How to effectively distribute videos on the net.

1. GETTING
How to effectively distribute videos on the net.
REACH

2. A PRESENTATION BY BERTRAM GUGEL
2

3. WHY ACTUALLY ONLINE VIDEOS?
3

4. WHY ACTUALLY ONLINE VIDEOS?
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
4

5. WHY ACTUALLY ONLINE VIDEOS?
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

6. WHY ACTUALLY ONLINE VIDEOS?
Videos are (still) hard to market:
„Even if web video got the same
PICTURE GALLERY VIDEO CPMs as TV, because online
viewers will tolerate less
3 MINUTES 3 MINUTES advertising, a 30-minute program
6 PAGES 1 VIDEO on the web with two minutes of
vs. vs. advertising yields approximately
at least 1 Ad Impression
1/8th as much revenue per
12 Ad Impressions
viewer.”
6

7. SO WHY ACTUALLY ONLINE VIDEOS?
SHEEP SHEEP SHEEP SH
EE
P
BECAUSE THEY ALL DO?
SHEEP
S H E E P
7

8. THAT‘S WHY:
THERE IS A HI GH DEMAND
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)
8

9. AND THAT‘S WHY:
www.itsgreatentertainment.tv
= Mass Customization = Emotional impact

10. AND...
www.greatentertainmentmakesgreatadvertising.tv
= Transitional Media Mix = Interactivity instead of Interruption = Context Relevance

11. WHAT‘S MORE
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12. Remember soap operas?
Roadsidepictures (http://flickr.com/photos/roadsidepictures/137886970/)

13. 50 years ago ...
„Single Sponsor Era“
Coke Time Colgate Comedy Hour
13

14. ... and TODAY!
14

15. WHAT‘S WRONG
15

16. Worst practice: WARNER MUSIC
Oct. 9th, 2006 „Google and Warner Music Group Announce
Agreement to Offer Google Video Users WMG's Music
Video Content.“
Dec. 22nd, 2008 „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.“
Sep. 29th, 2009 „Warner Music Comes Back to YouTube“

17. What happened?
Warner left millions of Dollars on the Table!
http://www.tubemogul.com/blog/2009/09/on-youtube-its-the-music-labels-and-then-everyone-else/

18. HOW TO SUCCEED?
NEW STRA
DISTRIB TEGY
UTION
TIME

19. What if?
Interaction
Reach Engagment
On Demand
Live
Emotion Controle
direct Response Revenue
19

20. Why not?
Interaction
Reach Engagment
On Demand
DISTRIBUTION
Live STRATEGY AND
Controle
TACTICS Revenue
Emotion
direct Response
20

21. OPTIONS
Revenue sources
Paid content Advertising
Transaction Traffic
One
Sub. PPU CPM CPC CPO
time
Content/services
Video TV Programs Platform UGC
Catch Catch Syndic Destina White-
Live VoD Live VoD Original Captured
Up Up ation tion label
Devices
PC TV/ Console Mobile phone Other mobile devices
Distribution
Fixed broadband Wireless broadband Cellular Broadcasting
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22. WebTV
Revenue sources
Paid content Advertising
Transaction Traffic
One
Sub. PPU CPM CPC CPO
time
Content/services
Video TV Programs Platform UGC
Catch Catch Syndic Destina White-
Live VoD Live VoD Original Captured
Up Up ation tion label
Devices
PC TV/ Console Mobile phone Other mobile devices
Distribution
Fixed broadband Wireless broadband Cellular Broadcasting
22

23. TV Stations
Revenue sources
Paid content Advertising
Transaction Traffic
One
Sub. PPU CPM CPC CPO
time
Content/services
Video TV Programs Platform UGC
Catch Catch Syndic Destina White-
Live VoD Live VoD Original Captured
Up Up ation tion label
Devices
PC TV/ Console Mobile phone Other mobile devices
Distribution
Fixed broadband Wireless broadband Cellular Broadcasting
23

