AIMIA & VentureOne: Commercialising Video
“We believe that video will be at the very heart of the next five years of web evolution.”
(Bear Stearns, June 2008)
AIMIA and VentureOne are delighted to invite you to attend the Commercialising Video seminar, to be held in Sydney on June 24, 2008.
“Consumers are avid downloaders and streamers”
Find out what consumers want. All delegates will have access to the latest consumer attitudes survey covering video usage across digital platforms, kindly supplied by pureprofile.
Hear the key learnings and experiences of leading industry players on how to effectively commercialise video across digital platforms including online, mobile, IPTV, VOD and other entertainment channels, with these leading industry players:
• Jack Ford, Managing Director and Executive Vice President, Sony Pictures Television International
• Guy Gadney, General Manager, Digital Services, ACP Magazines & Channel 9
• Geof Heydon, Director of Innovation and Market Development, Alcatel – Lucent
• Francisco Cordero, General Manager Australia & New Zealand, Bebo
• Doug Maloney, General Manager, Products & Services, Hutchison
• Ben Kinealy, General Manager of TV and Video for broadband and mobile, Telstra BigPond
• David Green, General Manager – New Business, Vodafone
• Nick Love, Business Development Director, Fox Interactive Media
• Sandra Davey, General Manager, TiVo Service Provision, Unwired Australia
• Chris Gilbey, Executive Chairman, Perceptric Media
• Ian Gardiner, Managing Director, Viocorp
• Scott-Bradley Pearce, Strategic Business Development, CBS Interactive
• Claudia Sagripanti, Director, VentureOne
• Chris Flintoft, General Manager, Broadband, Online & Mobile, Foxtel
• Nathan Ruff, Sales Director, Heavy.com
• Leigh Terry, Managing Partner, OMD
• Dr Silvia Pfeiffer, Chief Executive Office and Co-Founder, Vquence
• Mick O’Brien, Operations Director, Asia & Pacific Rim, Eyeblaster
• Christopher Smyth, Video Product Manager, ninemsn
• Jamie Silver, Managing Director, Clear Light Digital
• Andrew Simms, Director, Tagmotion
• John Molden, General Manager Channels, Asia Pacific, Vividas
• Justin Baird, Senior Product Specialist, Google
• Richard Finlayson, Commercial Director, SBS
• Robert Hutchinson, General Manager, Digital Content Development, ABC
• Toby Hack, Multi Channel / Digital Broadcasting Sales Director, Nine Network Australia
• John Colette, Creative Director, Pixelmill Films (part of Macquarie Radio Network)
• Moira Hogan, Producer, Chief Entertainment
• Mark Long, Executive Director for Media Research, APAC, Nielsen Online
• Mark Cokes, Pacific Marketing Manager, Adobe
• Andrew Cronyn, Director, Media Strategy & Digital, WWE
For full program details please see below. Key issues covered include:
- Developing the right revenue models with video advertising
- What other business models are in play
- Cross platform metrics
- Featuring case studies on Bebo Australia, ninemsn, mySpace TV, mobile carrier panel (with Telstra BigPond, Vodafone and Hutchison) and premium sports content providers
How can you miss this exciting line-up with the who’s who in media and entertainment?
Commercialising Video
Tuesday, 24th June, Doltone House, Jones Bay Wharf, Sydney
Video rules! Business models for online + mobile video and advertising
8.15am Registration
8.50am Welcome from the Chair
Scott-Bradley Pearce, Strategic Business Development, CBS Interactive
09.00am Opening address: Successfully commercialising consumers’ appetite for video
• Distribution is the key to success – multiplatform distribution opportunities
Jack Ford, Managing Director and Executive Vice President, Sony Pictures Television International
Mobile Opportunities
9.40am PANEL: The power of mobile
• The mobile content journey – are consumers’ consuming?
• From walled garden to open internet – what’s the future for carriers and the customer?
• Stimulating usage – what’s the silver bullet? Is free the only way?
• Mobile advertising – a captive audience or an accident waiting to happen?
• Mobile TV – made for mobile? Is there a market for made for mobile and bespoke original content? Is familiar linear viewing experience what consumers want on mobile?
• Or big name/big brand content on exclusive deals? Current examples
Moderator:
Claudia Sagripanti, Director, VentureOne and Chairman, AIMIA Mobile Industry Group
Panellists:
Doug Maloney, General Manager, Products & Services, Hutchison
Ben Kinealy, General Manager of TV and Video for broadband and mobile, Telstra BigPond
David Green, General Manager – New Business, Vodafone
Business Models
10.20am CASE STUDY: Bebo and The Gap Year
• Objectives of the program and how it addresses the audience
• The value proposition and how it was packaged to sponsors and key partners
• Key metrics
• What’s next?
