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James Miner, ESPN - 'Digital Experiences'
 

James Miner, ESPN - 'Digital Experiences'

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iStrategy Conference 2011: James Minor, ESPN 'Delivering Multiplatform Digital Experiences' Keynote Session (Day Two)

iStrategy Conference 2011: James Minor, ESPN 'Delivering Multiplatform Digital Experiences' Keynote Session (Day Two)

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    James Miner, ESPN - 'Digital Experiences' James Miner, ESPN - 'Digital Experiences' Presentation Transcript

    • Delivering Multiplatform Digital Experiences James Miner SVP, Digital Media ESPN STAR Sports jamesminer@espnstar.com
    • “Believe in enabling the business to operate no matter what the next big thing is, and letting other people catch up. Our role is to inspire innovation through experimentation.” Max Mancini, Platforms and Disruptive Innovation, Ebay
    • Delivering Multiplatform Digital Experiences INTEGRATION Connecting Platforms Using Unified CMS, RSS, CDN, and Social Platforms STREAMING ICC Cricket World Cup 2011 – Global Streaming Case Study INNOVATION New Platforms Creating New Opportunities
    • INTEGRATE: Connecting Across More Platforms Platform Evolution • Fans connect to their sports at home, work and on mobile - anywhere, anytime, on the best available screen. Asia Market Connections*:  968MN TV Sets Where Asian Fans  800MN Internet Users Watch TV Content*: 17MN AU Internet Users** 1. 77% TV  350MN 3G+ Subscribers 2. 63% PC  135MN Smart Phones 3. 38% Mobile  6.5MN Tablets 4. 19% Other Hand Held  143 million Facebook Users *2011 Disney Research, ** Nielsen 2010
    • INTEGRATE: Unified Experience Platform SOCIAL MOBILE The Connected Network VIRAL TABLET SMART TV BROADBAND ESPN STAR SPORTS *2011 Disney Research
    • INTEGRATE: The Best Screen Available Approach
    • INTEGRATE: More TouchPoints = More Engagement Multiple Platforms Increases Engagement • Media Usage across multiple platforms is not a Zero Sum Gain. So reaching across every touch point increases engagement, not cannibalization. Non-TV Media A V G D A I LY U S A G E : T E L E V I S I O N B A S E TV E S P N F I FA W O R L D C U P R E S E A R C H 7:34 3:09 4:09 4:40 1:17 1:24 4:37 0:46 1:46 1:17 2:21 1:24 2:23 2:23 2:19 No TV 2:57 TV Only TV + 1 TV + 2 TV + 3 TV + 4 *2011 Disney Research
    • INTEGRATE: More TouchPoints = More Engagement Multiplatform Advertising Drives Value • Media Usage across multiple platforms Increases Value for Advertisers as Measured During the FIFA World Cup. A F F I N I T Y/ FAV O R A B I L I T Y PURCHASE INTENT 80% 80% 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0%Client 1 TV TV + TV + TV + ALL 0%Client 2 Only 1 2 3 TV Only TV + 1 TV + 2 TV + 3 ALLClient 3 * ESPN 2010 World Cup Cross-Platform Study
    • Delivering Multiplatform Digital Experiences INTEGRATION Connecting Platforms Using Unified CMS, RSS, CDN, and Social Platforms STREAMING ICC Cricket World Cup 2011 – Global Streaming Case Study INNOVATION New Platforms Creating New Opportunities
    • STREAMING: Cricket World Cup Case Study  In February 2011 ESPN STAR Streamed the ICC Cricket World Cup 2011.  The Event was carried on TV Networks – and on ESPNSTAR.com, ESPNPLAYER, ESPN3 Broadband, and Vodafone India.  Here’s What We Learned: Keep it Simple Protect it Prepare to Scale  Let’s See What Happened…
    • STREAMING: Keep It Simple Minimize the Moving Parts!  Reduce the Points of Failure  Reduce Time to Debugging  Maximize Opportunities to Optimize  Maximize the End User Experience The Original ConfigurationWEB - CMS Web Hosting Double Click VIDEO Ad Serving 3RD Party Token Streaming Ad Serving AD Media Server Storage
    • STREAMING: Keep It Simple Minimize the Moving Parts!  Reduce the Points of Failure  Reduce Time to Debugging  Maximize Opportunities to Optimize  Maximize the End User Experience The Optimal Configuration Web & Ad & Video Ad Serving Token Server Streaming
    • STREAMING: Protect Your Content Protect It  Prepare For Piracy  Utilize Industry Leading Solutions  Token, Authenticate, Flash Access  Innovate Faster than the Pirates  Content Can Pop-up Anywhere  “IP Display” Stopped Piracy 100%
    • STREAMING: By The Numbers New Records Set for India Market * Verified by AKAMAI  65MN Videos Served (1.5x the Old Record)  10MN Streams for IN vs.Pak Semifinal  Over 70GBPS Served at Peak (2x the Old Record)  Over 1.39BN Impressions Served by Doubleclick during the CWC2011 on espnstar.com (*not a confirmed record) The CWC2011 was carried across the globe on ESPN and STAR Cricket TV – and On ESPNSTAR.com, ESPN Player, ESPN3, and Vodafone 3G Networks.
    • STREAMING: By The Numbers for AustraliaThe Cricket World Cup Increased Online Sports Traffic across Australia. Victoria Consumes 28.1% of All Online Sports Content – just behind NSW at 28.9%. NOTE: Crictime.com carries the Cricket Streaming in Australia – and seemed to be very popular with Australian Fans.
    • Delivering Multiplatform Digital Experiences INTEGRATION Connecting Platforms Using Unified CMS, RSS, CDN, and Social Platforms STREAMING ICC Cricket World Cup 2011 – Global Streaming Case Study INNOVATION New Platforms Creating New Opportunities
    • INNOVATION: Merging Live Streaming, Scores & Social LIVE – Video on Demand – Unique Camera Feeds Twitter Feeds – Facebook – Latest Scores
    • INNOVATION: Merging Live Streaming, Scores & Social LIVE – Video on Demand – Unique Camera Feeds Twitter Feeds – Facebook – Latest Scores
    • INNOVATION: Smart TV - Internet & TV Content
    • INNOVATION: Mobility Drives New Opportunity Mobility Platforms “Mobility” Applications reach fans wherever whenever they want to connect. Fans can access live scores, video on demand, Live Events, and ESPN TV. Summary:  Integrated Content via RSS, Cloud Hosting  News, Scores, Videos, Images, Streams  Android, iPhone, iPad, OVI Versions  Live Streaming of ESPN TV and Events These platforms create a stronger market position and deeper fan engagement.
    • Delivering Multiplatform Digital Experiences James Miner SVP, Digital Media ESPN STAR Sports jamesminer@espnstar.com