2. Contents
• Traditional Media & TV
• Online Video Landscape
• Online Video Content
• WatchMojo.com
• Distribution over Destination
• Segment Your Audience
• How Marketers Use Video
• Thank you
5. How big is Television?
• In the US, television advertising nearly a $70B annual industry
• Combine Box office, DVD sales and cable, “Hollywood” is a $230 Billion
industry in US.
6. They’ve Got That Shrinking Feeling
• Print and TV will continue to shrink
7. History repeats itself – Part 1/2
• Big 3 (NBC, CBS, ABC) shrunk over time as Cable television proliferated
• Will we see further fragmenting with Online Video?
8. History repeats itself – Part 2/2
• But overall, in macro terms, more content simply means more overall
consumption
9. But, Times are Changing…
Source: Morgan Stanley
(and proof that bankers have sense of humor?
11. Fragmentation of Web
• Indeed, we have seen considerable fragmenting online in past 10 years
• 20 years ago, you could buy an ad on CBS, NBC and ABC and reach “everyone”
• 10 years ago, you could buy MSN, AOL and Yahoo and reach “everyone”
• Today, the world is fragmented. Tomorrow this trend will only accelerate.
12. Users Shifting to Web Video
26% Americans watched 14.5 billion videos via the Internet in
March, 2009. A 26% increase YOY. 1
49% People who watched online video in May (2009) spent 49
percent more time on each clip than they had a year before. 2
47% Consumers are 47% more engaged in ads that run in online
video compared to traditional TV.3
Time Spent Viewing Online Video Up 13% in December
Sources: 1 comScore, June 2009, 2 Nielsen, June 2009, 3 Simmons Research
13. Size of Online Video
• Online video has grown exponentially in the past few years, from:
- 11 billion views / month in the US in July 2008, to
- 16 billion views / month in the US in April 2009, to
- 30 billion views / month in the US in November 2009.
With YouTube (Google Sites) clearly the dominant player…
16. Advertising is fragmented too
Relative Cost of Advertising by Category: Absolute Size of Categories:
Lessons:
- Understand the kind of rates that the content that you are creating will garner.
- Understand the size of the pie that your content category will be vying for.
18. Where Content Fits
Video companies fall into following 7 segments
1. Editing Software and Compression Tools: Adobe, Apple, Avid, JumpCut, Sorensen, On2
2. Content Producers: DECA, Eqal, Fora.tv, For Your Imagination, Funny or Die, Generate,
Howcast, Katalyst Media, Machinima, Mania TV, Next New Networks, ON Networks,
Revision3, VideoJug, and of course our own WatchMojo.
3. Content Management System (CMS): blip.tv, Brightcove, Feedroom, Justin.tv, KIT Digital,
Livestream, Ooyala, Maven, Mogulus, Permission TV, Qik, uStream, VMIX.
4. Content Aggregation, File Hosting, Sharing and Distribution: 5Min, Break, DailyMotion, Hulu,
Kaltura, Metacafe, Nabbr, Revver, Vimeo, YouTube.
5. Advertising Creation and Management: Adap.tv, Auditude, Brightroll, Broadband Enterprises,
Freewheel, Overlay.tv, Panache, Scanscout, Tidal TV, Tremor Media, Video Egg, Yume.
6. Content Delivery Network (CDN): Akamai, BitGravity, Edgecast, Grid Networks, Limelight
Networks, Panther Express.
7. Search, Discovery and Recovery: Blinkx, Cast TV, Clipblast, Dabble, Everyzing, Google,
Mefeedia, Pixsy, Truveo.
* Italics denotes publicly traded companies or companies already acquired.
19. Content Can Be Either/Or
Promotional Commercial*
- Trailers (*not as in an ad, as in a revenue source)
- Ads - Informational Content
- Demos - To Drive e-Commerce (sales)
- Reels - Create Community
- Etc.
Here, the content needs to be
Here, worry more about making the professional, informational and
videos entertaining and informative, entertaining.
and getting them seen. Don’t put cart ahead of horse and worry
Over time, if you build a catalog and about revenues. Again, focus should
distribution, then try to convert the be on quality/quantity balance and
“cost item” into a “profit center”. distribution.
