You possibly have the biggest and most diverse
premium content library in the world, your content is first
rate.
Chris R., Australia
“I think Watch Mojo is interesting because you produce
quality, professional content on such a wide array of
topics that can be consumed in short bits. It's incredible
that basically no one else is doing what you guys are
doing to the same extent-- it's totally brilliant.”
Adam S., Viewer – Canada
Presented at JMSB
By Ashkan
Karbasfrooshan
(Class of 1999)
@ashkan
@watchmojo
Producer of Premium Videos
The BIG Opportunity in Advertising
$70B TV Ad Spend Shifting to Online Video
Video is fastest growing segment in all of
advertising.
People spend more time consuming content
than any other activity
The Dirty C Word (Clients) Consumers Don’t Pay for Content
It’s Always Ad-Supported
Users Spend More Time on Facebook
Than Anywhere Else
But Google/YouTube OWN Video with
47% Market Share in the U.S.
Web is Repeating History of Cable:
Audience Fragmentation
Web is Repeating History of Cable:
Overall Consumption Grows
Covering entertainment, lifestyle and knowledge,
WatchMojo is a producer and distributor of premium,
professionally-produced video content on the
people, places and things that audiences are passionate
about.
WatchMojo boasts a catalog of 7,000 videos that have
generated 700,000,000 cumulative views since 2006.
The company is privately-held, profitable and has never
raised outside financing.
What is WatchMojo?
Four Approaches to Video
CONTENT
DECA, DBG, Eqal, Fora.tv, Funny or Die,
Generate, Howcast, Katalyst Media, Machinima,
Mania TV, Mevio, Next New Networks,
Revision3, VideoJug, WatchMojo
TECHNOLOGY (CMS, CDN)
Adobe, Apple, Avid, JumpCut, Sorensen,
On2, blip.tv, Brightcove, Feedroom, Justin.tv,
KIT Digital, Livestream/Mogulus, Ooyala,
Maven, Permission TV, Qik, uStream,
StudioNow (AOL), VMIX, Akamai, BitGravity,
Edgecast, Grid Networks, Limelight Networks,
Panther Express
ADVERTISING (Networks/Platforms)
Adap.tv, AdConion, Adify (Cox), Auditude,
Brightroll, Broadband Enterprises, Freewheel,
LiveRail, Overlay.tv, Panache, Scanscout, Tidal
TV, Tremor Media, Video Egg, Yume
DISTRIBUTION
Aggregation: 5Min (AOL), AOL (parent co),
Break, DailyMotion, Hulu, Kaltura, MSN,
Metacafe, Nabbr, Revver, Vimeo, Yahoo!,
YouTube (Google)
Search, Recovery, Discovery: Blinkx, Cast TV,
Clicker, Clipblast, Dabble, Everyzing, Google,
Mefeedia, Pixsy, Truveo (AOL)
Pro Video Solves a HUGE Industry Pain
Creating High Value Video Ad Inventory
Hypothesis proven right:
1) Marketers rejected
UGC (user-generated
Content)
2) Traditional Media
Companies Didn’t
Embrace Online
WatchMojo focuses on
having the best content
In Premium space,
between Traditional
Media Companies’
Super Premium
content and Prosumer/
UGC.
The Content Pyramid
Challenge #1
53% of videos garner 500 views over time
Challenge #2
25% of views will come in the first four days
Challenge #3
only the first 30 to 60 seconds will be watched
The Dirty C Word (Clients) So what do we do?
A Content-First Strategy
3) Leverage Social Media
to Amplify Reach
& Impact of Content
2) Distribute on Large Video Sites
To Create InStream Video Views
4) Increase Reach, Build Brand,
& Maximize Revenues
Through InBanner Video Impressions
5) Offer Fortune 500 Advertisers
Brand-Safe Premium
Content and Passionate &
Targeted Audience at Scale
1) Produce Great Content
6) Synthesize Feedback from
Distribution Partners &
Advertising Clients to
Produce More Content
Traction + Validation
Monthly
WM Content Performs Well on Portals and
with Traditional Media
All time Views/Impressions: 700,000,000: 250M Click-to-Play + 450M Auto-Play
Despite being the most capital efficient,
WatchMojo provides the most value:
- Evergreen and ad-friendly catalog
- Proven production capabilities
- Ramping up curation and aggregation
- Explosive Distribution via launch of Tier 3
initiative
- Demonstrates an ability to produce a
wide array of content across all categories
(no learning curve)
- Owns the means of production versus
managing a team of far-flung freelancers
with no commitment (this might work with
articles but not with videos)
- 5 years of experience producing content
for the masses (10 yrs including founder’s
experience at AskMen)
Capital Efficient & Strategically Focused vs Peers
Headquarters: Montreal, Canada
WatchMojo is based in Montreal, Canada
- Perennial finalist in Greatest Cities to Live in
- Increasingly on list of “best startup cities”
- Government R&D tax credits up to 50%
- 33% Multimedia tax credits on video production
- Low cost environment
- Four colleges contribute experienced workforce
- Creative city with European flair and extensively multilingual workforce
- Manager of Investor Relations, reporting to CEO at Mamma.
