World Cup 2014: Challenges and Solutions for the

World Cup 2014: Challenges and Solutions for the
Advanced Monetization of Premium Contents with Video Advertising and Payment.
Nicolás Amado, Director of Media, Southern Europe & Latin America – Media Group, [email protected] - @UniverseInside @BrightcoveES +34 670 081 056
Basic Brightcove Facts
•  NASDAQlisted as BCOV
in 2012
•  345+
employees
across
13 regional
offices
SAO PAULO
Brightcove Overview 2014
6,300
in 70+ countries
3
963M
Video Cloud streams
$109.9M
in 2013
Portfolio de plataformas y soluciones de vídeo online con escala mundial
Brightcove Media Group
The Leading Online Video Platform
Cloud Ad Insertion
and Stream Stitching
The Performance Leader in
Cloud Encoding
Su socio de generación de negocio, innovación y retorno de inversión
Contact: Nicolás Amado - Director of Media, Southern Europe & Latin America: +34 93 16000 44 / +34 670 081 056, [email protected]
Brightcove Customers Worldwide (+6.500)
NineMSN / Sports
• Disney Germany
Confidential
9 | Confidential
NEXT TV - El futuro de la televisión pasa por “digital first”,
por disponibilidad y acceso constante al contenido,
y por una relación directa con la audiencia, y a la medida de
cada individuo de la misma (TV Personalizada).
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Cualquier Modelo de Negocio
Contenidos En Cualquier Pantalla
Bajo Cualquier Flujo de Trabajo con Video
Medición Profunda de las Experiencias de Video (Analytics/QoS)
10 | ©2014 Brightcove Inc
La Audiencia habita hoy en día dentro de ese brutalmente
fragmentado “planeta”, compuesto por todos los sitios,
destinos, dispositivos, apps, juegos, gadgets, y experiencias
digitales que la seducen y convocan (a participar = Social TV).
11 | ©2014 Brightcove Inc
EL PLANETA DE LA AUDIENCIA: FRAGMENTACIÓN BRUTAL
MOBILE
12 | ©2014 Brightcove Inc
LIVING ROOM
La Audiencia MANDA, y DEMANDA
acceso inmediato y en cualquier sitio a sus contenidos
preferidos con una experiencia televisiva de alta calidad
… y nos pide que mantengamos las formas cuando
monetizamos esos contenidos con anuncios,
tratándoles como seres inteligentes y adultos.
13 | ©2014 Brightcove Inc
Dado el ingente apetito de la audiencia latina por consumir
contenidos premium, estos representan una
ENORME oportunidad de generar importantes ingresos
Pero sin embargo el riesgo de dejar de ingresar ese dinero
es también enorme y desgraciadamente muy habitual.
14 | ©2014 Brightcove Inc
Vamos a analizar brevemente
LOS RETOS Y SOLUCIONES
que tenemos a nuestro alcance para ofrecer esa
EXPERIENCIA TELEVISIVA DIGITAL
a nuestra audiencia
15 | ©2014 Brightcove Inc
MODELOS DE NEGOCIO DIGITALES
HABITUALES
TVOD: transaccional o PPV
SVOD: suscripción
FVOD: fremium, como Trial o con Publicidad
Calls to Action [video e-commerce]
LIVE: emisión en directo - Publicidad o Pago (TVE)
Simulcast (24/7 Live OTT de la señal broadcast)
Simulcast Simulado (Live simulado basado en VOD)
Internet Video Publishers Capture Only a Fraction of the Best
Possible Ad Monetization Revenue
Example Challenges
•  Not able to deliver ads on mobile web or XBOX
app
•  No ad delivery solution for LIVE streams
•  No single ad network has enough inventory
•  Ad network has no SDK for Windows 8 app
•  10-15 % ads are lost due to download
performance issues
•  10-30 % ads are blocked by ad blockers
Ad performance loss is caused by hard technical challenges of delivering video
ads to multiple devices and apps in a complex Internet ecosystem
17 | ©2014 Brightcove Inc
Video Soportado por Anuncios — 2 Datos Críticos
66% of mobile device users
prefer to get their media
entertainment content from the
“mobile web” instead of “in app”.
