Video Value

To offer you a better live coverage during this session I'll focus on Adam Valkin, Jason Glickman and Arne Rees. Thomas Praus will cover Jeremy Allaire and Axel Schmiegelow. Adam Valkin (Endemol) Jeremy Allaire (Brightcove) Jason Glickman (Tremormedia) Axel Schmiegelow (Sevenload) Arne Rees (ESPN) Moderation: David Kirkpatrick (Fortune) Moderator - David Kirkpatrick (Fortune): For digital natives doesn't make any difference between using DVR or watching videos online. We are going The advertising industry has the interest of keep working with video. It's convenient and easy for agency to work with video. The challenge would be use video to address more specific messages to out target audience. In this panel will have an overview on this video scenario. Moderator - David Kirkpatrick (Fortune): State of the art and future of on online video. What's your take? Adam Valkin (Endemol): we have a very large global platform for production and distribution. In the digital space we have a lot of activities:

• extending the television brand and programs
• orginal online native programming.

Interactivity and engagement are at the center of online activities. About online monetization: Online we have the advantage of including ads in the programs in a much easier way. Why did they hired you? I'm not sure about why they hired me but before I worked as a VC, so I'm recently fresh to the entertaining space. Jason Glickman (Tremormedia): We aggregate content from multiple channels. The way that we use to facilitate this shifting to online video is new technology. Years ago the online video experience was bad, today we can offer a higher and better user experience. About CPM? 8-15 dollars CPM, but it depends a lot about the CPM. How do we solve the customers confusion? How can we help them to find content they are interested in more easily? Adam Valkin (Endemol): It's a challenge because on one side companies need to have the capabilities to scale and on the other they need to help their partners to monetize the content. A good model that works well is subscriptions to exclusive content that is not available anywhere else online. What about the network itself? Jason Glickman (Tremormedia): In companies there is a mindset shift. It's a recent and quick change towards operating in a much specific way. Advertisement is changing too, becoming more comfortable with social networks and new generation sites. Adam Valkin (Endemol): What we are doing with

• Bebo: Advertisement integration in the shows.
• MySpace: Higher degree of interaction for the audience.

Is there any possibility for un-traditional players to step in the game? Jason Glickman (Tremormedia): Probably there is a good opportunity on mobile video, so having a technology and a business model that can easily adapt to the mobile universe it's definitely a great advantage. About brands and trust Jason Glickman (Tremormedia): A brand should aim to get the trust of users based on the quality of released content. It's a big challenge, especially if we look at the ability of sales force to present this vision or this potential demographic. It's not easy. Future of online advertisement? Adam Valkin (Endemol): This year there's a 50% expected growth. What probably it's not entirely clear to the advertisement world it's the fact that the social interaction power will grow. Social interaction is probably one of the most effective way of reaching our target audience.