The document summarizes Taylor Ho's experience at the annual NAB Show in Las Vegas, which focuses on film and video production. Some key points: 1. The NAB Show is a 5-day convention that includes panel discussions, seminars, and opportunities to see the latest video equipment and software. It also allows for professional networking. 2. Taylor Ho attended to learn more about using video for web purposes and how video can serve a brand's marketing needs. Understanding different media types is important for their work. 3. Some things Taylor learned include: a) video is effective for reaching online audiences; b) online video allows for data-driven decisions about what content performs best; and c)

1. Knowledge Dump
NAB Show 2015 – Why I was OOT last week
Taylor Ho
April 20, 2015

2. What | What is the NAB Show?

3. ● The NAB Show is an annual 5-day convention in Las Vegas rooted around
film and video production.
● Means of discourse:
○ panel discussions, learning seminars,
○ the latest video equipment & software,
○ professional networking.
● Las Vegas = strictly business.
WHAT

4. Why | Shouldn’t I be going to a
coding conference?

5. ● The NAB Show is a chance to learn more:
○ about utilizing video for web,
○ about creative uses of it to influence an audience,
○ how video and film technology can serve a brand’s marketing needs.
● I think this all ties into us having a broad understanding of the different
types of media we utilize: web, video, print, and beyond.
Frontend dev + Backend dev =
UNICORN
Producer + Editor =
PREDATOR (preditor)
Graphic artist + Illustrator =
¿ GRILLUSTATOR ?
WHY

6. WHY
● Spent college learning about video production and running an company—
UH Productions
○ branded student organization (paid for by student fees),
○ produced, filmed, edited videos/short films for web,
○ developed website to house our (eventual) hundreds of videos.
● Start of our “tradition” to meet at NAB Show every year.

7. Three (3) things I learned

8. I took some notes.

9. 1. Video is an effective medium to reach our audiences online.
2. Online video allows for data-driven decisions.
3. Mobile is where we should be focusing our creative attention.
Three (3) things I learned

10. 1) Effective

11. sight motionsound
precision targetinganalytics
VIDEO
WEB
+
● Online video is the perfect marriage of media and platform.
1) Video is an effective medium to reach our audiences online.

12. ● There are tons of online video platforms available, each with their own
niceties. Produce for each with a purpose.
● Large companies are starting to take interesting approaches at utilizing new
platforms, like Snapchat.
○ SNAPPERHERO — “AT&T's hope is that the short-lived nature of Snapchat videos will make people
feel compelled to watch them, rather than planning to stream them at a later date and then never
doing so.”
Huge user base.
Lots of other noise.
High quality.
Upload constraints.
Engaged audience.
Constrained format.
Engaged audience.
Constrained format.
New technology.
Limited user base.
Huge user base.
Skeptical audience.
New technology.
Limited user base.
Influence-driven.
Lots of other noise.
1) Video is an effective medium to reach our audiences online.

13. ● Think outside of the 30-second box. Without the constraints of broadcast,
you can get a message across in 7-, 15-, or 90-seconds.
● Production equipment is much more accessible today. An opportunity to
experiment and take chances.
1) Video is an effective medium to reach our audiences online.
DOLLAR SHAVE CLUB
A minute and 30 seconds long, $4,500 spent, 19mil views gained.

14. 2) Data-driven

15. ● Utilize different metrics from analytics to determine what videos are
successful.
● Some Youtube metrics include:
○ Performance
○ Engagement
○ Demographics
○ Discovery
○ Audience retention
2) Online video allows for data-driven decisions.

16. ● How to analyze data — Audience retention
○ Data that graphically shows us how well we are keeping our audience engaged.
○ Like “dividing the video in pieces and evaluating how each section performed individually.” — Wistia
2) Online video allows for data-driven decisions.
immediately
losing interest
people leaving
before it’s done
engagement
length
NOSE
BODY
TAIL

17. 3) Mobile

18. ● Video content has made the shift to mobile-friendly—if not strictly-mobile—
environments.
● People simply aren’t watching traditional TV like they used to.
○ Down 13% globally, higher drop rates for 17 - 34 year-olds.
● Online video advertising is growing. Expected to be 30% more spent year-to-
year, 70% more spent year-to-year specifically on mobile.
3) Mobile is where we should be focusing our creative attention.

19. Applying to w|w

20. Maecenas sed diam eget risus varius blandit sit amet non magna.
KEY QUESTION
Sed posuere consectetur est at lobortis?
● Curabitur blandit tempus porttitor. Cras justo odio, dapibus ac facilisis in,
egestas eget quam.
PROBLEM — Nulla vitae elit libero, a pharetra augue.
SOLUTION — Nullam quis risus eget urna mollis ornare vel eu leo..
REMOVED FROM PUBLIC SLIDES

21. Mahalo