Getting Reach! How to effectively distribute videos on the net.

Strategies and tips on online video distribution.

Vortragssession am Samstag 30. Januar 2010 auf dem Videocamp in Wien.

Transcript

1. GETTING How to effectively distribute videos on the net. REACH
2. A PRESENTATION BY BERTRAM GUGEL 2
3. WHY ACTUALLY ONLINE VIDEOS? 3
4. 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 WHY ACTUALLY ONLINE VIDEOS? 4
5. 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 WHY ACTUALLY ONLINE VIDEOS?
6. Videos are (still) hard to market: PICTURE GALLERY 3 MINUTES 6 PAGES at least 12 Ad Impressions VIDEO 3 MINUTES 1 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. WHY ACTUALLY ONLINE VIDEOS? 6
7. BECAUSE THEY ALL DO? SHEEP SHEEP SHEEP S H E E P SHEEP SHEEP SO WHY ACTUALLY ONLINE VIDEOS? 7
8. 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 8
9. AND THAT‘S WHY: www.itsgreatentertainment.tv = Mass Customization = Emotional impact
10. www.greatentertainmentmakesgreatadvertising.tv = Transitional Media Mix = Context Relevance = Interactivity instead of Interruption AND...
11. WHAT‘S MORE 11
12. Roadsidepictures (http://flickr.com/photos/roadsidepictures/137886970/) Remember soap operas?
13. Coke Time 13 „Single Sponsor Era“ Colgate Comedy Hour 50 years ago ...
14. 14 ... and TODAY!
15. WHAT‘S WRONG 15
16. 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“
17. 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!
18. NEW DISTRIB UTION STRA TEGY HOW TO SUCCEED? TIME
19. 19 Reach Live Emotion direct Response Interaction Engagment On Demand Controle Revenue What if?
20. 20 Reach Live Emotion direct Response Interaction Engagment On Demand Controle Revenue DISTRIBUTION STRATEGY AND TACTICS Why not?
21. 21 OPTIONS Revenue sources Content/services Devices Distribution Paid content Paid content Paid content Advertising Advertising Advertising Transaction Transaction Transaction Traffic Traffic One time Sub. PPU CPM CPC CPO Transaction Transaction Transaction Traffic Traffic Video Video Video TV Programs TV Programs TV Programs Platform Platform Platform UGC UGC Live VoD Catch Up Live VoD Catch Up Syndic ation Destina tion White- label Original Captured PC PC PC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devices Other mobile devices Fixed broadband Fixed broadband Fixed broadband Wireless broadband Wireless broadband Wireless broadband Cellular Cellular Cellular Broadcasting Broadcasting
22. 22 WebTV Revenue sources Content/services Devices Distribution Paid content Paid content Paid content Advertising Advertising Advertising Transaction Transaction Transaction Traffic Traffic One time Sub. PPU CPM CPC CPO Transaction Transaction Transaction Traffic Traffic Video Video Video TV Programs TV Programs TV Programs Platform Platform Platform UGC UGC Live VoD Catch Up Live VoD Catch Up Syndic ation Destina tion White- label Original Captured PC PC PC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devices Other mobile devices Fixed broadband Fixed broadband Fixed broadband Wireless broadband Wireless broadband Wireless broadband Cellular Cellular Cellular Broadcasting Broadcasting
23. 23 TV Stations Revenue sources Content/services Devices Distribution Paid content Paid content Paid content Advertising Advertising Advertising Transaction Transaction Transaction Traffic Traffic One time Sub. PPU CPM CPC CPO Transaction Transaction Transaction Traffic Traffic Video Video Video TV Programs TV Programs TV Programs Platform Platform Platform UGC UGC Live VoD Catch Up Live VoD Catch Up Syndic ation Destina tion White- label Original Captured PC PC PC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devices Other mobile devices Fixed broadband Fixed broadband Fixed broadband Wireless broadband Wireless broadband Wireless broadband Cellular Cellular Cellular Broadcasting Broadcasting
