10 Video Content Ideas for your Business: Video Marketing Strategy
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VIDEO BUSINESS
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EINE PRÄSENTATION VON BERTRAM GUGEL
2
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New Value Chain
Physical to Digital
12
Intermediation to Enabling3
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New Value Chain
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Neue Wertschöpfungsketten
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PRODUKTION
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Neue STARS entstehen
➡ 87 Millionen Profil Aufrufe auf MySpace
➡ 1,36 Millionen Freunde auf MySpace
➡ 309.000 Abonnenten auf YouTube
➡ Ø 550.000 Video Abrufe/Tag
➡ 470 Million Video Abrufe auf YouTube
➡ Univeral Music Deal / #1 Billboard-Charts USA
Soulja Boy
7
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200 Mio CBS
900 Mio EPIX (Paramount, Lions Gate & MGM)
200 Mio ABC & Disney
100 Mio House of Cards
100 Mio Miramax?
Netflix bezahlt für online Inhalte!
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9
+
+ $100M für Inhalte+ Live streaming= Enabler
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PACKAGING
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Wer gestaltet das Programm?
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Experten analysieren jedes Lied und identifizieren ~400 Merkmale.
Pandora erstellt Radio Stationen auf Basis der Songs, die ein User mag.
Der Inhalt passt sich dem Feedback der User an.
ALGORITHMEN MACHEN RADIO
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DEMAND MEDIA
http://www.wired.com/magazine/2009/10/ff_demandmedia/all/1
Suchanfragen bestimmen welche Videos produziert werden
Redakteure überarbeiten die Titel der Videos
Produzenten holen sich online ihre Aufträge aus der Datenbank.
Fertige Videos werden gecheckt und mit Werbung vermarktet.
SUCHROBOTER SETZEN THEMEN
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DISTRIBUTION
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15http://www.cisco.com/en/US/netsol/ns827/networking_solutions_sub_solution.html#%7Eforecast
>90% DES KONSUMENTEN
TRAFFICS IN 2013 IST VIDEO
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16http://www.cisco.com/en/US/netsol/ns827/networking_solutions_sub_solution.html#%7Eforecast
Der CRS-3 streamt jeden Film, der jemals gedreht wurde, in 4 Minuten.
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= HBO 2.0
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Netflix als virtuelle Plattform ...
Verfügbar auf 100 Mio Geräten
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ComcastNetflix
DirectTVDish
Time Warner Cox
5.038
12.70614.318
18.76020.000
23.212
Subs
crib
ers i
n Th
ousa
nds
Netflix vs. PayTV Plattformen
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HBONetflix
ShowtimeStarz
17.30018.20020.000
28.600
Subs
crib
ers i
n Th
ousa
nds
Netflix vs. PayTV Kanäle
http://www.hollywoodreporter.com/news/exclusive-hbo-subscribers-dwindling-27724
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EMPFANGSGERÄTE UND ZUGANG
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Der Kampf um‘s Wohnzimmer ...
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... hat gerade erst begonnen!
Spielekonsolen182m Units sold
Internet BoxenGoogleTV, Roku, TV, Vudu
DVRsTiVo, CE-Manufaturer
Blu-Ray PlayerSony, LG, Panasonic
TVSony, LG, Panasonic
PC AnbieterApple, Microsoft, Asus
Mobile GeräteiPod, Zune HD, A
StartupsBoxee, Plex, XMBC, ...
Hardware Herst.WD, LaCie, ...
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KONSUMENTEN
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25Comscore Videometrix / Minutes Watched per Month
Online Sehdauer wächst rasant ...
0
240
480
720
960
1200
Jun 05 Jul 07 Jan 08 Jul 08 Jan 09 Jun 09Okt 09Feb 10 Jun 10Okt 10
506
944
1107
73
181274
582
882 908
US Germany
CAGR 65%
Videosehdauer pro Monat in Minuten
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BBC iPlayerBeispiel
15 Plattformen
162m „requests for programs“ im Januar 2011 (+11% MoM)
8m mobile requests im Januar 2011 (5%)
300 min pro User/Monat
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88% der Nutzer sehen TV-Inhalte on demand
12% live
Internet ist ein on demand Medium
http://www.bbc.co.uk/blogs/bbcinternet/2011/02/january_2011_bbc_iplayer_month.html
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VIRAL & REMIX
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29
0
3
6
9
12
2003 2004 2005 2006 2007 2008 2009 2010
10,7 10,3
8
5,77
8,4 8,9
11,4
KategorietitelZuschauer in Mio.
