This document discusses the growing market for online video and provides guidance on best practices. It begins with an overview of the online video landscape, including major video communities, news sites that use video, and user-generated video sources. It then covers challenges like differentiation, production costs, and using video effectively. Opportunities discussed include high consumer demand and viewership of online video as well as its ability to increase engagement and expand brands. The document concludes with recommendations to present video contextually, deeply integrate it, aggregate content strategically, produce for the web, distribute widely, and engage users.

1. Video on the Web
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2. Bertram Gugel: gugelproductions.de
Who am I?
Blogger Co-Author of TV 2.0
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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
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– Production
– Distribution
 Part 3: Discussion
22. Oktober 2007

4. Bertram Gugel: gugelproductions.de
What is the talk about?
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22. Oktober 2007

5. Bertram Gugel: gugelproductions.de
Goals for Today
 Discuss your challenges
 Reaffirm potential of medium
 Review Sites
 Show best examples
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6. Bertram Gugel: gugelproductions.de
Market Overview
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UGC News News Sites Communities
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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
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 Know your competition
22. Oktober 2007

8. Bertram Gugel: gugelproductions.de
Challenges
 Differentiation and Competition
 Production Costs
 Using Video the right way
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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
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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
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11. Bertram Gugel: gugelproductions.de
Hitting the sweet spot
Production Costs
Web-Revenue
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Top Second Indy User Generated
Tier Tier Content Content
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12. Bertram Gugel: gugelproductions.de
Using Video when applicable
Video vs. Images vs. Text
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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!
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 Use Video wisely
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14. Bertram Gugel: gugelproductions.de
Chances
 High Demand
 High Involvement
 Expand your Brand
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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
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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
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 Give Users the content and tools
to engage
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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
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18. Bertram Gugel: gugelproductions.de
Challenges & Chances
Production
Competition Balance
Video
Growth Brand
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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
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22. Oktober 2007

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