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                   1
Bertram Gugel: gugelproductions.de


       Who am I?
       Blogger     Co-Author of TV 2.0




                                                 2




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
                                                              3
          – Production
          – Distribution
        Part 3: Discussion
22. Oktober 2007
Bertram Gugel: gugelproductions.de


       What is the talk about?




                                                       4




22. Oktober 2007
Bertram Gugel: gugelproductions.de


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



                                                            5




22. Oktober 2007
Bertram Gugel: gugelproductions.de


       Market Overview




                                                                     6




                   UGC News   News Sites     Communities
22. Oktober 2007
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
                                                                    7


        Know your competition

22. Oktober 2007
Bertram Gugel: gugelproductions.de


       Challenges
        Differentiation and Competition

        Production Costs

        Using Video the right way


                                                          8




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                       9

        Differentiate

22. Oktober 2007
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 €                         10

        Cheap production, maximum reach
         and monetization
22. Oktober 2007
Bertram Gugel: gugelproductions.de


       Hitting the sweet spot

                                       Production Costs
                                       Web-Revenue




                                                                     11



       Top    Second    Indy     User Generated
       Tier    Tier    Content      Content
22. Oktober 2007
Bertram Gugel: gugelproductions.de


       Using Video when applicable
                   Video vs. Images vs. Text




                                                                 12




22. Oktober 2007
Bertram Gugel: gugelproductions.de


       Video vs. Text/Images II
          Video                Text
          3 minutes            3 minutes
          1 Video              6 Sites
          1 Ad Impression      min. 12 Ad
                                 Impressions
        Video Needs a minimum of 12x
       pricing premium to compete!
                                                              13
        Use Video wisely


22. Oktober 2007
Bertram Gugel: gugelproductions.de


       Chances

        High Demand

        High Involvement

        Expand your Brand
                                                      14




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
        Even VDZ publishes videos                   15


        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

                                                          16
        Give Users the content and tools
        to engage
22. Oktober 2007
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                              17




22. Oktober 2007
Bertram Gugel: gugelproductions.de


       Challenges & Chances
                     Production

       Competition                      Balance


                      Video

           Growth                        Brand
                                                           18

                       User


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
                                                          19




22. Oktober 2007
Thank You!
Contact:
Bertram Gugel
www.gugelproductions.de/blog/
info@gugelproductions.de
Tel.: +49 (179) 221 77 63       20

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Video On The Web

  • 2. Bertram Gugel: gugelproductions.de Who am I? Blogger Co-Author of TV 2.0 2 22. Oktober 2007
  • 3. 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 3 – Production – Distribution  Part 3: Discussion 22. Oktober 2007
  • 4. Bertram Gugel: gugelproductions.de What is the talk about? 4 22. Oktober 2007
  • 5. Bertram Gugel: gugelproductions.de Goals for Today  Discuss your challenges  Reaffirm potential of medium  Review Sites  Show best examples 5 22. Oktober 2007
  • 6. Bertram Gugel: gugelproductions.de Market Overview 6 UGC News News Sites Communities 22. Oktober 2007
  • 7. 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 7  Know your competition 22. Oktober 2007
  • 8. Bertram Gugel: gugelproductions.de Challenges  Differentiation and Competition  Production Costs  Using Video the right way 8 22. Oktober 2007
  • 9. 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 9  Differentiate 22. Oktober 2007
  • 10. 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 € 10  Cheap production, maximum reach and monetization 22. Oktober 2007
  • 11. Bertram Gugel: gugelproductions.de Hitting the sweet spot Production Costs Web-Revenue 11 Top Second Indy User Generated Tier Tier Content Content 22. Oktober 2007
  • 12. Bertram Gugel: gugelproductions.de Using Video when applicable Video vs. Images vs. Text 12 22. Oktober 2007
  • 13. Bertram Gugel: gugelproductions.de Video vs. Text/Images II  Video  Text  3 minutes  3 minutes  1 Video  6 Sites  1 Ad Impression  min. 12 Ad Impressions  Video Needs a minimum of 12x pricing premium to compete! 13  Use Video wisely 22. Oktober 2007
  • 14. Bertram Gugel: gugelproductions.de Chances  High Demand  High Involvement  Expand your Brand 14 22. Oktober 2007
  • 15. 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  Even VDZ publishes videos 15  50% want to watch News Clips 22. Oktober 2007
  • 16. 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 16  Give Users the content and tools to engage 22. Oktober 2007
  • 17. 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 17 22. Oktober 2007
  • 18. Bertram Gugel: gugelproductions.de Challenges & Chances Production Competition Balance Video Growth Brand 18 User 22. Oktober 2007
  • 19. 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 19 22. Oktober 2007