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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
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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
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