MTV VMA Zuschauer
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Twitter hilft den VMAs
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Das Fernsehen liebt Twitter ...
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Warum?
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33http://www.engadget.com/2011/01/29/study-shocker-mobile-users-piddle-around-on-the-internet-while
86%
14%
No Usage Mobile Internet usage
Parallele Smartphone Nutzung während des Fernsehens
56 %
40 %
37 %
33 %Mobile AppsBrowsingSocial NetworkingTexting
Nutzer sind gleichzeitig im Netz ...
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... und interagieren auf neuen Geräten.
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Interaktion mit Rundfunkinhalten
3m
50cm
10cm
Interaktives Fernsehen
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Physical to Digital
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„We’re moving to a ,best screen available‘ model, where consumers are going to want to watch what they want, when they want, on whatever screen is around right NOW.“
http://www.businessinsider.com/jim-louderback-future-of-cable-tv-2010-4#ixzz0mmo7WfvC
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TV auf allen Plattformen
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39AGF/GfK: jeweils 1. Halbjahr. MA ARD/ZDF-Onlinestudien 2000–2010; eigene Angaben der Nutzer.
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 201017 26 35
45 43 46 48 54 5870 77
205 204 199 195 196 193 186 185 186 182 187
203 209 214 221 230 231 235225 225 228
244
Fernsehen Radio Internet
Dilemma, wie relevant ist digital?
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40AGF/GfK: jeweils 1. Halbjahr. MA ARD/ZDF-Onlinestudien 2000–2010; eigene Angaben der Nutzer.
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
110
107
17 26 3545 43 46 48 54 58
70 77
205 204 199 195 196 193 186 185 186 182 187
203 209 214 221 230 231 235225 225 228
244
Dilemma, wie relevant ist digital?
14-19J
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TV Werbemarkt Online Videowerbemarkt
156
10.911U
msa
tz in
Mill
ione
n €
TV-Werbemarkt vs. online Videomarkt
Nielsen
156
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DVD/BluRay Verleih Video on Demand
6,1
243U
msa
tz in
Mill
ione
n €
DVD/BluRay Verleih vs. VoD Markt
GfK Panel Services Deutschland im Auftrag der FFA
6,1
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Wachstum verlagert sich ...
Quelle: Nielsen Media Research, Screendigest 2010
2007 2008 2009 2010
156.400
58.500
27.600
5.116
Online Videowerbung in .000€
CAGR +135%
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Chance für Startups und Geduldige ...
Yahoo! Finance
Instant Streaming
440% in 2010
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Intermediation to Enabling
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From intermediation to ENABLING
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Revenue sources
Content/services
Devices
Distribution
Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising
Transaction Transaction Transaction TrafficTraffic
One time Sub. PPU CPM CPC CPO
Transaction Transaction Transaction TrafficTraffic
VideoVideoVideo TV ProgramsTV ProgramsTV Programs MoviesMoviesMovies UGCUGC
Live VoD Catch Up Live VoD Catch
UpSyndication
Destination
White-label Original Captured
PCPCPC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devicesOther mobile devices
Fixed broadband Fixed broadband Fixed broadband Wireless broadbandWireless broadbandWireless broadband CellularCellularCellular BroadcastingBroadcasting
Multiplikation der Geschäftsfelder
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48
Revenue sources
Content/services
Devices
Distribution
Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising
Transaction Transaction Transaction TrafficTraffic
One time Sub. PPU CPM CPC CPO
Transaction Transaction Transaction TrafficTraffic
VideoVideoVideo TV ProgramsTV ProgramsTV Programs MoviesMoviesMovies UGCUGC
Live VoD Catch Up Live VoD Catch
UpSyndication
Destination
White-label Original Captured
PCPCPC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devicesOther mobile devices
Fixed broadband Fixed broadband Fixed broadband Wireless broadbandWireless broadbandWireless broadband CellularCellularCellular BroadcastingBroadcasting
