mastering anytime anywhere
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MASTERING ANYTIME
A look at the new paradigms of digital distribution
ANYWHERE
A PRESENTATION BY BERTRAM GUGEL
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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
PART 1 Video on the Net
4
One of the most promising opportunities:
Online Videos.NEW MARKET UPSIDES BITE
INTO TV
NO CANNIBALIZATION
Let‘s take a closer look at the
TURBULENT
market of online videos.
6
ONCE UPON A TIME...
August 1998, 15.000 Views/Day
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MyVideo: 30 Mio. views/month (05/2008)
YouTube: >300 Mio. Unique Users/month
worldwide
U. S. Internet users view14,3 Billion
online videos/month**12/2008
TODAY...
Source: Dec 2008 ComScore
more than7500 Web TV
Stations
About 500 Video
Portals worldwide.
It‘s a time of new paradigms.
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A 13 year old YOUTUBE star...
> 25 Mio users/month
...is generating more clicks than the BILD.de video content.
THE NEW STAR PARADIGM.
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
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
From a few EXCLUSIVE distribution channels to U B I Q U I T Y .
THE NEW DISTRIBUTION PARADIGM.
iPod vending machine
13
14
PAST PRESENT FUTURE
Own Production Coop eration
A g g r
e g a t
i o .n
THE NEW USER INTERACTION PARADIGM.
Production Repurposing Aggregation Distribution Ad Inventory Consumption
THE NEW VALUE CHAIN PARADIGM.
Production Packaging Ad inventory Distribution Access/Device Consumption
New Player AudienceTraditional Player
TRADITIONAL
EMERGING
Access/Device
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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
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TRUE, But that‘s only half the story...
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WHY ACTUALLY ONLINE VIDEOS?
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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?
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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!
NEW DISTRIBUTION
STRATEGY
HOW TO SUCCEED?
TIME
PART 2 New Distribution Channels
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VIDEO PORTALS1
34
TV STATIONS ON THE NET2
35
VoD OFFERINGS3
36
IPTV PLATFORMS4
Al … !
$ $$
$$$
$
Where‘s the money?
38
$$$$$$
4 IPTV PLATFORMS
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$$$$
3 VoD OFFERINGS
40
$$
2 TV STATIONS ON THE NET
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$
1 VIDEO PORTALS
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OPEN ACCESS WALLED GARDENvs.
‣ „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
GOT IT?
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TV
YouTubeMyVideo
iTunes
Joost
Hulu
MaxdomeRTL Now
Metacafe
WALLED GARDEN
Rocketboom
CBS
Netflix
ZDF
EQAL
UGCPRO
OPEN ACCESSMARKET OVERVIEW
TV WEB
IPTV
CONTENT
Amazon
...VIDEO IS BIG.
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...VIDEO IS BIG.
VIDEO
3 Minuten1 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
Flash?
Sharing? User Upload?
Saturday Night Live?
Lazy Sunday
WHY YouTube?
= 2.0284m Views620m Views3,9bn Views
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YouTube‘s got talent!
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116m Views5,6m Views74m Views
YouTube‘s got news!
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ALL BASES COVERED
Web-TVCONTENT
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
POSTERCHILD: Rocketboom
2004
700 views/day1 Video format1 page
2006
„The Rise of the Video Blog“Rolling Stone
100.000 views/day$80.000 in advertising4 Video formats1 page
2008
Distribution deal with Sony Pictures TV
250.000 views/day
Werbung, Sponsoring12 Video formats12 pagesAppleTV, TiVo, PS3, PSP, ...
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WEB STUDIOS
• Nearly 2 million downloads each month.
• Over 35 million videos served.
WEBISODES
3,8 M Views
8,8 M Views
7,4 M Views
75k Views
130 M Views
= No Partner – no reach!
TV-Web
CATCH UP TV
• Nearly 2 million downloads each month.
• Over 35 million videos served.
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)
fost
ers
CBS.
com
Web
62! NBC & News.Corp JV! 272m Views on YouTube
! Syndication to AOL, Yahoo!, MSN, MySpace, Comcast, ...
AN EVIL PLOT TO DESTROY TV (The World)
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
Cable Co
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VoD
66
VoD with a twist
10M Subscribers
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BOX plays
PROBLEMS
No Web effects, On demand mentality, DRM, Costs, Home
Connectivity, No instant gratification
Other
70
MOBILE
‣ reaches 92% of US online users
‣ >300 partners
‣ 360% growth in video views year/year
71
P2P
LIVE
73
Reach
LiveEmotiondirect Response
InteractionEngagmentOn Demand
ControleRevenue
What if?
74
Reach
LiveEmotiondirect Response
InteractionEngagmentOn Demand
ControleRevenue
DISTRIBUTIONSTRATEGY AND
TACTICS
Why not?
PART 3 How to participate
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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
WHAT MATTERS ...
Max Reach
Targeted Demographics
High class and engaging environment
High quality content
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OPTIONSRevenue sources
Content/services
Devices
Distribution
Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising
Transaction Transaction Transaction TrafficTrafficOne 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
79
WebTV
Revenue sources
Content/services
Devices
Distribution
Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising
Transaction Transaction Transaction TrafficTrafficOne 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
80
TV Stations
Revenue sources
Content/services
Devices
Distribution
Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising
Transaction Transaction Transaction TrafficTrafficOne 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
81
The final question?
82
The final question?
HOW DO WE GET THERE?Revenue sources
Content/services
Devices
Distribution
Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising
Transaction Transaction Transaction TrafficTrafficOne 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
GET YOUR EXPECTATIONS RIGHT
KULTUR
MUSIK
GOSSIP
Vergnügen
Inland
Info
InfoInfo
Info
Politik
Info
Info
Genuss
Wirtschaft
Genuss
Info
Vergnügen
Info
Info
Info
Unterhaltung
Emotion
Emotion
Info
Info
84
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?
87
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
90
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
91
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
92
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
93
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
94
Indizierung
CONSULTING
INNOVATIONS
NETWORKING
Conversion
BUZZ
96
Landmark Videos
Featured
Viral
Viral
Inventory
Views per month
Cooperations & Featurings
Views within 5 days
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
THANK YOU.ContactBertram Gugel
T: +49 30 2000 607 41M: +49 179 22 1 77 63
b.gugel@asd.tvinfo@gugelproductions.degugelproductions.deasd.tv
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