- Executive and Partner at AskMen, helped build the #1 men’s lifestyle portal with
only $500,000 in capital: VP ad sales, spokesperson, interviewer, author.
Developed product placement strategies and initiatives in articles.
- Sold $10M worth of ads in toughest advertising climate since Great Depression
from 2000 – 2005 while running AskMen’s sales.
- Helped sell company to IGN for $13.5M; IGN subsequently sold to News Corp. for
$650M.
- Author of two books, 1,000 articles published on MSN, AOL, Yahoo! – industry
articles published on Tech Crunch, MediaPost, Yahoo! Finance, PaidContent,
GigaOm.
- Consulted for various media companies: Yellow Pages (2006), Transcontinental
(2006), Demand Media (2007), How Stuff Works (2006), etc.
- Funded company, today runs day-to-day operations of WatchMojo.com
(Never raised outside capital)
Ashkan Karbasfrooshan
Founder & CEO
Revenue Streams
Licensing Syndication Advertising
12/31/2008 60% 30% 10%
12/31/2009 33% 33% 33%
12/31/2010 20% 30% 50%
12/31/2011 10% 15% 75%
WatchMojo is well positioned for upside via multiple distribution and “Syndication” agreements,
or revenue share deals.
WatchMojo was one of the few companies securing guaranteed recurring “Licensing” revenues,
or minimum guarantees (MGs). Arguably ONLY new media company garnering such deals.
WatchMojo is now opening up distribution and video advertising takes off and growing its
“Advertising” revenue stream.
Content Strategy
Creation + Curation + Aggregation
Creation
Curation
Aggregation
The entire WatchMojo library consists of three tiers:
A) The “produced and owned” videos created by
WatchMojo.com, which represents one of the largest
catalogues of professionally-produced, premium video
content on a wide array of topics.
B) Videos by outside producers under the WatchMojo
Presents banner (WatchMojo has right to sell ads on
partners YouTube channel under WatchMojo
Represents.
C) WatchMojo TV which houses over 135,000 super
premium videos from 500 traditional media
companies & other premium made-for-web
producers.
Distribution Strategy
Multi-Platform
I :: Online (2006-present)
6,000,000+ users per month
10,000,000 Click to Play (CTP)
streams per month
100,000,000 Auto-Play (AP)
impressions per month
250,000,000 CTP all-time streams
(01/2006)
400,000,000 AP all-time streams
(11/2010)
650,000,000 all time streams.
II :: Wireless (2008-present)
5,000,000 views
III :: OOH (2007-present)
35,000,000 consumers/month
5,000 retail outlets
10,000+ screens
In malls, retail outlets, cabs (Spain,
US, India)
IV :: OTT
Boxee, XBOX, Sezmi, Roku, Apple TV,
Google TV, DIVXPro, etc
V :: Offline
Education portals, academic
publishers, etc
The Dirty C Word (Clients) Unique Position in Marketplace
We Offer Everything or Just What You Need
Production
Capabilities
Content
Catalog
Media, Monetization
and Technology
PRESENCE ON
CONNECTING WITH FANS
ON
WHAT PEOPLE
SOME OF OUR FOLLOWERS
INFLUENCE: FOLLOWERS
Julian Assange profile re-tweeted
by Julian Assange himself… SONY Music digging
our profile on their artist
Content is being disrupted, but…
It’s More Valuable than Ever
Who’s this crazy SOB?
Presented at JMSB
By Ashkan Karbasfrooshan
(Class of 1999)
@ashkan
@watchmojo
Thanks!
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