A look at the new paradigms of digital distribution.
What are the new means of digital distribution? How do you get videos in front of a massive Internet audience? What business opportunities arise? These are some of the most pressing issues concerning digital distribution. This session covers some answers as well as the latest trends on these topics.
5. One of the most promising opportunities:
Online Videos.
NO
BITE
NEW MARKET UPSIDES CANNIBA
INTO TV
LIZATION
6. Let‘s take a closer look at the
TURBULENT
market of online videos.
6
7. ONCE UPON A TIME...
August 1998, 15.000 Views/Day
7
8. TODAY...
YouTube:
>300 Mio. Unique Users/month
worldwide
more than
7500 Web TV
Stations
MyVideo:
U. S. Internet users view
30 Mio. views/
About 500 14,3 Billion
month (05/2008)
Video online videos/month*
*12/2008
Portals worldwide.
Source: Dec 2008 ComScore
10. STAR
THE NEW PARADIGM.
> 25 Mio users/month
A 13 year old YOUTUBE star...
...is generating more clicks than the BILD.de video content.
11. STAR
THE NEW PARADIGM.
Sou
lja
B oy
51 Million Profile Views on MySpace Ø 550.000 Video Views/Day
➡ ➡
840.000 Friends on MySpace 226 Million Video Views on YouTube
➡ ➡
127.000 Subscribers on YouTube Univeral Music Deal / #1 Billboard-Charts USA
➡ ➡
11
12. D I S T A N C E PARADIGM.
THE NEW
Video entertainment moves closer to the consumer.
3m
50 cm
10 cm
12
15. VALUE CHAIN PARADIGM.
THE NEW
TRADITIONAL
Access/Device
Production Packaging Ad inventory Distribution Consumption
EMERGING
Production Repurposing Aggregation Distribution Access/Device Consumption
Ad Inventory
New Player
Traditional Player Audience
15
16. 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
16
19. WHY ACTUALLY ONLINE VIDEOS?
expensive to produce.
Videos are darn
Quarterlife:
$300.000 Production,
48 minutes produced,
8 Episodes,
$37.500 Episode,
2 Millionen viewers in total,
outcomeof web: almost 0
19
20. WHY ACTUALLY ONLINE VIDEOS?
difficult to distribute!
Videos are
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
21. WHY ACTUALLY ONLINE VIDEOS?
hard to market:
Videos are (still)
„Even if web video got the same
CPMs as TV, because online
VIDEO
PICTURE GALLERY
viewers will tolerate less
advertising, a 30-minute
3 MINUTES
3 MINUTES
program on the web with two
1 VIDEO
6 PAGES vs.
vs. minutes of advertising yields
1 Ad Impression
at least
approximately 1/8th as much
12 Ad Impressions
revenue per viewer.”
21
22. WHY ACTUALLY ONLINE VIDEOS?
SO
SHEEP
SHEEP SH
SHEEP EE
P
BECAUSE THEY ALL DO?
SHEEP
SHEEP
22
23. THAT‘S WHY:
HIGH DEMAND
THERE IS A
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)
23
24. AND THAT‘S WHY:
www.itsgreatentertainment.tv
= Mass Customization = Emotional impact
25. AND...
www.greatentertainmentmakesgreatadvertising.tv
= Transitional Media Mix = Interactivity instead of Interruption = Context Relevance
45. OPEN ACCESS
MARKET OVERVIEW
Hulu Metacafe
Rocketboom
YouTube
MyVideo
EQAL
Joost
ZDF
CBS
PRO iTunes
UGC
Netflix
Amazon
45
Maxdome
RTL Now
IPTV
TV
WALLED GARDEN
WEB CONTENT
TV
47. ...VIDEO IS BIG.
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)
VIDEO
3 Minuten
1 Video
1 Ad Impression
47
48. WHY YouTube?
Google
Lazy Sunday
Flash?
Sharing?
User Upload?
Saturday Night Live?
54. 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
55. POSTERCHILD: Rocketboom
700 views/day Distribution deal with Sony Pictures TV
„The Rise of the Video Blog“
Rolling Stone
250.000 views/day
1 Video format
100.000 views/day
1 page
Werbung, Sponsoring
$80.000 in advertising
12 Video formats
4 Video formats
12 pages
1 page
AppleTV, TiVo, PS3, PSP, ...
2004 2006 2008
55
62. AN EVIL PLOT TO DESTROY TV (The World)
62
! NBC & News.Corp JV
! 272m Views on YouTube
! Syndication to AOL, Yahoo!, MSN,
MySpace, Comcast, ...
63. 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
76. REACH ON THE NET
1,73 Mio. Unique 1,94 Mio.
Video User in 30 Viewers in 15
Days Minutes
1,9
vs.
RTL Aktuell 18:45 / 03.02.
