monetizing your web video
TRANSCRIPT
Monetizing Your Web Video Richard Harrington | RHED Pixel
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Agenda
■ Explore different options to monetize content
■ Learn how to sell your content in several online stores
■ Explore sponsorship options and companion sales
What is RHED Pixel?
■ Company founded in 1999
■ 70% Full Service Clients
■ 30% Support to Other Professionals
■ Winner of a Ciné Award
■ Offers variety of video, interactive, and multimedia services
■ Recognized authority for video and multimedia industries
Who Am I?What Shapes My Perspectives
linkedin.com/in/richardharrington
twitter.com/ rhedpixel
Who Am I?
■ TWITTER BIO:I'm a visual storyteller exploring the fusion of photography and video. I'm a husband & father Publisher Photofocus & CCU | CEO RHED Pixel
■ RHED Pixel | Founder ■ Creative Cloud User &
Photofocus | Publisher ■ Certified PMP ■ Consultant to
Turner, CNN, ABC, MLB Network,Discovery Channel
Getting In Touchtwitter.com/rhedpixel
facebook.com/RichHarringtonStuff
plus.google.com/+RichardHarrington/
linkedin.com/in/richardharrington
RichardHarrington.com
vimeo.com/rhedpixel
www.pinterest.com/rhedpixel/
Web Video Experience
My company makes specific content for targeted audiences
Web Video Experience
■ Apple
■ Adobe Systems
■ Community Health Charities
■ Microsoft
■ National Foundation for Credit Counseling
Topics Covered■ Technology
■ Photography
■ Design
■ Fashion
■ Health
■ Parenting
■ College Admissions
■ Mobile Computing
■ Education
■ Fundraising
■ Fitness
■ Presentation Skills
■ Employment
■ Travel
The State of the Internet
Internet Access is Everywhere % With Internet Access From Any Location (12+)
0
25
50
75
100
1999 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
8988848583828181
7572
6255
50
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
High-Speed Access at Home % Who Have Broadband/Dial-Up Internet Access at Home
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
0
25
50
75
100
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
89868482
7669
58
48
37
2821
881315
20
28
38
48
60
68
78
Dial-Up Broadband
Internet is Most Essential Delivery Vehicle % Saying the Internet Is the Most Essential Medium to Their Lives
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
0%
25%
50%
75%
100%
2002 2007 2012
46
33
20
Internet is Most Essential Delivery Vehicle % Saying the Internet Is the Most Essential Medium to Their Lives
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
0%
25%
50%
75%
100%
12–34 35+
33
68
Top 10 Countries by Number of Internet Users
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
Rank Country Internet Users Population %
1 China 420,000,000 31.8%2 United States 234,372,000 76.3%3 Japan 95,979,000 75.5%4 India 81,000,000 7.0%5 Brazil 72,027,700 36.2%6 Germany 61,973,100 75.3%7 United Kingdom 46,683,900 76.4%8 Russia 45,250,000 32.3%9 France 43,100,134 69.3%10 South Korea 37,475,800 77.3%
Top 10 Countries by Percentage of Internet Users
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
Rank Country Internet Users Population %
1 Iceland 285,700 93.2%2 Norway 4,235,800 90.9%3 Greenland 52,000 90.3%4 Sweden 8,085,500 89.2%5 Netherlands 14,304,600 85.6%6 Denmark 4,629,600 84.2%7 Finland 4,382,700 83.5%8 New Zealand 3,500,000 83.1%9 Australia 17,033,826 80.1%10 Luxembourg 387,000 78.7%
Eliminate iPhone or TV
6%
36%58%
Eliminate TV Eliminate iPhone Don’t Know
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
Give Up TV Before Smartphones TV or Smartphone – Which would you be more willing to eliminate?