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49
Revenue sources
Content/services
Devices
Distribution
Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising
Transaction Transaction Transaction TrafficTraffic
One time Sub. PPU CPM CPC CPO
Transaction Transaction Transaction TrafficTraffic
VideoVideoVideo TV ProgramsTV ProgramsTV Programs MoviesMoviesMovies UGCUGC
Live VoD Catch Up Live VoD Catch
UpSyndication
Destination
White-label Original Captured
PCPCPC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devicesOther mobile devices
Fixed broadband Fixed broadband Fixed broadband Wireless broadbandWireless broadbandWireless broadband CellularCellularCellular BroadcastingBroadcasting
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50
Revenue sources
Content/services
Devices
Distribution
Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising
Transaction Transaction Transaction TrafficTraffic
One time Sub. PPU CPM CPC CPO
Transaction Transaction Transaction TrafficTraffic
VideoVideoVideo TV ProgramsTV ProgramsTV Programs MoviesMoviesMovies UGCUGC
Live VoD Catch Up Live VoD Catch
UpSyndication
Destination
White-label Original Captured
PCPCPC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devicesOther mobile devices
Fixed broadband Fixed broadband Fixed broadband Wireless broadbandWireless broadbandWireless broadband CellularCellularCellular BroadcastingBroadcasting
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51
Revenue sources
Content/services
Devices
Distribution
Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising
Transaction Transaction Transaction TrafficTraffic
One time Sub. PPU CPM CPC CPO
Transaction Transaction Transaction TrafficTraffic
VideoVideoVideo TV ProgramsTV ProgramsTV Programs MoviesMoviesMovies UGCUGC
Live VoD Catch Up Live VoD Catch
UpSyndication
Destination
White-label Original Captured
PCPCPC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devicesOther mobile devices
Fixed broadband Fixed broadband Fixed broadband Wireless broadbandWireless broadbandWireless broadband CellularCellularCellular BroadcastingBroadcasting
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52
Revenue sources
Content/services
Devices
Distribution
Paid contentPaid contentPaid content AdvertisingAdvertisingAdvertising
Transaction Transaction Transaction TrafficTraffic
One time Sub. PPU CPM CPC CPO
Transaction Transaction Transaction TrafficTraffic
VideoVideoVideo TV ProgramsTV ProgramsTV Programs MoviesMoviesMovies UGCUGC
Live VoD Catch Up Live VoD Catch
UpSyndication
Destination
White-label Original Captured
PCPCPC TV/ Console TV/ Console TV/ Console Mobile phone Mobile phone Mobile phone Other mobile devicesOther mobile devices
Fixed broadband Fixed broadband Fixed broadband Wireless broadbandWireless broadbandWireless broadband CellularCellularCellular BroadcastingBroadcasting
Soll man alles besetzen?
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NEIN!
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Enabling als neue Herausforderung
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Facebook als Payment Plattform
Live Votes zum TV Programm für Credits
Zugang zu on demand Inhalten
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56http://www.readwriteweb.com/archives/npr_api_delivered_11_billion_stories_in_march.phphttp://www.npr.org/blogs/inside/2010/04/12/125882632/api-usage-and-metrics
„NPR's API allows outside parties to have access to audio content dating back to 1995, consisting of more than 250,000 stories in more than 5,000 different aggregations.“
Erste Schritte
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Eine Plattform entsteht
57http://www.readwriteweb.com/archives/npr_api_delivered_11_billion_stories_in_march.phphttp://www.npr.org/blogs/inside/2010/04/12/125882632/api-usage-and-metrics
Audio Player für UNIX (KDE)NPR Symbian AppChumby Widget
Im März hat die API >1,1 Mrd. Stories ausgeliefert.
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Eckpfeiler
http://www.avc.com/a_vc/2005/11/the_future_of_m.html
Programmierbar
Zugänglich
Syndizierbar
Schnittstellen und Zugriff von Außen
URLs für alle Inhalte
Weiterverwertung durch Dritte
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Vielen Dank!
KontaktBertram Gugel
M: +49 179 22 1 77 63