Print: Reach New Audiences & Generate Revenue with Online Video

contact: [email_address] 1-877-366-9252 Print: Reach New Audiences & Generate Revenue With Online Video Guest Presenters: Nick Thomas - Analyst, Forrester Research Howard Elston - Visual Development Manager, The Telegraph Media Group For Audio please dial: US: 1 888 268 4191 International : 1 617 597 5497 Access Code: 909 422 13#

Nick Thomas, Analyst Forrester Research For Audio please dial: US: 1 888 268 4191 International : 1 617 597 5497 Access Code: 909 422 13#

Howard Elston, Video Development Manager The Telegraph Media Group For Audio please dial: US: 1 888 268 4191 International : 1 617 597 5497 Access Code: 909 422 13#

Overview Telegraph Media Group Limited operates as a newspaper publisher in the United Kingdom.
- Publishes telegraph.co.uk; The Daily Telegraph; The Sunday Telegraph,
including Stella and Seven magazines; and The Weekly Telegraph.
- Telegraph.co.uk - 27 million + uniques per month
- The Daily Telegraph- daily circulation of 700,000,
- The Sunday Telegraph - weekly circulation of 550,000.
- Telegraph Mobile - average 500,000 daily uniques
- Telegraph mobile App - over 500,000 downloads
- The company is based in London, the United Kingdom.

Objective We are broadening our focus to include both traditional print as well as digital media to create new revenue streams and reach larger audiences.
Online Video Objectives:
- Provide richer story telling and experience
- Strengthen brand engagement with additional offline media channels
- Drive new revenue opportunities
- Extend reach of content - both VOD and Live

OVPs Initial In-House Model: - The initial start was simple hyperlinks to Windows media video clips, hosted on premise. This lead to an in-house flash player with a simple CMS and XML management tool. New OVP Model: - With the growth of video, OVP was introduced, to cope with the demands and also to improve the whole video experience. - The change now is focused around engagement, monetization and analysis. - Partnership is key, so we all learn and grow in this arena.

Key Performance Metrics 1) Accepted measures/units for Advertisers/Agencies: - User Initiated Plays - Ads Served - Pre-Roll and Companion Ads (Inskin Media) 2) Engagement Metric - Discussions with ABCe and Agencies (Dwell Time)

Strategy Increase reach of content by understanding user behavior and leveraging syndication tools. Reach - It has been extremely useful to understand the reach of our content by location and users. By understanding user behavior and consumption about our audience we are able to further optimize the type of content offered. Syndication - We leverage syndication controls to push our content to key websites outside of our domain.

Results
Viewership
- Global viewership of 1.7M UIP; With a share of 768K UK.
We are noticing growth but need to understand more about
our audience, engagement trends, drop off, completion,
repeat viewing, and in stream analysis.
Great content distribution
- As we continue to syndicate content it is important for us to gain more insight into where the traffic is coming from and how the content is being shared (viral, share, embed).
Automation
- Improvements made with CMS integration, web and video.

Lessons Learned - Never underestimate how much is involved. Our toughest challenge was the integration with our web publishing CMS. We were able to achieve this, demonstrating a huge step forward for the internal processes and work flow improvements. - Development should not stop once the implementation is complete. The key is to constantly develop and continue optimizing. - Migration of 22,000 assets linking to 10,000+ articles in Web CMS. - The change enabled TMG to set new video standard, H.264.

Best Practices - Involve the stake holder in every step; this will make the implementation far easier and ownership is shared. - Clarify what is happening at every stage of the implementation/release. - Educate - explain terms, lingo, features & functionality. - Continual engage with stake holders after the implementation.

Future Vision
- Video is a part of TMG’s strategy, the focus is to build audience and offer a rich selection of content, services and commercial opportunity to our partners.
- Recent success has come from live stream events,
Blair Chilcot Inquiry; 60,000 UIP and 18,000 HoP
Hockey World Cup; Live and highlights 80,000 UIP and 40,000 HoP
- There are plans to do more live events with interactive (Quick.tv) and PVR element, making for a very engaging offer for our audience and sponsors.

Questions? Please enter your questions using the chat window. To register for upcoming Industry Webinars please visit: http://go.ooyala.com/IndustryWebinars.html Thursday, April 15th 11 am PDT / 2 pm EDT

Print: Reach New Audiences & Generate Revenue with Online Video

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Print: Reach New Audiences & Generate Revenue with Online Video Presentation Transcript