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MASTERING ANYTIME A look at the new paradigms of digital distribution ANYWHERE

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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.

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Page 1: Mastering Anytime Anywhere

MASTERING ANYTIME

A look at the new paradigms of digital distribution

ANYWHERE

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A PRESENTATION BY BERTRAM GUGEL

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PART 1 Video on the Net

PART 2 New Distribution

PART 3 How to participate

Explaining some rules

Introducing the players

Painting the Scenery

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PART 1 Video on the Net

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One of the most promising opportunities:

Online Videos.NEW MARKET UPSIDES BITE

INTO TV

NO CANNIBALIZATION

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Let‘s take a closer look at the

TURBULENT

market of online videos.

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ONCE UPON A TIME...

August 1998, 15.000 Views/Day

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MyVideo: 30 Mio. views/month (05/2008)

YouTube: >300 Mio. Unique Users/month

worldwide

U. S. Internet users view14,3 Billion

online videos/month**12/2008

TODAY...

Source: Dec 2008 ComScore

more than7500 Web TV

Stations

About 500 Video

Portals worldwide.

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It‘s a time of new paradigms.

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A 13 year old YOUTUBE star...

> 25 Mio users/month

...is generating more clicks than the BILD.de video content.

THE NEW STAR PARADIGM.

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THE NEW STAR PARADIGM.

➡ 51 Million Profile Views on MySpace

➡ 840.000 Friends on MySpace

➡ 127.000 Subscribers on YouTube

➡ Ø 550.000 Video Views/Day

➡ 226 Million Video Views on YouTube

➡ Univeral Music Deal / #1 Billboard-Charts USA

Soulja Boy

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3 m

50 cm

10 cm

THE NEW D I S T A N C E PARADIGM.

Video entertainment moves closer to the consumer.

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From a few EXCLUSIVE distribution channels to U B I Q U I T Y .

THE NEW DISTRIBUTION PARADIGM.

iPod vending machine

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PAST PRESENT FUTURE

Own Production Coop eration

A g g r

e g a t

i o .n

THE NEW USER INTERACTION PARADIGM.

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Production Repurposing Aggregation Distribution Ad Inventory Consumption

THE NEW VALUE CHAIN PARADIGM.

Production Packaging Ad inventory Distribution Access/Device Consumption

New Player AudienceTraditional Player

TRADITIONAL

EMERGING

Access/Device

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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

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TRUE, But that‘s only half the story...

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WHY ACTUALLY ONLINE VIDEOS?

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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

WHY ACTUALLY ONLINE VIDEOS?

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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

WHY ACTUALLY ONLINE VIDEOS?

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Videos are (still) hard to market:

PICTURE GALLERY

3 MINUTES6 PAGESat least

12 Ad Impressions

VIDEO

3 MINUTES1 VIDEO

1 Ad Impression

„Even if web video got the same CPMs as TV, because online viewers will tolerate less advertising, a 30-minute program on the web with two minutes of advertising yields approximately 1/8th as much revenue per viewer.”

vs. vs.

WHY ACTUALLY ONLINE VIDEOS?

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BECAUSE THEY ALL DO?

SHEEP SHEEPSHEEP

S H E E P

SHEEP

SHEEP

SO WHY ACTUALLY ONLINE VIDEOS?

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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)

THAT‘S WHY:

THERE IS A HIGH DEMAND

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AND THAT‘S WHY:

www.itsgreatentertainment.tv= Mass Customization = Emotional impact

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www.greatentertainmentmakesgreatadvertising.tv

= Transitional Media Mix = Context Relevance= Interactivity instead of Interruption

AND...

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WHAT‘S MORE

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Roadsidepictures (http://flickr.com/photos/roadsidepictures/137886970/)

Remember soap operas?

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Coke Time

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„Single Sponsor Era“Colgate Comedy Hour

50 years ago ...

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... and TODAY!

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NEW DISTRIBUTION

STRATEGY

HOW TO SUCCEED?

TIME

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PART 2 New Distribution Channels

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VIDEO PORTALS1

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TV STATIONS ON THE NET2

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VoD OFFERINGS3

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IPTV PLATFORMS4

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Al … !

$ $$

$$$

$

Where‘s the money?

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$$$$$$

4 IPTV PLATFORMS

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$$$$

3 VoD OFFERINGS

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$$

2 TV STATIONS ON THE NET

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$

1 VIDEO PORTALS

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OPEN ACCESS WALLED GARDENvs.

‣ „Brand Safe“‣ Revenue Streams‣ Einstiegshürden‣ social Viewing‣ reach?‣ TV-Connection‣DRM‣paid

‣UGC environment‣ commercialization?‣ easy access‣ viral‣big reach‣ PC based‣ easy sharing‣ free

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GOT IT?

