ENDAVO BLOG

Endavo in Cannes for MIPTV

by Jason Anderson

Ahhh…the French Riviera. Who knew syndicating the planet came with a tan? While some of the Endavo team is in Vegas at the 2010 NAB Show, I’m spreading the word about our Platform at MIPTV in Cannes, France. Not a bad gig, huh?

 

This show is all about the TV, film, digital and audiovisual industries—from production to distribution. And it gives the industry a glimpse of the future on a global scale. I mean, we’re talking 13,000 entertainment professionals here from more than 100 countries.

 

So what does the future look like?

 

Pay-as-you-go productions are up and coming, while the glory days of paying big upfront costs are fading. Syndication seems to be a big plus here—as the relationship among producers, distributors and their fans evolves at lightning speed.

 

Getting to know your audience is going to take on a greater role. This will enable you to quickly determine your revenue base and thus production budgets and distribution models.

 

QoS is still big...but pay bigger. At these shows we used to hear: Will new Internet TV platforms deliver TV-quality viewing experiences? Answer: They can. Now, the questions seem to revolve around how to get paid and who’s going to pay for it. Luckily, 2010 will be the year that the terms of trade between producers and distributors will be worked out, and that means adding up more dollar signs.

 

More people will have access to broadband Internet on mobile phones than any other kind of device. Translation: Endavo’s fully-integrated mobile offerings will be huge for telcos and broadcasters.

 

I’m here for another few days…soaking up all the information (and a few rays). So far, it looks like a money-maker future for content producer.

March Madness Coverage Shoots…Nothin’ but Net!

Millions of people across the country – especially in the state of Kansas – are wishing that their NCAA college basketball tournament teams were scoring as well as the online video streaming of March Madness.

The NCAA basketball tournament brackets have historically led the field when it comes to “just for fun” office pools. The tourney has a way of bringing together workers that stumble when trying to name 6 out of 64 teams and those basketball snobs who think they know it all (and often end up at the bottom of the betting pool).

But the tournament is breaking new barriers – this time with online video. March Madness is crushing online video records and is proving as valuable to advertisers as traditional television.

CBSsports.com reports fans watched 3.4 million hours of live streaming in just the first day of the 2010 NCAA College Basketball tournament - representing a 20 percent growth verse 2009. The tournament scored the largest video streaming single-day traffic on the Internet.

Better yet, online video watching of major sports events on computers and mobile phones is now commonplace. AT&T actively promotes that fans can watch the game on their phones during the tournament coverage.

The tournament is laying the foundation for true monetization. Call it Monetization Madness. CBS is expecting its highest level of income from online viewers ever. In fact, the network stands to make $37 million this year (just for comparison – way back in 2006, online revenue for CBS was at $4 million).

Online video looks like a real winner for the tournament. I wish I could say the same thing for my picks in our own “just for fun” office pool. At Endavo Media we can certainly help you understand the value of OTT video services and how to monetize them. As for picking winners for March Madness, I’m afraid that you are on your own.

Takeaways From Streaming Media West & Online Video Platform Summit ’09: Part 2

By Brent Grablachoff

Last week I shared a few key insights gleaned from attending the recent Streaming Media West and Online Video Platform Summit ’09. I wrote on 3-Screen Delivery and Mobile Video Delivery. Today, I will be concluding with Paid/Premium Content, Detailed Video Analytics and Live Streaming.

Live Streaming

Most visitors to our Endavo booth were overwhelmingly interested in streaming live video. I'm watching as live streaming gradually becomes a higher priority. These days, we live in a world where people want to see real events, right NOW. The demand and need for Video on Demand (VOD) cannot be ignored.

Paid/Premium Content

Because businesses are in the business of making money, many are starting to notice ways to monetize their online video content, too. This question is on everyone's mind, "Why create a Web site offering high-quality and premium video content, if we're just going to give it away for free?" That’s why conference attendees were asking us about video monetization models, and if Pay-Per-View offers a better ROI over Subscription or Membership models.

While there is no universally accepted single “best” online video monetization model, there are multiple ways available that will offer an effective combination of revenue generating tools for your business. We feel it’s crucial that each businesses assess and decide what’s important to their audiences – then apply a monetization model that best achieves their specific business objectives.

