Cnn digital swipe-2-0-video-content-experience-march28-2013

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Presented at the MPA (Association of Magazine Media) Swipe 2.0 Conference on March 28, 2013. Describes a way to categorize video - live, marvels, franchises, statements - and how that maps to user behavior, and platform usage and informs content strategy, programming, and experience design.

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Cnn digital swipe-2-0-video-content-experience-march28-2013

  1. 1. VIDEO CONTENT & EXPERIENCEINNOVATING FROM BROADCAST TO DIGITAL MPA (ASSOCIATION OF MAGAZINE MEDIA) SWIPE 2.0 CONFERENCE March 28, 2013 @MarisaGallagher VP, Design - CNN DIGITAL
  2. 2. CNN BY THE NUMBERS 45editorial bureaus around the world 24broadcast networks worldwide 65million total monthly unique visitors 26million mobile monthly unique visitors 101million monthly video starts 1.8billion monthly page views #1mobile news five years running Battling for top spot in total video starts, pages views, and uniques with just Yahoo-ABCNewsGeneral and TV numbers are from the CNN Fact SheetCNN Digital Network numbers are from Comscore Media Metrix, Feb 2013CNN Video Numbers and Mobile Numbers are from Nielsen & Nielsen Mobile View, Jan 2013 (latest available)
  3. 3. CNN VIDEO
  4. 4. USERS WE START BY TRYING TO UNDERSTAND THEIR NEEDS & FLOW Newspapers3X AVERAGE Tablet2X AVERAGE Desktop Web TV Phone App 24-HR AVG Mobile Web FOR EACH PLATFORM MORNING WORKDAY EVENING LATE NIGHT 6a Sources: Nielsen 9/27/10-12/26/10, Experian Simmons Nationalp a 10 a9/27/10-12/26/10, Omniture 11/2010, Bango p‘09 Full Year,1/2011. 12 p 2 Consumer Study, 4 11/2010, Bango p 6 8p 10 p 12 a 2a 4a Mercury 4/26/10-5/23/10, Nielsen
  5. 5. EVENING LEAN BACK TVs & iPads Connect DotsWORKDAY LEAN FORWARD 9% of video startsComputers Drive (Distr)Action80% of video starts10 a 12 p 2p 4 ANYTIME ON 8 p p 6p THE GO p 10 12 a 2a 4a Mobile Alerts, is the Glue 11% of video starts
  6. 6. EVENING LEAN BACKWORKDAY LEAN FORWARD MARVELS FRANCHISES 2-5minutes 15-60 seconds STATEMENTS 6+minutes LIVE As long as it’s captivating10 a 12 p 2p 4 ANYTIME ON 8 p p 6p THE GO p 10 12 a 2a 4a
  7. 7. LIVE MARVELS FRANCHISES STATEMENTS Right Now Gotta See Passions New Storytelling Forms Access, Influence Experiential, Buzzy Talent, Lifestyle Worldview, Perspective Perishable Timely Evergreen TransformativeA FRAMEWORK FOR CONTENT
  8. 8. LIVE MARVELS FRANCHISES STATEMENTS Sports, Concerts Blockbusters, Comedies Series, Sequels Award-Winners, Auteur Award Shows Visual Masterpieces Star Vehicles, Formulas Films, the Magnum OpusTHE CINEMATIC COROLLARY
  9. 9. LIVE TV & LIVE EVENT STREAMS ACROSS PLATFORMS 9
  10. 10. LIVE INSTANT, SNACKABLE SOCIAL HIGHLIGHTS 10
  11. 11. MARVELS HD-QUALITY CINEMATIC PLAYER, SQUEEZEBACK TO COLLECTIONS 11
  12. 12. FRANCHISES CROSS-PLATFORM, IMMERSIVE HUB FOR RETURN TRIPS MOBILE WEB TABLET WEB DESKTOP WEB 12
  13. 13. STATEMENTS CRITICAL MASS OF RELEVANT ASSETS TO TELL A BIG STORY 13
  14. 14. SOCIAL VIDEOPOP-UP CHANNELS WHAT’S NEXT PERSONALIZED VIDEO TRUE MULTIMEDIA STORYTELLING
  15. 15. CNN DIGITALTHANK YOU @marisagallagher

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