24. The final question?
24

25. The final question?
HOW DO WE GET THERE?
Revenue sources
Paid content Advertising
Transaction Traffic
One
Sub. PPU CPM CPC CPO
time
Content/services
Video TV Programs Platform UGC
Catch Catch Syndic Destina White-
Live VoD Live VoD Original Captured
Up Up ation tion label
Devices
PC TV/ Console Mobile phone Other mobile devices
Distribution
Fixed broadband Wireless broadband Cellular Broadcasting
25

26. BASICS
COMMUNITY
or
PROMOTION
26

27. GET YOUR EXPECTATIONS RIGHT

28. Info Info
Info
STOCK
Info
Wirtschaft
Inland
BUILD
Info
Info
NACHRICHTEN
Genuss Politik
Info KULTUR Info
Info
Unterhaltung Info
Views
MUSIK
ENTERTAINMENT
News Info
Emotion
Genuss
Emotion Info
GOSSIP
Vergnügen
Music videos, Comedy, Entertainment, ...
Vergnügen Unterhaltung Inszenierung
28

29. PUT YOUR CONTENT IN FRONT OF THE AUDIENCE
✦All Platforms
✦All Channels
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✦encourage linking,
sharing, forwarding
✦Be everywhere for
maximum reach

30. EVERYTHING‘S DONE
RIGHT?
30

31. EVERYTHING‘S DONE
RIGHT?
WRONG
31

32. PLANNING TIMING
‣campaigns ‣Get in the right
‣analytics context
‣release circles ‣Use hypes, memes
‣release times and events
‣
‣Use inside exposure
‣Use high
engagement
‣
32

33. PLAN for different usage patterns
Short-Head Longtail
14.000 14.000
Event Video Evergreen
Sleeper
3.500
Sleeping beauty

34. OPTIMIZE for different platforms
Ø 900 000 vs. Ø 70 000
34

35. CONNECT THE DOTS
Technische
Hilfestellung
Optimierung
Frontend
Ausspielen
Transcoding
Thumbnail
Batch-
Upload CDN-
Übergabe
Metadaten-
INNOVATIONS
Playlist
Server IT Export
Player
Seeding
CMS
Plattform
Anbindung
DISTRIBUTION
CONSULTING
SEO
Archiv
Traffic
Shaping
Format- User
entwicklung Tracking
CONTENT
Peak
Management
Rechte Produktion Indizierung
35

36. Technische
NETWORKING
Hilfestellung
Optimierung
Frontend
Ausspielen
Transcoding
Thumbnail
Batch-
Upload CDN-
Übergabe
Metadaten-
INNOVATIONS
Playlist
Server IT Export
Player
Seeding
CMS
Plattform
Anbindung
DISTRIBUTION
CONSULTING
SEO
Archiv
Traffic
Shaping
Format- User
entwicklung Tracking
CONTENT
Peak
Promotion Management
Rechte Produktion Indizierung
36

37. Technische
NETWORKING
Hilfestellung
Optimierung
Frontend
Ausspielen
Transcoding
Thumbnail
Batch-
Upload CDN-
Übergabe
Metadaten-
INNOVATIONS
Playlist
Server IT Export
Player
Seeding
CMS
Plattform
Anbindung
DISTRIBUTION
CONSULTING
SEO
Archiv
Traffic
Shaping
Format- User
entwicklung Tracking
CONTENT
Peak
Growth Management
Rechte Produktion Indizierung
37

38. Technische
NETWORKING
Hilfestellung
Optimierung
Frontend
Ausspielen
Transcoding
Thumbnail
Batch-
Upload CDN-
Übergabe
Metadaten-
INNOVATIONS
Playlist
Server IT Export
Player
Seeding
CMS
Plattform
Anbindung
DISTRIBUTION
CONSULTING
SEO
Archiv
Traffic
Shaping
Format- User
entwicklung Tracking
CONTENT
Peak
Conversion Management
Rechte Produktion Indizierung
38

39. BUZZ

40. Landmark Videos
Viral
Featured
Viral
40

41. Inventory
Views per month

42. 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
43

44. Puh!
Isn‘t there a shortcut?
44

45. 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

46. THANK YOU.
Contact
Bertram Gugel
M: +49 179 22 1 77 63
info@gugelproductions.de
www.gugelproductions.de