Detailed Video Analytics

Without a goal or plan, your business is like a ship without a sail. Because it’s important to track and measure results, I was especially interested in the conference’s discussion on ‘Analytics & Measurements’. At Endavo, we believe creating deeper analytics will become more of a development priority in the digital media revolution. Metrics such as total videos views, most watched videos, and what’s generating buzz are helpful, but you should demand more. The Streaming Media West panel predicted in 2010 we’ll see more detailed analytics, such as: How long did the user view the video? Did they skip through the ads? Did they watch the video in its entirety? Where did they drop off?

Also, as discussed, we’ll see more proven tracking methods for geographical drill-downs and metrics showing video viewership on a global, country, state and city-wide radius. While overall online video technology continues to evolve, we believe the capability to dive deeper into online video viewership dynamics will help companies realize better ROI, monitor and track marketing and sales goals, and appreciate the contribution of online video to their business mix.

Conclusion

Online video has come a long way the past 5 years – but we have an even longer way to go in the next two. Technology continues to evolve, new companies are launching every day ... and best practices continue to be implemented.

I admit that I can get wrapped up in the capabilities of online video, and the myriad of services offered ... and why our platform is so great. But it’s important to not get too focused on the array of technical services available throughout digital media. You should instead do your research, stay up to date as best as you can and ultimately find solutions that solve problems and make sense for your business.

And most importantly, develop a solution that provides your audience an opportunity to engage, interact and consume ... and keep giving them reasons to come back for more.

Mobile Video Requires Solid Strategy...Just like Online Video.

By Peter Contardo

“It’s like déjà vu all over again.” -Yogi Berra

If you’re considering putting your video content on mobile phones, you may be wondering where to begin. Well, just like when you made the decision to put videos on your website, a good bit of strategic planning can go a long way.

Remember, distributing your content to mobile phones doesn’t automatically guarantee an audience. Whether your goal for mobile video is to build your brand, generate revenue, or both, it is your content that drives success.

Sure, mobile distribution can give you an additional way to connect with your audience, but your content requirements can be very different. What type of videos do you want to deliver? What length? How often? Are they the same or different videos from your main website? Is it premium content for members only? Are they designed to drive people to your main site or stand-alone as an additional service? Or, some combination of it all?

Mobile video distribution can be an effective method to offer your current and prospective viewers a more convenient way to connect with you. However, as with online video, you need to make sure you’ve got your video creation strategy locked down so you have the right videos playing on the right devices. And having a solid strategy that embraces mobile as a second screen becomes even more critical if you are thinking about venturing into the world of three-screen by adding IPTV set-top box distribution. (Or as my friend Kelvin G. likes to say, “three-scream.”)

So remember what Yogi said and develop a solid video creation strategy while you are developing your mobile video strategy. It might just feel like déjà vu, but your audience will thank you.

Been There, Streamed That: 3 Lessons Learned

By Jason Anderson

Well, I'm back! I returned from the 2009 Lifelight Music Festival in Sioux Falls, S.D. a couple weeks ago, and I'm already looking forward to next year's event. To say the least, I had an amazing trip. The bands were great, the crowd was full of energy and the experience was unforgettable. But even more exciting than being out there with 300,000 fans was knowing that I was a part of something bigger.

For the first time in their 12-year history, LifeLight wanted to offer live streaming concert coverage to fans across the nation during the 3-day festival. So, you better believe that we were there to make it happen. So while live events are fresh on my mind, I wanted to share a few tips to help make your next online video live event a success. Sure, every live broadcast is going to be different in terms of venue, content, audience, production, budget, schedule, etc. But there are a few fundamental things that it’s always good to remind yourself of when preparing for your event.

1) Internet Connection is King

When planning a major online event, be sure to repeatedly test your live online connection strength prior to your event. This can easily be accomplished by connecting a DVD player or other video source to your streaming computer and to check out the quality of your broadcast. Don't take your internet provider's word on your upload speed -- inspect it personally.

2) Cameras, Computers and Coding, Oh My!

Prior to a live online event, be sure to test the quality of your input and output devices (cameras, encoders, etc.) to guarantee a flawless end-user experience.  Remember, the live stream can only ever be as good as your original source.  Also, try to dedicate a computer solely to the live online broadcast, and have a back-up. 