Eliminate iPhone or TV
2%
40%
58%
Eliminate TV Eliminate Smartphone Don’t Know
The Rise in Tablets
Tablet Ownership
2012 2013 2014
16%
12%6%
6%3%
1%
17%14%11%
iPad only Both Non-iPadArbitron
Personal Electronic Devices (PEDs)
Tablet Ownership
Pew Internet Life
0%
10%
20%
30%
40%
50%
May-10 May-11 Dec-11 Nov-12 Sep-13 Jan-14
42%
34%
24%
10%8%3%
E-Reader Ownership
Pew Internet Life
0%
8%
16%
24%
32%
40%
May-10 May-11 Dec-11 Nov-12 Sep-13 Jan-14
32%
24%
19%
10%12%
4%
Smartphones on the Rise
Smartphone Growth
0%
14%
28%
42%
56%
70%
2009 2010 2011 2012 2013 2014
61%53%
44%
31%
14%10%
160 Million
The Infinite Dial — Edison Research
Smartphones by Age
0%
0%
1%
1%
1%
12–24 25–54 55+
36%
68%78%
25%
64%68%
19%
53%61%
201220132014
The Infinite Dial — Edison Research
Passion for a Platform % Who “Love” Platform/Device
iPhone
iPad
Android Phone
iPod
Blackberry
Cell Phone
0 25 50 75 100
32%
36%
46%
49%
53%
66%
The Infinite Dial — Edison Research
Top Smartphone Platforms 3 Month Avg. Ending Jan. 2014 vs. 3 Month Avg. Ending Oct. 2013
January-14 April-14 Point Change
Total Subscribers 100% 100% N/A
Google 51.7% 52.5% 0.8%
Apple 41.6% 41.4% -0.2%
BlackBerry 3.1% 2.5% -0.6%
Microsoft 3.2% 3.3% 0.1%
Symbian 0.2% 0.2% 0%
Source: comScore MobiLens
Top 15 Properties1 Google Sites 89.4%2 Facebook 86.6%3 Yahoo Sites 86.2%4 Amazon Sites 69.0%5 AOL, Inc. 56.9%6 Microsoft Sites 52.6%7 Apple Inc. 51.1%8 Turner Digital 46.9%9 Pandora.com 46.5%
10 Wikimedia Foundation Sites 43.7%11 Glam Media 38.0%12 CBS Interactive 37.2%13 eBay 36.8%14 Weather Company, The 34.2%15 Gannett Sites 31.3%
Source: comScore MobiLens
Top 15 Apps1 Facebook 77.6%2 Google Play 52.4%3 YouTube 49.7%4 Google Search 48.9%5 Pandora Radio 46.4%6 Apple App Suite 45.0%7 Gmail 43.5%8 Google Maps 41.6%9 Yahoo Stocks 30.7%
10 Instagram 27.5%11 Yahoo Weather Widget 27.0%12 Facebook Messenger 24.5%13 Apple Maps 24.2%14 Twitter 22.8%15 The Weather Channel 21.4%
Source: comScore MobiLens
Give Up TV Before Smartphones TV or Smartphone – Which would you be more willing to eliminate?
Eliminate iPhone or TV
6%
36%58%
Eliminate TV Eliminate iPhone Don’t Know
http://www.edisonresearch.com/Infinite_Dial_2011.pdf
Eliminate Smartphone or TV
2%
40%
58%
Eliminate TV Eliminate Smartphone Don’t Know
Production Strategies
Delivering Mobile Video
■ Production Frequency How often are you going to record new episodes?
■ Acquisition SizeWe typically acquire shows in 720p (a frame size of 1280x720) at 24 frames per second (same as film).
Delivering Mobile Video
■ Delivery Methods You need to consider your primary and secondary delivery methods.
■ Audience Capabilities You need to make some assumptions about your audience.
Analyze the Market
■ Who is your competition? ■ What makes your video different? ■ What can you do better? ■ Who do you want to attract? ■ What are weaknesses of your
competition? ■ How can you take advantage of
these?
Smartphones on the Rise
Delivering Mobile Video
■ Plan
■ Produce
■ Distribute
■ Promote
■ Monetize (optional)
Questions to Ask
■ Make-Up of Audience?
■ Connection Speeds?
■ Embedded into Page?
■ Downloadable?
■ Portable?
■ Protected?
