The New Era for Video News

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The market for video news is changing and consumer demand for video news on all platforms has never been stronger. As the world’s leading video news agency, Associated Press is committed to helping its customers understand and deal with the changes in consumer demand for news.

AP, in partnership with Deloitte released the first in-depth study into video news consumption in a report entitled 'White Smoke: The new era for video news' on April 16, 2013.

The fieldwork was carried out by Gfk in Germany, Spain and the UK using an online study with representative samples of 1,500 respondents per country.

The report looks at consumer demand for video news content and the implications for broadcasters and online publishers. It highlights the increasingly important role that video plays in the online news user experience and provides insights into market behaviour, consumption across platforms, differences in consumption by demographic, attitudes to advertising and finally the role video can play in strengthening loyalty and engagement to a news brand.

This presentation was shared at Digital Media Europe 2013 by Associated Press and Deloitte and summarises some of the key findings of the report.

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  • So – you’ve heard the clever guys talk numbers: now I’m going to talk real-life: What this means is that far from the shift online being the threat we’ve all been worrying about these past few years: the addition of video to the story-telling tool-box is creating a massive OPPORTUNITY for us all because it: Engages the illusive 16-24-year-olds with the newsBrings a story to life Makes news easier to follow And – crucially – can enhance your brand.
  • So – you’ve heard the clever guys talk numbers: now I’m going to talk real-life: What this means is that far from the shift online being the threat we’ve all been worrying about these past few years: the addition of video to the story-telling tool-box is creating a massive OPPORTUNITY for us all because it: Engages the illusive 16-24-year-olds with the newsBrings a story to life Makes news easier to follow And – crucially – can enhance your brand.
  • So how do you make video work for you?The bad news is there is no silver bullet, or magic formula… it’s much too early for that. The good news is that there is no silver bullet or magic formula… This means you can experiment with the medium, use the creativity that already exists within your news organisation to invent new ways to tell the story.
  • So how do you make video work for you?The bad news is there is no silver bullet, or magic formula… it’s much too early for that. The good news is that there is no silver bullet or magic formula… This means you can experiment with the medium, use the creativity that already exists within your news organisation to invent new ways to tell the story.
  • So how do you make video work for you?The bad news is there is no silver bullet, or magic formula… it’s much too early for that. The good news is that there is no silver bullet or magic formula… This means you can experiment with the medium, use the creativity that already exists within your news organisation to invent new ways to tell the story.
  • So – you’ve heard the clever guys talk numbers: now I’m going to talk real-life: What this means is that far from the shift online being the threat we’ve all been worrying about these past few years: the addition of video to the story-telling tool-box is creating a massive OPPORTUNITY for us all because it: Engages the illusive 16-24-year-olds with the newsBrings a story to life Makes news easier to follow And – crucially – can enhance your brand.
  • Here are some examples of video being used really effectively – and the thing they all have in common is that they are presenting an EXPERIENCE which is entirely in keeping with the platform. So, instead of trying to beat the broadcasters at their own game – not something anyone but the richest and most established news organisations are likely to win – they have reinvented the playing field. Here viewers are being encouraged to get involved: as the president takes his oath of office they are part of the experience… This immersive experience just isn’t as rich on the telly because there’s always someone – the anchor - in between you and the action.
  • Likewise Bild had live coverage of the new Pope’s first appearance alongside tweets from its correspondent in the crowd. Viewers get the best of both worlds: they can see the action for themselves and get the context from the correspondent..
  • More Pope here and this is an imaginative way the Daily Telegraph is monitizing its video…. With an ad behind a live stream: almost looks like sponsorship… These examples of new ways to enrich a story are all built around live events, and there is no doubt that live streaming on news sites is becoming a must-have: but it’s not without it’s challenges.