Francisco Cordero, General Manager, Australia and New Zealand, Bebo
11.00am Morning coffee
11.20am PANEL: Making video pay
• Ad supported vs. download to own. What business models are operating successfully?
• Is there too much inventory?
• Commercialising user generated content/ partnering with social networking sites – who retains advertising revenue?
• Costs of hosting video, economics of live streaming.
• Impact of sharing video outside of commercial channels on sustainable business models
• The rise of the online aggregation and distribution model – what’s the prognosis for Hulu?
• The rise of smaller media players? Does the democratisation of distribution put control with producers?
Moderator:
Sandra Davey, General Manager, TiVo Service Provision, Unwired Australia
Panellists:
Chris Gilbey, Executive Chairman, Perceptric Media
Ian Gardiner, Managing Director, Viocorp
Chris Flintoft, General Manager, Broadband, Online & Mobile, Foxtel
Nathan Ruff, Sales Director, Heavy.com
Toby Hack, Multi Channel / Digital Broadcasting Sales Director, Nine Network Australia
12.10pm PANEL: Content creation for the I want it now generation – the revolution in sports
• Long form vs. short form? Quality vs utility? Purpose built?
• Premium video moving from the small screen to TV and other platforms?
• Live vs On Demand – or PPV vs Free
• Building fan base/community around niche content
Moderator:
Moira Hogan, Consultant, Gasoline Group Communications; formerly Executive Producer, Sport,Telstra BigPond
Panellists:
Richard Finlayson, Director of Commercial Affairs, SBS Corporation
John Molden, General Manager Channels, Asia Pacific, Vividas
Andrew Cronyn, Director, Media Strategy & Digital, World Wrestling Entertainment
12.50pm Lunch
1.35pm PANEL: Cross platform metrics for buying video
• Changing viewing habits. What types of video content are being consumed (advertising/branded content, editorial content, entertainment etc.) and where?
• Contribution of amateur/user generated content, and contextual considerations
• Establishing a common audience data collection system
• Employing effective audience measurement techniques to understand viewing patterns and re-schedule broadcast content accordingly
• How can media buyers target existing online video more effectively. How can content providers define and package their audiences to deliver on the targeting promise?
• Advertising alongside user-generated content – selectively targeting
• Is the TV advertising model a dinosaur?
• Video metrics across platform. How do planners use these numbers to decide where to place their budgets? How do in-page, pre-roll and transitional formats impact brand awareness, call-to-action, the consumer experience, etc? How does video measurement play a role in the ad buying process?
Moderator:
Scott-Bradley Pearce, Strategic Business Development, CBS Interactive
Panellists:
Leigh Terry, Managing Partner, OMD
Dr Silvia Pfeiffer, Chief Executive Office and Co-Founder, Vquence
Mick O’Brien, Operations Director, Asia & Pacific Rim, Eyeblaster
Mark Long, Executive Director for Media Research, APAC, Nielsen Online
2.20pm Piggy in the middle – another view on the video value chain
• How publishers are using video
• How viewers are consuming video
• It’s not just about dollars per view – intangible benefits are also monetisable
• What are the major trends for the next few years
• Real life examples and metrics
Ian Gardiner, Managing Director, Viocorp
Creation and Technology
2.35pm CASE STUDY: Delivering video at scale
• Using the right creative in the right format at the right time
• Dealing with multiple content owners and rights holders
• Pricing and distribution
• Effective advertising formats
• Marketing content to consumers – generating traffic and engagement
Christopher Smyth, Video Product Manager, ninemsn
Jamie Silver, Managing Director, Clear Light Digital
3.20pm Afternoon tea
3.40pm CASE STUDY: mySpaceTV and the entertainment revolution
• Encouraging repeat viewing and revenue
• Replicating the business model for each service
• Examples of what’s working around the globe
Nick Love, Business Development Director, Fox Interactive Media
4.10pm PANEL: Innovations cross platform
• The importance of recommendations and search to drive content
• The video advertising longtail – including other forms of content such as longer form content well, where contextually-relevant videos and segments can appear as search results, e.g. training seminar videos, Videoconferences, video blogs, webisodes of advertiser-sponsored programs (think: BMW Top Gear segment)
• ABC playback trial
Moderator:
John Collete, Creative Director, Pixelmill Films
Panellists:
Andrew Simms, Director, Tagmotion
Justin Baird, Senior Product Specialist, Google
Robert Hutchinson, General Manager, Digital Content Development, ABC Commercial
Mark Cokes, Pacific Marketing Director, Adobe
5.00pm Close of seminar