Over time, create multiple revenue
sources across many platforms.
20. What do people watch on YouTube?
Circa Sept 2009: Today:
Slowly but surely, consumers watch more professional content…
Which begs the question: what is “professional content”?
21. Professional Content – Part 1/2
• Back in 2007, a Pyramid of online video content began to emerge:
(aka Head, Torso, Long-tail, etc.)
22. Professional Content – Part 2/2
• Updated Pyramid in 2010…
Read more on this topic here.
23. Online Video WatchMojo.com
About Reality / Challenges
Graph 1: 53% of YouTube videos are seen less 500 times
Graph 2: 25% of views come in the first 4 days
50% in first 14 days
75% in first 44 days
95% in first 81 days
Source: Tubemogul Graph 3: 50% watch videos for 30-60 seconds
Read more on this topic here.
28. WatchMojo.com
1. Produces original video content and publishes new
clips every day. We publish over 100 clips each
month.
2. Distributes catalog of 5,000 videos across 100
websites, as well as out-of-home digital networks and
wireless companies.
3. Occasionally distributes 3rd party content across our
content pipeline (both ads and content).
4. Offers advertisers the opportunity to promote
brands in and alongside professional, high-quality and
ad-friendly content.
5. We also partner & obtain rights to long form
content and create made-for-web, short form content.
29. Editorial Breadth & Scope
Videos Library Snapshot
• Catalog of 5,000 videos
• 100 new clips each month
• 12 categories: Automotive, Comedy, Fashion, Film, Health, Lifestyle, Music,
Sports, Travel, Video Games
• 30+ subcategories: Beauty, Cooking, Home, etc.
• Themes that cut across Categories: Green Living, Urban, How To
• 500 hours of programming, over 1,000 of programming filmed.
• Average length of each clip: 1 to 3 minutes
Editorial Strategy
• Not “TV Light” – more like the evolution of magazine/newspaper articles into video
• High-quality (no talking head stuff)
• Professionally-produced
• Evergreen (timeless)
• Coverage across categories
• Ad-friendly
• Short-Form
• Multi-part features and stand-alone segments
• Mainly English, moving into French (100), Spanish (10), Mandarin (1), German (1)
31. Business Model
The banking model: retail, corporate and investment banking fees
Lessons:
- When you start, you have no
clue what your revenue
streams will look like.
- You won’t be making any
money early on.
- Look at other media and
other platforms for potential
revenue streams.
Read more on this topic here.
1- a safe income stream: licensing, like retail banking, provides a recurring and non-volatile revenue
base.
2- a growth business: syndication, like corporate banking, requires other companies in the
ecosystem to do well. This can provide higher CPM rates by placing content in the right context.
3- a wildly lucrative stream: advertising, like investment banking, takes time to develop, is
speculative and seasonal, and risks drying up abruptly. Notice how advertising revenue spikes each
fourth quarter, for example.
32. Forget $, Worry First About
Getting Videos Seen
Viewing Patterns of WatchMojo Videos Run Counter to Industry
Industry Average: WatchMojo Average:
For example: WatchMojo’s most popular video of all time started off with a bump, then
trailed off, but thanks to our marketing techniques, it has ramped up to cross:
500,000 views after 3 months
1,000,000 after 9 months
2,000,000 after 12 months
2,500,000 after 18 months
34. Marketing Solutions
(aka Throwing in the Kitchen Sink)
• Video Pre, Post or Mid-roll
• Pre-Roll Production
• Rich Media Solutions
• Video Overlays
• Contests, Giveaways, Promotions • Custom Video Production
• Display Ads (Leaderboard, Big Box) • Branded Content / Product Integration
• Custom Microsite Creation
• Category Sponsorship
• Category Exclusivity
38. Out Of Home Distribution
WatchMojo also reaches 15 Million
consumers each month in the Out Of
Home digital market across nearly
4,000 retails outlets in North America.
45. Females 13 - 24
Attitudinal Statements
I’m cultured and active when it comes to travel.
I’m a label queen, but I try to be budget fashion conscious.
