Comescore Nov. 2008 / AGF
WHAT MATTERS ...<br />
Max Reach<br />
Targeted Demographics<br />
High class and engaging environment<br />
High quality content
OPTIONS<br />
Revenue sources<br />
Paid content<br />
Advertising<br />
One<br />
time<br />
Sub. PPU CPM CPC CPO<br />
Transaction<br />
Traffic<br />
Content/services<br />
Video<br />
TV Programs<br />
Platform<br />
UGC<br />
Live VoD Catch<br />
Up<br />
Live VoD Catch<br />
Up<br />
Syndi<br />
cation<br />
Destin<br />
ation<br />
Whitelabel<br />
Original<br />
Captured<br />
Devices<br />
PC<br />
TV/ Console<br />
Mobile phone<br />
Other mobile devices<br />
Distribution<br />
Fixed broadband<br />
Wireless broadband<br />
Cellular<br />
Broadcasting<br />
78
WebTV<br />
Revenue sources<br />
Paid content<br />
Advertising<br />
One<br />
time<br />
Sub. PPU CPM CPC CPO<br />
Transaction<br />
Traffic<br />
Content/services<br />
Video<br />
TV Programs<br />
Platform<br />
UGC<br />
Live VoD Catch<br />
Up<br />
Live VoD Catch<br />
Up<br />
Syndi<br />
cation<br />
Destin<br />
ation<br />
Whitelabel<br />
Original<br />
Captured<br />
Devices<br />
PC<br />
TV/ Console<br />
Mobile phone<br />
Other mobile devices<br />
Distribution<br />
Fixed broadband<br />
Wireless broadband<br />
Cellular<br />
Broadcasting<br />
79
TV Stations<br />
Revenue sources<br />
Paid content<br />
Advertising<br />
One<br />
time<br />
Sub. PPU CPM CPC CPO<br />
Transaction<br />
Traffic<br />
Content/services<br />
Video<br />
TV Programs<br />
Platform<br />
UGC<br />
Live VoD Catch<br />
Up<br />
Live VoD Catch<br />
Up<br />
Syndi<br />
cation<br />
Destin<br />
ation<br />
Whitelabel<br />
Original<br />
Captured<br />
Devices<br />
PC<br />
TV/ Console<br />
Mobile phone<br />
Other mobile devices<br />
Distribution<br />
Fixed broadband<br />
Wireless broadband<br />
Cellular<br />
Broadcasting<br />
80
The final question?<br />
81
The final question?<br />
HOW DO WE GET THERE?<br />
Revenue sources<br />
Paid content<br />
Advertising<br />
One<br />
time<br />
Sub. PPU CPM CPC CPO<br />
Transaction<br />
Traffic<br />
Content/services<br />
Video<br />
TV Programs<br />
Platform<br />
UGC<br />
Live VoD Catch<br />
Up<br />
Live VoD Catch<br />
Up<br />
Syndi<br />
cation<br />
Destin<br />
ation<br />
Whitelabel<br />
Original<br />
Captured<br />
Devices<br />
PC<br />
TV/ Console<br />
Mobile phone<br />
Other mobile devices<br />
Distribution<br />
Fixed broadband<br />
Wireless broadband<br />
Cellular<br />
Broadcasting<br />
82
GET YOUR EXPECTATIONS RIGHT
Info<br />
STOCK<br />
Wirtschaft<br />
Inland<br />
BUILD<br />
Info<br />
KULTUR<br />
Genuss<br />
Info<br />
Info<br />
Info<br />
Info<br />
Politik<br />
Info<br />
Info<br />
NACHRICHTEN<br />
Info<br />
Info<br />
Views<br />
NTERTAINMENT<br />
News<br />
Emotion<br />
MUSIK<br />
Genuss<br />
Info<br />
GOSSIP<br />
Emotion<br />
Info<br />
Music videos, Comedy, Entertainment, ...<br />
Vergnügen<br />
Unterhaltung<br />
Vergnügen<br />
Inszenierung<br />
84
PUT YOUR CONTENT IN FRONT OF THE AUDIENCE<br />
✦ All Platforms<br />
✦ All Channels<br />
85<br />
✦ encourage linking,<br />
sharing, forwarding<br />
✦ Be everywhere for<br />
maximum reach
EVERYTHING‘S DONE<br />
RIGHT?<br />
86
EVERYTHING‘S DONE<br />
RIGHT?<br />
WRONG<br />
87
PLANNING<br />
‣ campaigns<br />
‣ analytics<br />
‣ release circles<br />
‣ release times<br />
‣<br />
TIMING<br />
‣ Get in the right<br />
