Ellen Digital Ventures

Part
01
of four
Part
01

EDV - Apps

The ellentube app, Heads Up, Ellen's Game of Games, The Truth Comes Out, Ellen’s Emoji Exploji, We Love Allen, Dice with Ellen, Hot Hands, Ellen's Road to Riches Slots, The Ellen Show, and PSYCH are the gaming/apps created and owned by Ellen Digital Ventures.

Existing mobile applications created and owned by Ellen Digital Ventures

Ellen's Game of Games

  • This is an app to play "fun trivia games" with real players as it happens in the games showcased on the TV show by Ellen, titled, "Game of Games".
  • Viewers of the TV show, "Game of Games", can play along with the show using this app and win prizes.
  • The Truth Comes Out

    • This is a party game app that friends can play together (source 1)
    • The game requires the player to answer funny questions about their friends, and also allows their friends to rate the answers.
    • The player is awarded scores when the friend rates their answers.

    The ellentube app

    • The official app of all Ellen shows.
    • It allows users to watch Ellen TV shows, fan videos, and video clips from previous seasons.

    Heads Up

    • This is an app to play the Heads Up game played in the Ellen DeGeneres show.
    • The app allows the player to play the game with their friends.
    • There are many gaming categories available and players can create their gaming category too.

    Hot Hands

    • This is an app to play "the tip-of-the-tongue game" played in The Ellen DeGeneres Show.
    • The game is played by identifying a celebrity from a picture in 3 seconds and pressing the red button.

    Ellen’s Emoji Exploji

    • This is an app that allows the user send fun emojis and animations.
    • The app claims to turn the user into an "Emoji Exploji devoji".

    Heads Up! Kids

    • An app that lets the user to play with their kids of all ages and learning levels.
    • The first teammate in the game plays a guessing game using clues to guess a picture imagined by the second teammate.

    PSYCH

    • A party game app played among friends.
    • Each player makes up mock answers to trivia questions.

    Ellen's Road to Riches Slots & Casino Slot Games

  • This gaming app allows players to enter the TV show game, slot reel of the day, and win prizes by providing the winning solutions in-game.
  • This is a social casino game, according to Ellen DeGeneres.
  • Dice With Ellen

    • This is a board game app for android users.
    • The players play the game by rolling the dice with Ellen and they can play this game with friends and family.

    The Ellen Show

    • This app allows the users to watch 15 seasons of Ellen DeGeneres show.
    • This app is available for free to Android devices.

    We Love Ellen

    • This is a free news and magazine app for android devices.
    • This app allows its users to buy Ellen show tickets.

    Upcoming Apps

  • The website page on apps and games of Ellen Digital Ventures did not list any upcoming apps.
  • There are no mobile applications currently in development by Ellen Digital Ventures.
  • Digital property owned and/or managed by Ellen Digital Ventures

    Usage/download stats as available for any of the identified digital properties

    Part
    02
    of four
    Part
    02

    EDV - Digital

    Ellen Digital Ventures distributes content across multiple media platforms including television, digital media, mobile phones, apps and games, an official website called Ellentube, and through social media platforms including Facebook, Twitter, Instagram, Pinterest, Snapchat, and YouTube. The digital content strategy of the company includes short-form video, mobile gaming content, user-driven content, and branded advertising content, all of which is united by the brand charisma of Ellen DeGeneres.

