Case Study - USA TODAY Networks: How A.I. is Revolutionizing News Publishing
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With social media algorithms constantly changing, it’s time for news publishers to regain control of their audiences. Using AI and machine learning, publishers can program contextually relevant and personalized content down to the viewer level on their owned-and-operated sites for both breaking news and day-to-day operations. IRIS.TV and Gannett demonstrate how AI is helping to provide prescriptive insights into audience engagement and fueling future content strategies and video distribution on owned-and-operated sites. Speakers: Field Garthwaite, Co-Founder and CEO, IRIS.TV Kara Chiles, Senior Director of Product Management, Gannett/USA TODAY NETWORK
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Case Study - USA TODAY Networks: How A.I. is Revolutionizing News Publishing
- 1. How AI is Revolutionizing Publishing Streaming Media East Field Garthwaite, CEO & Co-Founder, IRIS.TV Kara Chiles, Senior Director, Product Management, Gannett
- 2. Kara Chiles Senior Director, Product Management Gannett KChiles@gannett.com Field Garthwaite CEO& Co-Founder IRIS.TV field@iris.tv
- 3. Overview About Gannett: Video Product Goals About IRIS.TV: Video Personalization and Programing IRIS.TV Integration Case Study: USA TODAY Network – Winter Olympics 2018 Next Steps: Election 2018
- 4. Gannett’s Video Product Goals Product Health • USA TODAY Network video creation and consumption continues to grow and diversify • Adoption of our proprietary player for system optimization • Evolving solutions beyond autoplay with sound • Continuing growth of video audience on mobile web
- 5. Goals with Personalization and Programming • Test & Learn environment • Enhanced user experiences across web and mobile • Testing a new recommendation engine to validate lift • Continue to grow and expand franchises • Leverage national footprint to surface content from across the country
- 7. IRIS.TV Integration Step 1: Metadata Ingestion and Taxonomy Creation Step 2: Video Personalization Player Plugin Step 3: Setting up Programming Rules Step 4: Launch!
- 8. Step 1: Asset IQ™ 1. Content metadata from your CMSingested into Asset IQ™ 2. Metadata cleanedand enriched 3. Videoassets mappedinto clients unique taxonomy 4. Videoavailablefor recommendation to your audience
- 9. Step 2: Adaptive Stream™ 1. Integrated video player plugin 2. Customize video player UI and events
- 10. How IRIS.TV Personalizes Video
- 11. Step 3: Setting up Programming Rules Goal Highest video engagement while maintaining standards Challenge All Gannett sites have access to all video content and third- parties Solution Whitelisting • Ensure only local content and USA TODAY is recommendable • On USA TODAY, only content published on the site is recommendable
- 12. Step 3: Setting up Programming Rules Blacklisting • No recommending videos in a designated category Category Lock-Off • Only recommending videos that match the category of the initial video Recency Weight • Recommend more recently published videos
- 13. Case Study: USA TODAY – Winter Olympics 2018 Major Tentpole Event Opportunity: • Global event with high-volume visual stories • Increased network-wide unique traffic • Reach casual and loyal audiences • Heightened monetization potential
- 14. Case Study: USA TODAY – Winter Olympics 2018 Coordinating Complexity: Email from the Halfpipe at 5AM Production • Daily original content from South Korea • Local outlets produced hometown stories on athletes • Third-party content incorporated
- 15. Case Study: USA TODAY – Winter Olympics 2018 Programming • Hundreds of videos and billions of playlist combinations • Maintaining editorial standards and ensuring consistent integration at the article level • Integrating new video templates to increase recirculation without duplicating Monetization • Maximizing video revenue without sacrificing user experience
- 16. Case Study: USA TODAY – Winter Olympics 2018 Production and Programming ● IRIS.TV is able to make most relevant recommendations in real-time ● USA TODAY customized personalization with programming rules ● Data-driven decision making ○ Asset and category-level performance data to informed by content strategy AugmentedIntelligence -CombiningA.I.withhumanexpertisetodrivevalue
- 17. Case Study: USA TODAY – Winter Olympics 2018 Monetization Priority ● Sponsored Pre-roll: The Farmers Insurance campaign ● Six-second, autoplay sound-on spot throttled for duration of exposure. ● Category lock-off to prioritize content associated with campaign
- 18. Case Study: USA TODAY – Winter Olympics 2018 Record-setting returns: ● Over 50% video lift ● 13% increase in user in-stream retention for Olympic vs regular content
- 19. Case Study: USA TODAY – Winter Olympics 2018 USA TODAY was able to achieve wall-to-wall coverage of the Olympics • Product team can create engaging user experiences • Editorial is able to focus on publishing high quality content • Revenue teams are able to prioritize content with the best monetization Owning your audience data informs smarter decisions
- 20. Next Steps: Mid-Terms 2018 and Beyond Maximizing the strength of the network • Telling local election stories with immediacy (live video, resources on the ground) • Telling a national story with layers (primaries, debates, candidates, voters, issues, election night)
Editor's Notes
- Product Health: USAT Network video consumption continues to grow (+208% YoY increase for Feb 2018) , particularly on local and social. We’re in the final phase of full adoption of our proprietary Universal Web homegrown player. Autoplay with sound has been a challenge for us due to negative user feedback thus we will be implementing changes that will have a positive impact on the user experience. When it comes to on platform, mobile web has seen the most growth (+57% YoY increase for Feb 2018).