3) Ready, Set, Subscribe!

Be sure to set up an automatic subscription process through your live broadcast/video on-demand platform. This will streamline the user registration and log-in process, and simplify the way you manage registrations. By keep it simple, you’ll not only increase the number of people who subscribe but also increase the quality of the experience. Then, your audience can enjoy the event, without getting hung up during the registration process.

More live event tips to come. In the meantime, thanks to the incredible folks at Lifelight Festival. See you next year!

3 Reasons Now is the Time for Broadcasters to Become “Broadband-casters” – Part 3

By Paul D Hamm

By now you know that your targeted consumers are online and the infrastructure is there for you to reach them with your video content. However, where is the money? How do you monetize your online video, audience or an online community you have created?

Multiple monetization models are now proving out to make Internet TV a viable business alternative. Great article from Bloomberg – "The Simpsons" is getting $60 CPM; IGN‘s gaming site is getting $45 CPM. This is great news for quality niche content, because it proves that sponsors and advertisers are looking to reach targeted audiences. 

If you think the best way to build a business around professionally-produced online video is to “follow the eyeballs,” um, YouTube, I encourage you to reconsider your business plan. A viewer engages best with the content that relates to his or her interests. And when the environment around the video reflects these interests, engagement deepens. This represents a wonderful opportunity for the relevant advertiser.  Quick Challenge: Go to YouTube, spend a few minutes there and tell me what viewers there are actually interested in. Then go to Puppy Channel, American Powerboat TV or USA Rugby and tell me what people there are interested in.

However, one of the biggest mistakes a content producer or broadcaster can actually make is to get caught up in the debate over one video monetization model vs. another (especially ads vs. paid content). First of all, most of what you hear out there relates to “big media,” which is certainly a noteworthy data about the industry trends.  But this data doesn’t represent the majority of video content producers and distributors. So, the rest of us need to build our businesses on leveraging as many video monetization models as possible.

What does this mean? Well, first, you need to be regularly producing high-quality content relevant to specific audiences. This content has to be worthy of being paid for either by the audience (via subscription or pay-per-view) or by advertisers and sponsors looking to reach your audience… Or both, which is my second point here.

Why limit your business plan to a one-size-fits-all strategy? We’re seeing content owners – producers, broadcasters, organizations, etc – find multiple video monetization models that work for their services and communities. For best results, you can offer a combination of free ad-supported/sponsored videos, premium content (subscription or pay-per-view), live events and paid syndication. 

Take a chapter out of the book of cable TV broadcasting – offer free channels with ads, premium channels (think HBO) by subscription and PPV content, all through the same “network.” We’re seeing real-world examples of this approach working online. Call us and we’ll show you. Broadband supports a great number of distribution models. So, the possibilities to monetize are virtually endless. Do the math, and you may find that you are sitting on a cash cow just waiting to be turned loose. Let him run! Oh yeah, I can think of at least one platform to help you break the chains :).

Online video: short-form content is the winner

By Tatiana Tugbaeva
"While online video usage is growing, it is shortsighted to think of this primarily as an alternative venue for watching TV shows," says independent analyst Bruce Leichtman. "In fact, consumer use of video online remains much more about short-form video."

At Endavo Media, we support Leichtman’s outlook on web video. Online video is more than just watching regular TV programming on the web. In fact, in his recent survey of 250 broadband households, Leichtman found that only 8% of respondents watched repurposed TV shows on their PCs.

The greatest thing about online video is that has given equal opportunities to big and independent content owners to distribute their videos online. It has also allowed smaller and emerging brands to tell their stories and connect with the audiences without breaking the bank. You don’t need high-end equipment and a million-dollar budget to produce engaging content and reach your audience. All you need is a hand-held camera, compelling story to tell and broadband connection. 

Small Sports Teams/Leagues: Huge Opportunity to Use Online Video

By Shaun Pope

The great thing about sports is that people get so passionate about it. So, if you’re a sports marketer, team/league promoter or just a hardcore fan, building an online community around sports is a no-brainer.