Hosting the Video
Hosting Considerations
■ Several choices
■ Bandwidth and total storage biggest factors to impact cost
■ Weigh all factors
■ Check download times
Popular Hosts
■ Vimeo ■ YouTube ■ Amazon S3 ■ PodHoster ■ Libsyn ■ PodBean ■ Cachefly
Getting Setup
0%
13%
25%
38%
50%
Last Month
4138
34
21
12
2007 2008 2009 2010 2011 http://www.edisonresearch.com/Infinite_Dial_2011.pdf
YouTube Video Watching % Who Have Watched Internet Video Programming From YouTube
Create a New Channel
Channel Creation
Channel Creation
■ To create a new channel:
■ Click Profile Icon ■ Click All My Channels ■ Click Create a new channel ■ Enter a name ■ Select a category ■ Select an audience
Channel Creation
■ You may have up to 50 channels linked to one Google account, and each channel can be managed by multiple people.
■ To add additional managers click “Managers” and enter their email addresses or Google+ Profile names.
Channel Setup
Terms of Service
sublicenseable
transferable
without limitation
Building A Community
YouTube Partner Program
YouTube Partner Program
■ The YouTube Partner Program allows creators to monetize content through advertisements, paid subscriptions and merchandise.
■ YouTube Partner eligible videos may earn money from relevant ads or fees.
■ Allows you to reach a global audience and increase earning potential
■ Non-exclusive agreement allows you to monetize in multiple venues
YouTube Partner Program
To Become A Partner
■ Your YouTube account must be in good standing
■ You are uploading advertiser-friendly original, quality content
■ Do not infringe on copyright
Partner Features
■ Ability to have longer videos (over 15 minutes)
■ Annotations that link to your external websites
■ Upload custom thumbnails ■ Enable paid subscriptions ■ Stream live events or host a Google+
Hangout On Air
Vimeo On Demand
■ Must be a Vimeo Pro member
■ Go to Creator Services section
■ Can set videos for Rent or Buy
■ Need a PayPal account
■ 90/10 split that favors creator
Vimeo Pro
■ $199 per year
■ 50GB of storage, 250k plays (additional space and plays can be added)
■ No bandwidth caps or time limits
■ Commercial hosting option
■ Advanced Statistics
■ Unlimited HD uploading & priority uploading
Vimeo Pro
■ Customizable and brandable video player
■ HTML5 support with the Universal Player
■ Unlisted Video Review pages
■ Third party video player support
■ Optional original file storage
Consider Terms of Service
YouTube Statistics
■ 48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day
■ Over 3 billion videos are viewed a day
■ More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years
sublicenseable
transferable
without limitation
What is Podcasting?
What is Podcasting?Podcasting is distributing highly targeted, syndicated programs (shows) over the Internet in an audio or video format that interested audiences can subscribe to.
Uses for Technology
■ Special interest radio & TV
■ Software training
■ Redistribute existing shows
■ Distance learning
■ Brand extension
■ Public awareness
What is Podcasting?
■ RSS (Real simple syndication) is the feed that provides subscription based content using XML code.
■ Subscribers can set their software (such as iTunes) to automatically download a new episode when available.
■ Subscribers can build an index of shows and episodes on their computer as well as their portable media devices to watch whenever and wherever they want.
Benefits of Podcasting
■ Opt-in audience.
■ Time shifting
■ Emerging technology with little competition.
■ Can target and track niche markets.
■ Provides “walk away” brand extension.
■ Viral communications medium... Good content is shared freely.
Who Uses Podcasts?
Who’s Podcasting?
■ National Public Radio ■ Public Broadcasting Service ■ ABC – CBS – NBC ■ BBC – CNN – Associated Press ■ MTV – ESPN – VH1 – HGTV ■ New York Times ■ Wall Street Journal ■ Washington Post
Who’s Podcasting?