I’m no health nut, but I like to keep fit.
I try to eat healthy, but I consider myself a closet snacker.
I drink beer with the guys and wine with the girls!
I’m ambitious, educated and liberal in my political views.
Global warming is a problem and I want to help solve it.
I’m loyal to brands that speak directly to me.
I’m a MAC not a PC!
What do I Watch on WatchMojo?
46. Males 13 - 24
Attitudinal Statements
I enjoy going to all inclusive resorts for vacation.
I love my blue jeans, but I also love the way I look in a suit.
I play hockey and football, I’m a jock at heart.
I try to eat healthy, but I prefer quick and easy over nutritious.
I consider myself part of the keg crowd at college
I support same-sex marriage and legalization of marijuana.
Global warming is an issue I take very seriously.
I’m loyal to brands associated with quality and style.
I’m also a MAC and not a PC!
What do I Watch on WatchMojo?
47. Females 25 - 54
Attitudinal Statements
My car is a tool, it gets me where I need to go.
I live in my blue jeans, but I like dressing up on Saturday night.
I’m artsy-crafty, painting and gardening are my hobbies.
I am very health conscious when preparing meals for my family.
I try to have a glass of wine with dinner every night.
I don’t participate in sports, but I do yoga twice a week.
Global warming is a problem that we can solve together.
I’m loyal to well established brands who understand what I need.
I’m am a PC… for now.
What do I Watch on WatchMojo?
48. Males 25 - 54
Attitudinal Statements
For vacation, I like travelling to exotic locations
I can afford a sports car, but I’d rather drive a luxury sedan.
I wear a suit everyday and keep abreast of fashion trends.
I play golf on the weekend, and squash twice a week.
I don’t think to much about what I eat, I eat what I like.
I like my scotch straight up and my martini stirred not shaken.
Global warming is consequence of progress.
I only buy brand name products I trust.
I’m am a PC man to the bitter end.
What do I Watch on WatchMojo?
50. The Concept:
Viacom’s NickJr.com was planning an “Off to
School, Back to You” microsite targeting moms,
and needed WatchMojo to create short pre-roll ads
using relevant videos from WatchMojo’s library, to
run prior to actual video content on the microsite.
The Challenge:
McDonald’s needed high quality professional video
content to increase engagement and retention on
the microsite. The client was also looking at a quick
turnaround of less than 2 weeks.
The Solution:
WatchMojo provided six videos on women’s fitness,
beauty, well-being, yoga and eating well.
The Process:
McDonald’s and their agency were working with
Glam Media who turned to WatchMojo. We
submitted fifteen videos to the client and agency.
They selected the six that best fit their target.
WatchMojo then re-edited them into pre-roll ads.
The Result:
The microsite saw higher user engagement and
retention. Which contributed to the overall success
of the campaign.
51. The Concept:
MySpace required video content to power the
Fashion Section of a microsite for Coca-Cola’s
“Open Happiness” Campaign.
The Challenge:
Find a selection of fashion videos that match
the overall feel of Coca-Cola’s brand and
message.
The Solution:
WatchMojo identified several clips that both
met the clients needs and supported their
overall campaign.
The Process:
WatchMojo scanned its complete library of
content to single out the finest fashion videos
we had to offer.
The Result:
WatchMojo’s content integrated flawlessly with
the microsite, adding precious value to Coca-
Cola’s “Open Happiness” Campaign.
52. The Concept:
Coors Light wanted to raise awareness of its
Vancouver 2010 Olympic Games sponsorship
as well as drive users to sign up for a contest
hosted on CoorsLight.ca
The Challenge:
Coors Light was targeting males 19-24 across
Canada and wanted their ads to run against
male interest content for example: sports,
music, babes, etc. The challenge was
selecting partners that could run banner and
pre-roll ads alongside WatchMojo male interest
content
The Solution:
WatchMojo vetted and selected a number of
partners within The WatchMojo Network.
The Process:
WatchMojo successfully negotiated with each
partner to guarantee the best value for the
client.
The Result:
The campaign delivered more than 700,000
impressions and was seen on 7 different
partner sites across The WatchMojo Network.
