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How to effectively distribute videos on the net.
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GETTINGHow to effectively distribute videos on the net.
REACH
A PRESENTATION BY BERTRAM GUGEL
2
WHY ACTUALLY ONLINE VIDEOS?
3
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
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?
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.
WHY ACTUALLY ONLINE VIDEOS?
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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
www.greatentertainmentmakesgreatadvertising.tv
= Transitional Media Mix = Context Relevance= Interactivity instead of Interruption
AND...
WHAT‘S MORE
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Roadsidepictures (http://flickr.com/photos/roadsidepictures/137886970/)
Remember soap operas?
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“
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
Transaction Transaction Transaction TrafficTraffic
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
Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising
Transaction Transaction Transaction TrafficTraffic
One time Sub. PPU CPM CPC CPO
Transaction Transaction Transaction TrafficTraffic
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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TV Stations
Revenue sources
Content/services
Devices
Distribution
Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising
Transaction Transaction Transaction TrafficTraffic
One time Sub. PPU CPM CPC CPO
Transaction Transaction Transaction TrafficTraffic
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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The final question?
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The final question?
HOW DO WE GET THERE?Revenue sources
Content/services
Devices
Distribution
Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising
Transaction Transaction Transaction TrafficTraffic
One time Sub. PPU CPM CPC CPO
Transaction Transaction Transaction TrafficTraffic
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
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?
31
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
34
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
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
36
Indizierung
CONSULTING
INNOVATIONS
NETWORKING
Promotion
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
37
Indizierung
CONSULTING
INNOVATIONS
NETWORKING
Growth
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
38
Indizierung
CONSULTING
INNOVATIONS
NETWORKING
Conversion
BUZZ
40
Landmark Videos
Featured
Viral
Viral
Inventory
Views per month
Cooperations & Featurings
Views within 5 days
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
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
info@gugelproductions.dewww.gugelproductions.de
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