22.7% of ad supported video and
Source: Media and Entertainment Goes Mobile,
Infographic, from Forsee.com Aug 6, 2013
Source: The Rise of Ad Blocking, Report, from
PageFair, Aug, 2013
18 | ©2014 Brightcove Inc
web traffic is stopped by ad blockers.
Los retos de la monetización publicitaria de vídeo online
La pérdida de ingresos ocurre en cada etapa del embudo y se debe principalmente a los
difíciles retos técnicos que presenta la entrega de anuncios de vídeo en múltiples
dispositivos y apps con una experiencia perfecta con calidad televisiva.
“Embudo de Monetización con Publicidad Vídeo”
Razones de Pérdida de Monetización
Inventario Total Posible
Accesible
Sólo una fracción del inventario total es accesible debido a los
dispositivos y apps que no se monetizan
Usable
Incluso cuando los ad breaks están disponibles, frecuentemente
no se utilizan de forma óptima
Vendido
El inventario utilizable se suele dejar invendido debido a
complejidades de integración y gestión
Entregado
No todos los anuncios vendidos se entregan debido a
problemas de rendimiento del player y del ad network/ad server
Visto
Tanto una calidad de los anuncios como una personalización
inferior afectan a los visionados y a los índices de finalización
19 | ©2014 Brightcove Inc
Online video originally evolved with the player at
the center of advertising and consumer experience
THE PLAYER IS RESPONSIBLE FOR:
Ad Telemetry
Ad Interactivity
Ad Insertion
Content Telemetry
Content Playback
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Requesting and processing content playlists
Requesting and enforcing ad display policies
Requesting and enforcing geo restriction
Decrypting and displaying protected content
Requesting and displaying video ads
Firing events for companion ads etc.
Pausing/resuming content during ads
Blocking ad-skipping behaviors
Capturing and sending ad tracking events
Capturing and sending audience measurement data
Capturing and sending analytics events
And much more…
Anuncios Entregados – Impacto de la Latencia
Cualquier tecnología no sirve para entregar anuncios, una pequeña latencia de 2
segundos en la entrega del anuncio hace que perdamos importantes ingresos
publicitarios
21 | ©2014 Brightcove Inc
NUEVOS CONCEPTOS
Cloud-based Ad Insertion
and
Cloud-based Stream Stitching
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Brightcove Once is An Innovative and Foundational
‘Cloud-Based Ad Insertion’ Technology
•  Deploy once and done
•  Saas platform with very simple deployment
•  Works across all devices
•  No integration or maintenance of client
SDKs
•  Integrated with all ad networks
•  Pre-integrated with all major ad networks
and ad decision systems
•  Single stitched stream
•  No performance issues due to client-side
ad calls or downloads
•  Patented technology
•  Built with over 14 patented and 28 patent
pending cloud technologies
23 | ©2014 Brightcove Inc
Cloud Ad Insertion
& Stream Stitching
http://www.brightcove.com/en/once
24 | ©2014 Brightcove Inc
Unique Position in Video Ecosystem
ANY
PUBLISHER
ANY
AD
SERVER
ANY
AD NETWORK
ANY
CDN
ANY OVP / CMS
ANY
ANALYTICS
PLATFORM
Integrates With Any OVP, CMS, CDN, Ad Server, Ad Network Or Analytics Platform
25 | ©2014 Brightcove Inc
Nuevo Inventario … llegamos a la audiencia fragmentada
•  Twitter Cards
•  Syndication
•  Closed Captions
•  ChromeCast
•  AppleTV
•  Xbox One
26 | ©2014 Brightcove Inc
Brightcove Helps Maximize Video Revenue By Improving Performance at Every Stage of Ad Monetization Funnel
2-5X!
Customers see a 30% increase in monetization the first month with Brightcove Once
ü  Maximize inventory by delivering ads across all devices and apps
ü  Maximize ad starts with high performance ad delivery and avoidance of ad blockers
ü  Maximize ad completes with broadcast quality, HD resolution video ads
27 | ©2014 Brightcove Inc
Brightcove Once Powers Many of the Top Publishers
in Internet Video Advertising
We currently deliver video ads to over 7800 unique device types (and counting!)
