MediaDefender

1
MediaDefender

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

2
MediaDefender

• 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

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

4
Popular Sport Drink December 2006

• 75,744 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!

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!