    DISTRIBUTION CHANNELS ELLEN DIGITAL VENTURES USES TO DISTRIBUTE CONTENT

  • Ellen Digital Ventures distributes content across multiple media platforms that include television, digital media such as mobile phones, official website — Ellentube, social media platforms, and gaming platforms.
  • Ellen Digital Ventures distributes its content through 'The Ellen DeGeneres Show', which is a daytime talk show, on television.
  • In an attempt to engage the audience with games that are played on Ellen DeGeneres' TV show, Ellentube has apps and games that contain a wide range of digital content. The digital content that is distributed through this medium are games such as Game of Games, The Truth Comes Out, Heads Up, Hot Hands, and Psych; an emoji collection called Ellen's Emoji Exploji; and Ellen on the Go podcast.
  • All things Ellen can be found on Ellen Digital Ventures' official website, Ellentube. The content on this medium includes videos of Ellen's TV show, clips from the show's various seasons, along with the original ellentube series, and more. Ellentube has over 4.1 million views and 2.4 million followers.
  • The company distributes its digital series, FANtastic, through its official website, Ellentube, and can be accessed through mobile phones. The company also distributes its short-form video content through its own website.
  • The company also distributes content through the various social media channels that include Facebook, Instagram, YouTube, Snapchat, Twitter, and Pinterest. One of the main sources of video content distribution is Ellen Digital Ventures' YouTube channel called 'The Ellen Show'. Ellen Digital Network gets more than 1 billion views each month and has over 187 million followers on its social media channels.

  • DIGITAL CONTENT STRATEGY USED BY ELLEN DIGITAL VENTURES

  • In an interview with Fortune in 2016, Jill Braff, the then general manager of Ellen Digital Ventures explained the digital content strategy of the company as consisting of short-form video, mobile gaming content, user-driven content, and branded advertising content, all of which is united by the brand charisma of Ellen DeGeneres.
  • According to the current general manager of Ellen Digital Ventures, Michael Riley, the features of the company's content include kindness, authenticity, and fun. Short-form videos that can be easily viewed, shared, and downloaded is one of the primary digital content strategy adopted by the company.
  • Ellentube is found to offer original short-form videos with content that is directly delivered to the fans. The content shared through Ellentube website and the company's YouTube channel, The Ellen Show, presents a "new streaming economy". The videos presented on these mediums are built for mobile consumption and virility.
  • The Ellen Digital Network content is found to tap into the young talent and is often presented through brand integration.
  • The company's YouTube channel and Ellentube has a cumulative 55,400 followers and subscribers, as of May 2019.
  • The Facebook page of Ellen Digital Ventures has over 2.4 million cumulative followers and subscribers as of May 2019.
  • The Instagram page of Ellen Digital Ventures has 341,000 cumulative followers and subscribers as of May 2019.
  • The Twitter page of Ellen Digital Ventures has over 109,000 cumulative followers and subscribers as of May 2019.

  • HOW DIGITAL CONTENT STRATEGY IS IMPLEMENTED ACROSS EACH OF THE CONTENT DISTRIBUTION CHANNELS USED BY THE COMPANY

  • All digital series of Ellen Digital Ventures is featured on the company website, Ellentube.
  • The digital series, Internet Sensation Kalen Allen is featured across all the content distribution platforms.
  • The digital series, #BeeKind starring Beth Behrs, is also featured on the company's Instagram and YouTube channel.
  • The Ellen Show is a YouTube channel by Ellen Digital Network that distributes the company's video content.
  • Ellen Digital Ventures distributes its short-form videos through its own website, Ellentube
  • Ellen Digital Network distributes its apps and games through Google Play and App Store.
  • The user-generated content, Made by You, (photos and videos) is featured on Ellentube and the best of them are featured on The Ellen DeGeneres Show.

  • RESEARCH STRATEGY

    To identify the requested details for Ellen Digital Ventures, we began our search by looking through the official website of the company along with reports and articles published by media websites such as Forbes, and reports from industry-specific websites such as WarnerBros. An article published by Variety revealed that Ellen Digital Ventures (EDV) has bought a stake in The Ellen DeGeneres Show and hence television has been included as one of the mediums of the company's content distribution channels. A 2018 Warner Bros press release on its partnership with Ellen Digital Ventures states that the main products of the partnership include a number of digital series featured by the website, Ellentube. Hence, it is assumed that EDV distributes its content through digital media as well. The mobile games and other apps showcased on the company website proves that 'mobile phones' is also a content distribution channel for the company. The home page of Ellentube provides a list of its social media pages such as Facebook, Twitter, Instagram, and Pinterest. Each of the company's social media pages features a wide range of content created by the company.