Quellen: Comescore Nov. 2008 / AGF
77. WHAT MATTERS ...
Max Reach
Targeted Demographics
High class and engaging environment
High quality content
78. OPTIONS
Revenue sources
Paid content Advertising
Transaction Traffic
One
Sub. PPU CPM CPC CPO
time
Content/services
Video TV Programs Platform UGC
Catch Catch Syndi Destin White-
Live VoD Live VoD Original Captured
Up Up cation ation label
Devices
PC TV/ Console Mobile phone Other mobile devices
Distribution
Fixed broadband Wireless broadband Cellular Broadcasting
78
79. WebTV
Revenue sources
Paid content Advertising
Transaction Traffic
One CPM
Sub. PPU CPC CPO
time
Content/services
Video TV Programs Platform UGC
Catch Catch Syndi Destin White-
VoD
Live Live VoD Original Captured
Up Up cation ation label
Devices
PC TV/ Console Mobile phone Other mobile devices
Distribution
Fixed broadband Wireless broadband Cellular Broadcasting
79
80. TV Stations
Revenue sources
Paid content Advertising
Transaction Traffic
One
CPM
Sub. PPU CPC CPO
time
Content/services
Video TV Programs Platform UGC
Catch Catch Syndi Destin White-
Live VoD Live VoD Original Captured
Up Up cation ation label
Devices
PC TV/ Console Mobile phone Other mobile devices
Distribution
Fixed broadband Wireless broadband Cellular Broadcasting
80
82. 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 Syndi Destin White-
Live VoD Live VoD Original Captured
Up Up cation ation label
Devices
PC TV/ Console Mobile phone Other mobile devices
Distribution
Fixed broadband Wireless broadband Cellular Broadcasting
82
84. Info Info Info
STOCK
Info
Wirtschaft
Inland
BUILD
Info
Info
NACHRICHTEN
Genuss Politik
KULTUR
Info
Info
Info
Info
Views
MUSIK
NTERTAINMENT
Info
News
Emotion
Genuss
Emotion Info
GOSSIP
Vergnügen
Music videos, Comedy, Entertainment, ...
Unterhaltung
Vergnügen Inszenierung
84
85. AUDIENCE
PUT YOUR CONTENT IN FRONT OF THE
✦ All Platforms
✦ All Channels
85
✦ encourage linking,
sharing, forwarding
✦ Be everywhere for
maximum reach
88. PLANNING TIMING
‣ campaigns ‣ Get in the right
‣ analytics context
‣ release circles ‣ Use hypes, memes
‣ release times and events
‣ Use inside
‣
exposure
‣ Use high
engagement
‣
88
89. PLAN for different usage patterns
Short-Head Longtail
14.000 14.000
Event Video Evergreen
Sleeper
3.500
Sleeping beauty
90. OPTIMIZE for different platforms
Ø 900 000 vs. Ø 70 000
90
91. CONNECT THE DOTS
Optimierung Ausspielen Thumbnail
Transcoding
Technische
Hilfestellung
Frontend
Batch-
Upload CDN-
Übergabe
INNOVATIONS
Metadaten-
Playlist
Export
IT
Server
Player
Seeding
CMS
Plattform
Anbindung
DISTRIBUTION
CONSULTING
SEO
Archiv
Traffic
Shaping
Format- User
entwicklung Tracking
CONTENT
Peak
Management
Produktion
Rechte Indizierung
91
92. NETWORKING
Optimierung Ausspielen Thumbnail
Transcoding
Technische
Hilfestellung
Frontend
Batch-
Upload CDN-
Übergabe
INNOVATIONS
Metadaten-
Playlist
Export
IT
Server
Player
Seeding
CMS
Plattform
Anbindung
DISTRIBUTION
CONSULTING
SEO
Archiv
Traffic
Shaping
Format- User
entwicklung Tracking
CONTENT
Peak
Promotion Management
Produktion
Rechte Indizierung
92
93. NETWORKING
Optimierung Ausspielen Thumbnail
Transcoding
Technische
Hilfestellung
Frontend
Batch-
Upload CDN-
Übergabe
INNOVATIONS
Metadaten-
Playlist
Export
IT
Server
Player
Seeding
CMS
Plattform
Anbindung
DISTRIBUTION
CONSULTING
SEO
Archiv
Traffic
Shaping
Format- User
entwicklung Tracking
CONTENT
Peak
Growth Management
Produktion
Rechte Indizierung
93
94. NETWORKING
Optimierung Ausspielen Thumbnail
Transcoding
Technische
Hilfestellung
Frontend
Batch-
Upload CDN-
Übergabe
INNOVATIONS
Metadaten-
Playlist
Export
IT
Server
Player
Seeding
CMS
Plattform
Anbindung
DISTRIBUTION
CONSULTING
SEO
Archiv
Traffic
Shaping
Format- User
entwicklung Tracking
CONTENT
Peak
Conversion Management
Produktion
Rechte Indizierung
94
99. TIME!
Give it some
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
99