MediaDefender 1 From Anti-Piracy to Promotion What weve tried What has worked, and what hasnt Branding Campaigns.

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Presentation transcript:

MediaDefender 1 From Anti-Piracy to Promotion What weve tried What has worked, and what hasnt Branding Campaigns

MediaDefender 2 Anti-Piracy Service Provider Music, Movies, Television, Software, Video Games, Anime, Comic Books, etc… June 2007: Active: 3,000 projects, 75,000 titles Electronic Countermeasures: decoys and spoofs Thousands of servers and 10 Gigs of bandwidth (6000 traditional T-1 lines) Overwhelming presence on: BitTorrent, eMule, Overnet, Gnutella, FastTrack, Ares, DirectConnect, Shareaza/Gnutella2, SoulSeek, Piolet

MediaDefender 3 Various Campaigns Spoof-to-sell –Drove millions of users to the 2 largest online music retailers Sampling / Demos –30 second track sample –Movies and Video Game trailers –Playable PC game demo Branding Campaigns –Branded Content Packaged Goods Consumer Electronics Lifestyle/Apparel

MediaDefender 4 Popular Sport Drink – December ,744 files were pushed out: 3 different commercials 58,497 (77.23%) unique people downloaded the files 56,035 (74%) files were opened by users in the reporting period –That percentage will approach 100% as the campaign continues because users dont always open files right away 65% of files were downloaded by US users 17,830 impressions were delivered to stream sites –15,970 to YouTube –1,880 to AddictingClips All this in just 2 Days!

MediaDefender 5 Branding Campaigns Why are we headed down this path? –Limited success with other models –Cant compete against FREE -.mp3 and.avi –The Track-Ability Pitfall –CPM Based ROI Pitfall –Insights from traditional non-internet advertising Success in selling products you cant buy online!