    In an interview conducted by Fortune, Jill Braff, the then GM of Ellen Digital Ventures provided a brief statement of the digital content strategy adopted by the company. Later in 2018, the nature of the digital content was described by Michael Riley, the current general manager of Ellen Digital Ventures. The way in which the company's content strategy plays out has been found in terms of the number of views, followers, and subscribers across various social media platforms.


    Part
    03
    of four
    Part
    03

    EDV - Strategy

    The business model of the Ellen Digital Ventures (EDV) is to make profits by monetizing pop culture-based, short-form video entertainment through diversified products such as gaming apps and video series and addressing a target audience of television, social media, and gaming audiences of The Ellen DeGeneres Show. The merchandising strategy of EDV is through diverse products that are directly or indirectly priced, design interventions within and outside the company product realm, and a marketing strategy that draws heavily on The Ellen DeGeneres Show, distributes content across diverse communication and media platforms, and draws on social media and the interactivity of the content.

    BUSINESS MODEL

    • The company's business model partly is to partner with a media giant such as Warner Bros in order to capitalize upon the popularity of Ellen's award-winning TV show and through this, create a digital business that addresses the target market of Ellen's television, social media, and gaming audiences.
    • The business model is aimed to make profits by monetizing pop culture-based, short-form video entertainment through diversified products addressing a target audience.

    PLAN FOR MAKING PROFIT
    • The LinkedIn page of Ellen Digital Ventures (EDV) says that it is "a new venture between Ellen DeGeneres and WBTVG that extends Ellen’s award-winning television franchise into a robust digital business, leveraging Ellen’s vast social and gaming audiences".
    • Partnership with an established media house like Warner Bros and creation of a digital business are part of the profit-making plans of Ellen Digital Ventures.
    • In 2016, Fortune reported that Ellen Digital Ventures was "monetizing 'snack-sized entertainment' on consumers’ smart phones", a statement that describes its profit-making plan.

    TARGET AUDIENCE
    • The target audience of EDV is the television, social media, and gaming audiences of The Ellen DeGeneres Show.

    PRODUCTS TO SELL
    • Alana Calderone, the company's SVP for brand content and partnerships has observed that "Ellen Digital network is a pop culture machine" suggesting that it sells pop culture products.
    • The company has identified the products and services it will sell, which include short-form and original video series, gaming apps and other apps, and these products form part of the company business model.
    • In 2016, Fortune reported that the business model of EDV was a new one and amounts to creating "new web and social-media series" for "TV-to-online brand integration".
    • The same article reported that Ellen Digital Ventures was "monetizing 'snack-sized entertainment' on consumers’ smart phones", a statement that describes and defines the products of the company.


    MERCHANDISING STRATEGY

    The merchandising strategy of Ellen Digital Ventures is diverse products that are directly or indirectly priced, design interventions within and outside the company product realm, and a marketing strategy that draws heavily on The Ellen DeGeneres Show, distributes content across diverse communication and media platforms, and draws on social media and the interactivity of the content.

    SETTING A PRICE
    • In case of digital products, the prices set for the products, display designs created, marketing strategies employed, and discounts/coupons established are the major components of merchandising strategy.
    • Ellen Digital Ventures has tied up with Apple Podcasts and Spotify to sell many of her products through them via subscription, indicating that the company is setting indirect prices for its products.
    • EDV has a free ad-supported tier.
    • Ellen Shop sells apparels and accessories at a price.
    • ED by Ellen is another online shop that sells products at a price.

    DESIGN AND DISPLAY
    • The website design of Ellentube that incorporates short form and shareable videos, games, and apps is very unique. The video series created by the company have a new design and format.
    • The games and apps developed by the company are unique in design.
    • The design interventions that Ellen DeGeneres makes with respect to home decor, apparel, and furniture through tie-ups with Thomasville, Loloi, and Royal Doulton, have unique designs.