  • Some of the bigger brands, who’ve been experimenting with the medium for some time, now have a video infrastructure to rival small broadcasters. And they seem to be settling on a hybrid approach: a linear tv-like experience at set times of the day which is then almost deconstructed to create a self-serve, browse approach. The newspapers who’ve been most successful in this are the big beasts: they have resources and expertise at hand
  • Some of the bigger brands, who’ve been experimenting with the medium for some time, now have a video infrastructure to rival small broadcasters. And they seem to be settling on a hybrid approach: a linear tv-like experience at set times of the day which is then almost deconstructed to create a self-serve, browse approach. The newspapers who’ve been most successful in this are the big beasts: they have resources and expertise at hand
  • So – you’ve heard the clever guys talk numbers: now I’m going to talk real-life: What this means is that far from the shift online being the threat we’ve all been worrying about these past few years: the addition of video to the story-telling tool-box is creating a massive OPPORTUNITY for us all because it: Engages the illusive 16-24-year-olds with the newsBrings a story to life Makes news easier to follow And – crucially – can enhance your brand.
  • You don’t have to invest millions of dollars in a newsroom TV studio though: there are baby steps you could be taking right now: ONLINE VIDEO IS NOT TV: don’t try to reinvent the wheel: broadcasters have been successfully using the medium in one way for decades – newspapers can do it differently. Don’t be scared - video isn’t rocket-science. BE AGILE: the digital landscape changes so quickly you need to be prepared to constantly change tactics and direction. Partner when you can and “rent” expertise while you work out what works for you. EMBRACE FAILURE: Fail fast, fail cheap, but fail. That way you’ll learn. Before investing in that TV studio with several cameras and autocue, try asking your restaurant reviewer to video his meal next time : it’ll add another dimension to his coverage… If it doesn’t resonate with your audience, fine but it sure beats failing slow and expensively…IT’S THE EXPERIENCE , NOT THE MEDIUM, THAT MATTERS: Your online audience is looking for engagement: we know video gives them that but so do interactives and photo galleries: the important thing is to ensure all these new tools are used in a way that resonates with YOUR brand and YOUR values.
  • You don’t have to invest millions of dollars in a newsroom TV studio though: there are baby steps you could be taking right now: ONLINE VIDEO IS NOT TV: don’t try to reinvent the wheel: broadcasters have been successfully using the medium in one way for decades – newspapers can do it differently. Don’t be scared - video isn’t rocket-science. BE AGILE: the digital landscape changes so quickly you need to be prepared to constantly change tactics and direction. Partner when you can and “rent” expertise while you work out what works for you. EMBRACE FAILURE: Fail fast, fail cheap, but fail. That way you’ll learn. Before investing in that TV studio with several cameras and autocue, try asking your restaurant reviewer to video his meal next time : it’ll add another dimension to his coverage… If it doesn’t resonate with your audience, fine but it sure beats failing slow and expensively…IT’S THE EXPERIENCE , NOT THE MEDIUM, THAT MATTERS: Your online audience is looking for engagement: we know video gives them that but so do interactives and photo galleries: the important thing is to ensure all these new tools are used in a way that resonates with YOUR brand and YOUR values.
  • You don’t have to invest millions of dollars in a newsroom TV studio though: there are baby steps you could be taking right now: ONLINE VIDEO IS NOT TV: don’t try to reinvent the wheel: broadcasters have been successfully using the medium in one way for decades – newspapers can do it differently. Don’t be scared - video isn’t rocket-science. BE AGILE: the digital landscape changes so quickly you need to be prepared to constantly change tactics and direction. Partner when you can and “rent” expertise while you work out what works for you. EMBRACE FAILURE: Fail fast, fail cheap, but fail. That way you’ll learn. Before investing in that TV studio with several cameras and autocue, try asking your restaurant reviewer to video his meal next time : it’ll add another dimension to his coverage… If it doesn’t resonate with your audience, fine but it sure beats failing slow and expensively…IT’S THE EXPERIENCE , NOT THE MEDIUM, THAT MATTERS: Your online audience is looking for engagement: we know video gives them that but so do interactives and photo galleries: the important thing is to ensure all these new tools are used in a way that resonates with YOUR brand and YOUR values.
  • The New Era for Video News

