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STREAMING MEDIA FOR ORGANISATIONS CONFERENCE 3 & 4 November 2009 The Wanderers Club Johannesburg South Africa
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THE BUSINESS OF VIDEOLinda Ravenhill
VideoLive4 November 2009
Who is watching online video today?
Viewership 146 million people or 77% of US internet audience viewed video
online in 2008 Average viewer watched 273 minutes – 40% more than last year
Average duration: 3.1 minutes/video
Average viewing: 87 videos/month
Women: Watch 41% more video contentSource: comScore Nov2008
And Ad-Spend?
Video advertising is growing rapidly, and although it remains a relatively small share of overall Internet ad spending, it outpaces TV when measured by the ad dollars marketers spend relative to the amount of time individuals spend viewing video
Online video will grow by 50% in 2009 and reach over $4.5b in 2013 = 4 x 2009 figures
Carat: New forecasts for global advertising expenditure in 2009 and 2010. “….2009 market decline is worse than previously forecast; return to modest growth in
2010. Only online expected to show growth this year; reaching 10.0% of global adspend, online video surging ahead.”
Source: eMarketer.com, www.mediapost.com; agegisgroup.com
The SA Environment
Online readership growing at over 25% from 4.8 million in 2008 to six million for same period in 2009
Total visitors have increased over 11%, from the fourth quarter last year alone.
Represents a steady growth and acceptance of the online environment as a mainstream medium.
Source: opa.org.za
The Business of Video
“We live in a world where everyone has the tools and knowledge to create and distribute media and suddenly everyone is expected to do so.
It’s simply becoming a normal part of doing business.”
Marketingsherpa, 2009 Video Marketing Benchmarking Guide
VIDEO CONTENT CREATION
VideoLive – Be Seen
Content Creation for online video
Six broad-categories of video content News and information How-to, research and product info Entertainment Education Sport Social-media and UGC
Content Creation for online video
5 Basic Guidelines1. Keep it simple 2. Keep it real3. Keep it short4. Keep it relevant5. Educate, entertain, inform
Uses for video in your communication
1. Create a human face for your organisation
2. Enhance product info esp. to explain difficult concepts
3. Use as an aid to use – “how to” guides
4. Communicate immediate information – PR element
Uses for video in your communication
5. Extend coverage of news/other media events
6. Use content to connect with remote customers/staff
7. Use it to educate and train
8. Extend your brand in all content delivery
MONETISATION OF VIDEO CONTENT
VideoLive – Be Seen
Monetisation of video
Real estate of video
What is it?
Why is it important?
How to make use of it
Monetisation of video
Video Strategies In-video opportunities:
Pre- and post- rolls In-player opportunities:
Banners and text Revenue models
Pay-per-view Revenue share Sponsorships Content Syndication Sales
ONLINE VIDEO TRENDS
Trends
1. Increasing use of video despite “bandwidth” constraints
2. Blending of content: Video, text, audio, imagery all blend for e.g. Google
3. You-tube will increasingly lose share: Market will fragment More sites will have video, more content creators will invest
in their own destinations
Trends
4. Increasing use of player technologies with all their associated bells and whistles
5. SME business will take increasing advantage of the technology because it is so easy to use
6. Semantic technologies on the increase: SEO, tagging, intuitive search
Trends
7. Syndication of content
8. Increasing use of the platform to educate
9. Users will expect to see this type of communication
10. Things I am not so sure for SA, but are international trends: Increasing video monetisation Pay per view/Subscription viewing Full-length or long-form content viewing
GOLDEN RULE WRAP UP
VideoLive – Be Seen
Golden Rules
Keep it real Keep it short and relevant Edutain your users Don’t overload with advertising Deliver relevantly Use appropriately Track and monitor
Consider this…………
If a picture is worth a thousand words, then what's a
minute of video worth? If you take the time to calculate you get something like
1.8 million words, or about 6 days of non-stop reading
You need to be in this space.
