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Web Series are trending up, fueled by converging trends @ inflexion points. i) Content Consumption shifting digital, mobile, multiscreen. ii) Digital Content Production formats shifting Web Series. iii) Brand advertising dollars follow consumers online. We are building a “Web Series Advertising Platform” at the intersection of Content, Marketing and Technology, the most comprehensive database of Web Series in development and inventory of Brand Product Placement opportunities.
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• “Web Series” are trending up, fueled by converging trends @ an inflexion points – Content ConsumpFon shiGing digital, mobile, mulFscreen – Digital Content ProducFon formats shiGing Web Series – Brand adverFsing dollars follow consumers online
• We are building a “Web Series AdverFsing PlaLorm”
– The most comprehensive database of Web Series in development
– Value-‐add services for Producers, Brands and Distributors • Web Series Producers: Financing, DistribuFon and Digital MarkeFng services • Brands & Agencies: Engaged and Targeted audiences through Product Placement opportuniFes in Web
Series • Distributors: Web Series AcquisiFon Rights
… with a focus on creaFve content, markeFng and technology
The Vision Converging Digital Content trends @ inflexion points
from Theatres, Broadcast and Cable TV to Web’s mulFscreen mobile
• Digital content consumpFon shiGing mobile mulF-‐screen – Connected consumers now in charge of what, when,
where – 1/3 of millennials watch li\le to no broadcast TV – Digital Home Entertainment to Exceed Physical by ‘16
in the US – Streaming plaLorms (NeLlix, …) will soon make more
money than theaters
• Content ProducFon shiGing online Web Series – Web Series producFon volume sharp increase – Lower producFon costs – Lower barriers to Entry than feature films, TV & Cable
series – Original scripted content blossoming across Portals – Established studios, television networks and large
brands already produce more original Web content
9/8/14 DraG -‐ ConfidenFal 3
Brand adverFsing dollars follow consumers online
From tradiFonal media to Search, Display, Social Media and Product Placement adverFsing Worldwide product placement revenues conFnue to rise because of be\er Engagement value
IncorporaFng products into what viewers really want to see more effecFve than intruding with commercials Most 30-‐second ads not what consumers want to see, evolving into mini Web Series More effecFve at driving Brand Engagement TV effecFve cost increasingly pricey Social amplificaFon
The DisrupFve Role of Technology
9/8/14 ECI Internal Only 4
• Automate, opFmize and scale digital product placement and analyFcs • P&G to buy 75% of U.S. digital media programmaFcally by
end of ’14
• Marketplace delivering Web Series to brand adverFsers • Media planning: geo, demo, interests, … • Automated placement with digital reprogramming • Performance dashboard and ROI OpFmizaFon
• h\ps://ben.productplacement.com
The Mission
• Build the Most comprehensive inventory database of Web Series Product Placement opportuniFes
① To Web Series Producers: financing, distribuFon and digital markeFng services
② To Brand Managers & Agencies: Targeted and Engaged Web Series audiences
③ To Partners & Analysts: Web Series hub of informaFon
The IMDb of Web Series
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The Value ProposiFons
• To Agencies & Brand Managers
– Deliver targeted and Engaged audiences through Web Series Product Placement opportuni5es
– Database of Web Series • Search & Directory • Web Series Profile pages
– Title, Logline, Producers, Authors, Directors, Casts, Status, Genre, Demographics, …
– Product Placement opportuniFes – Contact, …
• AnalyFcs & ReporFng – Reach: Views, Shares, Comments, Likes, RaFo’s,
… – Engagement: Likes, Shares, Comments, Views-‐
to-‐Comment raFo etc…
• To Influencers and Analysts – News, Videos, Pictures, Reviews, Event calendar – Web Series ReporFng & AnalyFcs: Views, Shares,
Comments, Likes, RaFo’s, …
• To Web Series Producers
– Deliver exposure, financing, distribu5on and marke5ng services
– Exposure • Web Series Submissions
– Funding • Brand product placement • Crowd-‐funding packaging • Upfront from DistribuFon Rights • Post-‐release adverFsing revenues
– DistribuFon • Youtube, NeLlix, Youku Original, Hulu, Funny or Die
…
– Digital markeFng • Online Awareness, Branding, PosiFoning, messaging • Views campaign management • AnalyFcs dashboard
• To Partners – Studios, NeLlix, Hulu, Amazon Studio, Funny Or Die, … – Acquire DistribuFon Rights of the Best Web Series in
Development
9/8/14 DraG -‐ ConfidenFal 6
The Revenue Models
• Web Series service offering
– Targets • Web Series Producers, Authors, Directors
– Funding: 20% share of • Product Placement • Crowd-‐sourcing • Upfront DistribuFon Rights
– Web markeFng • 15% of media placement budget
– DistribuFon • DistribuFon Rights: 20% of deal • AdverFsing revenue share: 20%
• Database licensing & Premium subscripFons
– Targets • Agencies: adverFsing and product placement • Brand Managers • Studios • Streaming services: Youtube, NeLlix, Hulu,
Funny Or Die, …
– Content & Features behind pay-‐wall, ala IDMb Pro
• Web site adverFsing
– Web Series LisFng Enhancement packages
– Display: Links, Banners, …
– Guest writers/authors adverFsing revenue share
9/8/14 DraG -‐ ConfidenFal 7
The Messaging
• To Web Series Producers
– Authors, Directors, Casts, ProducFon crew, Financiers
– Web Series Placement delivers Web Series financing, distribuFon and digital markeFng services
• Web Series Submission and Profile page
• Funding – Brand product placement – Crowd-‐funding – Upfront from DistribuFon rights
• DistribuFon – NeLlix, Hulu, Funny or Die, Youtube, …
• Digital markeFng – Awareness, Branding, PosiFoning, Messaging – Views campaigns – Post-‐release adverFsing revenues – AnalyFcs & ReporFng dashboard
• To Brand Managers & Agencies
– Brand Managers, AdverFsing and product placement agencies
– Web Series Placement delivers Engaged and Targeted audiences through Product Placement opportuniFes in Web Series
• Database of Web Series, comprehensive and fresh • Web Series Profile pages • Product Placement inventory opportuniFes • Contact the Web Series producer • Search & Directory • Web Series AnalyFcs & ReporFng
• To Analysts – A Web Series hub of informaFon, including a Web
Series Directory, News, Pics, Videos, raFngs, Reviews and Research
• To Partners – Studios, NeLlix, Hulu, Amazon Studio, Funny Or Die, … – Acquire DistribuFon Rights of the Best Web Series in
Development
