Brightcove webinar _brand_leadership_series_puma_ad_age_20130220_final_v2
Cassandra Zuffante, Director of Partners, EMEA...
Transcript of Cassandra Zuffante, Director of Partners, EMEA...
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Monetising Audiences in a Multidevice World Cassandra Zuffante, Director of Partners, EMEA
@Brightcove
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BRIGHTCOVE OVERVIEW 2014
6,300 in 70 countries
963M Average Video Cloud monthly streams in 2013
$109.9M in 2013
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OUR MISSION is to Revolutionise the Way
Organisations Deliver Video Experiences
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©2013 Brightcove Inc.
Trusted by Thousands of Media Companies Worldwide
4
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What is the Marketplace Talking About?
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Audience Fragmentation
Content Complexities
Performance
Monetization
Competition
6 | Confidential
What is the Marketplace
Talking About?
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Audience
Fragmentation:
How Do I
Reach Them
Here?
7 | Confidential
Source: Tubefilter, December ‘13
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Content Complexities: How Do I Maximize Results?
Complex rights and windowing
Changing cost structures & experimentation
3rd Party Measurement
Evolving viewing habits (i.e. bingeing)
Analytics
8 | Confidential
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Performance: How Does It Impact My Business?
In 2011, a 1% increase in buffering time in VOD content
resulted in a reduction of three minutes of viewing time. Today,
that same 1% increase in buffering time cuts viewing time by
eight minutes
Viewers who experience re-buffer delays of 1% or more of a
video’s total duration play 5% less of it compared to a similar
viewers who experience no re-buffering*.
9 | Confidential
*Conviva
**Akamai
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Monetization: What do the Latest Models & Trends Mean for Me?
10 | Confidential
Load: Long-form ad loads grew 28.0% from Q1 2012 to Q1 2013,
an increase from 7.4 ad units per content segment to 9.5 units
Coverage: Consumption of digital video ads is increasing – 23%
of the 39 billion content videos viewed in December included
video ads, up from 14% the prior year
Volume: Digital Video Monthly UVs 172MM in 12*, 191MM in
2014*
CPMs
New Ad Units and New Business Models
*eMarketer “Digital Video,August 2013
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Competition: My Distributors are My Competition Now…
11 | Confidential
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…plus New New Media and New Old Media?
12 | Confidential
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©2013 Brightcove Inc.
Audience Fragmentation
Content Complexities
Performance
Monetization
Competition
13 | Confidential
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Changes to Consumer Comsumption
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300%+ Growth in mobile video
consumption
Massive Changes In
Viewer Behaviour
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69% Smart TVs
now online
The Connected Living Room is Emerging
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Proliferation of Connected Living Room
Devices
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Gaming Console Market Share
Source — VGCharts 2013
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TV Companion Devices
Roku & Apple TV Make
Up 90% of OTT Box
Market Share
Source — Roku 2013
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OTT services
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ULTIMATE GOAL?
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MAXIMUM CONSUMPTION
DISCOVERY
MONETISATION
ENGAGEMENT
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HOW?
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MULTISCREEN ADVERTISING
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Monetisation comes in many forms
26
|
Confidential
• Selling Ads (display, pre, post, mid-roll)
• Pay Per View
• Licensing
• Sponsorships
• Merchandising
• Freemium/Hybrid Model
• Paywall
• VAST
• VPAID
• TVE Authentication
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GOAL:
Reliable Cross-Platform
Monetisation &
Measurement
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Take Advantage of Growing Popularity
of Smart TV Platforms to Reach & Engage
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©2013 Brightcove Inc.
Add New Video Monetisation Opportunities with Subscription &
Pay-Per-View Payment Gateways & Processing
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Reach & Expand Your Audiences by
Distributing Content Across Social Media Platforms
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WHAT ELSE CAN I DO TO DRIVE ENGAGEMENT?
Relevant continuous
content
Original programming
Syndicate partner content
Content recommendation
engines
User Generated
Content
Repurpose archival content
Live content Multiple content lengths
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Viewer trends
Content engagement
Syndicated content
Search terms
Geography
MEASUREMENT
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THE FUTURE?
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Rising Demand for Personalised Video Content
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I WANT MY ME TV