From 2012 - presenting a case for investing in online video - as we seeing being done by numerous YouTube partners today in 2014! https://iol.digital

1. Creating, Promoting and Monetizing Online
Video Content
By Varun Gambhir
July 22, 2012

2. • Online Video in India
• Is there Money to be Made?
• Creating and Monetizing on
YouTube
• Promoting our Content across
Social
• Multi-Revenue Stream Model
• Required Seed Capital
• Your Feedback
Creating, Promoting and Monetizing
Online Video Content

3. Social Media in India
Facebook
• Total users: 43 Million (#2
globally)
• 54% Online Population
Penetration
• 40% Growth in last 6 months
YouTube
• Over 23 million unique
monthly visitors
• Claims to be India’s largest
English entertainment channel
• Online video growth @70% y-
o-y
LinkedIn
• Over 15m visitors from India
• Lesser repeat visits
• Seen as an essential profile for
those in metros and other social
networks
Twitter
• Total users : 9 Million (#6
globally*)
• High concentration of media,
celebrity, bloggers and other
online influencers
100,000,000+ Internet Users; 20% login daily
85% visit social media channels

4. Online Video in India
• 30+ million Internet users
age 15+ watch online
video in India from a
home or work location
• An average viewer
consumes 58 videos and
watches 5 hours of video
content monthly
– Viewership on Google Sites,
driven by YouTube.com
represents nearly 50% of all
videos viewed in India
– Facebook.com ranked
second with 6.6 million
viewers and 30.1 million
videos viewed
– Metacafe in third place with
3.9 million viewers
• Top Video Properties in India – based on Total Unique
Viewers in January 2011
• Total India Audience – Age 15+ Home & Work Locations
• Source: comScore Video Metrix
Total Audience
Total Unique
Viewers (000)
Videos
(000)
Minutes
per Viewer
30,155 1,755,186 302.8
Google Sites 23,563 785,417 101.0
Facebook.com 6,637 30,091 12.4
Metacafe 3,937 33,808 35.3
Yahoo! Sites 2,843 10,960 13.0
Dailymotion.com 2,720 24,128 56.5
VEVO 1,374 4,010 30.1
Network 18 1,229 5,525 109.0
Rediff.com India Ltd 861 2,930 5.0
Microsoft Sites 845 4,890 20.2
MIPS.TV 782 3,414 49.8
7 of 10 Web Users in India Watch Online Video

5. YouTube Audience
• Viewers mostly in their 20s;
spilling over into the 30s and
Teens
• 80% YouTube users watch
videos from Home
• 9% watch videos on Mobile
• 75% of Content Created in
India is consumed in US, UK,
Australia, presumably by the
NRI audience
• 60% of the Content watched
by users in India, is created
for India
6 million Indians access YouTube Daily

6. Leading YouTube India Content Creators
Digital video production and distribution company with over 10,000 short videos of
subjects ranging from news, entertainment, yoga and kids.

7. Leading YouTube India Content Creators
Edgy content around
Bollywood
• 1,156 videos
• 31,254 subscribers
• 118 million video views
Online video encyclopedia
on India
• 6,958 videos
• 13,721subscribers
• 41+ million video views
Internet Comedy Show in
TV Format
• 1,600 videos
• 9,000 subscribers
• 17 million video views
Online Video for On-Air
Channel
• 14,375 Videos
• 15,630 Subscribers
• 63+ million video views
Bollywood News &
Entertainment Channel
• 544 videos
• 183 subscribers
• 5+ million video views
Other Popular Categories:
• Technology
• Beauty
• Music
• Fashion

8. Is there Money to be Made?
10 YouTube Stars who made over $100,000 in 2010
Click on Image to View Channel

9. Is there Money to be Made?
10 YouTube Stars who made over $100,000 in 2010
Click on Image to View Channel

10. Is there Money to be Made?
10 YouTube Stars who made over $100,000 in 2010
Click on Image to View Channel

11. Is there Money to be Made?
10 YouTube Stars who made over $100,000 in 2010
Click on Image to View Channel

12. Is there Money to be Made?
10 YouTube Stars who made over $100,000 in 2010
Click on Image to View Channel

13. Is there Money to be Made?
How it Works
Revenue only comes from banner and
video ads served with Content
• CPM for the banner ads is $1.50 (2009
estimate to be conservative)
• CPV for video ads is $0.5 (2011
estimate)
• YouTube splits ad revenue with partners
50-50
Industry Trends
• Digital’s share of advertising will
rise to Rs. 1,969 cr in 2012 in India
• Display accounts for 13% of the
spend (Rs. 393cr) and Video 2%
(Rs. 59cr)
By 2014, India will have 300m Internet users, and will surpass the
US (currently estimated to have 250m users)

14. Is there Money to be Made?
Expert Voices
Mahesh Murthy
Founder – Pinstorm
Digital Marketing
“YouTube is, without doubt, among the largest TV
channels in India. Online video site has eight million
logged-in devices viewing it daily in India. That’s a GRP
(gross rating point) or TV rating of 7 every day, day after
day. No TV channel in recent times—including Star Plus
and Colors—has come anywhere near delivering these
numbers with such consistency.”
Joe Nguyen
VP – comScore
Southeast Asia
Praseed Prasad
Director – Digital
Trading, GroupM
Max Hegerman
Head – Digital, JWT
“Online video viewing is
quickly becoming a
central activity for
Internet users in India”
“FMCG and Consumer goods
players are looking to move their
money spent on television towards
video online”
“Telcos, automobile makers, and banking and financial
services spend about 12% of their marketing budgets on
digital. Apparel brands spend anywhere between 15% and
20%. Consumer good firms have increased to about 5%”

