video marketing | andy chen, sunstone capital (formerly mtv europe)
Post on 14-Jun-2015
734 Views
Preview:
DESCRIPTION
TRANSCRIPT
Video, a Love Story
Andy ChenSunstone Capital EIR / CEO Preview Networks
Love
Love
Love
Love
Quick update
Was Viacom/MTV Europe…
…Now Sunstone Capital &
Preview Networks
Sorry…
I’m here to talk about video. Not to provide a panacea for your marketing or brand problems.
I’m here to talk about how to manage your communication assets. Not your server cost
I’m here to talk about the present reality. Not predictions 10 years in the future.
In the next +30 min…
• What’s Happening
• Key business challenges
• Key opportunities for brands
What’s Happening
People have ALWAYS loved content…
Especially animated content.
From Text to Moving Pictures
Digital has increased the distribution channels for video
Digital TV
Interactive TV
PVRsTiVo (US), Sky+ (UK),
Pilotime (France)
VODUS cableco’s,
FastWeb (Italy)
On-demand TV
Direct responseVia TV remote, SMS - e.g., to vote, request brochure
Information / services
Electronic TV guide (EPG), Portals for
shopping, banking, etc
ContentChoice of video, extra
footage, iTV games
TV Digital Online ChannelsYouTube, Hulu, Fabebook, MySpace,BBC iPlayer, blah blah blah…
Video is HUGE…
Everyone is doing it…
Internet networking traffic will have quadrupled between 2009 and 2014,
with online video as the primary driver of that growth.
- Cisco Annual Visual Networking Index Forecast, 2010
Video is one of the main areas both Facebook + Google are investing heavily
Branding/Influence/WoM/Earned & Paid Media- Facebook aims to command the 90% of ad spend
($621 billion)- Most content media owners/publishers operate here- Video content generates desire and awareness
Search/Direct Response/Affiliate- Google commands 50% of online advertising spend in
this final stage- Represents only 10% of all ad spend- Video content is increasingly facilitating ecommerce
and transactions
Over $150M raised in Q3 2010 aloneFinancings
Elemental ($7.5M) - July 27 - Steamboat, General Catalyst, Voyager CapitalEnvivio ($15M) - July 28 - UndisclosedPHILO (Undisclosed) - July 28 - North Bridge, DFJ Gotham VenturesTudou ($50M) - Aug. 5 - Temasek HoldingsMyDamnChannel ($4.4M) - Aug. 9 - Intuitive Venture PartnersNetpulse ($2M) - Aug. 10 - UndisclosedOggiFinogi - ($2M) - Aug. 19 - Greycroft, iNovia, Contour Venture PartnersShowUHow ($3M) - Aug. 30 - Syncom Venture PartnersOoyala ($22M) - Sept. 9 - CID Group, ITOCHU Technology VenturesVMIX ($2.5M) - Sept. 9 - UndisclosedConviva ($15M) - Sept. 15 - GGV CapitalInnovid ($4M) - Sept. 24 - Deutsche TelekomQuantenna ($21M) - Sept. 27 - DAG VenturesRedux - ($1M) - Sept. 28 - DFJ, Alsop Louie Partners
Deals
HP Snapfish acquires Motionbox - July 12Pace acquires 2Wire - July 25Limelight acquires Delve Networks - Aug. 2Telestream acquires Anystream division of Grab Networks - Aug. 13Cisco acquires ExtendMedia - Aug. 26Metacafe acquires Action Sports - Sept. 9KIT Digital acquires Accela Communications - Sept. 9KIT Digital acquires Brickbox - Sept. 15VideoEgg acquires SixApart - Sept. 21AOL acquires 5Min - Sept. 28
Simple proposition, complex eco-system
Traditional broadcast modelA linear distribution model (pipeline = control/power)
ContentCreator
MediaDistributor
(TV/Cable/Satellite Operator etc)
New “microcast” modelA fundamental change to the way content is distributed and consumed
ContentCreator
Syndicator
Aggregator
Distributor
MediaDistributor
**New Marketing Vehicle**
Brands are creating more content
YouTube alone is not a “strategy”
Media capabilities
Media consumption
Media business models
Market Force 1: Technology
• Convergence of platforms and devices• Acceleration of broadband penetration
Market Force 2: Social
• Discovery + Recovery• Democratisation of creation & consumption
How users share video clips
Market Force 3: Spending
• Online video ad revenue is growingGlobal growth expected to go from $1.5B in 2010 to $5.4B in 2014
• Agencies are evolving40% of UK media buyers now use online video as a part of their media buys. This shift is
largely attributed to TV budget.
• POEM (Paid, Owned, & Earned Media)Video is the only form of content that translates into all 3. It is a longtailed “asset” to be
managed.
The Challenges
1. Fragmentation
- Content destinations- Devices/platforms- Format standardization
2. Capabilities
- Hyper collaboration- Technology driven- Open-source and out-sourced
3. Software as marketing platform
- Blurring lines between platform and software- Unprecedented speed of innovation- Emotional desire vs. functional utility
The Opportunities
1. Convergence of PR and Digital
• Everything manual in PR is becoming digital• Digital asset management and distribution
2. Brands as Media Owners
• Think like a publisher and broadcaster• CaaS (Content as a Service)
3. Marketing is more science than ever
• Creativity is a given, but science delivers the experience
• Think “retail distribution”• Manage your assets strategically
The love story is complicated and challenging, but the essence has always been the same.
Give your fans the entertainment to get excited about and share with their friends.
p. 32
ac@previewnetworks.com&
THANK YOU
top related