HOW’S THE ADVERTISING OPPORTUNTIESbe
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HOW’S THE ADVERTISING OPPORTUNTIES FOR COMPANIES IN SOCAL MEDIA? -- YouTube & other Podcasting media
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HOW’S THE ADVERTISING OPPORTUNTIESbe
- 1. HOW’S THE ADVERTISING OPPORTUNTIES FOR COMPANIES IN SOCAL MEDIA? -- YouTube & other Podcasting media Kimmy Chen, London Han, Tong Li, Eva Na, Ali Naushad Nathoo, Dongsoo Kang
- 2. Introduction of Podcasting Podcast = iPod + broadcast Syndicated downloading of audio and video file Syndicated, subscribed to and downloaded automatically Personal On Demand broadCASTING (PODCASTING) Catch hold in 2004 Easy to download and update current contents
- 3. Introduction The domain “ .com” on Feb.2005 “ Broadcast Yourself” launch on Nov.2005 Acquisition by for $1.65 billion on Nov. 2006 's Invention of the Year for 2006. 2007 revenue noted as “not material” Exposure to copyright issues
- 4. Profile User base is broad in age range, 18-55 52 percent of 18-34 year olds share videos 19 countries and multiple languages. Popular category Easy uploading and viewing community for everyone For Arts & Entertainment(86%)
- 5. Trend of online video 75 % of U.S. Internet users watched over 3 hrs of online video Online video duration was 2.7 minutes 134 million Americans viewed over 9 billion videos online Online video viewer consumed 68 videos, or over 2 per day accounted for 2.4 billion videos, Yahoo! 390 million captured 67 million viewers , Yahoo! 35 million
- 6. Competitors Source : Hitwise, May 25 2006, Market share of page views YouTube Yahoo MySpace Google
- 7. Competitors Popular social networking website Strategic alliance with Google World’s largest global online network Launching Yahoo video search service Internet video streaming service Launching Soapbox Software-based online digital media store Selling video files
- 8. Advertising in Social Media: Premier Strategy for Social Media Viral Marketing Viral Marketing Takes Advantage of Existing Social Networks Online To Increase Brand Exposure and Recognition Transmission of Ad Free Publicity for the Firm
- 9. Best Known Example of Viral Marketing Hotmail Free Email Accounts Tagline advertising Hotmail at Bottom of Emails Resulted in Rapid Adoption Get your information fix on your phone. With MSN Mobile you get regular news, sports and ?finance updates. Try it today!
- 10. To be Successful Firm’s Message Must: Be Easy To Transfer Be Free Take Advantage of Other Medium’s Resources
- 12. Best Practices of Getting Buzz on YouTube “ Yes We Can” for Barack Obama “ No You Can’t” for John McCain Easily share link and video clips Paris Hilton’s official site
- 13. Nintendo Wii Best and Worst Practices of Getting Buzz on YouTube
- 14. Best and Worst Practices of Getting Buzz on YouTube Dump Cupid promotion Interview with Cupid Cupid Pole Dance Cupid Rap Roadkill of Chrysler
- 15. Only 20 percent of online video users said they would only watch online video if it had no ads at all - 80 percent of online video users accepted the advertising as a trade-off for providing free online video content. Source: Jupiter Research
- 16. While online ad revenues are growing 26% per year , online video ad revenues are growing 55.5% per year
- 17. Great numbers, but is there money?
- 18. Estimated $5.8 B spend in online video advertising in the next 4 years. Source: eMarketer
- 19. Recommendation: 3 Principle to leverage the platform “ Aggregated”: develop the function or interface that allows the audience to bring their content or also provide additional sources. “ Syndicated”: extend their products usefulness to the locations where customers spend the most time. “ Social”: new roles of the editors and journalists-> moderators and curators in the information flow between users and companies.
- 20. Recommendation (2): Sell products or content . Niche Market: a medium which combines a great amount of diversity, interest and purposes into one single platform. pay-per-view business : margin comes from the subscription fees. Click-to-Buy: a affiliate link showed after video play (just announced on this Tuesday)
- 21. If you are not a part of online video NOW, you are not where the money is going to be
- 23. BACK UP SLIDES FOR Q&A
- 24. How to deal with Copyright issue? Copyright issue of YouTube Most movies are inherently exposed to potential copyright infringement issues Legal disputes However, media group needs YouTube due to YouTube’s huge advertisement potential
- 25. How to deal with Copyright issue? How to solve it? Judgment based on intention or legal standard in the situation Favorable legal distribution environment Combination copyright protection and advertisement Creative Commons License (CCL)