Getting Reach for Videos

GETTINGHow to effectively distribute videos on the net.

REACH

A PRESENTATION BY BERTRAM GUGEL

2

WHY ACTUALLY ONLINE VIDEOS?

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Videos are darn expensive to produce.

Quarterlife: $300.000 Production,

48 minutes produced,8 Episodes,

$37.500 Episode,2 Millionen viewers in total,

outcomeof web: almost 0


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Videos are difficult to distribute!Output, Transcoding, Thumbnail Generation, Batch-Upload, 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


Videos are (still) hard to market:

PICTURE GALLERY

3 MINUTES6 PAGESat least

12 Ad Impressions

VIDEO

3 MINUTES1 VIDEO

1 Ad Impression

„Even if web video got the same CPMs as TV, because online viewers will tolerate less advertising, a 30-minute program on the web with two minutes of advertising yields approximately 1/8th as much revenue per viewer.”

vs. vs.


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BECAUSE THEY ALL DO?

SHEEP SHEEPSHEEP

S H E E P

SHEEP

SHEEP

SO WHY ACTUALLY ONLINE VIDEOS?

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26 million Unique Viewers in May 2008 (GER) or 75 % of the German Onliners

3 billion viewed videos/month (GER)

115 videos per user or 15 video-minutes per day (GER)

THAT‘S WHY:

THERE IS A HIGH DEMAND

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AND THAT‘S WHY:

www.itsgreatentertainment.tv= Mass Customization = Emotional impact

http://www.its

http://www.its

www.greatentertainmentmakesgreatadvertising.tv

= Transitional Media Mix = Context Relevance= Interactivity instead of Interruption

AND...

http://www.greatentertainmentmakesgreatadvertising.tv

http://www.greatentertainmentmakesgreatadvertising.tv

WHAT‘S MORE

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Roadsidepictures (http://flickr.com/photos/roadsidepictures/137886970/)

Remember soap operas?

http://flickr.com/photos/roadsidepictures/137886970/

http://flickr.com/photos/roadsidepictures/137886970/

Coke Time

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„Single Sponsor Era“Colgate Comedy Hour

50 years ago ...

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... and TODAY!

WHAT‘S WRONG

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Oct. 9th, 2006

Worst practice: WARNER MUSIC

„Google and Warner Music Group Announce Agreement to Offer Google Video Users WMG's Music Video Content.“

„Warner Music Group Corp. said it began removing its songs and videos from Google Inc.'s YouTube video-sharing Web site this weekend, after the two sides failed to renegotiate a licensing deal.“

Dec. 22nd, 2008

Sep. 29th, 2009 „Warner Music Comes Back to YouTube“

http://youtube-global.blogspot.com/2009/09/warner-music-comes-back-to-youtube.html

http://youtube-global.blogspot.com/2009/09/warner-music-comes-back-to-youtube.html

What happened?

http://www.tubemogul.com/blog/2009/09/on-youtube-its-the-music-labels-and-then-everyone-else/

Warner left millions of Dollars on the Table!



NEW DISTRIBUTION

STRATEGY

HOW TO SUCCEED?

TIME

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Reach

LiveEmotiondirect Response

InteractionEngagmentOn Demand

ControleRevenue

What if?

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Reach

LiveEmotiondirect Response

InteractionEngagmentOn Demand

ControleRevenue

DISTRIBUTIONSTRATEGY AND

TACTICS

Why not?

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OPTIONSRevenue sources

Content/services

Devices

Distribution

Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising

Transaction Transaction Transaction TrafficTraffic

One time Sub. PPU CPM CPC CPO


VideoVideoVideo TV ProgramsTV ProgramsTV Programs PlatformPlatformPlatform UGCUGC

Live VoD Catch Up Live VoD Catch

UpSyndication

Destination

White-label Original Captured

PCPCPC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devicesOther mobile devices

Fixed broadband Fixed broadband Fixed broadband Wireless broadbandWireless broadbandWireless broadband CellularCellularCellular BroadcastingBroadcasting

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WebTV

Revenue sources

Content/services

Devices

Distribution







UpSyndication

Destination




23

TV Stations

Revenue sources

Content/services

Devices

Distribution







UpSyndication

Destination




24

The final question?