24. 24 The final question?
25. 25 The final question? HOW DO WE GET THERE? Revenue sources Content/services Devices Distribution Paid content Paid content Paid content Advertising Advertising Advertising Transaction Transaction Transaction Traffic Traffic One time Sub. PPU CPM CPC CPO Transaction Transaction Transaction Traffic Traffic Video Video Video TV Programs TV Programs TV Programs Platform Platform Platform UGC UGC Live VoD Catch Up Live VoD Catch Up Syndic ation Destina tion White- label Original Captured PC PC PC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devices Other mobile devices Fixed broadband Fixed broadband Fixed broadband Wireless broadband Wireless broadband Wireless broadband Cellular Cellular Cellular Broadcasting Broadcasting
26. 26 BASICS COMMUNITY or PROMOTION
27. GET YOUR EXPECTATIONS RIGHT
28. KULTUR MUSIK GOSSIP Vergnügen Inland Info Info Info Info Politik Info Info Genuss Wirtschaft Genuss Info Vergnügen Info Info Info Unterhaltung Unterhaltung Emotion Emotion Info Info 28 Inszenierung ENTERTAINMENT NACHRICHTEN Views Music videos, Comedy, Entertainment, ... News BUILD STOCK
29. 29 PUT YOUR CONTENT IN FRONT OF THE AUDIENCE ✦All Platforms ✦All Channels ✦encourage linking, sharing, forwarding ✦Be everywhere for maximum reach
30. 30 EVERYTHING‘S DONE RIGHT?
31. 31 EVERYTHING‘S DONE RIGHT? WRONG
32. 32 PLANNING TIMING ‣Get in the right context ‣Use hypes, memes and events ‣Use inside exposure ‣Use high engagement ‣ ‣campaigns ‣analytics ‣release circles ‣release times ‣
33. for different usage patterns Short-Head 14.000 Longtail 14.000 Sleeper 3.500 Event Video Evergreen Sleeping beauty PLAN
34. 34 Ø 900 000 vs. Ø 70 000 OPTIMIZE for different platforms
35. IT DISTRIBUTION CONTENT Rechte Frontend Ausspielen Transcoding Thumbnail Batch- Upload Metadaten- Export CDN- Übergabe Player Playlist Technische Hilfestellung Traffic Shaping Seeding Peak Management User Tracking SEO Server Plattform Produktion Archiv Format- entwicklung Optimierung CMS Anbindung 35 Indizierung CONSULTING INNOVATIONS CONNECT THE DOTS
36. IT DISTRIBUTION CONTENT Rechte Frontend Ausspielen Transcoding Thumbnail Batch- Upload Metadaten- Export CDN- Übergabe Player Playlist Technische Hilfestellung Traffic Shaping Seeding Peak Management User Tracking SEO Server Plattform Produktion Archiv Format- entwicklung Optimierung CMS Anbindung 36 Indizierung CONSULTING INNOVATIONS NETWORKING Promotion
37. IT DISTRIBUTION CONTENT Rechte Frontend Ausspielen Transcoding Thumbnail Batch- Upload Metadaten- Export CDN- Übergabe Player Playlist Technische Hilfestellung Traffic Shaping Seeding Peak Management User Tracking SEO Server Plattform Produktion Archiv Format- entwicklung Optimierung CMS Anbindung 37 Indizierung CONSULTING INNOVATIONS NETWORKING Growth
38. IT DISTRIBUTION CONTENT Rechte Frontend Ausspielen Transcoding Thumbnail Batch- Upload Metadaten- Export CDN- Übergabe Player Playlist Technische Hilfestellung Traffic Shaping Seeding Peak Management User Tracking SEO Server Plattform Produktion Archiv Format- entwicklung Optimierung CMS Anbindung 38 Indizierung CONSULTING INNOVATIONS NETWORKING Conversion
39. BUZZ
40. 40 Landmark Videos Featured Viral Viral
41. Inventory Views per month
42. Cooperations & Featurings Views within 5 days
43. 43 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
44. 44 Puh! Isn‘t there a shortcut?
45. 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
46. THANK YOU. Contact Bertram Gugel M: +49 179 22 1 77 63 info@gugelproductions.de www.gugelproductions.de