    MARKETING STRATEGIES
    • Building an organic brand of Ellen DeGeneres is one marketing strategy adopted by Ellen Digital Ventures, according to Michael Riley, general manager of EDV by putting her strong brand across different digital platforms.
    • Building new and young audiences through Ellentube and maintaining traditional audiences through social media platforms like Facebook and Twitter is one marketing strategy adopted by EDV. It is an interactive content-based strategy.
    • Maintaining the original tie to the Ellen DeGeneres TV show by all other content ever produced is one marketing strategy adopted by EDV.
    • The marketing strategy of EDV involves bringing in outside and young talent to add value to the content of their own along with brand sponsorships.

    RESEARCH STRATEGY:

    ON BUSINESS PLAN

    Investopedia defines a business model as "a company's plan for making a profit" and a plan that "identifies the products or services the business will sell, the target market it has identified, and the expenses it anticipates". As there is no information on the business model of the Ellen Digital Ventures readily available online, we decided to find out each component of the business model separately as described in the above definition. For this, we tried to find out what the company representatives as well as major corporate websites say about the business model of Ellen Digital Ventures.

    The LinkedIn page of Ellen Digital Ventures (EDV) says that it is "a new venture between Ellen DeGeneres and WBTVG that extends Ellen’s award-winning television franchise into a robust digital business, leveraging Ellen’s vast social and gaming audiences". From this statement, it is assumed that the partnership with an established media house like Warner Bros and creation of a digital business are part of the profit-making plan of Ellen Digital Ventures. It is assumed from the LinkedIn introductory statement of the company that the target audience is the television, social media, and gaming audiences of The Ellen DeGeneres Show. Hence, it is also assumed through triangulation that the company's plan for making profit is to partner with a media giant such as Warner Bros in order to capitalize upon the popularity of Ellen's award-winning TV show and through this, create a digital business that addresses the target market. As this plan addresses two crucial elements of a business model, namely the profit-making plan and the target audience, this is assumed as part of the business model of Ellen Digital Ventures.

    Business Women reported Alana Calderone, the company's SVP for brand content and partnerships as observing that "Ellen Digital network is a pop culture machine", indicating that the products of the company are pop culture products. The product slate of the company consist of many original video series — Momsplaining with Kristen Bell (Season 2), FANtastic, tWitch Please…Help Me Dance!, Internet Sensation Kalen Allen, #BeeKind starring Beth Behrs, and an Untitled Hannah Hart Project, according to streaming Media.com. The website of the company, Ellentube, also provide information that the company sells products such as gaming apps and other apps. All these products are also part of the business plan of Ellen Digital Ventures. Hence, it is assumed that the company has identified the products and services it will sell and they form part of the company business model.

    In 2016, Fortune reported that the business model of Ellen Digital Ventures was a new one and amounts to creating "new web and social-media series" for "TV-to-online brand integration". The report also stated that Ellen Digital Ventures was "monetizing 'snack-sized entertainment' on consumers’ smart phones". This statement describes the products of the company as well as its profit-making plan. From all the above insights into the business model of Ellen Digital Ventures, it is assumed that the business model of the company is to make profits by monetizing pop culture, short-form video entertainment through diversified products such as gaming apps and video series and addressing a target audience of television, social media and gaming audiences.

    The only thing missing among the components compiled in this business model is the anticipated expenses part. We tried to find out the financial data about Ellen Digital Ventures from corporate profiling websites such as Crunchbase and Craft.co but data on expenses of the company is not available. We also tried to find out the annual report of the company but that also is not available online. We also checked interviews of the company senior officials as cited in various news reports but these interviews do not give financial information related to expenses or initial investment. Hence, we triangulated the business plan using the rest of the components we had identified and compiled.

    ON MERCHANDISING STRATEGY

    Investopedia defines merchandising as "the promotion of goods and/or services that are available for retail sale" which includes "the determination of quantities, setting prices for goods and services, creating display designs, developing marketing strategies, and establishing discounts or coupons". In the digital product world, there is no scope for determining quantities of products. However, the prices are set for the products, display designs are created, marketing strategies are employed and discounts/coupons are established. As there is no precompiled information on the merchandising strategy of Ellen Digital Ventures, we decided to triangulate the merchandising strategy by finding the components of the strategy as listed above.

