Increasing Revenuesthrough Online Videos

The Internet Show AsiaApril 25, 2013

DINDO G. MARZANABS-CBN Corporation

• Ads

• Freemium

• eCRM

3 Revenue Opportunities

• Ads

• Freemium

• eCRM

3 Revenue Opportunities

• Create fantastic videos

• Sell ad placements easily

Get into video advertising!

Get into video advertising!

There’sno such thing

as a free lunch!

Freemium describes a business model where you give a core product awayfor free and sell premium products.

FREE + PREMIUM = FREEMIUM

Evernote DropboxSpotify

What is PREMIUM anyway?

PREMIUM is a content that users consider compelling enough by their own standards, such that even when interrupted, engagement remains intact.

Production Quality

Loyal Audience

Rich Data

http://iwantv.com.ph

TV ON DEMANDMOVIE ON DEMAND

LINEAR TV

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• As of Feb-2013, iWanTV has 1.7M total registered users, of which 84% are free availers.

• Unique subs with usage is at 622K (36% of 1.7M) vs. as of Dec-2012’s 383K (29% of 1.3M)-- a 62% increase in just 2 months!

• Be Careful with My Heart, the most watched TV content, accounts for 35% of the total TV minutes.

• 240K (17%) of the subs acquired from Jan 2012-Feb 2013 registered because of a specific content.66K out of the 240K is due to Be Careful with My Heart.

• VOD ad revenues increased by more than 7000%, of which 15% can be attributed to pre-rolls on iWanTV online videos.

Be Careful With My HeartJanuary 25, 2013173,984 Views

Be Careful With My Heart

April 22, 201361,237 Comments

POWERFUL CONTENTdrives registration and accessto iWanTV as characterized

by the following:

• Increasing registration and subs with activity

• Contribution of top content in viewing minutes

• Most subs catch up the same day an episode was aired

• Subs register due to a specific content

• Subs watched in marathon

FREE AVAILERS!

REGISTERED USERS!

SUBSCRIBERS!

Converting Leads to Subscribers through eCRM

Experience becomes better and more premium videosare made available as user moves deeper in the conversion funnel.

Converting Leads to Subscribers through eCRM

Converting Leads to Subscribers through eCRM

Converting Leads to Subscribers through eCRM

Ultimately, we have to keep in mind that...

• If CONTENT is KING,then ENGAGEMENT is QUEEN!

• Selling VIDEO AD PLACEMENTSis a QUICK WIN, especially if majorityof the customer base are free availers.

• PREMIUM VIDEO could convertfree availers to subscribers, but PROGRESSIVE CUSTOMER PROFILING should lead the way.

Thank you!

DINDO G. MARZANABS-CBN Corporation

dindo_marzan@abs-cbn.com

@dindomarzan