MTV GOOGLE Alliance Case Study

8/7/2019 MTV GOOGLE Alliance Case Study

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FSM CIA 2FSM CIA 2

1021301 Ajay Kumar Chaubey1021310 Bharadwaj Varma1021319 Kumar Gaurav1021327 Raunak Doshi1021335 Unnikrishnan V1021343 Kritika Sethi1021351 Shubha S V


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SummarySummary

In August 2006, MTV Networks Google : A strategicagreement

to share its video content across Googles network(distribute ad-supported video content to niche websites and

blogs)

Purpose generate interests among content owners, web publishersand advertisers.

Create new revenue opportunities for both Google and

MTV.

Scope of the case - The emerging avenues in theInternet (with respect to the video distribution deal ofMTV and Google).


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About GoogleAbout Google

Founded by Larry Page and Sergey Brin in1998

By June 2000, Google became the largestsearch engine on the web

Initially identified two complimentarybusiness lines for revenue generation-search services and advertising.

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SWOT AnalysisSWOT Analysis -- GoogleGoogle

Strengths: Speed and

Accuracy

Ease of Use

Weaknesses: Over focus on

search and

advertising.

Opportunities: New Ventures Capture Market-

share

Threats: Competition from

Yahoo, MSN, Asketc.

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Ads , created and placed on Google partner website. Ads created in terms of keywords Keywords are fine tuned again and again Advertisers charge one time registration fees and on per

click basis afterwards.

Cost Effective

Fast and Accurate

Advertising Budget

Drive customers to your Website

Allowing advertisements(text, image or video) on website. Advertisements administered by Google and revenue

generated on per click basis


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Purchasing advertisementPurchasing advertisement

CPM Cost per thousand

Resembles offline advertising

CPC Cost per click

Payment on the basis of user per click

E.g. Google AdWords

CPA Cost per action

Payment on the basis of transaction

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Revenue ModelRevenue Model -- GoogleGoogle

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About MTVNAbout MTVN

Integral part of the cable network segmentof Viacom Inc.

MTV, MTV2, mtvU, VH1, LOGO,Nickelodeon, Comedy Central, Spike TV,CMT

MTV- 1st 24 hr music network

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SWOT AnalysisSWOT Analysis -- MTVNMTVN

Strengths: 1st 24-hr Music

Video

Channel Wide range of

audience

Weaknesses: Less visibility on

the Internet

Opportunities: Capture

Market-share

Threats: Competition

YouTube,Guba

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GoogleGoogle-- MTV Video DealMTV Video Deal

MTVN entered a strategic partnership withGoogle

Increasing popularity of internet videowebisodes SpongeBob SquarePants, SouthPark etc.

Aimed to set itself apart from other websitesthat offered videos without any review ofcopyrights or without the owners permission,like YouTube.com.

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SWOT of the StrategicSWOT of the Strategic

AllianceAlliance

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Strengths: Collaboration of

good brand names Makes it a One-stop

shop. Distribution of

licensed videos atcheap prices.

Weaknesses: Insufficient

marketing of

the alliance.

Opportunities: Capture market

share of YouTubeand othercompetitors.

Sell more videos

Threats: Competition from

Guba, YouTube,VideoEgg etc.

Availability of freeunlicensed videosonline.


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7 Ps of Service Marketing7 Ps of Service Marketing

Collaborated video sharing by MTVN and GoogleProduct

Websites of the Google Network

Existing websites of MTVNPlace

AdWords

AdSensePromotion$1.99 for each webisode

CPM, CPC, CPA

Revenue sharing modelPrice

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7 Ps of Service Marketing7 Ps of Service Marketing

MTVN gives video to Google

Google loads on 3rd party website

User pays and downloadsProcess

MTVN, Google, 3rd Party websitePeople

Video being downloaded and watched.Physical

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Competitor AnalysisCompetitor Analysis --

GoogleGoogle

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Competitor AnalysisCompetitor Analysis MTVNMTVN--

Google DealGoogle Deal Video sharing sites Top 12 Rankings:

Blip.tv 95 points

VideoEgg 94 points Dailymotion 91 points

YouTube 90 points

Veoh 87 points

Google Video 86 points

Source www.lightreading.com

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Benefits from the dealBenefits from the deal

For Google:

Increased revenue from advertisements.

User inflow of MTVNs loyal viewers.

For MTVN:

Increased presence on the Internet. Viewer inflow of Googles loyal users.

Revenue generation.

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LearningsLearnings

Revolution of internet marketing

Increase in brand awareness

Revenue model of internet marketing

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Thank You!Thank You!

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MTV GOOGLE Alliance Case Study

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