    The website of the company gives the information that Ellen Digital Ventures has tied up with Apple Podcasts and Spotify to sell many of its products through them via subscription. This indicates that the company is setting indirect prices for its products. Also, the online retail shops, Ellen Shop and ED by Ellen sell products at a price. Hence, it is assumed that setting prices to products is part of the merchandising strategy of the company. The website design of Ellentube, the new formats in which the video series are created by it, the unique games and apps developed by the company, and the design interventions that Ellen DeGeneres makes with respect to home decor, apparel, and furniture through tie-ups with Thomasville, Loloi and Royal Doulton, all suggests that the company has a keen interest in the display and design of its products. Websites such as Elle Decor and Furniture Today have published reports on these design interventions of the company and Ellen DeGeneres. Hence, it is assumed design and display of products is part of the merchandising strategy of the company.

    There are also many marketing strategies developed by the company as is delineated by Michael Riley, general manager of Ellen Digital Ventures, in a podcast interview given to Variety.com and also observed by a Forbes article and an article published in The Business Journals. These marketing strategies are detailed above. From the above components, the merchandising strategy of Ellen Digital Ventures is triangulated as diverse products that are directly or indirectly priced, design interventions within and outside the company product realm, and a marketing strategy that draws heavily on The Ellen DeGeneres Show, distributes content across diverse communication and media platforms, and draws heavily on social media and interactive content.


    Part
    04
    of four
    Part
    04

    EDV - Sponsorships

    Ellen Digital Ventures (EDV) is a joint venture firm between Warner Bros and Ellen DeGeneres. The company has brand sponsorship programs with Walmart, Chevrolet, Cheerios, Thomasville, Loloi, Royal Doulton, PetSmart, Spotify, TCL Corporation and Visa Inc. and also with celebrities such as Ashley Graham, Ayesha Curry, Kristen Bell, Hannah Hart, Tyler Oakley, Lea Michele, Kalen Allen, and Jay Shetty.

    BRAND SPONSORSHIPS ACROSS ALL CHANNELS

    DIGITAL

    • Ellen Digital Ventures is a joint venture firm between Warner Bros and Ellen DeGeneres.
    • Ellen Digital Network is a digital brand sponsorship initiative by Ellen Digital Ventures.
    • Ellen Digital Network enables "cross-platform advertising and integration opportunity for brands" to work in association with the content produced and marketed by Ellen Digital Network.
    • Ellen Digital Network provides the digital platforms, Ellentube which is a short form video entertainment platform, social media platforms of Ellen DeGeneres, and the gaming apps of Ellen Digital Ventures to its brand partners.
    • Ellen Digital Ventures has entered into a brand sponsorship with digital celebrity Jay Shetty, whose motivational posts on social media won him 26 million followers, and the partnership will deliver content across different media and digital platforms.

    ONLINE

    • Ellen DeGeneres is doing a Netflix stand up show titled, Relatable, though this is not a brand sponsorship program but she is signed in as the host of the show.
    • The brand sponsorship programs launched by Ellen Digital Network are:
      • "Fearless" with Ashley Graham, partnering with body activist and supermodel Ashley Graham.
      • Ayesha Curry Project, a program in which the mom-restauranteur, Ayesha Curry tells her success story of growing from a chef to a business entrepreneur
      • "The Build Up" with The Cousins, where cousins Anthony Carrino and John Colaneri are rebuilding houses for those who lost them in Hurricane Sandy
      • "tWitch, Please…Help Me Dance!" (Season 2), where Ellen’s resident DJ, tWitch is teaching and motivating people to dance.
      • "Momsplaining" with Kristen Bell (Season 3), with actress and TV personality, Kristen Bell.
      • OMKalen, partnering with Kalen Allen, who is famous for his "Kalen Reacts" videos.
      • A Decent Proposal, partnering with creator and actor, Hannah Hart.
      • Well, Well, Well with Lea Michele, partnering with Lea Michele, the actress and singer.
      • The Tyler Oakley Show, partnering with Tyler Oakley, a YouTube celebrity.
      • Chevy Watch & Win, partnering with Chevrolet, the car manufacturer.
      • Ellen & Cheerios One Million Acts of Good, partnering with Cheerios.

