Video on the Web

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Bertram Gugel: gugelproductions.de

Who am I?
Blogger Co-Author of TV 2.0

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22. Oktober 2007

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 – Production – Distribution  Part 3: Discussion
22. Oktober 2007

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Bertram Gugel: gugelproductions.de

What is the talk about?

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22. Oktober 2007

Bertram Gugel: gugelproductions.de

Goals for Today
    Discuss your challenges Reaffirm potential of medium Review Sites Show best examples

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22. Oktober 2007

Bertram Gugel: gugelproductions.de

Market Overview

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22. Oktober 2007

UGC News

News Sites

Communities

Bertram Gugel: gugelproductions.de

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
22. Oktober 2007

Bertram Gugel: gugelproductions.de

Challenges
 Differentiation and Competition  Production Costs  Using Video the right way

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22. Oktober 2007

Bertram Gugel: gugelproductions.de

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  Differentiate
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Bertram Gugel: gugelproductions.de

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 €  Cheap production, maximum reach and monetization
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Bertram Gugel: gugelproductions.de

Hitting the sweet spot
Production Costs Web-Revenue

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Top Tier

Second Tier

Indy Content

User Generated Content

22. Oktober 2007

Bertram Gugel: gugelproductions.de

Using Video when applicable
Video vs. Images vs. Text

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22. Oktober 2007

Bertram Gugel: gugelproductions.de

Video vs. Text/Images II
    Video 3 minutes 1 Video 1 Ad Impression     Text 3 minutes 6 Sites min. 12 Ad Impressions

 Video Needs a minimum of 12x pricing premium to compete!  Use Video wisely
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22. Oktober 2007

Bertram Gugel: gugelproductions.de

Chances
 High Demand  High Involvement  Expand your Brand
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22. Oktober 2007

Bertram Gugel: gugelproductions.de

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 15  Even VDZ publishes videos  50% want to watch News Clips
22. Oktober 2007

Bertram Gugel: gugelproductions.de

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  Give Users the content and tools to engage
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Bertram Gugel: gugelproductions.de

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

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22. Oktober 2007

Bertram Gugel: gugelproductions.de

Challenges & Chances
Production Competition Balance

Video
Growth User Brand
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22. Oktober 2007

Bertram Gugel: gugelproductions.de

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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22. Oktober 2007

Thank You!
Contact: Bertram Gugel www.gugelproductions.de/blog/ info@gugelproductions.de Tel.: +49 (179) 221 77 63

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