Mastering Anytime Anywhere.

A look at the new paradigms of digital distribution. What are the new means of digital distribution and how can filmmakers make the most out of them?

Am Donnerstag 27. März 2009 auf dem INSIGHT OUT 2009 an der Hochschule für Film und Fernsehen.

Transcript

1. MASTERING ANYTIME A look at the new paradigms of digital distribution ANYWHERE
2. A PRESENTATION BY BERTRAM GUGEL 2
3. 3 PART 1 Video on the Net PART 2 New Distribution PART 3 How to participate Explaining some rules Introducing the players Painting the Scenery
4. PART 1 Video on the Net 4
5. One of the most promising opportunities: Online Videos. NEW MARKET UPSIDES BITE INTO TV NO CANNIBA LIZATION
6. Let‘s take a closer look at the TURBULENT market of online videos. 6
7. ONCE UPON A TIME... August 1998, 15.000 Views/Day 7
8. MyVideo: 30 Mio. views/ month (05/2008) YouTube: >300 Mio. Unique Users/month worldwide U. S. Internet users view 14,3 Billion online videos/month* *12/2008 TODAY... Source: Dec 2008 ComScore more than 7500 Web TV Stations About 500 Video Portals worldwide.
9. It‘s a time of new paradigms. 9
10. A 13 year old YOUTUBE star... > 25 Mio users/month ...is generating more clicks than the BILD.de video content. THE NEW STAR PARADIGM.
11. THE NEW STAR PARADIGM. ➡ 51 Million Profile Views on MySpace ➡ 840.000 Friends on MySpace ➡ 127.000 Subscribers on YouTube ➡ Ø 550.000 Video Views/Day ➡ 226 Million Video Views on YouTube ➡ Univeral Music Deal / #1 Billboard-Charts USA Soulja Boy 11
12. 3 m 50 cm 10 cm THE NEW D I S T A N C E PARADIGM. Video entertainment moves closer to the consumer. 12
13. From a few EXCLUSIVE distribution channels to U B I Q U I T Y. THE NEW DISTRIBUTION PARADIGM. iPod vending machine 13
14. 14 PAST PRESENT FUTURE Own Production Coop eration A g g r e g a t i o . n THE NEW USER INTERACTION PARADIGM.
15. Production Repurposing Aggregation Distribution Ad Inventory Consumption THE NEW VALUE CHAIN PARADIGM. Production Packaging Ad inventory Distribution Access/Device Consumption New Player Audience Traditional Player TRADITIONAL EMERGING Access/Device 15
16. BIG OPPORTUNITY = VIDEO „Online video is here to stay and evolving faster and in more dynamic ways than anyone imagined, even a few years ago. If you embrace this opportunity, you will evolve your business model and find new channels and opportunities to deepen engagement, discover new viewers and find new, substantial revenue opportunities.“ Chad Hurley, Co-Founder of Youtube, MIPCOM 2008 16
17. TRUE, But that‘s only half the story... 17
18. WHY ACTUALLY ONLINE VIDEOS? 18
19. 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? 19
20. 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?
21. 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? 21
22. BECAUSE THEY ALL DO? SHEEP SHEEP SHEEP S H E E P SHEEP SHEEP SO WHY ACTUALLY ONLINE VIDEOS? 22
23. 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 23
24. AND THAT‘S WHY: www.itsgreatentertainment.tv = Mass Customization = Emotional impact
25. www.greatentertainmentmakesgreatadvertising.tv = Transitional Media Mix = Context Relevance = Interactivity instead of Interruption AND...
26. WHAT‘S MORE 26
27. Roadsidepictures (http://flickr.com/photos/roadsidepictures/137886970/) Remember soap operas?
28. Coke Time 28 „Single Sponsor Era“ Colgate Comedy Hour 50 years ago ...
29. 29 ... and TODAY!
30. NEW DISTRIB UTION STRA TEGY HOW TO SUCCEED? TIME
31. PART 2 New Distribution Channels 31
33. 33 VIDEO PORTALS 1
34. 34 TV STATIONS ON THE NET 2
35. 35 VoD OFFERINGS 3
36. 36 IPTV PLATFORMS 4
37. Al … ! $ $ $ $ $ $ $ Where‘s the money?
38. 38 $$$ $$$ 4 IPTV PLATFORMS
39. 39 $$ $$ 3 VoD OFFERINGS
40. 40 $$ 2 TV STATIONS ON THE NET
41. 41 $ 1 VIDEO PORTALS
42. 42 OPEN ACCESS WALLED GARDEN vs. ‣„Brand Safe“ ‣Revenue Streams ‣Einstiegshürden ‣social Viewing ‣reach? ‣TV-Connection ‣DRM ‣paid ‣UGC environment ‣commercialization? ‣easy access ‣viral ‣big reach ‣PC based ‣easy sharing ‣free
44. GOT IT?
45. 45 TV YouTube MyVideo iTunes Joost Hulu Maxdome RTL Now Metacafe WALLED GARDEN Rocketboom CBS Netflix ZDF EQAL UGC PRO OPEN ACCESS MARKET OVERVIEW TV WEB IPTV CONTENT Amazon
46. ...VIDEO IS BIG. 46
47. ...VIDEO IS BIG. VIDEO 3 Minuten 1 Video 1 Ad Impression BUT: YOUTUBE IS BIGGER. • 40 % of all US Video Streams in Dec 2008 • 13h of video content are being uploaded every minute! • 5,9 billion viewed videos/month (US) • 300 million unique viewers in Dec 2008 (WW) 47
48.  Flash?  Sharing?  User Upload?  Saturday Night Live? Google Lazy Sunday WHY YouTube?
