webinar demystifying free versus paid 100408

8/8/2019 Webinar Demystifying Free Versus Paid 100408

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Demystifying Free versus

Paid Online Video

A Webinar Presented by

The Diffusion Group and VideoNuze

April 8, 2010

Sponsored by



In Front of the Curve.™In Front of the Curve.™

Free versus Paid Background• Free

– Most online videos viewed are Free, Ad supported

– Most video views are for UGC – Difficult to sell address against

– In mainstream shows, many fewer online ads than on TV – Hulu struggling to make money

• Paid – Subscription services are rare online

– Common belief is that subscription doesn’t work – But TV has two components

– Subscription and Ads – Much talk of replicating this online

– Hulu, Apple talking about subscription

• Core questions: – Can Free really support quality content online? – Will consumers really subscribe to video services online?




Our Guests

Chris WagnerExecutive Vice-President

Market Strategy

Neulion

Jason KrebsExecutive Vice-President

ScanScout




Our Guests

Chris WagnerExecutive Vice-President

Market Strategy

Neulion




Why has a paid model been

successful for these Clients?

Monetization Models• Free - ad supported

• Paid - subscription

• Hybrid of both

Video Monetization for a Variety of Networks

International /

Variety

• DISH Network

• Chinese

• Middle East

• Hispanic

• South Asian

• Filipino

• Europe

• Caribbean

• Religious

Sports

• Professional

• College

• International




Why a Paid Model Works

• Higher quality of content

• Specialized services, features and tools

• Audience has a higher willingness to pay

• Exclusive content

• Consumer targeting

• Longer engagement time

Video Monetization Everywhere on any Device




National Football League

Paid Model Products - Premium and Ad supported

NFL FieldPass – Live audio serviceNFL Rewind – Games on demand, domestic service

NFL GamePass – Live games, international service




National Hockey League

Utilizes both Free and Paid ProductsNHL.TV – Free content supported by ad and sponsor

GameCenter Live – Paid premium service of live games

NHL Vault – Classic NHL games online




Engagement Time and Your Business

Successes at NHL.COM since the launch of the NHL Network Online :

In the two weeks since the launch, the

NHL Network Online has attracted

75 percent more page views as compared

to NHL.TV, the site of the NHL’s legacy video

platform.

In one week, the NHL Network Online attracted

7 million page views, the highest weekly total at

NHL.TV for the entire season.

This immersive, all-access experience invites fans

to NHL.COM to spend more time behind-the-scenesand online; longer engagement time leads to a

higher propensity of viewers to buy.




Enable IP Device Manufacturers & 3rd Party PPV




Entertainment & Variety

Sundance Now Premium Service

• Worldwide distribution

• One-stop destination

• Multi-device

• Single destination for

independence filmmakers and

consumers




Our Guests

Jason KrebsExecutive Vice-President

ScanScout




Why Video Works

Consumers

• Sight

• Motion

• Sound

• Broadband• Familiarity

Advertisers

• Scale

• Targeting

• Uses existing creative

• Captive audience• Familiarity




Online Video Pyramid

TV Content

User Generated

Content

Online-OnlyContent Producers




Finding Audience




Better Technology Yields Better Insights

Potential AudienceLagging Audience

Leading AudienceCurious Audience

Performance by consumer segment of requested

target

travel

community

news/local

ent (documentary)

shopping/style/fashion

culture/lifestyle

family

ent (celebrity)

home

E N G A G E M E N T

DURATION VIEW




Better Technology Yields Better Insights

Potential AudienceLagging Audience

Leading AudienceCurious Audience

Performance by consumer segment of requested + perfect target

education/career

travel

pets

ent (tv)

communitybusiness/finance

news/local

health

ent (comedy)

ent (movies)

ent (music)

law/ gov’t /politics

ent (documentary)

food/drink

shopping/style/fashion

culture/lifestyle

family

ent (news)

ent (celebrity)

home

E N G A G E M E N T

DURATION VIEW




Case Study – TV Show

Highest Lift: Audience Tune-in(Source: Vizu Brand Lift Study)

ScanScout’s Tune-In Lift: 50%

(control vs. Exposed)

Only ONE other site generated Tune-inLift. It was 20% lower.

Super Pre-roll Engagement: 2.98%

Plan consisted of Premium Video Destinations &

Networks, & Premium Content SitesObjective: Drive Tune-In to Season 3 Premiere against M25-

49

ScanScout Solution: Interactive Creative Plus Advanced

Targeting to guarantee strategic impact in a short time frame.

Customized Creative: Super Pre-Roll. Best of TV + Online

Placement: 100% in-stream

Targeting: Enthusiasts M25-49 by analyzing the consumer

Recent & high indexing Activities: sites visited, videos

watched, ad interactions. Optimized in real-time against

engagers = NO WASTE




February Insights

• Daily video stream volume was on average 33% higher on weekends

• Most notable weekend lift: Auto (+42%), Travel (+53%), Sports (+42%),Food & Drink (+42%), Home (+39%), Computer/Tech/Games (+38%),

Entertainment/Music (+32%)

• Entertainment/TV, Family, and Shopping video streams dipped on weekends

• Most popular• Video Topics: The Winter Olympics and Taxes

• Video Categories: Sports, Entertainment, Computer/Tech/Games, Auto

• Daily Volume: Sunday, February 21 biggest day with 30.7MM streams

• One in five streams fell into the Computer/Tech/Games category

on that day




Top 10

1 Shaun White Talks Olympics

2 Snowboarding Basics

3 Best Online Tax Software Buying Guide

4 Shutter Island Trailers and Clips

5 Behind The Scenes Of Lil Wayne and

Eminem's Drop The World Video

6 Big Boi Plays "Tangerine" Live In The Studio

7 Justin Bieber Makes the Girls Crazy!

8 Video Formats: Movies on Different Formats

9 Top 10 Fastest Cars In The World 2009-2010

10 Lakers vs. Warriors

All Videos

-

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

Mon Tues Wed Thurs Fri Sat Sun

-

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

Mon Tues Wed Thurs Fri Sat Sun

February Insights

Streams

Uniques




Ad Creative

ScanScout Super Overlay• Custom Unit

• Up to (4) Panels in Overlay

• Detailed Tracking/Reporting

• CPM Pricing

• No Cost for creative

• 100% In Stream

Watch Dove Video Why Dove Take Dove Poll Get Dove Coupons

DEMO: http://www.scanscout.com/adgallery/?adType=1

http://www.scanscout.com/ad_gallery.html





Q & [email protected]

In Front of the Curve.™



REGISTER: videoschmooze.com/april10




Ready For More?

• Join TDG at OTTCon East June 15st to 17th in Atlanta – Atlanta Capitol Conference Center at the Holiday Inn Select

• Seminar: OTT as a Service Platform• Leveraging Over-the-Top to Build and Extend your Video Business

– June 15th, 1 to 6PM

– Workshop only $495

– http://tinyurl.com/ottcon

• OTTCon: the conference – June 16th and 17th

– Full Conference agenda

• http://www.xmediaresearch.com/otteast/agenda.htm

25

http://www.xmediaresearch.com/otteast/agenda.htm

http://www.xmediaresearch.com/otteast/agenda.htm




Next Webinar in the Series

Watch for the next Demystifying webinar in JuneThink there’s something we should cover in this

webinar series?

Email us at [email protected]

webinar demystifying free versus paid 100408

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