■ National Geographic ■ Discovery Channel ■ White House ■ The Pentagon ■ National Park Service ■ US Treasury Department ■ Political Candidates
TRENDS
Podcasting Reach
0%
5%
10%
15%
20%
25%
30%
2006 2007 2008 2009 2010 2011 2012 2013 2014
30%27%
29%25%
23%22%18%
13%11%
Podcast Consumption2013
65%
35%
2014
47%53%
PortableComputer
The Infinite Dial — Edison Research
Vast Majority Say Commercials Are a Fair Price to Pay For Free Content
5%20%
75%YesNoDon't Know
Pew Internet Life
% Who Have Listened to a Podcast in the Last Month
0%
5%
10%
15%
2008 2009 2010 2011 2012 2013 2014
15%
12%
14%
12%12%11%
9%
The Infinite Dial — Edison Research
Podcast Consumption
11%
10%
16%
20%
22%
21%
One TwoThree Four or FiveSix to Ten Eleven or More
The Infinite Dial — Edison Research
Get Registered
https://itunesconnect.apple.com/WebObjects/iTunesConnect.woa/wa/apply
A Store for Everything
■ Music ■ Music ■ Music Videos ■ Ringtones ■ Concert Films ■ Spoken Word
■ TV ■ TV Shows ■ Seasons ■ Season Passes
A Store for Everything
■ Movies ■ Movie Sales ■ Movie Rentals ■ Shorts
■ Books ■ Trade Books ■ Science, Technical, and
Medical ■ Professional
Other Requirements
■ An Apple ID
■ A current credit card on file
■ A U.S. Tax ID
Video Distribution
What Movies Can You Sell?
■ Feature-length motion pictures or documentaries
■ Short films of theatrical or DVD quality
■ Exercise and fitness offered in the TV section
■ Concert films are available in the Music section
What Can’t Be Sold?
■ Adult movies
■ How-to videos
■ User-generated content
■ Other video types that are not normally considered to be motion pictures or documentaries.
Movie & TV Aggregators■ Aggregators charge a fee to correctly format and deliver
your content to Apple’s specifications. ■ The majority of independent movies offered on iTunes is
provided by one of our aggregator partners. ■ Apple pays aggregator then the aggregator pays owner. ■ View Apple-approved aggregators for movies—
http://bit.ly/ituneaggregators ■ View Apple-approved aggregators for TV—
http://bit.ly/itunestvag
Encoding Houses
■ All content must be encoded and delivered by an Apple-approved encoding house.
■ The encoding house processes the content in the Apple-specific encode that is required for distribution on iTunes.
App Store
When to Make a Native Application
■ Charging Money ■ Game ■ Location-based Services ■ Cameras ■ Accelerometers ■ Device Filesystem ■ Offline Access
Apps are More Popular than Mobile Web
■ According to Flurry Analytics reports ■ 94 minutes per day are spent
on apps ■ 72 minutes on the web
■ Users are spending more time going directly to an app that gives them the information they want rather than searching on the mobile web.
Medium Matrix
Device Support Complexity
User Experience Language
Offline Support
Device Features
InitialCost
Long Term Cost
MobileWebsites All Simple Limited HTML No None Low Low
MobileWeb
ApplicationSome Medium Great
HTML, CSS,
JSLimited Limited Medium Low
NativeApplication All Complex Excellent Various Yes Yes High Medium
Developing for iOS
■ Sign up at http://developer.apple.com/devcenter/ios/index.action
■ Gain access to Dev Center
■ Cost is $99 or $299 per year (with free option as well – limited)
Developing for iOS
■ Access to SDK as well as testing tools
■ Online library with training resources
$99 / Year For a company with a development team who will be creating iOS apps for distribution on the App Store. A D-U-N-S Number is required.
$99 / Year For an individual developer who will be creating iOS apps for distribution on the App Store.
iOS Developer Program Company
iOS Developer Program Individual
Which Developer Program is for You?
Free For higher education institutions looking to introduce iOS development into their curriculum.
$299 / Year For a company who will be creating proprietary, in-house iOS apps. A D-U-N-S Number is required.
iOS Developer University Program
iOS Developer Enterprise Program
Which Developer Program is for You?
http://www.appannie.com/apps/ios/matrix/overall/?device=ipad
Average Prices
■ Current Average App Price: $1.31
■ Current Average Game Price: $0.72
■ Current Average Overall Price: $1.22
http://148apps.biz/app-store-metrics/
Popular Categories
1. Games (211330 active)
2. Education (121821 active)
3. Business (95029 active)
4. Lifestyle (94153 active)
5. Entertainment (90615 active)
http://148apps.biz/app-store-metrics/
App Store Approval Process
■ 95% of apps are approved within 14 days of submission
■ Apple has 40 full-time reviewers who study new apps
■ 20% are rejected , but sent back for tweaks and changes
■ There is an App Store executive review board
■ Determines procedures
App Store Approval Process
■ Sets policy for the review process
■ Reviews applications that are escalated to the board because of new or complex issues
Book Publishing
What is Digital Publishing?
