Online Video & Net Mechanics Explained

Ten rules every filmmaker should keep in mind when publishing online.

Vortrag am Samstag 20. Februar 2010 an der internationalen filmschule köln.

Transcript

1. nline Video Internet Mechanics
2. A PRESENTATION BY BERTRAM GUGEL 2
3. ONCE UPON A TIME... August 1998, 15.000 Views/Day 3
4. ... FAST FORWARD TO TODAY. 25 Million Views since November 2009 4
5. Kittens & Kids are so cute ... 5 ... BUT, what about professional content? 26m 56m 164m 24m 44m 74m 46m 109m 14m
6. 6 Internet Mechanics 10 Rules
7. 7 1. The Internet doesn‘t care about YOUR RIGHTS! §
8. Oct. 9th, 2006 Ask 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“
9. 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!
10. The alternative ... JK Wedding‘s Video generated 50 millions views.
11. What happened? http://googleblog.blogspot.com/2009/07/i-now-pronounce-you-monetized-youtube.html http://www.wired.com/epicenter/2009/07/we-wont-get-boyled-again-sony-chris-brown-monetize-wedding-dance-video/#ixzz0fWYhFlpQ Sony made thousands of Dollars „In the last week, over a year after its release, Chris Brown's "Forever" has again rocketed up the charts, reaching as high as #4 on the iTunes singles chart and #3 on Amazon's best selling MP3 list.“ JK Wedding Video
12. 12 2. The Internet doesn‘t (financially) reward ONE HIT WONDERS ... 1
13. 13 2. The Internet doesn‘t (financially) reward ONE HIT WONDERS ... 26m 56m 164m 24m 44m 74m 46m 109m 14m
14. 14 ... but it‘s easy to connect with your audience AND BUILD A FOLLOWING! Design a show! Test and refine your production! Put it in the wild! Enjoy!
15. 15 ... but it‘s easy to connect with your audience AND BUILD A FOLLOWING!
16. 16 ... but it‘s easy to connect with your audience AND BUILD A FOLLOWING! Digitsshow „THANK YOU to all of our fans for helping us reach 9 Million Views!!! 600k in the last four days! You guys rock!“ 5.000 150.000
17. 17 3. The Internet is a piece of technology so THINK OUTSIDE THE BOX.
18. Example: DEMAND MEDIA http://www.wired.com/magazine/2009/10/ff_demandmedia/all/1 Algorithms define what videos to produce & their estimated value Editors refine the suggested video titles Produces log in online and sign up to produce the video. Finally the video‘s checked, put online and monetized through ads.
19. Results?  421,255,914 Video views  261,179 Rating  300,854 Comments  138,951 Videos  442,014 Subscribers  55 million unique users  3 Billion social media interactions  1 Billion cummulative video streams $17 million a year to writers, editors, and video producers
20. 20 4. The Internet will strip your content of its CONTEXT VIDEO Metadata Player Ads Seeding SEO Site
21. 21 4. The Internet will strip your content of its CONTEXT http://www.avc.com/a_vc/2005/11/the_future_of_m.html Microchunk it Free it Syndicate it Monetize it Reduce the content to its simplest form. Put it out there without walls around it or strings on it. Let anyone take it and run with it. Put the monetization and tracking systems into the microchunk.
22. 22 so put monetization into your CONTENT Ford @ Roommates
23. 23 so put monetization into your CONTENT Wii @ Nerd Perfect
24. 24 A big opportunity for established producers! = No Partner – no reach! 3,8 M Views 8,8 M Views 7,4 M Views 75k Views 130 M Views
25. 25 So please get it right next time and follow ALL SUGGESTIONS! http://www.avc.com/a_vc/2005/11/the_future_of_m.html Microchunk it Free it Syndicate it Monetize it Reduce the content to its simplest form. Put it out there without walls around it or strings on it. Let anyone take it and run with it. Put the monetization and tracking systems into the microchunk. ✓ ✓
26. 26 5. The Internet will TALK BACK!
27. 27 so you better LISTEN ... Tara Stiles Yoga @ YouTube
28. 28 so you better LISTEN ... 1.581.954 Views 6.346 Ratings 3.579 Comments 1 Comment for every 450 Views ... and JOIN the conversation!
29. 29 PAST PRESENT FUTURE Own Production Coop eration A g g r e g a t i o . n THERE‘S A NEW USER INTERACTION PARADIGM. Users suggest and comment! Users create and amend! Users relax and consume!
30. 30 6. The Internet often offers INDIRECT REWARDS.
31. 31 6. The Internet often offers INDIRECT REWARDS. Soulja Boy @ YouTube
32. 32 But may have quite an IMPACT. Soulja Boy vs. Sony BMG early 2008
33. 33 But may have quite an IMPACT. ‣ Ø 550.000 Video Views/Day ‣ 226 Million Video Views on YouTube ‣ Universal Music Deal ‣ #1 Billboard-Charts USA
34. 34 7. The Internet favors DIGTITAL NATIVES! 00101011011110 00110101010101 11101010010101
35. 35 A 13 year old YOUTUBE star... > 25 Mio users/month ...is generating more clicks than the BILD.de video content. MEET FRED
36. Early Star: 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, ... 36
37. 37 Online Acitivities commmand a strong FOLLOWING 3,5M Views @ YouTube
38. 38 MEET MACHINIMA @ YouTube 2,5M Views per Day 938.744.906 Total Views 6.529.271 Comments 7.600 Videos on YouTube
39. 39 8. The Internet DEMANDS ADOPTION!
40. 40 3 m 50 cm 10 cm Plan and produce for different USAGE SCENARIOS!
41. 41 Enable INTERACTION!
42. 42 Adapt existing content IN A CREATIVE WAY! >60m Views @ YouTube
43. 43 9. The Internet offers new DISTRIBUTION MEANS!
44. From a few EXCLUSIVE distribution channels to U B I Q U I T Y. THE NEW DISTRIBUTION PARADIGM. iPod vending machine 44
45. 300 Million Views for NNN‘s Shows in 2009 70 Million Views for Revision3‘s shows with 1,5Bn minutes watched 70% (NNN) and 50% (R3) more sponsors and deals in 2009 vs. 2008 Both added new shows to their portfolio There‘s help: Web Video Networks http://www.nextnewnetworks.com/post/16222/press-release-our-2009-milestones http://www.prnewswire.com/news-releases/revision3-continued-to-lead-internet-television-in-2009-with-over-15-billion-minutes-of-video-served-83336552.html
46. 46 10. The Internet forms a NEW VALUECHAIN
47. 47 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
48. GOT IT?
49. THANK YOU. Contact Bertram Gugel M: +49 179 22 1 77 63 info@gugelproductions.de www.gugelproductions.de