1) The document discusses how video has increased traffic and revenue for a news organization called Appledaily over the past 5 years. 2) Some types of videos that performed best included exclusive news stories, positive news, mini-series, entertainment, science/gadgets, and funny videos. 3) The organization found that decentralizing video production across departments and producing video content beyond just reprinted newspaper articles helped drive more traffic and ads revenue.

1. viDeo iS maGic?
viDeo is mAgic?
Christina Lo
Deputy Editor in Chief, Appledaily
christina@appledaily.com
http://bit.ly/2013-inculab-appledaily

2. viDeo iS maGic?
We took this jump 5 years ago...

3. viDeo iS maGic?
Discovery of what works best...
★ Video Curation of other news sources

4. viDeo iS maGic?
Video enhance audience engagement
❖ Increase time spent on site
Video homepage
Article homepage

5. viDeo iS maGic?
Digital traffic regains more than what print has lost
Total Views (Yesterday)
Today views (Till 13:10)
Average Daily Unique Users
(Last Month)
13 Nov 2013
Print Circulation

6. viDeo iS maGic?
Digital traffic regains more than what print has lost
Android
iPhone

7. viDeo iS maGic?
Digital traffic regains more than what print has lost
❖
Increase traffic enormously
~12M video views daily

8. viDeo iS maGic?
Traffic brings REVENUE

9. viDeo iS maGic?
all
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Sm
Start
… but we have a very humble start...

10. viDeo iS maGic?
all
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Start
New staff at start:
❖ 6 video editors
❖ 1 animation producer
Print staff:
❖ 2 - 3 reporters per news department → inhouse writers
❖ Photographer = Cameraman

11. viDeo iS maGic?
all
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Start
Repackage print contents to video product
★ Focus on storytelling and Video Editing skills
★ keep video short with add music

12. viDeo iS maGic?
all
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Day 1 … disappointing

13. viDeo iS maGic?
all
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Start
Day 7 … even worse -_-’

14. viDeo iS maGic?
Discovery of what works best...
★ Exclusive news
boosts up traffic enormously!
Bride-to-be died during slimming surgery
June 4
Top 1 video views:
39,967

15. viDeo iS maGic?
Discovery of what works best...
★ Exclusive news
boosts up traffic enormously!
Actress gave birth to Richard Li's first son
June 5
Top 1 video views:
298,820
7.5 times increase in
traffic!

16. viDeo iS maGic?
Discovery of what works best...
★ Exclusive news
This still works now!
Starbucks using public toilet water to
make coffee

17. viDeo iS maGic?
Discovery of what works best...
★ Positive news
18 men lift up minibus to save
woman beneath

18. viDeo iS maGic?
Discovery of what works best...
★ Mini feature series

19. viDeo iS maGic?
Discovery of what works best...
★ Good showcase for title sponsorship

20. viDeo iS maGic?
Discovery of what works best...
★ Entertainment & Sports

21. viDeo iS maGic?
Discovery of what works best...
★ Science and Gadgets

22. viDeo iS maGic?
Discovery of what works best...
★ Science and Gadgets
Top 1 video
Online only

23. viDeo iS maGic?
Discovery of what works best...
★ Funny and weird news

24. viDeo iS maGic?
Discovery of what works best...
★ Exclusive news
★ Positive news
★ Mini feature series
★ Entertainment & Sports
★ Science and Gadgets
★ Funny and weird news
Drive both
traffic &
Ads revenue

25. viDeo iS maGic?
Discovery of what works best...
★ Exclusive news
★ Positive news
★ Mini feature series
★ Entertainment & Sports
★ Science and Gadgets
★ Funny and weird news
Building
Credibility

26. viDeo iS maGic?
Decentralization
key digital
people to lead
instant news
expansion in
print depts
increase
video
inventory

27. viDeo iS maGic?
to
from
Story Channels
Newspaper Portal
★ Content beyond printed newspaper
Game
Talkshow
★ Plan ahead
★ Build showcases
Live

28. viDeo iS maGic?
Editorial + BD + IT

29. Case Study - The Arctic Campaign
●
Cross Platforms

30. Business Sponsorship
Canon as our gear and title sponsor.

31. Case Study - The Arctic Campaign
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5-day print coverage
●
1-month online campaign
>100 video stories
>10M video views
>36K fb likes
●
Cross Platforms

32. Visual creativity to enhance audience experience
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6 Special arctic animal cartoons created and animated to build program identity.

33. Visual creativity to enhance audience experience
●
Animations are developed into daily weather reports

34. This showcase succeeds to bring more sponsored content campaign
Learn more about the arctic project : http://bit.ly/arctic-appledaily

35. viDeo iS maGic?
Video Traffic
70%
30%

36. viDeo iS maGic?
Key learning...
Dare to make mistakes
… you will discover
best practices on the way :)
P.S. make new mistakes...
don’t repeat; could be deadly *_*

37. viDeo iS maGic?
miSsion iMpOssiBle
Thank you :)
http://bit.ly/2013-inculab-appledaily