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The final question?

HOW DO WE GET THERE?Revenue sources

Content/services

Devices

Distribution







UpSyndication

Destination




26

BASICS

COMMUNITYor

PROMOTION

GET YOUR EXPECTATIONS RIGHT

KULTUR

MUSIK

GOSSIP

Vergnügen

Inland

Info

InfoInfo

Info

Politik

Info

Info

Genuss

Wirtschaft

Genuss

Info

Vergnügen

Info

Info

Info

Unterhaltung

Unterhaltung

Emotion

Emotion

Info

Info

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Inszenierung

ENTERTAINMENT

NACHRICHTEN

View

s

Music videos, Comedy, Entertainment, ...

News

BUILD STOCK

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PUT YOUR CONTENT IN FRONT OF THE AUDIENCE

✦All Platforms✦All Channels ✦encourage linking,

sharing, forwarding✦Be everywhere for

maximum reach

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EVERYTHING‘S DONE

RIGHT?

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EVERYTHING‘S DONE

RIGHT?

WRONG

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PLANNING TIMING

‣Get in the right context‣Use hypes, memes

and events‣Use inside exposure‣Use high

engagement ‣

‣campaigns‣analytics ‣release circles‣release times‣

for different usage patterns

Short-Head14.000

Longtail14.000

Sleeper3.500

Event Video Evergreen

Sleeping beauty

PLAN

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Ø 900 000 vs. Ø 70 000

OPTIMIZE for different platforms

IT

DISTRIBUTION

CONTENT

Rechte

Frontend

Ausspielen

TranscodingThumbnail

Batch-Upload

Metadaten-Export

CDN-Übergabe

Player

Playlist

TechnischeHilfestellung

Traffic Shaping

Seeding

Peak Management

User Tracking

SEO

Server

Plattform

Produktion

Archiv

Format-entwicklung

Optimierung

CMSAnbindung

35

Indizierung

CONSULTING

INNOVATIONS

CONNECT THE DOTS

IT

DISTRIBUTION

CONTENT

Rechte

Frontend

Ausspielen


Batch-Upload

Metadaten-Export

CDN-Übergabe

Player

Playlist


Traffic Shaping

Seeding

Peak Management

User Tracking

SEO

Server

Plattform

Produktion

Archiv

Format-entwicklung

Optimierung

CMSAnbindung

36

Indizierung

CONSULTING

INNOVATIONS

NETWORKING

Promotion

IT

DISTRIBUTION

CONTENT

Rechte

Frontend

Ausspielen


Batch-Upload

Metadaten-Export

CDN-Übergabe

Player

Playlist


Traffic Shaping

Seeding

Peak Management

User Tracking

SEO

Server

Plattform

Produktion

Archiv

Format-entwicklung

Optimierung

CMSAnbindung

37

Indizierung

CONSULTING

INNOVATIONS

NETWORKING

Growth

IT

DISTRIBUTION

CONTENT

Rechte

Frontend

Ausspielen


Batch-Upload

Metadaten-Export

CDN-Übergabe

Player

Playlist


Traffic Shaping

Seeding

Peak Management

User Tracking

SEO

Server

Plattform

Produktion

Archiv

Format-entwicklung

Optimierung

CMSAnbindung

38

Indizierung

CONSULTING

INNOVATIONS

NETWORKING

Conversion

BUZZ

40

Landmark Videos

Featured

Viral

Viral

Inventory

Views per month

Cooperations & Featurings

Views within 5 days

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Give it some TIME!

viewers share links to the videos they watch

over 50% have watched videos with others

Videos can produce a strong affinity

Videos reach user on a new level

Offer Users content and tools to engage

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Puh!

Isn‘t there a shortcut?

YES THROW MONEY AT IT Google AdSense+Video „multimillion-dollar-

budgeted cartoon series“ 50 Episodes Distribution through Google

AdSense, YouTube and Widgets

Sponsored by Burger King

THANK YOU.

ContactBertram Gugel

M: +49 179 22 1 77 63

[email protected]

mailto:[email protected]

mailto:[email protected]

http://www.gugelproductions.de

http://www.gugelproductions.de

Technology

Getting Reach for Videos