49. = 2.0 284m Views 620m Views 3,9bn Views
50. 50 YouTube‘s got talent!
51. 51 116m Views 5,6m Views 74m Views YouTube‘s got news!
52. 52 ALL BASES COVERED
53. Web-TV CONTENT
54. WEB-TV IS EVERYWHERE ... 78 % of all Americans viewed an online video 309 minutes of video / Month 95 Videos per Viewer Every mayor online portal has a WebTV offering
55. POSTERCHILD: Rocketboom 2004 700 views/day 1 Video format 1 page 2006 „The Rise of the Video Blog“ Rolling Stone 100.000 views/day $80.000 in advertising 4 Video formats 1 page 2008 Distribution deal with Sony Pictures TV 250.000 views/day Werbung, Sponsoring 12 Video formats 12 pages AppleTV, TiVo, PS3, PSP, ... 55
56. WEB STUDIOS
57. WEBISODES 3,8 M Views 8,8 M Views 7,4 M Views 75k Views 130 M Views = No Partner – no reach!
58. TV-Web
59. CATCH UP TV
60. 60 SYNDICATION CBS.com ‣ reaches 92% of US online users ‣ >300 partners ‣ 360% growth in video views year/year ‣ 21,5% of US online users visited CBS.com ‣ +41% growth Year/Year (ABC -9%, NBC -18% Fox 6%) ‣ longest visits of all network sites (10:24min) fosters CBS.com
61. Web
62. 62 ! NBC & News.Corp JV ! 272m Views on YouTube ! Syndication to AOL, Yahoo!, MSN, MySpace, Comcast, ... AN EVIL PLOT TO DESTROY TV (The World)
63. TV STATION 2.0  Google AdSense+Video  „multimillion-dollar- budgeted cartoon series“  50 Episodes  Distribution through Google AdSense, YouTube and Widgets  Sponsored by Burger King
64. Cable Co
65. 65 VoD
66. 66 VoD with a twist 10M Subscribers
67. 67 BOX plays
68. PROBLEMS No Web effects, On demand mentality, DRM, Costs, Home Connectivity, No instant gratification
69. Other
70. 70 MOBILE ‣ reaches 92% of US online users ‣ >300 partners ‣ 360% growth in video views year/year
71. 71 P2P
72. LIVE
73. 73 Reach Live Emotion direct Response Interaction Engagment On Demand Controle Revenue What if?
74. 74 Reach Live Emotion direct Response Interaction Engagment On Demand Controle Revenue DISTRIBUTION STRATEGY AND TACTICS Why not?
75. PART 3 How to participate 75
76. vs. RTL Aktuell 18:45 / 03.02. 1,9 1,73 Mio. Unique Video User in 30 Days 1,94 Mio. Viewers in 15 Minutes Quellen: Comescore Nov. 2008 / AGF REACH ON THE NET
77. WHAT MATTERS ... Max Reach Targeted Demographics High class and engaging environment High quality content
78. 78 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 Syndi cation Destin ation 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
79. 79 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 Syndi cation Destin ation 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
80. 80 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 Syndi cation Destin ation 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
81. 81 The final question?
82. 82 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 Syndi cation Destin ation 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
83. GET YOUR EXPECTATIONS RIGHT
84. KULTUR MUSIK GOSSIP Vergnügen Inland Info Info Info Info Politik Info Info Genuss Wirtschaft Genuss Info Vergnügen Info Info Info Unterhaltung Emotion Emotion Info Info 84 Inszenierung ENTERTAINMENT NACHRICHTEN Views Music videos, Comedy, Entertainment, ... News BUILD STOCK
85. 85 PUT YOUR CONTENT IN FRONT OF THE AUDIENCE ✦ All Platforms ✦ All Channels ✦ encourage linking, sharing, forwarding ✦ Be everywhere for maximum reach
86. 86 EVERYTHING‘S DONE RIGHT?
87. 87 EVERYTHING‘S DONE RIGHT? WRONG
88. 88 PLANNING TIMING ‣Get in the right context ‣Use hypes, memes and events ‣Use inside exposure ‣Use high engagement ‣ ‣campaigns ‣analytics ‣release circles ‣release times ‣
89. for different usage patterns Short-Head 14.000 Longtail 14.000 Sleeper 3.500 Event Video Evergreen Sleeping beauty PLAN
90. 90 Ø 900 000 vs. Ø 70 000 OPTIMIZE for different platforms
91. 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 91 Indizierung CONSULTING INNOVATIONS CONNECT THE DOTS
92. 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 92 Indizierung CONSULTING INNOVATIONS NETWORKING Promotion
93. 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 93 Indizierung CONSULTING INNOVATIONS NETWORKING Growth
94. 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 94 Indizierung CONSULTING INNOVATIONS NETWORKING Conversion
95. BUZZ
96. 96 Landmark Videos Featured Viral Viral
97. Inventory Views per month
98. Cooperations & Featurings Views within 5 days
99. 99 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
100. THANK YOU. Contact Bertram Gugel T: +49 30 2000 607 41 M: +49 179 22 1 77 63 b.gugel@asd.tv info@gugelproductions.de gugelproductions.de asd.tv