■ Digital Publications can contain: ■ Text ■ Photos ■ Video ■ Audio ■ 3D models ■ Interactive elements ■ Live web content
http://support.apple.com/kb/PH2808?viewlocale=en_US&locale=en_US
www.apple.com/itunes/content-providers/book-faq.html
eBook Trends
The Growth in eBooks
■ 23% of Americans read an e-book in past year
■ The number of e-book readers grew after a major increase in ownership of e-book reading devices and tablet computers during the holiday season
■ 33% of Americans age 18 and older own at least one specialized device for e-book reading – either a tablet or an e-book reader
PEW INTERNET & AMERICAN LIFE PROJECT | The rise of e-reading | April 5, 2012
■ Ownership of e-book readers like the original Kindle and Nook jumped from 10% in December 2011 to 19% in December 2012
■ Ownership of tablet computers such as iPads and Kindle Fires increased from 10% in mid-December 2011 to 25% in December 2012
The Growth in eBooksPEW INTERNET & AMERICAN LIFE PROJECT | The rise of e-reading | April 5, 2012
How Much Does an Reader Read?
■ Women reported reading more books than men
■ 30% of those who read e-content say they now spend more time reading
■ 42% of readers of e-books said they are reading more now that long-form reading material is available in digital format
PEW INTERNET & AMERICAN LIFE PROJECT | The rise of e-reading | April 5, 2012
■ 42% of e-book readers said they consume their books on a computer
■ 41% consume their e-books on an e-book reader
■ 29% consume their books on their cell phones
■ 23% of readers of e-books consume their books on a tablet computer
How Much Does an Reader Read?PEW INTERNET & AMERICAN LIFE PROJECT | The rise of e-reading | April 5, 2012
Most Book Readers Prefer to Buy
■ 48% bought it. Owners of e-book readers and tablets were much more likely than others to have bought it
■ 24% borrowed it from family, friends, or co-workers
■ 14% borrowed it from a library
■ 13% got it from another source
PEW INTERNET & AMERICAN LIFE PROJECT | The rise of e-reading | April 5, 2012
Adobe Digital Publishing Suite
http://terrywhite.com/how-to-create-ipad-apps-with-indesign-cs6/
Apple iBooks Author
\
In-Depth Class http://www.youtube.com/watch?v=pqoIbHieIGQ
Getting Discovered
How Will You Be Discovered?
■ There are three ways a potential viewer can find you
■ Understanding the three methods is important if you want to improve your chances of being found
Search
■ Results are returned based on popularity and relevance
■ Popularity relates to the number of new downloads you’ve had in a given period
■ Relevance is due largely to your video’s description and keywords
■ Be sure to write an accurate description
■ You can also use keywords to address misspellings or additional search criteria.
Featured Content
■ The iTunes Store routinely features content
■ Quality of content is strongest consideration
■ Content must have attractive artwork (which does not include Apple items like logos or iPods)
■ Content that is released regularly
Top Lists
■ Location on page will vary site to site
■ These lists showcase the top videos in each category
■ Making these lists is based on new downloads
■ Once you are on a Top List, it is essential you maintain momentum
■ Staying on a Top List is very helpful, as it makes it much easier for browsers to discover your podcast
Getting In Touchtwitter.com/rhedpixel
facebook.com/RichHarringtonStuff
plus.google.com/+RichardHarrington/
linkedin.com/in/richardharrington
RichardHarrington.com
vimeo.com/rhedpixel
www.pinterest.com/rhedpixel/
Monetizing Your Web Video Richard Harrington | RHED Pixel
plus.google.com/+RichardHarrington
facebook.com/RichHarringtonStuff
linkedin.com/in/richardharrington
twitter.com/ rhedpixel