Download - MTV GOOGLE Alliance Case Study
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FSM CIA 2FSM CIA 2
1021301 Ajay Kumar Chaubey1021310 Bharadwaj Varma1021319 Kumar Gaurav1021327 Raunak Doshi1021335 Unnikrishnan V1021343 Kritika Sethi1021351 Shubha S V
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SummarySummary
In August 2006, MTV Networks Google : A strategicagreement
to share its video content across Googles network(distribute ad-supported video content to niche websites and
blogs)
Purpose generate interests among content owners, web publishersand advertisers.
Create new revenue opportunities for both Google and
MTV.
Scope of the case - The emerging avenues in theInternet (with respect to the video distribution deal ofMTV and Google).
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About GoogleAbout Google
Founded by Larry Page and Sergey Brin in1998
By June 2000, Google became the largestsearch engine on the web
Initially identified two complimentarybusiness lines for revenue generation-search services and advertising.
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SWOT AnalysisSWOT Analysis -- GoogleGoogle
Strengths: Speed and
Accuracy
Ease of Use
Weaknesses: Over focus on
search and
advertising.
Opportunities: New Ventures Capture Market-
share
Threats: Competition from
Yahoo, MSN, Asketc.
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Ads , created and placed on Google partner website. Ads created in terms of keywords Keywords are fine tuned again and again Advertisers charge one time registration fees and on per
click basis afterwards.
Cost Effective
Fast and Accurate
Advertising Budget
Drive customers to your Website
Allowing advertisements(text, image or video) on website. Advertisements administered by Google and revenue
generated on per click basis
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Purchasing advertisementPurchasing advertisement
CPM Cost per thousand
Resembles offline advertising
CPC Cost per click
Payment on the basis of user per click
E.g. Google AdWords
CPA Cost per action
Payment on the basis of transaction
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Revenue ModelRevenue Model -- GoogleGoogle
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About MTVNAbout MTVN
Integral part of the cable network segmentof Viacom Inc.
MTV, MTV2, mtvU, VH1, LOGO,Nickelodeon, Comedy Central, Spike TV,CMT
MTV- 1st 24 hr music network
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SWOT AnalysisSWOT Analysis -- MTVNMTVN
Strengths: 1st 24-hr Music
Video
Channel Wide range of
audience
Weaknesses: Less visibility on
the Internet
Opportunities: Capture
Market-share
Threats: Competition
YouTube,Guba
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GoogleGoogle-- MTV Video DealMTV Video Deal
MTVN entered a strategic partnership withGoogle
Increasing popularity of internet videowebisodes SpongeBob SquarePants, SouthPark etc.
Aimed to set itself apart from other websitesthat offered videos without any review ofcopyrights or without the owners permission,like YouTube.com.
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SWOT of the StrategicSWOT of the Strategic
AllianceAlliance
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Strengths: Collaboration of
good brand names Makes it a One-stop
shop. Distribution of
licensed videos atcheap prices.
Weaknesses: Insufficient
marketing of
the alliance.
Opportunities: Capture market
share of YouTubeand othercompetitors.
Sell more videos
Threats: Competition from
Guba, YouTube,VideoEgg etc.
Availability of freeunlicensed videosonline.
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7 Ps of Service Marketing7 Ps of Service Marketing
Collaborated video sharing by MTVN and GoogleProduct
Websites of the Google Network
Existing websites of MTVNPlace
AdWords
AdSensePromotion$1.99 for each webisode
CPM, CPC, CPA
Revenue sharing modelPrice
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7 Ps of Service Marketing7 Ps of Service Marketing
MTVN gives video to Google
Google loads on 3rd party website
User pays and downloadsProcess
MTVN, Google, 3rd Party websitePeople
Video being downloaded and watched.Physical
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Competitor AnalysisCompetitor Analysis --
GoogleGoogle
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Competitor AnalysisCompetitor Analysis MTVNMTVN--
Google DealGoogle Deal Video sharing sites Top 12 Rankings:
Blip.tv 95 points
VideoEgg 94 points Dailymotion 91 points
YouTube 90 points
Veoh 87 points
Google Video 86 points
Source www.lightreading.com
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Benefits from the dealBenefits from the deal
For Google:
Increased revenue from advertisements.
User inflow of MTVNs loyal viewers.
For MTVN:
Increased presence on the Internet. Viewer inflow of Googles loyal users.
Revenue generation.
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LearningsLearnings
Revolution of internet marketing
Increase in brand awareness
Revenue model of internet marketing
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Thank You!Thank You!
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