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Revision3 presentation SF
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PRESENTATION FOR:Future of Television Tour 2011
David Prager
March 09, 2011
• Revision1: Constrained Distribution
Broadcast Networks (1950 – 1980)
• Revision2: Increased Supply, Finite Channel Space
Cable Networks (1980 – 2005)
• Revision3: Infinite Supply, Barriers Eliminated
Internet Networks
Market: Video Transitions Create Huge Value
About Revision3
• Online television for the New Media consumer
• Original HD Programming
• Over 42 million monthly views
• 12.5 Million Unique Viewers
• Anywhere, anytime, any device, any service
• Unique Sponsorship Model = Social Influence Marketing
New Media Consumer
• New generation of consumers have abandoned traditional TV and media
– Digital natives
• Hyper-connected users– Mobile devices, PCs and gaming consoles
• On demand lifestyle– Information, interaction & entertainment
24/7• Text based content• Video content• Communication• Social interaction
• Influential Opinion Leaders- Actively choose content that fits
their passions- Use technology to share
information and opinions with their communities
- Amplified spheres of influence -- Blogs, Social Networks, Chat, Forums, Twitter
Product: Revision3 Core Programming
• Authentic Content For Passionate Communities– Technology and Video Games– Entertainment: Movies, Music, Comics– Internet Culture & Comedy– How To/DIY: Film, Tech & Food– Personalities and Vlogs
• Hosts come from these communities– Experts Not Actors– Credible– Highly Influential– Approachable– Strong Audience Connection
• Unique mix of entertainment and information• 1/3rd Produced In House, Balance From External Producers
Reaching an Elusive Audience
• 95.9% - Male
• 48.8% - 12-24
• 72.3% - 18-34
• 78.1% - Have some college or higher education
• 81.4% - Spend more time with Internet/Digital content than TV content.
Sources: Revision3 Viewer Survey, Summer 2010
Reaching Technology Enthusiasts
Sources: Revision3 Viewer Survey, Summer 2010
Have 3+ HH Computers
Are advanced computer users
Frequently give friends advice about what technology products to buy/try
81.5%
90.3%
80%
Watching Video On The Best Screen Available
Sources: Revision3 Viewer Survey, Summer 2010
On a PC/Mac in a window
On a PC/Mac full screen
On a Mobile Device (Cell Phone, iPod, Zune, PSP, etc.)
On a TV or large display
49.2%
65.6%
28.4%
40.4%
Revision3 Overview
• http://bit.ly/Rev3_NetworkSizzle_Feb2011
• http://videos.revision3.com/revision3/creatives/ProductPlacements/rev3-networksizzle-2011.m4v
Market: Ad Dollars Accelerating into Professional Video
2013
2012
2011
2010
2009
2008
2007
$5,800
$3,400
$1,900
$1,150
$750
$505
$324
US Online Video Advertising Spending ($Millions)
Total TV Ad Spend $200B
Source: eMarketer, Forrester, The Diffusion Group
Broad Reach
Target Audience
Target Audience
Broad Reach
$$$ $
Laser Target Your Core Audience
Traditional Model:Shotgun Mass
Media Approach(High cost, low return)
Revision3 Model: Low Budget &
Target Approach(Low cost, higher return)
VS.
Users Shifting to Web Video
Sources: 1Comscore & .Fox Networks, 2010; 2Simmons Research
Consumers exposed to online video advertising were 28% more likely to visit the brand site and nearly twice as likely to conduct a trademark search, compared to those exposed to display advertising.1
Consumers are 47% more engaged in ads that run in online video compared to traditional TV.2
47%
28%
Unique In-Show Sponsorship Model
• Trusted Hosts Deliver Sponsorship Message Within The Show– Delivering Key Messaging points interlaced with graphical/video assets
provided by sponsor – Stays within the tone, cadence and pacing of the show– Sponsorship is integrated to become part of the content– Leverage strong connection between the hosts and the audience
• Minimal Clutter/High SOV Around Sponsor Messaging– Each show 1 to 3 sponsors,
depending on the length– Effective format that resonates
with audience
Revision3 Sponsorship Opportunities
• Standard Online (IAB) Display Inventory
• Dynamic Ad Inserts
– :15 Pre-Rolls
– :30 ad Post-Rolls
– Lower 1/3 Flash overlays
• Customized Host Endorsement and Product Placement
– Endorsement from a trusted host
– Integration into the show
– Minimal production cost
• Branded Entertainment
– Custom Programming - Shows and segments
Dedicated Viewers
Of Revision3 viewers watch the entire episode of their favorite Revision3 show91.8%
8.1%
94.7%
23.8%
Watch episodes multiple times
Consider the recommendations of Revision3 show hosts as helpful or highly influential
Watch Revision3 shows with family and friends
Loyal and Engaged Viewers
Sources: Revision3 Viewer Survey, Summer 2010
Unaided recall of at least 1 Revision3 advertiser
Unaided recall of 3 or more Revision3 advertisers
Purchased a product or service from a Revision3 advertiser
99.6%
91%
55.7%
New Talent with Large Communities
63 Million Total Views
319 Million Total Views
100 Million Total Views
Product: Scalable, Unique Model
Revision3 Video Platform
Production
Low Cost Produc-tion and Editing
Talent ID and
Develop-ment
Trend Spotting
Distribution
YouTube and web
Emerging Channels –
OTT and Mobile
Social Graph
Optimiz-ation
Sales
High Impact Brand
Integra-tion
Multi-Unit Optimizati
on of Yield per
View
Branded Entertain-
ment
Revision3 Distribution
Anysource Amazon Blinx Blip.tv Break Clearleap CNET Dailymotion
Howcast Hulu Intercast iTunes
Roku
mefeedia Metacafe Miro MySpace Next.tv
Pyro.tv Revver Sling Sevenload Stitcher TiVo Transpera Viddler
Virgin America Vuze Yahoo! YouTube Webcastr Zune zvue
Divx Connected
Revision3 Viewership Breakdown
Streaming30%
Downloads48%
Partners22%
Strong Support From Major Brands
Nokia
Activision Adidas Adobe US Air Force Anheuser-Busch
Ask.com Axe Coors
Dell EADolbyDice HBO HP
Klondike Ford GoDaddy Microsoft Netflix NHTSA NVIDIA
Panasonic Patron PS3 SanDisk Sony Starz
Squarespace Unilever Verizon Virgin America Walt Disney WB XBOX360 Zune
Qualcomm Sega
G4
IntelDr. Pepper
Citrix
Fox
Ubisoft
Old Spice