    1. 1. WHITE SMOKEThe new era for video news April 2013
    2. 2. SUE BROOKSDirector of Video TransformationPAUL LEEGlobal Director of TMT ResearchMATTHEW GUESTDirector, Strategy Consulting
    3. 3. 3THE ONLINE VIDEO NEWS CONSUMER
    4. 4. ENGAGEMENT WITH NEWS IS STRONG.TV is the most common device used to access it in the three markets we surveyed.4TabletRadio34%17%Smartphone61%Print63%Computer83%TV92%UK: What devices do you use to access news?% of respondentsSource: GfK survey data
    5. 5. 0% 10% 20% 30% 40% 50% 60% 70%OtherBusinessEducationFinanceHealthTravelPoliticsTechnologyScience & EnvironmentEntertainment & ArtsSportWeatherStrange or quirky newsRegional NewsWorld/InternationalNationalUKSpainGermanyNational and international news are the most popular genres of online news clip(self reporting may exaggerate actual consumption of serious genres)
    6. 6. Over 50% of consumers who access news online also access video news.Typically these consumers display higher engagement with news.6Source: GfK survey data61%86%100%Videonews userOnlinenews userAny news72%89%100%Videonews userOnlinenews userAny news50%85%100%Videonews userOnlinenews userAny newsBreakdown of consumers by news type consumed% of respondentsProportion of consumers who consider keeping up to date with news important88% 90% 93% 94% 94% 96% 91% 93% 94%Online video news users tendto place greater importanceon keeping up with newsPenetration ofonline videonews is lowest inGermanyUK Spain Germany
    7. 7. Consumers primarily accessed online video content to aid their understanding of anews story, although demographics appear to impact reason for use.7Video makes newseasier to follow61%Video improvesunderstanding of astory77%Video brings thestory to life85%It is quicker towatch video thanto read text46%Video makes a storymore believable44%Video explores thestory in moredepth58%Key reasons for accessing video content% of UK respondents16 – 24 92% 90% 74% 67% 61% 58%65+ 85% 75% 61% 56% 38% 42%Male 84% 79% 63% 57% 50% 46%Female 87% 74% 58% 60% 43% 43%Source: GfK survey data
    8. 8. Use of online for breaking news varies by age:TV dominates for older age groups, whereas younger respondents go online8UK: Primary sources of breaking news% of UK respondentsNote: 1. Other includes: newspapers, word of mouth, magazines, blogs and unspecified; 2. Other includes magazines, blogs and unspecifiedSource: GfK survey data9%12%19%22%19%22%TVWebsitesRadioSocialNetworksAppsOther165+59%13%1%2%55 - 6453%16%3%1%45 - 5442%24%3%3%35 - 4433%24%6%4%25 - 3427%31%11%7%16 - 2430%22%18%9%
    9. 9. 9ENGAGING YOUNGER AUDIENCES
    10. 10. Younger demographics are significantly more likely to use asmartphone to access news than older generations10Devices used to access news% of UK respondentsTablet67%Print51%71%64%96%92%Radio87%Computer SmartphoneTV13%32%77%86%85%58%12%62%57%21%18%• There is strong correlation between popularity of device and age:‒ Across more traditional sources of news (TV, print, radio), popularity of device increases with age‒ Across newer, technology-enabled sources of news, popularity decreases with age• 16 – 34 show a higher propensity to use smartphones than print media to access news content55+35 - 5416 - 34Source: GfK survey data
    11. 11. 1145 - 5418%55 - 6411%65+15%Regularity of accessEveryday12%Most days23%2 – 3 timesa week18%Once a week14%Less often33%All video users16 – 2421%25 - 3416%35 - 4419%16 – 24s appear to engage more with video content than other types of news. The group invest the least amount of time per day into consumingnews generally, however watch more videos per visit to a news provider than any other age group16 – 24 access to video news% of respondentsSource: GfK survey dataIn the UK, 16 – 24 year olds are the primary users of online video news,despite having lower general engagement with the news.The availability of good video content may be a way to attract this age group to news sites or apps.
    12. 12. In the UK, 16 – 24 year olds are the primary users of online video news,despite having lower general engagement with the news.The availability of good video content may be a way to attract this age group to news sites or apps.12Source: GfK survey dataAttitudes to video content% of 16 – 24 year oldsVideo is essential to a good news website/app10%Disagree2%Disagreestrongly24%Strongly agree47%Neither agreeor disagreeAgree16%How likely are you to click on a story with video content than text only?2%Less likely1%Much less likely31%Much morelikely37%No differenceMore likely29%
