cnn digital swipe-2-0-video-content-experience-march28-2013
DESCRIPTION
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.TRANSCRIPT
INNOVATING FROM BROADCAST TO DIGITAL
VIDEO CONTENT & EXPERIENCE
MPA (ASSOCIATION OF MAGAZINE MEDIA) SWIPE 2.0 CONFERENCE
March 28, 2013
@MarisaGallagherVP, Design - CNN DIGITAL
1.8billion monthly page views
65million total monthly unique visitors
101million monthly video starts
General 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)
26million mobile monthly unique visitors
24broadcast networks worldwide
45editorial bureaus around the world
CNN BY THE NUMBERS
#1mobile news five years runningBattling for top spot in total video starts, pages views, and uniques
with just Yahoo-ABCNews
VIDEOCNN
MORNING WORKDAY EVENING LATE NIGHT
6 a a 10 a 12 p 2 p 4 p 6 p 8 p 10 p 12 a 2 a 4 a
24-HR AVG FOR EACH PLATFORM
2X AVERAGE
3X AVERAGE
Sources: Nielsen 9/27/10-12/26/10, Experian Simmons National Consumer Study, ‘09 Full Year, Mercury 4/26/10-5/23/10, Nielsen 9/27/10-12/26/10, Omniture 11/2010, Bango 11/2010, Bango 1/2011.
Newspapers
Phone App
Desktop WebTV
Tablet
USERS WE START BY TRYING TO UNDERSTAND THEIR NEEDS & FLOW
Mobile Web
EVENING LEAN BACKTVs & iPads Connect Dots
WORKDAY LEAN FORWARDComputers Drive (Distr)Action
ANYTIME ON THE GOMobile Alerts, is the Glue
9% of video starts
11% of video starts
80% of video starts
10 a 12 p 2 p 4 p 6 p 8 p 10 p 12 a 2 a 4 a
10 a 12 p 2 p 4 p 6 p 8 p 10 p 12 a 2 a 4 a
LIVE
MARVELS FRANCHISES
STATEMENTS
15-60 seconds
As long as it’s captivating
2-5minutes
6+minutes
EVENING LEAN BACK
WORKDAY LEAN FORWARD
ANYTIME ON THE GO
MARVELSGotta See
Experiential, BuzzyTimely
LIVERight Now
Access, InfluencePerishable
FRANCHISESPassions
Talent, LifestyleEvergreen
STATEMENTSNew Storytelling FormsWorldview, Perspective
Transformative
A FRAMEWORK FOR CONTENT
THE CINEMATIC COROLLARY
MARVELSLIVE FRANCHISES STATEMENTSBlockbusters, Comedies
Visual MasterpiecesSports, Concerts
Award ShowsSeries, Sequels
Star Vehicles, FormulasAward-Winners, Auteur
Films, the Magnum Opus
9
LIVE TV & LIVE EVENT STREAMS ACROSS PLATFORMS
10
LIVE INSTANT, SNACKABLE SOCIAL HIGHLIGHTS
11
MARVELS HD-QUALITY CINEMATIC PLAYER, SQUEEZEBACK TO COLLECTIONS
12
FRANCHISES CROSS-PLATFORM, IMMERSIVE HUB FOR RETURN TRIPS
DESKTOP WEBTABLET WEBMOBILE WEB
13
STATEMENTS CRITICAL MASS OF RELEVANT ASSETS TO TELL A BIG STORY
WHAT’S NEXT
SOCIAL VIDEO
POP-UP CHANNELS
PERSONALIZED VIDEO
TRUE MULTIMEDIA STORYTELLING
THANK YOUCNN DIGITAL@marisagallagher