This document discusses the growing market for online video and provides guidance on best practices. It begins with an overview of the online video landscape, including major video communities, news sites that use video, and user-generated video sources. It then covers challenges like differentiation, production costs, and using video effectively. Opportunities discussed include high consumer demand and viewership of online video as well as its ability to increase engagement and expand brands. The document concludes with recommendations to present video contextually, deeply integrate it, aggregate content strategically, produce for the web, distribute widely, and engage users.
3. Bertram Gugel: gugelproductions.de
Overview
Introduction
Part 1: Market and Trends
– Market Overview
– Who does what?
– Challenges
– Chances
Part 2: Reviews & Best Practice
– Presentation
– Integration
– Aggregation
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– Production
– Distribution
Part 3: Discussion
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Goals for Today
Discuss your challenges
Reaffirm potential of medium
Review Sites
Show best examples
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Who does what?
Video Communities
– + 500 Communities worldwide
Entertainment, Communication
Videos on News Portals
– +50% of News Sites use Video
Information
User Generated News
– Videoblogs, local communities, individuals
Presentation, Profiling
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Know your competition
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Challenges
Differentiation and Competition
Production Costs
Using Video the right way
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Differentiation and Competition
YouTube has deals with BBC, CBS, NBC;
Dailymotion has Turner
Video Communities gather 1000s of
„Leser-Reporter“
Every major City has it‘s own local portal
Watch Berlin, Hamburg1Video, ...
User Generated News Portals fill in the
blanks: plebsTV, Deutschlandreporter
Almost everyone can grab Reuters, AP,
dpd (soon), AFP, APA ... videos 9
Differentiate
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Production Costs
Videos are expensive to produce!
Videos are difficult to distribute!
Videos are hard to monetize!
Example:
Production Costs: 7500 €
Delivery Costs: 9000 €
300 000 Views on the 1st Day
Financial return close to 0 € 10
Cheap production, maximum reach
and monetization
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Hitting the sweet spot
Production Costs
Web-Revenue
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Top Second Indy User Generated
Tier Tier Content Content
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Video vs. Text/Images II
Video Text
3 minutes 3 minutes
1 Video 6 Sites
1 Ad Impression min. 12 Ad
Impressions
Video Needs a minimum of 12x
pricing premium to compete!
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Use Video wisely
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High Demand
online video viewers in the US alone will
rise from 114m in 2006 to 183m in
2011. eMarketer
50% of all german internet users watch
videos regulary. Advertising.com Mai 2007
U.S. Viewers Watched an Average of
3 Hours of Online Video in July. comscore07
8m Video Views/month on Spiegel.de July07
Even VDZ publishes videos 15
50% want to watch News Clips
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High Involvement
57% of 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
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Give Users the content and tools
to engage
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Expand your Brand
Attract new users
Establish a new product
Enter the video market
Pool Know-How
Keep up with web trends
New revenue streams 17
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Tuesday morning?
Dynamic Market with challenges
Present videos within context
Deeply integrate videos into your
sites
Aggregate by different means
Produce for the web not TV
Go Wide in Distribution
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