Distribution and Marketing of Web-TV successfully

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DistributingAnimation Programmes

on the Web

„A recipe is not yet a nice menu“

Harald Müller

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About me

Harald MuellerUlrichstr. 15 www.facebook.com/harald.mueller.web84424 Isen near Munich

Born 16.10.1956Married, one daughter, one son

Education• 1978 Banking

• 1985 Studies of Economics

Experience• Project Management and Marketing (@ SPI, San Diego USA /

DSD Deutsche Sparkassen DatenDienste ...)

• Business Development (@Handelsblatt / @Nokia ...)

• Co-Founder of MobileMonday Germamy e.V & ‚COO‘ there since 2006

• Living on the web (24/7/350)

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Topics• Never been easier to start your own (video) brand – so DO it!

• Never been harder to start your own (video) brand – but DO it!

• Creativity can overcome money (be it your content or the way you handle it)

• IT is everything, but how much money can you afford?

• Web-TV us number crunching – No audience = no money

• Content Content syndication / licensing for web videos rarely works

• Promote your content or partner the right and smart way (incl. viral effects & SocialMedia and brand marketing = product placements)

• Your content everywhere? (opportunity cost)

• Revenue projections or Where is the beef?

• Measuring ‘success’

• Are there blue prints to adopt or a formula for success?

• Insides from scopas’ major 3 webisodes«D11B», «Eckelsteins» and «Kanzlerkantine»

• Questions, please!

What the

bolts below

do mean?

What the

bolts below

do mean?

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Never been easier to start your own (video) brand – so DO it!Never been harder to start your own (video) brand – but DO it!

Why WE believe ‚TV on WEB‘ is the future

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‚Featuring‘

‚Views‘(Eyeballs)

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Production Costsare affordable(or are you scopas?)

Distribution Costs are low(or at least the Know How is cheap to get)

No labor costs!(With animation / cartoons you do not need a budget foractors – cool! ;)

But, from now on it‘s all about ...


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Creativity can overcome money (be it your content or the way you distribute it)

Puppets only –no cartoon – no animation

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The Do-It-Yourself Basics before getting REACH

Output, Transcoding, Thumbnail Generation, Title / Subtitles,

(Batch-)Uploads, 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, ... Automatic invoicing

IT is everything, but how much money can you afford?

You?

You

Avoid

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www.tubemogul.com www.videocounter.com

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Features and possible Site-Control

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Web-TV us number crunching – No audience = no money (2007 – 2010)

29.7.2008 – 8.5.2010: 8,3 Mio. views (total: almost 12 Mio. views)500.000 views per month13.300 views per day (till May 8th, more afterwards)

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Web-TV us number crunching – No audience = no money (2010 only)

29.7.2008 8,3 Mio. views (total: 12 Mio. views)– 400.000 views per month8.5.2010: 13.300 views per day

2010 so far:1,2 Mio. views11.000 views per day, butmore revenue!***

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Web-TV us number crunching – No audience = no money (tricks to help)2010 so far for ‚scopas itself‘ only:1,8 Mio. views11.500 views per day, butmore revenue!*** ==========

2010 so far for ‚scopas extended‘:4,85 Mio. views38.200 views per day

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Web-TV us number crunching – No audience = no moneyscopas stop motion demographics (2010)

Where are the viewers come from? (2010)

95,9% out of Germany

39% age 13-17

The long tailgets more andmore traction

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Content syndication / licensing for web videos rarely works

Why?1) Your buyer needs at least to earn back his (direct) expenses2) Your buyer needs to make a (little) profit3) Your buyer must be able to cover his costs for promotions / product placements4) Your buyer does it for his own image / site promotion5) Your buyer only takes it as part of a TV / DVD / web combi license6) Your buyer is bad in maths7) ... (more?)

You need to consider:ad1) May work for English videos or such where no language is needed at all – canone buyer cover the world? YouTube does not do such deals!ad2) see ad1)ad3) This might work for a limited time, but most likely he wants exclusivenessad4) This will definitely not become a long-term relationshipad5) This can work, but in case of exclusiveness YOU give up ‚web control‘ad6) The worst that can happen to you if you believe the web to be the futuread7) Alternatives Welcome!

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Promote your content or partner the right and smart way (incl. viral effects & Social Media and brand marketing = product placements)

Here on:BURGER KING® serves up a new cartoon comedy completely on-line. From thecreator of the Family Guy comes Seth Macfarlane's Cavalcade of Cartoon Comedy. New episodes served weekly, starting September 10th. The Internet will never be the same. Then again, it is the Internet.

Comparison 1:

The Cavalcade(presented byBurger King)25.8.-4.11.200814 videos in season 1(long tail!!!)

Until now:13,8 million views36k subscribers

D11BTVsince Oct. 2007120+ animation videos

Until now:11,2 million views10+k subscribers

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Here on:From one of the greatest television creators of our time... comes a comedy too big

for your T.V. Welcome to Seth MacFarlane's Cavalcade of Cartoon Comedy!

Comparison 2:

The Cavalcade(presented byPriceline)since 2 months17 videos (50 in totalplanned for season 2)(long tail!!!)

Until now:44,4 million views345k subscribers



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Watch classic animations from Aardman'sOscar-Winning studio, including world-renowned Wallace & Gromit, CreatureComforts and the Amazing Adventures of Morph.

Interested in the more weird and wonderful filmscreated by Aardman? Then visit our newAardman Darkside Channel

Don't forget to check back on Wednesdays at 5pm GMT when we'll be adding more greatepisodes for your viewing pleasure.

Comparison 3:

Angry Kid66 videos2,9 million views8k subscribers

Aardmann Animations107 videos8,2 million views17,6k subscribers

Aardmann Commercials290 videos2,3 million views2,6k subscribers



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It CAN also work for unknown brands, but the likelihood is unpredictibale

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A ‚must do‘ approach, but ingeneral a L ngway to go!

WhySocial Media?

Who the f*** came up withthis viral sh**(in case it is understood asa kind of guarantee)

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D11BTV is here and here:

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Think about this:

1) Does my format permit it (make sense for both parties)?

2) Do I have enough reach or could the marketing partner contribute to it?

3) Would I have to change my format? If so, how much and would it still be viable?

4) Are there regulatory needs to cover?

5) Where are (my) limits in terms of branding, just sponsoring, product placement(influencing the story) and much more ...

6) How much costs / efforts do I have to spend to find a sponsor? Who can help me?Are those working on (later) revenue share models (good ones not)

7) ... and and and

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Your content everywhere? (opportunity cost)

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Option Set

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Web-TV

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Revenue projections or Where is the beef?

Total Agerage Viewsper Videoper category

150+ 42 1scopas*

* Not counted: Making Ofs + Puppets<90 days

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BTW: Easier said than done …

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There is no one fits all overall approach – unfortunately ...

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Measuring ‘success’

Before you start measuring succes – have you at least done / reached this?

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Goal Status

Because, successcan be misleading ...

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scopas early 2008 ...

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Are there blue prints to adopt or a formula for success?

If I would have found this formula, I would not stand here ... ;) , but:

However, listen, but from acreativity point at the end:„Do it your way“

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Insides from scopas’ major 3 webisodes « D11B», «Eckelsteins» and «Kanzlerkantine»

And our friends:

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More Questions? Please!

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Thank You!

Harald MuellerUlrichstr. 15 www.facebook.com/harald.mueller.web84424 Isen near Munich

[email protected]

Some input granted byhttp://www.gugelproductions.de/blog/