Attracting (and keeping) wider audiences with internet content

QUICKFLIX.COM.AUENTERTAINMENT DELIVERED

“Attracting Wider Audiences with Internet Content"

Tim Parsons – Head of Product & CTO

The TV Show Australia 2011

QUICKFLIX.COM.AUENTERTAINMENT DELIVEREDIntroducing…


Head of Product & CTO @ Quickflix

- Founder Mobile Monday Sydney

- 5 years of aerospace computing

- 7 years in web development

- 3 years in design + branding

- 3 years in online startups

2 years client-side @ Quickflix!

Tim Parsons

QUICKFLIX.COM.AUpage 4

Quickflix Summary

50K movies and TV titles, adding 400+ per month. Everything from

latest release box office hits to

classics, foreign, arthouse, sport

and documentaries.

Cinema: 20 TitlesKiosk: 30 titles

Fetch TV: 100 movies + TV ChannelsVideo store: ~2,000 titles, rotating

Foxtel: ~2,500 titles rotating + TV channelsiTunes:~4,000 movies + TV shows

80,000

subscribers

Growing 20%

Q-on-Q

Revenues now

$1m/mth

Website 600K

visits/mth

10 millionth

DVD sent.


What about you ?Are you part of a • Media business?

(aggregating eyeballs)

OR• A Product/Service outfit?

(educating potential

customers about your

products/services)?


Your content:- is a direct extension of your brand

- it positions you in the mind of the audience- can be a powerful business tool

- “mediaversality” means all brands are editorial.

ial.

QUICKFLIX.COM.AUpage 7

We create & use internet content…


…to “attract wider audiences”…

+

i.e. Acquire new customers & Retain existing.

QUICKFLIX.COM.AUENTERTAINMENT DELIVEREDSome Acquisition Insights

(assuming no ATL brand $$$)


#1. Size of ‘internet audience’ in Oz

10m on facebook3

10.4m households1

1. ABS Internet Activity Report, Dec 20102. ABS Internet Activity Report, Dec 20103. SocialBakers.com, Apr 2011

8.2m smartphones2

A large mainstream audience is out there.


#2. Channel Marketing works Nobody “visits” websites, people are

dragged to them by SEM/SEO, affiliate, eDMs, banners, adwords, etc., etc.

Good, relevant content is vital to achieve message/offer cut-through.

What’s your www address again ?


#3. Good, relevant content drives WOM

• Facebook page likes • sharing behaviour • higher Google organic rank

1 in 3 of our signups are organic, and we have an excellent Google organic

search ranking.


Insight #4: Critical elements to acquisition funnel performance…

(pto)


Clear USPs


Super ‘low friction’ acquisition funnels


Consistent, inviting, on-brand, content execution

QUICKFLIX.COM.AUENTERTAINMENT DELIVEREDSome Retention Insights


WATCH

SHARE

DISCOVER

Insight#1 : Understand full content & audience engagement lifecycle

Engagement measure: e.g.Queue length

QUICKFLIX.COM.AU

#2 Provide good content discovery tools

Visual Discovery

Personalised Recommendations

Search

Editorial/Merchandising

Catalogue Browsing

Relevancy

Increases engagement, reduces churn


First Generation : limited browsing &

recommendations, search behaviour dominant


Current Generation : extensive browsing support,

editorial collections dominant


Current Generation : extensive browsing support,

editorial collections dominant

QUICKFLIX.COM.AU

#3 Social Media & blog content are great retention & engagement tools

QUICKFLIX.COM.AUENTERTAINMENT DELIVEREDMonetizing internet video


We plan to carefully transition ourexisting 80,000+ subscribers

from

to…

+


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Thanks !

[email protected]

twitter @timparsons

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Attracting (and keeping) wider audiences with internet content