The first step is to create a place where fans, players and supporters can meet online. You can always start with a blog. But sport is about action and nothing does this better than video. So, using online video is a great way to attract fans to your site. Not to mention the sponsors that want to reach them.

The good news is that you don’t even have to worry about production. Most fans, parents and coaches are already capturing video and pictures. What you need is a centralized place where community members can share their user-gen content and interact with one another. The most cost- and time-efficient way to get your video community up and running is to select a fully-hosted online video platform that lets you create a branded video community and gives you total control over your media, audience and monetization options. As your community expands, you may decide to stream live video from key athletic events or to invest into additional video production like interviews with players and weekly team reports.  Your Internet TV platform should have the capability to supports your community’s changing needs.

You can then monetize you online video community by attracting sponsors and advertisers who want to reach your audience.  Advertisers will be able to become active community members by supporting team segments, including their own videos, sponsoring live events or displaying ads on your website and within your online video player. Need an example? Take a look at what American Powerboat TV has done with its sponsors. You can also monetize your community through fee-based subscriptions or by selling access to live streaming events.

What’s great about online video is that it’s a great equalizer. It’s now possible for USA Water Ski to have the same powerful marketing and promotion tools as the National Football League. And if you’re wondering, yes, Endavo Media can help.

Choosing an Internet TV Platform that Works for You

By Shaun Pope

A few posts ago, Paul D Hamm revealed the big secret of a successful online video business – finding multiple monetization models. But an appropriate video publishing and distribution platform is also crucial to execution and success of any online video monetization strategy. So, here are a few things you need to consider when choosing an online video platform that works for you:

Monetization options. Your online video platform should allow as many monetization options as possible. Video and banner advertising, sponsorships, subscriptions, pay-per-view, affiliate programs and e-commerce should all be easily available for implementation.

Control. When you put your video on a free hosting site, giving up control is an inevitable trade-off. Having control over your audience, player/website branding and advertising options means you choose how to make money with your online community.

Analytics and Member Data Management. Comprehensive video analytics together with community members’ personal information provide a valuable insight into your audience and make a great asset for negotiating deals.
 
Interactive and Social Media Features. Over the past few years, interactive features like commenting, sharing, rating, voting, user-generated uploads and live chat have become an expected part of user experience. These tools are also essential for building online video communities. Your platform should have features that make it easy for your content to go viral and for you to monetize your videos wherever they go.

Live Streaming.  Some monetization models like pay-per-view and subscriptions work best as ‘tickets’ to live events,  especially when it comes to sports, music, entertainment, news training and education.  

Tell us what’s important to you in an online video platform. And good luck!

Never Been A Better Time To Be An Indie!

By Stephen Wilkes

Being an indie artist these days comes with amazing new opportunities for success—real money-making opportunities not previously available to indie artists. But there are stiff challenges too — like building your own brand, growing your own fan base and making your own money.

Achieving success depends on differentiating your music brand from the competition. And effectively utilizing social media and new technologies can help Independent artists break through the music industry clutter.

Look, as an artist you’re a content producer — be it songs, music, pictures or videos. Question is: What are you doing with your content?  Where does it go? Who sees it? Sure, some merely upload their videos to YouTube where they might generate a few hits. But what happens to your brand? And how do you make money from your content?

Having an online video platform helps independent artists stand out, attract new fans and succeed financially. An Internet TV platform provides control over content and brand. Your fans can get social tools for interacting with each other and for inviting more people to share in your content. They can even upload their own videos and pictures taken at your events. And you keep control over your content, audience and how you make money from it.

It’s true, many indie artists today use free Web sites. So, how do you make money that way? YOU DON’T! But you can with your own branded Internet TV platform.

Your platform provides a place for you to connect with fans in an environment that screams your brand.  You can charge a small fee to be part of your fan club, if you choose.  You can provide premium content for members only. You can promote your albums, merch or upcoming concerts. You can even sell ‘tickets’ to shows that you will then stream live and make some extra cash on people who can’t be physically presents at your events. The point is, you choose.

Have you thought about the ads on the social sites you are on? How come you aren’t generating significant revenue from them? Well with your own online video platform you can negotiate your own rates with advertisers and sponsors and start making real money.

Look for our next post soon on more ideas to help indie artist make money with their own Internet TV platform.