cmo forum 22 july 2010 - viocorp 'brands as broadcasters
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Liquid Learning presents the Chief Marketing Officers Forumhttp://tinyurl.com/26b83muViocorp GM Melbourne Nick Bolton presented on Brands as BroadcastersFeaturing case studies on Perrier, JayJays, Redbull, Raboplus, CommSec, Deloitte, ksubi, Kevin Rudd,TRANSCRIPT
Brands as BroadcastersBrands as BroadcastersNick BoltonNick BoltonGM MelbourneGM MelbourneViocorpViocorp
Chief Marketing Officers ForumChief Marketing Officers Forum22 July 201022 July 2010
Total global internet Total global internet traffictraffic
Consumer internet Consumer internet traffictraffic
Consumer video trafficConsumer video traffic
Mobile internet trafficMobile internet traffic
Beyond 2014Beyond 2014
The industry nowThe industry now
1st layer - Free1st layer - Free• Free to viewFree to view
• Advertising supportedAdvertising supported
• Short contentShort content
• Tough to monetiseTough to monetise
• Tough to controlTough to control
• Market shakeout comingMarket shakeout coming
2nd layer - Corporate2nd layer - Corporate• Content viewers will not Content viewers will not pay for contentpay for content
• Content owners will pay Content owners will pay to have content deliveredto have content delivered
• Corporates, government, Corporates, government, sports clubs, churches, sports clubs, churches, etcetc
• Brand, stick, engage, Brand, stick, engage, buy, sample, interact, buy, sample, interact, network, leverage, network, leverage,
3rd layer - Premium3rd layer - Premium
• Niche contentNiche content
• Content more easily Content more easily ‘monetised’ ie viewers ‘monetised’ ie viewers prepared to pay for prepared to pay for contentcontent
4th layer - Broadcasters 4th layer - Broadcasters • Multiple revenue Multiple revenue sourcessources
• Probably a traditional Probably a traditional broadcast model sitting broadcast model sitting behind it behind it ...opens up niche ...opens up niche broadcast broadcast opportunities...opportunities...
Video value chainVideo value chain
CommercialisationCommercialisationBrandBrandDuration / PermanenceDuration / PermanenceEngagementEngagementPost-event follow upPost-event follow upCommunity and networkingCommunity and networkingSpeed to marketSpeed to marketGeographical dispersionGeographical dispersionLeverage into call to actionsLeverage into call to actions
– subscribe, try, purchase, join, – subscribe, try, purchase, join, Lead generationLead generation
MonetisationMonetisationAdvertisingAdvertisingSponsorshipSponsorshipPay-per-viewPay-per-viewSubscriptionSubscriptionContent syndicationContent syndicationCross-platformCross-platformBranded contentBranded content
What is Viocorp?What is Viocorp?Australia’s leading online video technology Australia’s leading online video technology companycompany
The corporate landscapeThe corporate landscape
Corporate.TVCorporate.TV
Government.TVGovernment.TV
Live webcastsLive webcastsInteractiveInteractive
Lead Lead generationgeneration
Thought Thought leadershipleadership
Technology Technology showcaseshowcase
Opportunity Opportunity to meet to meet panelists panelists
Cross platformCross platform
ResourcesResources
• www.videonuze.comwww.videonuze.com
• www.streamingmedia.comwww.streamingmedia.com
• www.reelseo.comwww.reelseo.com
• www.newteevee.com www.newteevee.com
Question timeQuestion time
Nick BoltonNick Bolton
e: e: [email protected]@viocorp.comcom
m: +61 412 101726m: +61 412 101726
t: nickybee99t: nickybee99
t: viocorpt: viocorp