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TV

YouTubeMyVideo

iTunes

Joost

Hulu

MaxdomeRTL Now

Metacafe

WALLED GARDEN

Rocketboom

CBS

Netflix

ZDF

EQAL

UGCPRO

OPEN ACCESSMARKET OVERVIEW

TV WEB

IPTV

CONTENT

Amazon

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...VIDEO IS BIG.

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...VIDEO IS BIG.

VIDEO

3 Minuten1 Video

1 Ad Impression

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)

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Flash?

Sharing? User Upload?

Saturday Night Live?

Google

Lazy Sunday

WHY YouTube?

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= 2.0284m Views620m Views3,9bn Views

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YouTube‘s got talent!

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116m Views5,6m Views74m Views

YouTube‘s got news!

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ALL BASES COVERED

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Web-TVCONTENT

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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

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POSTERCHILD: Rocketboom

2004

700 views/day1 Video format1 page

2006

„The Rise of the Video Blog“Rolling Stone

100.000 views/day$80.000 in advertising4 Video formats1 page

2008

Distribution deal with Sony Pictures TV

250.000 views/day

Werbung, Sponsoring12 Video formats12 pagesAppleTV, TiVo, PS3, PSP, ...

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WEB STUDIOS

• Nearly 2 million downloads each month.

• Over 35 million videos served.

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WEBISODES

3,8 M Views

8,8 M Views

7,4 M Views

75k Views

130 M Views

= No Partner – no reach!

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TV-Web

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CATCH UP TV

• Nearly 2 million downloads each month.

• Over 35 million videos served.

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SYNDICATION

CBS.com

‣ reaches 92% of US online users

‣ >300 partners

‣ 360% growth in video views year/year

‣ 21,5% of US online users visited CBS.com

‣ +41% growth Year/Year (ABC -9%, NBC -18% Fox 6%)

‣ longest visits of all network sites (10:24min)

fost

ers

CBS.

com

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Web

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62! NBC & News.Corp JV! 272m Views on YouTube

! Syndication to AOL, Yahoo!, MSN, MySpace, Comcast, ...

AN EVIL PLOT TO DESTROY TV (The World)

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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

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Cable Co

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VoD

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VoD with a twist

10M Subscribers

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BOX plays

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PROBLEMS

No Web effects, On demand mentality, DRM, Costs, Home

Connectivity, No instant gratification

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Other

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MOBILE

‣ reaches 92% of US online users

‣ >300 partners

‣ 360% growth in video views year/year

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P2P

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LIVE

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Reach

LiveEmotiondirect Response

InteractionEngagmentOn Demand

ControleRevenue

What if?

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Reach

LiveEmotiondirect Response

InteractionEngagmentOn Demand

ControleRevenue

DISTRIBUTIONSTRATEGY AND

TACTICS

Why not?

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PART 3 How to participate

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vs.RTL Aktuell 18:45 / 03.02.

1,9

1,73 Mio. Unique Video User in 30 Days

1,94 Mio. Viewers in 15 Minutes

Quellen: Comescore Nov. 2008 / AGF

REACH ON THE NET

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WHAT MATTERS ...

Max Reach

Targeted Demographics

High class and engaging environment

High quality content

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OPTIONSRevenue sources

Content/services

Devices

Distribution

Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising

Transaction Transaction Transaction TrafficTrafficOne time Sub. PPU CPM CPC CPO

Transaction Transaction Transaction TrafficTraffic

VideoVideoVideo TV ProgramsTV ProgramsTV Programs PlatformPlatformPlatform UGCUGC

Live VoD Catch Up Live VoD Catch

UpSyndication

Destination

White-label Original Captured

PCPCPC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devicesOther mobile devices

Fixed broadband Fixed broadband Fixed broadband Wireless broadbandWireless broadbandWireless broadband CellularCellularCellular BroadcastingBroadcasting

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WebTV

Revenue sources

Content/services

Devices

Distribution

Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising

Transaction Transaction Transaction TrafficTrafficOne time Sub. PPU CPM CPC CPO

Transaction Transaction Transaction TrafficTraffic

VideoVideoVideo TV ProgramsTV ProgramsTV Programs PlatformPlatformPlatform UGCUGC

Live VoD Catch Up Live VoD Catch

UpSyndication

Destination

White-label Original Captured

PCPCPC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devicesOther mobile devices

Fixed broadband Fixed broadband Fixed broadband Wireless broadbandWireless broadbandWireless broadband CellularCellularCellular BroadcastingBroadcasting

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TV Stations

Revenue sources

Content/services

Devices

Distribution

Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising

Transaction Transaction Transaction TrafficTrafficOne time Sub. PPU CPM CPC CPO

Transaction Transaction Transaction TrafficTraffic

VideoVideoVideo TV ProgramsTV ProgramsTV Programs PlatformPlatformPlatform UGCUGC

Live VoD Catch Up Live VoD Catch

UpSyndication

Destination

White-label Original Captured

PCPCPC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devicesOther mobile devices

Fixed broadband Fixed broadband Fixed broadband Wireless broadbandWireless broadbandWireless broadband CellularCellularCellular BroadcastingBroadcasting

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The final question?