    TV

    • The Ellen DeGeneres Show is a TV show co-owned by Ellen DeGeneres and this show is sponsored by Spotify, TCL Corporation, and Visa Inc.

    OTHERS

    • Ellen Digital Ventures has partnered with the musical competition app, Chosen, and invested in it.
    • Ellen DeGeneres has partnered with Walmart for a denim-based clothing line called EV1.
    • Ellen Digital Network has launched the brand sponsorship program, BeeKind with Beth Behrs, which is an Instagram series hosted by actress Beth Behrs and talks about the contribution of bees to human life.
    • EDV has partnered with furniture firm Thomasville, rugs manufacturer Loloi and tableware manufacturer Royal Doulton to create its ED lifestyle brand.
    • The company has partnered with Spotify to distribute Ellen's podcasts.
    • The company has partnered with Wondery, a global podcast company to distribute Ellen podcasts titled, Ellen On the Go.
    • EDV has partnered with PetSmart to launch the pet product line of its ED lifestyle brand.

    RESEARCH STRATEGY:

    The Ellentube website and a Warner Bros article on Ellen Digital Ventures were used to provide the details of the brand sponsorship programs the company has with different celebrities. News and entertainment news portals like The New Yorker and Variety, and sponsorship data website SponsorPitch were used to provide information about the TV show brand partnerships of the company. The company website, Elle Decor, and the Walmart website was used to provide the information on the brand sponsorships behind the ED lifestyle brand by Ellen Digital Ventures, as well as news articles on some latest partnership programs being launched by the company.
    Sources
    Sources

    From Part 03
    Quotes
    • " Ellen Reveals Her Third BE KIND. by ellen Subscription Box! The BE KIND. by ellen subscription box was created in 2018 as a way to help others spread kindness and focus on brands and products that do social good. "
    • " First Ever 'Ellen on the Go' Video Podcast! In our first video recording of Ellen’s podcast "Ellen on the Go," our four Executive Producers – Mary Connelly, Ed Glavin, Andy Lassner and Kevin Leman – talk to our awesome talent producer Matt Wright. They chat about Taylor Swift, Reese Witherspoon, and dish some behind-the-scenes stories. Catch the "Ellen on the Go" podcast every Tuesday and Thursday by subscribing on Apple Podcasts or Spotify!"
    From Part 04
    Quotes
    • "Ellen Digital Network (EDN) is a premium cross-platform advertising and integration opportunity for brands to associate with the original content produced and distributed by the Ellen Digital Network in a positive, high-quality environment. EDN’s impressive reach includes 187 million followers and 1 billion views monthly across all platforms. EDN encompasses ventures including ellentube – a short form video space delivering fresh entertainment daily to mobile users globally – as well as ELLEN’s powerful social media reach, and the successful gaming app “Heads Up!,” which has been the #1 Paid App for the past four consecutive years in Apple’s App Store with over 39M downloads. EDN is part of Ellen Digital Ventures (EDV), a business initiative created by DeGeneres and Warner Bros.’ Digital Networks that extends DeGeneres’ award-winning television franchise into a robust digital business, leveraging her vast social and gaming audiences. Founded in 2014, EDV is led by industry veteran Michael Riley who serves as General Manager and works alongside “The Ellen DeGeneres Show” executive producers Mary Connelly, Ed Glavin, Andy Lassner and Kevin A. Leman II."
    Quotes
    • "Ellen DeGeneres’s Ellen Digital Network said it is creating a new series with Glee actress and singer Lea Michele. At its NewFront presentation on Wednesday, The Ellen Digital Network said the new series will be called Well, Well, Well with Lea Michele, and will offer health tips and comedic takes on current trends."