online video & internet mechanics
DESCRIPTION
10 Rules on how to produce and optimize videos for the net. There are great opportunities but also some real challenges ahead. This presentation helps you to identify and master both.TRANSCRIPT
Onlin
e Vide
o &Internet
Mechanics
A PRESENTATION BY BERTRAM GUGEL
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ONCE UPON A TIME...
August 1998, 15.000 Views/Day
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... FAST FORWARD TO TODAY.
25 Million Views since November 2009
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Kittens & Kids are so cute ...
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... BUT, what about professional content?
26m 56m 164m
24m 44m 74m
46m 109m 14m
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Internet Mechanics 10 Rules
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1. The Internet doesn‘t care about
YOUR RIGHTS!
§
Oct. 9th, 2006
Ask WARNER MUSIC
„Google and Warner Music Group Announce Agreement to Offer Google Video Users WMG's Music Video Content.“
„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.“
Dec. 22nd, 2008
Sep. 29th, 2009 „Warner Music Comes Back to YouTube“
What happened?
http://www.tubemogul.com/blog/2009/09/on-youtube-its-the-music-labels-and-then-everyone-else/
Warner left millions of Dollars on the Table!
The alternative ...
JK Wedding‘s Video generated 50 millions views.
What happened?
http://googleblog.blogspot.com/2009/07/i-now-pronounce-you-monetized-youtube.htmlhttp://www.wired.com/epicenter/2009/07/we-wont-get-boyled-again-sony-chris-brown-monetize-wedding-dance-video/#ixzz0fWYhFlpQ
Sony made thousands of Dollars
„In the last week, over a year after its release, Chris Brown's "Forever" has again rocketed up the charts, reaching as high as
#4 on the iTunes singles chart and
#3 on Amazon's best selling MP3 list.“
JK Wedding Video
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2. The Internet doesn‘t (financially) reward
ONE HIT WONDERS ...
1
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2. The Internet doesn‘t (financially) reward
ONE HIT WONDERS ...
26m 56m 164m
24m 44m 74m
46m 109m 14m
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... but it‘s easy to connect with your audience
AND BUILD A FOLLOWING!
Design a show!
Test and refine your production!
Put it in the wild!
Enjoy!
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... but it‘s easy to connect with your audience
AND BUILD A FOLLOWING!
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... but it‘s easy to connect with your audience
AND BUILD A FOLLOWING!
Digitsshow„THANK YOU to all of our fans for helping us reach
9 Million Views!!! 600k in the last four days! You guys rock!“
5.000
150.000
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3. The Internet is a piece of technology so
THINK OUTSIDE THE BOX.
Example: DEMAND MEDIA
http://www.wired.com/magazine/2009/10/ff_demandmedia/all/1
Algorithms define what videos to produce & their estimated value
Editors refine the suggested video titles
Produces log in online and sign up to produce the video.
Finally the video‘s checked, put online and monetized through ads.
Results?
421,255,914 Video views
261,179 Rating
300,854 Comments
138,951 Videos
442,014 Subscribers
55 million unique users
3 Billion social media interactions
1 Billion cummulative video streams
$17 million a year to writers, editors, and video producers
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4. The Internet will strip your content of its
CONTEXT
VIDEO
MetadataPlayer
Ads
Seeding
SEO
Site
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4. The Internet will strip your content of its
CONTEXT
http://www.avc.com/a_vc/2005/11/the_future_of_m.html
Microchunk it
Free it
Syndicate it
Monetize it
Reduce the content to its simplest form.
Put it out there without walls around it or strings on it.
Let anyone take it and run with it.
Put the monetization and tracking systems into the microchunk.
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so put monetization into your
CONTENT
Ford @ Roommates
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so put monetization into your
CONTENT
Wii @ Nerd Perfect
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A big opportunity for
established producers!
= No Partner – no reach!
3,8 M Views
8,8 M Views
7,4 M Views
75k Views
130 M Views
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So please get it right next time and follow
ALL SUGGESTIONS!
http://www.avc.com/a_vc/2005/11/the_future_of_m.html
Microchunk it
Free it
Syndicate it
Monetize it
Reduce the content to its simplest form.
Put it out there without walls around it or strings on it.
Let anyone take it and run with it.
Put the monetization and tracking systems into the microchunk.✓
✓
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5. The Internet will
TALK BACK!
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so you better
LISTEN ...
Tara Stiles Yoga @ YouTube
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so you better
LISTEN ...
1.581.954 Views
6.346 Ratings
3.579 Comments
1 Comment for every 450 Views
... and JOIN the conversation!
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PAST PRESENT FUTURE
Own Production Coop eration
A g g r
e g a t
i o .n
THERE‘S A NEW USER INTERACTION PARADIGM.
Users suggestand comment!
Users createand amend!
Users relaxand consume!
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6. The Internet often offers
INDIRECT REWARDS.
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6. The Internet often offers
INDIRECT REWARDS.
Soulja Boy @ YouTube
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But may have quite
an IMPACT.
Soulja Boy vs. Sony BMGearly 2008
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But may have quite
an IMPACT.
‣ Ø 550.000 Video Views/Day
‣ 226 Million Video Views on YouTube
‣ Universal Music Deal
‣ #1 Billboard-Charts USA
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7. The Internet favors
DIGTITAL NATIVES!
001010110111100011010101010111101010010101
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A 13 year old YOUTUBE star...
> 25 Mio users/month
...is generating more clicks than the BILD.de video content.
MEET FRED
Early Star: Rocketboom
2004
700 views/day
1 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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Online Acitivities commmand a
strong FOLLOWING
3,5M Views @ YouTube
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MEET
MACHINIMA @ YouTube
2,5M Views per Day
938.744.906 Total Views
6.529.271 Comments
7.600 Videos on YouTube
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8. The Internet
DEMANDS ADOPTION!
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3 m
50 cm
10 cm
Plan and produce for different
USAGE SCENARIOS!
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Enable
INTERACTION!
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Adapt existing content
IN A CREATIVE WAY!
>60m Views @ YouTube
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9. The Internet offers new
DISTRIBUTION MEANS!
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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300 Million Views for NNN‘s Shows in 2009
70 Million Views for Revision3‘s shows with 1,5Bn minutes watched
70% (NNN) and 50% (R3) more sponsors and deals in 2009 vs. 2008
Both added new shows to their portfolio
There‘s help:
Web Video Networks
http://www.nextnewnetworks.com/post/16222/press-release-our-2009-milestones
http://www.prnewswire.com/news-releases/revision3-continued-to-lead-internet-television-in-2009-with-over-15-billion-minutes-of-video-served-83336552.html
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10. The Internet forms a
NEW VALUECHAIN
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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
GOT IT?
THANK YOU.
ContactBertram Gugel
M: +49 179 22 1 77 63