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Video, a Love Story Andy Chen Sunstone Capital EIR / CEO Preview Networks Love Love Love Love
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Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Jun 14, 2015

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The past, present and future of video marketing by Andy Chen, CEO of Sunstone Capital previously MTV Europe.
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Page 1: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Video, a Love Story

Andy ChenSunstone Capital EIR / CEO Preview Networks

Love

Love

Love

Love

Page 2: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Quick update

Was Viacom/MTV Europe…

…Now Sunstone Capital &

Preview Networks

Page 3: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Sorry…

I’m here to talk about video. Not to provide a panacea for your marketing or brand problems.

I’m here to talk about how to manage your communication assets. Not your server cost

I’m here to talk about the present reality. Not predictions 10 years in the future.

Page 4: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

In the next +30 min…

• What’s Happening

• Key business challenges

• Key opportunities for brands

Page 5: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

What’s Happening

Page 6: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

People have ALWAYS loved content…

Especially animated content.

Page 7: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

From Text to Moving Pictures

Page 8: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Digital has increased the distribution channels for video

Digital TV

Interactive TV

PVRsTiVo (US), Sky+ (UK),

Pilotime (France)

VODUS cableco’s,

FastWeb (Italy)

On-demand TV

Direct responseVia TV remote, SMS - e.g., to vote, request brochure

Information / services

Electronic TV guide (EPG), Portals for

shopping, banking, etc

ContentChoice of video, extra

footage, iTV games

TV Digital Online ChannelsYouTube, Hulu, Fabebook, MySpace,BBC iPlayer, blah blah blah…

Page 9: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Video is HUGE…

Page 10: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Everyone is doing it…

Page 11: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Internet networking traffic will have quadrupled between 2009 and 2014,

with online video as the primary driver of that growth.

- Cisco Annual Visual Networking Index Forecast, 2010

Page 12: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Video is one of the main areas both Facebook + Google are investing heavily

Branding/Influence/WoM/Earned & Paid Media- Facebook aims to command the 90% of ad spend

($621 billion)- Most content media owners/publishers operate here- Video content generates desire and awareness

Search/Direct Response/Affiliate- Google commands 50% of online advertising spend in

this final stage- Represents only 10% of all ad spend- Video content is increasingly facilitating ecommerce

and transactions

Page 13: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Over $150M raised in Q3 2010 aloneFinancings

Elemental ($7.5M) - July 27 - Steamboat, General Catalyst, Voyager CapitalEnvivio ($15M) - July 28 - UndisclosedPHILO (Undisclosed) - July 28 - North Bridge, DFJ Gotham VenturesTudou ($50M) - Aug. 5 - Temasek HoldingsMyDamnChannel ($4.4M) - Aug. 9 - Intuitive Venture PartnersNetpulse ($2M) - Aug. 10 - UndisclosedOggiFinogi - ($2M) - Aug. 19 - Greycroft, iNovia, Contour Venture PartnersShowUHow ($3M) - Aug. 30 - Syncom Venture PartnersOoyala ($22M) - Sept. 9 - CID Group, ITOCHU Technology VenturesVMIX ($2.5M) - Sept. 9 - UndisclosedConviva ($15M) - Sept. 15 - GGV CapitalInnovid ($4M) - Sept. 24 - Deutsche TelekomQuantenna ($21M) - Sept. 27 - DAG VenturesRedux - ($1M) - Sept. 28 - DFJ, Alsop Louie Partners

Deals

HP Snapfish acquires Motionbox - July 12Pace acquires 2Wire - July 25Limelight acquires Delve Networks - Aug. 2Telestream acquires Anystream division of Grab Networks  - Aug. 13Cisco acquires ExtendMedia - Aug. 26Metacafe acquires Action Sports - Sept. 9KIT Digital acquires Accela Communications - Sept. 9KIT Digital acquires Brickbox - Sept. 15VideoEgg acquires SixApart - Sept. 21AOL acquires 5Min - Sept. 28

Page 14: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Simple proposition, complex eco-system

Page 15: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Traditional broadcast modelA linear distribution model (pipeline = control/power)

ContentCreator

MediaDistributor

(TV/Cable/Satellite Operator etc)

Page 16: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

New “microcast” modelA fundamental change to the way content is distributed and consumed

ContentCreator

Syndicator

Aggregator

Distributor

MediaDistributor

**New Marketing Vehicle**

Page 17: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Brands are creating more content

Page 18: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

YouTube alone is not a “strategy”

Page 19: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Media capabilities

Media consumption

Media business models

Page 20: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Market Force 1: Technology

• Convergence of platforms and devices• Acceleration of broadband penetration

Page 21: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Market Force 2: Social

• Discovery + Recovery• Democratisation of creation & consumption

How users share video clips

Page 22: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

Market Force 3: Spending

• Online video ad revenue is growingGlobal growth expected to go from $1.5B in 2010 to $5.4B in 2014

• Agencies are evolving40% of UK media buyers now use online video as a part of their media buys. This shift is

largely attributed to TV budget.

• POEM (Paid, Owned, & Earned Media)Video is the only form of content that translates into all 3. It is a longtailed “asset” to be

managed.

Page 23: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

The Challenges

Page 24: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

1. Fragmentation

- Content destinations- Devices/platforms- Format standardization

Page 25: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

2. Capabilities

- Hyper collaboration- Technology driven- Open-source and out-sourced

Page 26: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

3. Software as marketing platform

- Blurring lines between platform and software- Unprecedented speed of innovation- Emotional desire vs. functional utility

Page 27: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

The Opportunities

Page 28: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

1. Convergence of PR and Digital

• Everything manual in PR is becoming digital• Digital asset management and distribution

Page 29: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

2. Brands as Media Owners

• Think like a publisher and broadcaster• CaaS (Content as a Service)

Page 30: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

3. Marketing is more science than ever

• Creativity is a given, but science delivers the experience

• Think “retail distribution”• Manage your assets strategically

Page 31: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

The love story is complicated and challenging, but the essence has always been the same.

Give your fans the entertainment to get excited about and share with their friends.

Page 32: Video Marketing | Andy Chen, Sunstone Capital (formerly MTV Europe)

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