Post on 25-May-2015
description
1
HOW’S THE ADVERTISING OPPORTUNTIES
FOR COMPANIES IN SOCAL MEDIA?
-- YouTube & other Podcasting media
Kimmy Chen, London Han, Tong Li, Eva Na, Ali Naushad Nathoo, Dongsoo Kang
2
Introduction of Podcasting
Podcast = iPod + broadcast
Syndicated downloading of audio and video file
Syndicated, subscribed to and downloaded automatically
Personal On Demand broadCASTING (PODCASTING)
Catch hold in 2004
Easy to download and update current contents
Introduction
The domain “ .com” on Feb.2005
“Broadcast Yourself” launch on Nov.2005
Acquisition by for $1.65 billion on Nov. 2006
's Invention of the Year for 2006.
2007 revenue noted as “not material”
Exposure to copyright issues
3
Profile
User base is broad in age range, 18-55
52 percent of 18-34 year olds share videos
19 countries and multiple languages.
Popular category
Easy uploading and viewing
community for everyone
For
4
Arts & Entertainment(86%)
Trend of online video
75 % of U.S. Internet users watched over 3 hrs of online video
Online video duration was 2.7 minutes
134 million Americans viewed over 9 billion videos online
Online video viewer consumed 68 videos, or over 2 per day
accounted for 2.4 billion videos, Yahoo! 390 million
captured 67 million viewers , Yahoo! 35 million
5
Competitors
6
YouTube
YahooMySpace
Source : Hitwise, May 25 2006, Market share of page views
Competitors
7
Popular social networking website
Strategic alliance with Google
World’s largest global online network
Launching Yahoo video search service
Internet video streaming service
Launching Soapbox
Software-based online digital media store
Selling video files
Advertising in Social Media:
• Premier Strategy for Social Media Viral Marketing
• Viral Marketing Takes Advantage of Existing Social Networks Online To Increase Brand Exposure and Recognition
• Transmission of Ad Free Publicity for the Firm
8
• Best Known Example of Viral Marketing Hotmail
Free Email Accounts
Tagline advertising Hotmail at Bottom of Emails Resulted in Rapid Adoption
Get your information fix on your phone. With MSN Mobile you get regular news, sports and ?finance updates. Try it today!
9
• To be Successful Firm’s Message Must:
Be Easy To Transfer
Be Free
Take Advantage of Other Medium’s Resources
10
YouTube Video Example
11
12
Best Practices of Getting Buzz on YouTube
“Yes We Can” for Barack Obama
“No You Can’t” for John McCain
Easily share link and video clips
Paris Hilton’s official site
Nintendo Wii
13
Best and Worst Practices of Getting Buzz on YouTube
14
Best and Worst Practices of Getting Buzz on YouTube
Dump Cupid promotion
Interview with Cupid
Cupid Pole Dance
Cupid Rap
Roadkill of Chrysler
15
Only 20 percent of online video users said they would only watch online video if it had no ads at all - 80 percent of
online video users accepted the advertising as a trade-off for providing free online video content.
Source: Jupiter Research
16
While online ad revenues are growing 26% per year, online video ad revenues are growing
55.5% per year
17
Great numbers, but is there money?
18
Estimated $5.8 B spend in online video advertising in the next 4 years.
Source: eMarketer
19
Recommendation: 3 Principle to leverage the platform
“Aggregated”: develop the function or interface that allows the audience to bring their content or also provide additional sources.
“Syndicated”: extend their products usefulness to the locations where customers spend the most time.
“Social”: new roles of the editors and journalists-> moderators and curators in the information flow between users and companies.
20
Recommendation (2): Sell products or content.
Niche Market: a medium which combines a great amount of diversity, interest and purposes into one single platform.
pay-per-view business : margin comes from the subscription fees.
Click-to-Buy: a affiliate link showed after video play(just announced on this Tuesday)
21
If you are not a part of online video NOW, you are not where the money is going to be
22
Thank You!
Questions?
BACK UP SLIDES FOR Q&A
23
24
How to deal with Copyright issue?
Copyright issue of YouTube
- Most movies are inherently exposed to potential copyright infringement issues
- Legal disputes
- However, media group needs YouTube due to YouTube’s huge advertisement potential
25
How to deal with Copyright issue?
How to solve it?
- Judgment based on intention or legal standard in the situation
- Favorable legal distribution environment
- Combination copyright protection and advertisement
- Creative Commons License (CCL)
26