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The final question?

HOW DO WE GET THERE?Revenue sources

Content/services

Devices

Distribution

Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising

Transaction Transaction Transaction TrafficTrafficOne time Sub. PPU CPM CPC CPO

Transaction Transaction Transaction TrafficTraffic

VideoVideoVideo TV ProgramsTV ProgramsTV Programs PlatformPlatformPlatform UGCUGC

Live VoD Catch Up Live VoD Catch

UpSyndication

Destination

White-label Original Captured

PCPCPC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devicesOther mobile devices

Fixed broadband Fixed broadband Fixed broadband Wireless broadbandWireless broadbandWireless broadband CellularCellularCellular BroadcastingBroadcasting

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GET YOUR EXPECTATIONS RIGHT

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KULTUR

MUSIK

GOSSIP

Vergnügen

Inland

Info

InfoInfo

Info

Politik

Info

Info

Genuss

Wirtschaft

Genuss

Info

Vergnügen

Info

Info

Info

Unterhaltung

Emotion

Emotion

Info

Info

84

Inszenierung

ENTERTAINMENT

NACHRICHTEN

View

s

Music videos, Comedy, Entertainment, ...

News

BUILD STOCK

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PUT YOUR CONTENT IN FRONT OF THE AUDIENCE

✦ All Platforms✦ All Channels ✦ encourage linking,

sharing, forwarding✦ Be everywhere for

maximum reach

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EVERYTHING‘S DONE

RIGHT?

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EVERYTHING‘S DONE

RIGHT?

WRONG

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PLANNING TIMING

‣Get in the right context‣Use hypes, memes

and events‣Use inside

exposure‣Use high

engagement ‣

‣ campaigns‣ analytics ‣ release circles‣ release times‣

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for different usage patterns

Short-Head14.000

Longtail14.000

Sleeper3.500

Event Video Evergreen

Sleeping beauty

PLAN

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Ø 900 000 vs. Ø 70 000

OPTIMIZE for different platforms

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IT

DISTRIBUTION

CONTENT

Rechte

Frontend

Ausspielen

TranscodingThumbnail

Batch-Upload

Metadaten-Export

CDN-Übergabe

Player

Playlist

TechnischeHilfestellung

Traffic Shaping

Seeding

Peak Management

User Tracking

SEO

Server

Plattform

Produktion

Archiv

Format-entwicklung

Optimierung

CMSAnbindung

91

Indizierung

CONSULTING

INNOVATIONS

CONNECT THE DOTS

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IT

DISTRIBUTION

CONTENT

Rechte

Frontend

Ausspielen

TranscodingThumbnail

Batch-Upload

Metadaten-Export

CDN-Übergabe

Player

Playlist

TechnischeHilfestellung

Traffic Shaping

Seeding

Peak Management

User Tracking

SEO

Server

Plattform

Produktion

Archiv

Format-entwicklung

Optimierung

CMSAnbindung

92

Indizierung

CONSULTING

INNOVATIONS

NETWORKING

Promotion

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IT

DISTRIBUTION

CONTENT

Rechte

Frontend

Ausspielen

TranscodingThumbnail

Batch-Upload

Metadaten-Export

CDN-Übergabe

Player

Playlist

TechnischeHilfestellung

Traffic Shaping

Seeding

Peak Management

User Tracking

SEO

Server

Plattform

Produktion

Archiv

Format-entwicklung

Optimierung

CMSAnbindung

93

Indizierung

CONSULTING

INNOVATIONS

NETWORKING

Growth

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IT

DISTRIBUTION

CONTENT

Rechte

Frontend

Ausspielen

TranscodingThumbnail

Batch-Upload

Metadaten-Export

CDN-Übergabe

Player

Playlist

TechnischeHilfestellung

Traffic Shaping

Seeding

Peak Management

User Tracking

SEO

Server

Plattform

Produktion

Archiv

Format-entwicklung

Optimierung

CMSAnbindung

94

Indizierung

CONSULTING

INNOVATIONS

NETWORKING

Conversion

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BUZZ

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Landmark Videos

Featured

Viral

Viral

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Inventory

Views per month

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Cooperations & Featurings

Views within 5 days

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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