53. The Concept:
Foster’s Beer wanted to raise awareness
of their classic 750 ml “Oil Can”
The Challenge:
WatchMojo had to work with tight
budgets and short lead time to create an
experience that would entice the user to
want and buy Foster’s Beer.
The Solution:
WatchMojo placed the Foster’s ads on
specialty sites within The WatchMojo
Network, created a dedicated microsite
fully branded to Foster’s Beer including
original WatchMojo content related to
Australia, Sports, and Music and on two
specific days of the campaign, we gave
Foster’s a Homepage Takeover.
The Result:
The campaign delivered more than
500,000 impressions and was seen on 7
different partner sites across The
WatchMojo Network.
54. The Concept:
WatchMojo was approached by the Canadian
Association of Optometrists to produce a
series of videos to promote their “October is
Eye Health Month” initiative
The Challenge:
The videos were very information heavy so the
challenge was to make them entertaining and
engaging enough to capture the audience.
The Solution:
WatchMojo created two videos, one discussing
common symptoms related to “Computer
Vision Syndrome”. The other video was
targeted to parents with information about
vision care for children.
The Process:
WatchMojo worked with the CAO’s PR agency,
Fleishman-Hillard throughout the scripting
process. Fleishman also recommended a CAO
member optometrist that we interviewed for
the segments.
The Result:
The results were beyond anything WatchMojo
and Fleishman have ever seen before. To say
the videos went viral is an understatement.
55. The Concept:
Verizon needed video content to fill the Travel
Section of their Verizon Central Newsroom.
The Challenge:
As part of Verizon’s CRM program, they
created the Verizon Central Portal and wanted
to engage their existing customers with
compelling and informative content.
The Solution:
Initially WatchMojo was to provide only one
video on New Orleans. However, Verizon was
so impressed with the quality of the video that
they immediately ordered 3 new videos and
decided to license all our travel content.
The Process:
WatchMojo did its research on New Orleans,
contacted the New Orleans Board of Tourism
to acquire footage. We then scripted, edited
and voiced the clip for Verizon and delivered it
within 3 days of the request.
“WatchMojo’s content has definitely allowed Verizon’s Travel
The Result: player to become one of the main video views drivers of all
Verizon Central now has a comprehensive players. Due to this success, Verizon is implementing Social
Travel Section offering their customers a user Media strategies to attract new viewers to the Travel page and
experience second to none. player.” - Jose Sifuentes, Kit Digital
56. The Concept:
Great Works had created a viral video for
Malibu Rum and was looking to increase
views. The video had gotten 200 views on
Malibu’s own YouTube channel.
The Challenge:
Great Works could not buy media to drive
views, it needed to rely solely on actual
legitimate user views, unsupported by any
media buy whatsoever.
The Solution:
WatchMojo met with Great Works and
proposed something it had never suggested
before: to publish the video on its property and
distribute it across its syndication network.
The Process:
WatchMojo featured the video on our YouTube
channel main page, as a related video, as a
video response, as well as pushed it out to
distribution partners, all within 24 hours of
getting the video.
The Result:
In less than a month, the video was seen over
10,000 times (50x more than on client’s own
channel) and counting…
57. The Concept:
MySpace needed video content for their
Vitamin Water sponsored NCAA Basketball
March Madness Microsite.
The Challenge:
Create entertaining and informative videos that
would increase user engagement.
The Solution:
WatchMojo produced short clips, split up into 4
categories – Player Profiles, Team Profiles,
Famous Coaches and Classic Rivalries.
The Process:
The NCAA provided WatchMojo with archive
footage, which we then recycled into 40 new
clips. WatchMojo scripted, voiced, edited and
added music and graphics, breathing new life
into old footage.
The Result:
WatchMojo provided relevant content which
helped increase engagement and “dwell time”
on the Vitamin Water Microsite.
58. How to Reach Us?
Ashkan Karbasfrooshan
CEO
Ash@WatchMojo.com
Phone: 1-514-448-1631
Cell: 1-514-827-2532
Fax: 1-866-868-0981
www.WatchMojo.com
