Download Masters Series: The New Demands of Online Video

Masters Series:
The New Demands of Online Video
Today’s Moderator
Brad Brown
CEO
InteliVideo
Tech guy, Delivery, Enabler
Meet Today’s Panel
Jeff Campbell
President
UFC Fit
DR Expert, Marketer
Stacy Durand
President
Media Design Group
Agency
Barry Evans
COO/GM
Covenant Communications
Marketer, Investor
Domestic Online Video Viewing Is Growing
Second (and Third) Screens Penetration Is Exploding
Online Video Consumption is Growing Exponentially
Where Are Consumers Going To Watch Online?
Game Changer?
We now live in a world where the
consumer is able to watch video content
largely at a time and place on a device of
their choosing versus at a time and place
dictated by the broadcaster on what was
previously dominated by television. You
and all advertisers and have been
involved in content marketing.
How has this shift changed the game?
Teaser Keys?
In the case of DRTV advertising, obviously you are no
longer relegated to standard lengths such as two
minute commercials or 28 and a half minute paid
programs. Beyond the length of the messages, what are
some of the other differences that you see between TV
ad content and online content?
What do you see as the key to your teasers? Do you
need a teaser per product? What works? What
doesn’t work? In Vegas we heard that people watch
40% of a teaser on average - no matter how long the
teaser is - do you think that’s true?
Virality?
A lot of marketers may think, “We’ll just create a
viral video.” Do you believe this is something that
can be created intentionally by design, or do you
think it has to occur organically?
Any thoughts on how one might create content
that gets shared virally? Do you believe this is
something that can be created intentionally or do
you think it has to occur organically?
IP Risks?
Let’s turn now to content in the form of intellectual property
that you, the marketer, actually get paid for by the consumer.
With so much free content available on the Internet, how can
you generate revenue for your content?
For many years, intellectual property and its perceived value
was marketed via physical media, first as tapes, then as CDs or
DVDs. We now live in a world where it is possible for the
consumer to instantly access content. What are the risks and
rewards of this paradigm shift as you see it?
With piracy being so pervasive, how can a marketer protect
their content?
Split Tests? Marketplaces?
What can you tell us about split
testing? How do you analyze your
teaser drop off rates? How do you
measure success?
What have you successful (and not)
used YouTube for? Amazon? iTunes?
Distribution Channels? Net New?
What do you see as the most effective
free and paid distribution channels? Do
you use distributors? Wholesalers?
How do you best achieve what I call “net
new business?” In other words, how can
marketers use their existing IP to generate
new revenue streams?
Monetization?
Have you experimented with
subscriptions, credit systems or other
interesting monetization methods that
have worked or not worked?
Have you bundled products into different
offerings than you use to do with DVDs
now that you have digital and infinitely
configurable options?
Marketing Automation?
What marketing platforms do you use
to sell your content? Traditional print?
Catalog? PPC? Infomercials? Are
there any vendors that specialize in
providing the marketing experience for
this sector?
Remarketing? Digital Assets?
What do you think about remarketing?
Beyond video are you selling any other
digital assets such as audio, music, spoken
word, books, PDFs, software?
How do you know when to offer rental vs.
sale vs. subscription for any product?
Roles?
Can you talk about the role of the
creative, marketing, agency,
distribution, sales
teams/people/firms? Who should do
what? Should you do it all?
Second Screens? Downloaded?
Which second screens would you say are
important? iOS (iPhone/iPad), Android, Mac,
Windows, Linux, Chromecast, Roku, Specific smart
TVs, ?
Depending on the sector (i.e. fitness vs. education
vs. sports), we see that about 5% to 75% of
customers will download content and watch it
offline. Please talk about your thoughts about the
importance of apps (i.e. downloading and
controlling content) compared to streaming.
Apps Important?
How important are apps
(protected/downloaded content),
analytics (data about who, what, etc),
APIs (e.g. integration to your shopping
cart), etc. to you today vs. what do you
think will be important in the future?
Masters Series:
The New Demands of Online Video