15. Four Steps to Create our YouTube Channel
1. Picking a Subject We’re Passionate
About
– Viewers need to see we’re passionate
about our topic, and love our video-
making
2. Create Great Video Content
– Leverage Annotations and Interactive
Features on YouTube
3. Publish in Pattern and Promote Well
– Publishers who use a pattern for video
publishing get more views
4. Grow an Initial Audience Base and
Apply for YouTube Partner Status
– General target stands at 500+
subscribers with 500,000+ Channel
Video Views
– A YouTube Partner Status allows us to
monetize our content on YouTube
+
+
=

16. Once We’re a YouTube Partner
• Once approved, we can monetize content by:
– Overlay ads that pop up on the bottom of a
video
– Serve banner ads that appear next to the video
– And/or pre-roll ads that play in front of a video
• YouTube will pay once a video makes $100 via a
Google AdSense account
• YouTube will NOT let us make money off a video
if it:
– Contains content that we didn't create or get
permission from its creator to use
– Shows people from whom we did not get
permission
– Contains content inappropriate for children

17. Promoting our Content
Website
1
Twitter
4
Google+
5
Social
Bookmarks
6
Online
Influencers
72
eMail Facebook
3

18. Promoting our Content
• Two Unique Content Pieces a Day – 14 Content Pieces a
Week:
– 7 Videos
• Based on existing content, and content recorded twice a month
– 4 Graphics
• Based on funny, as it strikes
– 3 News-based Comedy Pieces
• Based on the week’s headlines we’d like to make a comedy
statement about them, on video
10 Videos Published a Week / 40 Videos Published a Month

19. Promoting our Content
– Objective: Online home, and to tap into Google Searches
• Website and Google+ Page
JOKES FUNNY VIDEOS TIME PASSCOMEDY VIDEOS
• 2,740,000
local
monthly
searches
• 20,400,000
global
monthly
searches
• 550,000
local
monthly
searches
• 2,240,000
global
monthly
searches
• 246,000
local
monthly
searches
• 1,000,000
global
monthly
searches
• 60,500
local
monthly
searches
• 550,000
global
monthly
searches
+

20. Promoting our Content
– Objective: To create a community of
people passionate about our brand of
content – and drive social viewership
and subscriptions
– Regular simple contest activity to
encourage fan engagement
– Facebook Best Practices:
1. Be succinct, Post Regularly at Optimal Times
2. Know your Audience, Be seasonable, timely
and relevant
3. Post photos and Videos; bold visuals that
capture your brand
4. Give fans exclusive access to content, products,
events, and offers – deliver value
5. Encourage Interaction, including a call to action
in posts

21. Promoting our Content
• Influencer Tie-ups
– Co-branded content, specific to the influencer’s existing theme
• Twitter
– To amplify content and make friends with influential Twitter users
• Social Bookmarking Sites
– To be discovered by the web of online content creators
Music Fashion & Lifestyle AutomotiveTechnology

22. Viral Content Marketing

23. Viral Content Marketing

24. Viral Content Marketing

25. Multi Revenue Stream Model
Ads on Google Network
Product Features for Brands
Ads outside
Google Network
Monetizing Social
and Web Assets
Video as VAS for Mobile
1
2
3
4
5
Podcasts and Subscription Apps 6

26. • Our primary video content distribution will be
via YouTube, fueled by a Facebook Page to
create a community around the our content
• By investing Rs. 300,000 in Facebook Ads, we
can amass our initial fan base of +50k fans
• This fan base can be then expected to grow
organically @20% monthly to reach +200k fans
in the first 12 months
• In addition to Facebook, we’ll create a long tail
of community and content viewers by creating
and maintaining an active website, emailing list,
and a presence on Twitter, Google+ and Social
Bookmarking Websites
Where do we begin?
1
2
3

27. Expected Views and Revenues Contribution
30% Contribution Each
8% Contribution Each
65% Contribution
Online Ads
15% Contribution Each
Branded
Inserts
Mobile
Revenues
App
Subscription
Views Revenues

28. Seed and Working Capital
Seed
Capital
Online Infrastructure Setup (YouTube,
Website, Emailers, FB, TW, Google+, Social
Bookmarking Websites)
Budget for Social Ads
40 Hours
60,000 Fans
Rs. 20,000
Rs. 300,000
Monthly
Working
Capital
Content Production, Development
and Upload (Working on existing content
and Two X 4 hour shoots a month with in-
house equipment)
Content Planning, Promotion and
Measurement(Website, Emailers, FB, TW,
Google+, Social Bookmarking Websites)
Talent, Script, Concepts and Creative
50 Hours
50 Hours
10 Hours
Rs. 25,000
Rs. 25,000
Rs. 25,000
Contingency @10% Rs. 7,500

29. Projected Views, Revenues and Investment
-
10,00,000
20,00,000
30,00,000
40,00,000
50,00,000
60,00,000
70,00,000
1 2 3 4 5
Total Views (x10)
Total Expected Revenue
Total Expenses
Year
Total Expected Investment over Two year period – Rs. 16,00,000
Expected payback period @20% RoI – 4 Years
Expected 5th Year Profits, after recovery of investment @20% - Rs. 10,00,000 to Rs. 30,00,000

30. YOUR FEEDBACK