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SkySports Transfer Deadline Day

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Presentation by Sky Sports at Digital Sports London event, looking at their multi-platform approach to Transfer Deadline Day in August 2013.

Presentation by Sky Sports at Digital Sports London event, looking at their multi-platform approach to Transfer Deadline Day in August 2013.

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  • Help sports fans make the choice, the FIRST service they turn to to.Key to this is a service that looks, feels and behaves like a Sky Sports service, AND is relevant to the screen, location and context the user finds themselves. Each screen should feed, complement and support each other.For an increasing amount of people their first experience of Sky Sports is via a digital screen, the channel no longer exists just on TV and it’s important the digital team is a core part of Sky Sports
  • Content -> news, insight, premium coverageLive scores -> Data, speed, accuracy and authorityInnovative ways to watch -> multi-platform, social media, extend reach … keeps people coming back so that they can engage with more content, etc.
  • Cross platform -> Move towards responsive, new PL ‘look’Premium features -> CCAST, ‘red button’ from Sky Go, Ashes demoReach -> SEO work, Social presence
  • Integrating talent, telling better stories, using rights to full extentNew ‘news story’ template, Gary Neville story with 3 min highlightsSky Sports Today
  • Integrating talent, telling better stories, using rights to full extentNew ‘news story’ template, Gary Neville story with 3 min highlightsSky Sports Today

SkySports Transfer Deadline Day SkySports Transfer Deadline Day Presentation Transcript

  • Sky Sports Digital Media 2013 FIA World Championship
  • 2 1 MORNING AFTERNOON EVENINGBREAKFAST LATE NIGHT The destination of choice for UK sports fans: CHANNEL MOTIVATION What have I missed? What is happening today? What’s live now? What can I share? What’s on? What’s the score ? Wrap up
  • Seamless coverage Fastest scores & news Creating the digital destination of choice More opportunities to watch Flexible platform
  • 4 More opportunities to watch • 3.1m users • 16m viewing sessions - Ashes • 350k watching Real Madrid v Man Utd • A new audience
  • 5 Innovation and choice
  • First for breaking news & scores
  • Seamless coverage: Deadline Day
  • 8
  • 9 Deadline Day in numbers 120 The number of reporters and cameraman waiting to break the big stories on SSN 6.9 million The number of unique visitors to Sky Sports Digital Platforms on Sept 2nd 800,000 The number of streams of SSN Radio online and through our apps 518,000 Views of Grabyo content across platforms on the day 174,000 The number of Sky Sports audio clips played in Soundcloud on deadline day 44% Increase of traffic to skysports.com from the previous August Deadline Day 70% The percentage of people using mobile platforms during our peak audience times (10pm -11pm) 158,000 The number of people who clicked into Sky content from on our Facebook page 194,000 The number of mentions @SkySportsNews received between 6am and midnight
  • 10 0ver 3.6 million unique users on Deadline Day on mobile web and apps Audience peaked on the iPad app between 9pm and 10pm Mobile specific content, particularly for the iPad with infographics 60% of the mobile traffic came between 3pm and midnight Wherever you were...
  • 11 Our hub for transfer news Transfer Clockwatch • The most popular web story on ss.com from August onwards • Video, audio, imagery, social and the latest news in a one stop shop. Transfer Debate • Rolling debate on the days events as they happened • More interactive than the clockwatch Transfer Centre • Bespoke video show produced from August, including SSN talent • Over a million views from August 1st
  • 12 Social Media • 192,256 mentions of @SkySportsNews • 139,116 uses of #SkyDeadlineDay • 158,000 clicks on content via FB • 4.9% conversion of FB Reach • Average of 18% of external traffic to ss.com coming from Social Media
  • 13 Real Time Video • 32 videos • 515,000 views on the day • A further 15,000 views afterwards • Ozil signs received over 60,000 views • Average of 17k per video
  • 14 Conclusions… • The shift to mobile is accelerating… • Live/Real Time are increasingly the major traffic drivers. • Social Media continues to drive more people to our platforms than ever before. • A cross platform approach brings increasing loyalty. • Our audience moves across the day, make sure you move with them.