    13. 13. The younger demographic also appears to favour more interactive tools whenconsuming news online. Of these, video content is one of the most regularly accessed1316 – 24 year olds: Content regularly accessed on news websites1% of respondents, n = 226Notes: 1. Regular access defined as 2 – 3 times + per weekSource: GfK survey dataLive news40%35%Sharing buttons 22%Videos41%Blogs /commentaryComments fromother users58%Photos25%Email alerts65%Podcast /Audio clips53%= UK national average (%)
    14. 14. 14ROUTES INTO THE NEWS
    15. 15. How online video news is accessed% of respondents who accessed video onlineRelative ubiquity makes the PC the most commonly used device foraccessing online video news…15Source: GfK survey data; Ofcom device penetration data, October 201243%97%Spain18%Germany94%42%16%UK21%44%96%TabletSmart phoneComputer
    16. 16. … but a high proportion of smartphone and tablet owners use thesedevices to consume video16Source: GfK survey data; Ofcom device penetration data, October 2012Proportion of device owners who access online video news% of respondents who own device and access video news online59%89%UK63%57%Germany70%77%SpainTabletSmart phone
    17. 17. Within the countries we surveyed, Spanish consumers appear to place most importance onvideo content when choosing a news provider17Impact of availability of video content on consumer choice of news provider by market% of video users who agreed with the statementAvailability of video content influences my choice of providerSpain38%Germany31%UK25%If video content was not available at my preferred source, I would look elsewhereGermanySpainUK32%46%29%Spain36%Germany30%UK25%I tend to go straight to news sites that I know will have video clipsSpain53%Germany52%UK49%Video content is essential to a good news site or appSource: GfK survey data
    18. 18. 18MONETISATION
    19. 19. Advertising on video content does not appear to deter user access, with the majorityaccepting it as necessary to find good content, and around a third finding it engaging19Video user attitudes to advertising in video content, by market% of video usersGermany31%59%Spain38%64%UK27%58%38%30%24%Advertising is a necessary evilAdverts can be engagingI actively seek out advert free content• Although many consumers indicated that advertising in video content was irritating, this does not appear to influence consumer choice of provider• The demographic groups which have a higher tendency to consume online video content also have a more tolerant attitude towards advertising:‒ 16 – 24 year olds and SEG group DE both showed an above average tendency to find advertising engaging and high quality• This may indicate that not only does video content attract users who typically engage less with news, but also that these users are more engaged byadvertisingSource: GfK survey data
    20. 20. Video is by and large an expected part of consumers’ expectationsfor paid-for news websites and applicationsPositive answers to the question: “I expect to find video on news sites or apps that I pay for”0%10%20%30%40%50%60%70%UK Spain Germany16-2425-3435-4445-5455-6465+Average19
    21. 21. UK consumers show the lowest tendency to expect video on pay-for-access websites orapps, whilst Germans appear to place the most importance on video in this context21I expect to find video on a news site or app that I pay for% of video users45-5434%55-6434%35-4437%64%23%65+Ø 40%25-3441%16-24Ø 45%65+34%55-6436%45-5436%35-4444%25-3458%16-2455%UKSpain45-5456%55-6462%35-4459%50%42%65+Ø 55%25-3461%16-24Germany
    22. 22. 0% 5% 10% 15% 20% 25% 30% 35% 40%I tend to go straight to sites that I know will have video clipsIf I couldnt find video clips on my usual news sites for a storythat I was interested in, I would look for them on other sitesUKGermanySpainOnline video news appears to engender and sustain loyalty; as bandwidths increaseand device resolution rises, the criticality of online video should increase.22
    23. 23. 23
    24. 24. THE VIDEO OPPORTUNITY
    25. 25. THE VIDEO OPPORTUNITY- It engages with a new audience- It brings stories to life- It enhances your brand
    26. 26. PLAY TO YOUR STRENGTHSCOMMUNITY
    27. 27. PLAY TO YOUR STRENGTHSCREATIVITY
    28. 28. PLAY TO YOUR STRENGTHSCONTEXT
    29. 29. WHAT WORKS?
    30. 30. THINGS I NEED TO KNOW
    31. 31. IT’S NOT ROCKET SCIENCE
    32. 32. BE AGILE AND EMBRACE FAILURE
    33. 33. THANK YOUwww.ap.orgwww.deloitte.co.uk

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