- Test & Learn environment to extend experience for consumers and advertisers, focus on product optimization Enhanced user experiences across web and mobile to increase franchise growth and focus on true-intent video consumers Upcoming Highlights: Testing a new recommendation engine to validate lift in continuous play and determine wider adoption Continue to grow and expand franchises based on proven successes Leverage our national footprint to surface compelling content from across the country
- Goal: Get the highest video engagement while maintaining editorial standards Challenge: All Gannett sites have access to video content from the entire network as well as third parties. Solution: Whitelisting For each newspaper, ensure only original local content and national content from USA TODAY is available for recommendations. On USA TODAY, only content published on the site is eligible to be recommended
- Global event with high-volume visual storytelling Increased opportunity for network-wide unique traffic Opportunity to reach casual and loyal audiences High monetization potential
- Production: USA TODAY’s video team produced volumes of original content daily from South Korea Local outlets produced hometown stories on athletes Third-party content incorporated for breaking news Programming: Hundreds of original videos and billions of playlists combinations Maintaining editorial standards and ensuring consistent integration at the article level for maximum reach Integrating new video templates to increase recirculation without duplicating Monetization: Maximizing video revenue without sacrificing user experience
- Production: USA TODAY’s video team produced volumes of original content daily from South Korea Local outlets produced hometown stories on athletes Third-party content incorporated for breaking news Programming: Hundreds of original videos and billions of playlists combinations Maintaining editorial standards and ensuring consistent integration at the article level for maximum reach Integrating new video templates to increase recirculation without duplicating Monetization: Maximizing video revenue without sacrificing user experience
- Production and Programming: IRIS.TV is able to make most relevant recommendations based on real-time behavioral data USA TODAY customized IRIS.TV A.I. with programming rules across desktop and mobile Data-Driven decision making Asset and category-level performance data to inform content strategy Programming Rules and Data Insights USA Today used IRIS.TV data to understand the value of each asset with respect to length and category. For example, the team was able to gauge higher bounce rates on specific sports videos. We were able to identify a specific length for their original sports videos. EX. Sports Pulse, versus third party content. The team shorten those assets and saw increased retention over time.
- Note: The team had a preroll campaign from Farmers that was targeting to all Olympics content(articles/videos). We assisted in fulling this campaign by the creation of the category lockoffs, ensure only Olympics content appeared on these pages.
- Record-setting returns: >50% video lift 13% increase in user in-stream retention for Olympic coverage vs regular content USA TODAY was able to achieve wall-to-wall coverage of the Olympics Product team can create engaging user experiences that balances automation with oversight Editorial is able to focus on publishing high quality content Revenue teams are able to prioritize content with the best monetization Owning your audience data informs smarter decisions
- Record-setting returns: >50% video lift 13% increase in user in-stream retention for Olympic coverage vs regular content USA TODAY was able to achieve wall-to-wall coverage of the Olympics Product team can create engaging user experiences that balances automation with oversight Editorial is able to focus on publishing high quality content Revenue teams are able to prioritize content with the best monetization Owning your audience data informs smarter decisions