context<br />
‣ Use hypes, memes<br />
and events<br />
‣ Use inside<br />
exposure<br />
‣ Use high<br />
engagement<br />
‣<br />
88
PLAN<br />
for different usage patterns<br />
Short-Head<br />
14.000<br />
Longtail<br />
14.000<br />
Event Video<br />
Evergreen<br />
Sleeper<br />
3.500<br />
Sleeping beauty
OPTIMIZE<br />
for different platforms<br />
Ø 900 000 vs. Ø 70 000<br />
90
CONNECT<br />
Optimierung<br />
Ausspielen<br />
THE DOTS<br />
Thumbnail<br />
Technische<br />
Transcoding<br />
Hilfestellung<br />
Frontend<br />
Server<br />
IT<br />
Playlist<br />
Batch-<br />
Upload<br />
Player<br />
Metadaten-<br />
Export<br />
CDN-<br />
Übergabe<br />
Seeding<br />
INNOVATIONS<br />
CONSULTING<br />
Plattform<br />
CMS<br />
Anbindung<br />
DISTRIBUTION<br />
SEO<br />
Archiv<br />
CONTENT<br />
Formatentwicklung<br />
Traffic<br />
Shaping<br />
Peak<br />
Management<br />
User<br />
Tracking<br />
Rechte<br />
Produktion<br />
Indizierung<br />
91
NETWORKING<br />
Optimierung<br />
Ausspielen<br />
Thumbnail<br />
Technische<br />
Transcoding<br />
Hilfestellung<br />
Frontend<br />
Server<br />
IT<br />
Playlist<br />
Batch-<br />
Upload<br />
Player<br />
Metadaten-<br />
Export<br />
CDN-<br />
Übergabe<br />
Seeding<br />
INNOVATIONS<br />
CONSULTING<br />
Plattform<br />
CMS<br />
Anbindung<br />
DISTRIBUTION<br />
SEO<br />
Archiv<br />
Rechte<br />
CONTENT<br />
Produktion<br />
Formatentwicklung<br />
Promotion<br />
Traffic<br />
Shaping<br />
Peak<br />
Management<br />
Indizierung<br />
User<br />
Tracking<br />
92
NETWORKING<br />
Optimierung<br />
Ausspielen<br />
Thumbnail<br />
Technische<br />
Transcoding<br />
Hilfestellung<br />
Frontend<br />
Server<br />
IT<br />
Playlist<br />
Batch-<br />
Upload<br />
Player<br />
Metadaten-<br />
Export<br />
CDN-<br />
Übergabe<br />
Seeding<br />
INNOVATIONS<br />
CONSULTING<br />
Plattform<br />
CMS<br />
Anbindung<br />
DISTRIBUTION<br />
SEO<br />
Archiv<br />
Rechte<br />
CONTENT<br />
Produktion<br />
Formatentwicklung<br />
Growth<br />
Traffic<br />
Shaping<br />
Peak<br />
Management<br />
Indizierung<br />
User<br />
Tracking<br />
93
NETWORKING<br />
Optimierung<br />
Ausspielen<br />
Thumbnail<br />
Technische<br />
Transcoding<br />
Hilfestellung<br />
Frontend<br />
Server<br />
IT<br />
Playlist<br />
Batch-<br />
Upload<br />
Player<br />
Metadaten-<br />
Export<br />
CDN-<br />
Übergabe<br />
Seeding<br />
INNOVATIONS<br />
CONSULTING<br />
Plattform<br />
CMS<br />
Anbindung<br />
DISTRIBUTION<br />
SEO<br />
Archiv<br />
Rechte<br />
CONTENT<br />
Produktion<br />
Formatentwicklung<br />
Conversion<br />
Traffic<br />
Shaping<br />
Peak<br />
Management<br />
Indizierung<br />
User<br />
Tracking<br />
94
BUZZ
Landmark <strong>Videos</strong><br />
Viral<br />
Featured<br />
Viral<br />
96
Inventory<br />
Views per month
Cooperations & Featurings<br />
Views within 5 days
Give it some TIME!<br />
viewers sh<strong>are</strong> links to the videos they watch<br />
over 50% have watched videos with others<br />
<strong>Videos</strong> can produce a strong affinity<br />
<strong>Videos</strong> reach user on a new level<br />
Offer Users content and tools to engage<br />
99
THANK YOU.<br />
Contact<br />
<strong>Bertram</strong> <strong>Gugel</strong><br />
T: +49 30 2000 607 41<br />
M: +49 179 22 1 77 63<br />
b.gugel@asd.tv<br />
info@gugelproductions.de<br />
gugelproductions.de<br />
asd.tv
Change language