28 | ©2014 Brightcove Inc
Premium Content Video Monetization Solution by
VOD & LIVE
•  Maximize inventory by
delivering ads across all
devices and apps
BUYERS
Brightcove Once is An Innovative and Foundational
‘Cloud-Based Ad Insertion’ Technology
*
•  Maximize ad starts with high
performance ad delivery and
avoidance of ad blockers
* Or ANY VAST tag
•  Maximize ad completes with
broadcast quality, HD
resolution video ads
$€ 2x-5x!
Twitter Cards
• 
Syndication
• 
Closed Captions
• 
ChromeCast
• 
AppleTV
• 
Xbox One
ANY
ANALYTICS
ANY
CDN
ANY OVP
ANY CMS
PREMIUM PUBLISHER/BROADCASTER
Delivering video ads to over 7800 unique device types (and counting!)
Solution design by Nicolás Amado
Deploy once and done
Works across all devices
• 
Integrated with all ad networks
• 
Single stitched stream
• 
Patented technology
Cloud Ad Insertion
& Stream Stitching
a TV-Like Experience
Customers see a 30%
increase in monetization
the first month with
Brightcove Once
• 
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Our recommended Sell-Side core solution partner LiveRail is the
leading publisher monetization platform for video (Sell-Side Platform/
SSP, programmatic advertising). With over 5bn impressions delivered
via our platform each month, LiveRail sets the standard for innovative
video advertising technology solutions.
REAL-TIME BIDDING + PRIVATE MARKETPLACE + FLOOR-CPM + MOBILE REVENUE + FORMATS
* The solution works with ANY VAST AD SERVING PLATFORM
Experience Once:
go to www.espn.com from a connected device
Contacto: Nicolás Amado - Director of Media, Southern Europe & Latin America: +34 670 081 056, [email protected]
©2014 Brightcove Inc
Brightcove Once VOD: short form case study – sports
•  Customer viewed the mobile web as a “cost center” because it
was not monetized
•  After deploying Brightcove Once on their platform, they started
pushing pre-rolls and kept a steady 1:1 ad to content ratio with 90%
ad completion rates while growing volume 4x
80.0
70.0
60.0
50.0
40.0
30.0
20.0
10.0
-
$15.4M
Total Cost
$ 1.4M
Profit
$14.0M
ROI
1100%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Content Plays
30 | ©2014 Brightcove Inc
Cum Rev @ $25
Ads as a % of Total Plays
FUTURE TV VISION
What’s next with Television
Confidential
31 |
The Challenges of the Paid Content Business Model
•  Un modelo de negocio complejo y a veces insostenible …
32 | Confidential
© 2013 Brightcove Inc.
Bringing Broadcast and Professional Workflows to the Cloud
•  Support for advanced codecs such as MPEG-2, MPEG-TS, JPEG 2000 and
AVC-Intra in MXF container in support of DPP guidelines for European
broadcasters; MPEG-DASH with Common ENCryption/CENC.
33 | ©2014 Brightcove Inc
Future Vision
•  In a video utopia, a single format would cover every device with
enough flexibility for manufacturers to create their own unique
implementations while providing enough features to satisfy the
demands of a modern viewer.
•  MPEG-DASH, an adaptive bitrate streaming technique that enables
high quality streaming of video over the Internet delivered from
conventional HTTP Web servers, is a bold attempt to meet all of
those requirements.
34 |
©2014 Brightcove Inc
Future Vision: MPEG-DASH
MAJOR
COST-SAVING
FLOW/PROCESS SIMPLIFICATION
YOUR END-PRODUCT QUALITY
BENEFITS
35 |
©2014 Brightcove Inc
Muchas gracias
Nicolás Amado
Director of Media, Southern Europe & Latin America – Media Group
[email protected] - @UniverseInside @BrightcoveES
+34 670 081 056