Rethinking Video & Mobile for Local
for engagement and revenue
Guy Tasaka, Chief Digital OfficerCalkins Media / Calkins [email protected]
• We don’t have enough video
• We don’t have enough audience
• We can’t make money
• Sales team doesn’t know how to sell
Challenges in Video Content for Local Media
Strategy SignalsWhere are the eyeballs and dollars going?
Source: Source: Nielsen, Media Dynamics, comScore, ZenithOptimedia forecastseMarketer, The Diffusion Group
Time with OTT is projected to be 2 hours and 42 minutes a day per person by 2020.
OTT Consumption is Rapidly Growing, While Traditional Media Sees Declines
0
5
10
15
20
25
30
35
40
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Newspapers Consumption per Day(minutes)
TV
Newspapers
OTT
0:00
1:12
2:24
3:36
4:48
6:00
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Average Media Consumption per Day(HH:MM)
Mobile Desktop/laptop TV Radio Newspapers Magazines OTT
The Audience HAS Shifted
By 2020, there will be 97.7
million US connected TV
households, up from 88.7
million in 2016.
73.8
88.792.5 94.9 96.3 97.7
60.7%
72.5% 75.1% 76.6% 77.3% 77.9%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
0
20
40
60
80
100
120
2015 2016 2017 2018 2019 2020
Connected TV households % of total households
Note: Connected TVs are TV sets connected to the internet through built-in internet capability or through another device such as a Blu-ray player, game console or set-top box (e.g., Apple TV, Google Chromecast, Roku).
Source: eMarketer, Oct 2016
Source: webtrends, Nov 2016
Time Spent with OTT is SIGNIFICANT
95%OTT
202,199Hours
2%Mobile
3,280 Hours
3%Desktop
6,985 Hours
Total Time Spent Viewing Video by PlatformNovember 2016
BIG IDEA
Creating an OTT linear stream at a
local newspaper to generate
additional audience and revenue
using existing resources.
VOD/Video on Demand Math Example
• 100,000 monthly video views
• $25/CPM, 100% sold out
• Monthly Revenue - $2,500, Annualized Revenue - $30,000
Business Models: VOD vs Linear Math
Linear TV Math Example: Based on 40 content minutes/20 (30 sec) ad minutes per hour
Ad Units/Hour
Ad Units/Day
Ad Units/Year
Revenue/Year
@$1/Spot 40 960 350,400 $350,400
@$5/Spot 40 960 350,400 $1,752,000
Linear TV Math Example – Native Video Channel:Based on 10 content minutes, 50 (30 sec) ad minutes per hour
@1/Spot 100 2,400 876,000 $876,000
@5/Spot 100 2,400 876,000 $4,380,000
Business Model: VOD vs Linear Math
Source: Webtrends, November 2016
Mobile12%
Desktop9%
OTT79%
Share of Total Plays
Mobile1%
(3M, 40S)
Desktop2%
( 11M, 1S)OTT97%
(1H, 37M)
Share of Total Time (with avg. view time per session)
Linear Drives Engagement
Source: Webtrends, November, 2016
0
500
1,000
1,500
2,000
2,500
3,000
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
12:0
0 A
M
1:00
AM
2:00
AM
3:00
AM
4:00
AM
5:00
AM
6:00
AM
7:00
AM
8:00
AM
9:00
AM
10:0
0 A
M
11:0
0 A
M
12:0
0 PM
1:00
PM
2:00
PM
3:00
PM
4:00
PM
5:00
PM
6:00
PM
7:00
PM
8:00
PM
9:00
PM
10:0
0 PM
11:0
0 PM
Web
site
Pla
ys
OTT
Pla
ys
LIVE STREAM PLAYS BY HOUR
OTT Live Stream Plays Website Live Stream Plays
Linear TV is the NEW TV
AM PM
Who We Work With: Clients
Introducing Calkins BlueCreate a 24/7 TV-like experience for your audience on OTT
• 24/7: fresh content, exciting user experience, new ad inventory both commercial and display
• Easy to manage: Smart randomization of content and advertising
• Easy to launch: within OTT apps, mobile apps, and websites.
• Options: Works with your current live stream or completes your linear wheel with randomized content
Rethinking Local Mobile
Big Ideas for Increased Engagement and Adoption
Kitc
hen
Sin
k A
pp
Fire
hose
App
v.1
x
Streamlined Design = Increased User Engagement
+986%
Video Plays
+140%
Sessions
+47%
Video Completion Rate
+120%
Session Duration
The streamlined app design is similar to the UX of Facebook,
Instagram, and other popular media apps. Users continuously scroll (or
swipe) to view more content, making it easier to use the app.
+120%
Average Daily Users
Source: Webtrends, Mar 14 – Feb 15 and Mar 16 – Feb 17, WWSB iPhone and Android apps
Fire
hose
App
v.1
x
+351%
+1289%
+86%
+56%
Source: Webtrends, Mar 14 – Feb 15 and Mar 16 – Feb 17
298,985
152,661
500,768568,397
285,715
1,202,962
WAAY WTXL WWSB
App Sessions Before and After Firehose
Before After
4,168 1,146
12,326
79,286
18,017
133,920
WAAY WTXL WWSB
Video PlaysBefore and After Firehose
Before AfterFire
hose
App
v.1
Lightweight/Minimalist/Super Intuitive Design
Easy/Single path (firehose)
No sections or section fronts
Swipes vs Taps?
Pinned content
Des
ign
Obj
ectiv
es
Create high utility app
Make it easy for users to get their favorite content
Geo-aware advertising
Native ad positions inline Take advantage of the firehose path to drive
engagement and usage
Biz
Obj
ectiv
es
Now
App
v.1