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VIDEO NOW A Tow Center Report. The Year (s) of Video?

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Presentation on theme: "VIDEO NOW A Tow Center Report. The Year (s) of Video?"— Presentation transcript:

1 VIDEO NOW A Tow Center Report

2 The Year (s) of Video?

3 Video = Web & Mobile Video source: visual.ly

4 2014: Really The Year of Video? IN 2013…  Chicago Sun-Times Lays off all photo staff to be completely replaced with video team  Time launches “Red Border Films”  Netflix launches documentary division  Frontline pushes digital initiative  New York Times launches documentary division and Op-Docs. Premieres Hers to LoseHers to Lose  Lerer Ventures launches NowThisNews  Vice goes to North KoreaNorth Korea  EVERYONE hiring video producers

5 Video Now: A Tow Center Report Three Questions: 1.What is video? What is the form? 2.How do is video made? Resources? 3.What is the ROI? Money? Traffic? Branding?

6 Video Now: A Tow Center Report Where We Are Going & Why?

7 Video Now: A Tow Center Report What We Found Out:

8 Video Now: A Tow Center Report What We Found Out: NO ONE HAS THE ANSWER

9 Video Now: A Tow Center Report What We Found Out: VIDEO NOW

10 Video Now: A Tow Center Report Two Strategies: The Short and The Long

11 Video Now: A Tow Center Report Two Strategies: The Short and The Long

12 Video Now: A Tow Center Report Two Strategies: The Short and The Long No tradition 90-second TV spots.

13 Video Now: A Tow Center Report Two Strategies: The Short and The Long “Nothing longer than 15 seconds.” Started off as proprietary app with traditional 2-minute videos. Vine / NowThisNews NO PRE-ROLL PLAY REPORT

14 Video Now: A Tow Center Report Two Strategies: The Short and The Long Strategy: Co-Branded Content Produced by creative services team. Ben & Jerry’sBen & Jerry’s and Ben & Jerry’s 2Ben & Jerry’s 2 Success! Success! But what about harder brands like Oil companies? Income: Estimated $200K for 5-7 videos. Cost? 4-6 hours to complete one 6- second Vine video.

15 Video Now: A Tow Center Report Two Strategies: The Short and The Long “Must Become a YouTube Network” Two streams of video: On mashable.com and networks like AOL and on YouTube. Must make 1.6 Million Views/Month to monetize on YouTube. Currently showing these numbers: Occasional Hit Most Common Numbers “Under 20K views is a failure.” PLAY REPORT

16 Video Now: A Tow Center Report Two Strategies: The Short and The Long The Third Party NewsyNewsy produces quick videos of the days events, aggregating original reporting. Strategy: Sell services to clients such as Mashable.com. Will produce a news story in two hours. Example Fee: Undisclosed.

17 Video Now: A Tow Center Report Two Strategies: The Short and The Long Fastest Growing News Brand Fox bought 5% for $70Million James Murdoch joined Media Board Vice.com 15MM unique visitors HBO Series. Growing Vice News. Hired 70 journalists recently. Long-form docs. Funding by sponsorships. Creators Project

18 Video Now: A Tow Center Report Two Strategies: The Short and The Long Print Brands Producing Long- Form Driving long-tail traffic. Creating Brand Differentiation Prestige Stories Confusing in terms of regular videos. Red Border Film’s future ? Hers to Lose Healing Bobby

19 Video Now: A Tow Center Report Two Strategies: The Short and The Long Alternative Funding Foundation Grants Client Work Client Work / Long Form AdsLong Form Ads Subscriptions Training Software

20 Video Now: A Tow Center Report Two Strategies: The Short and The Long Not Video At All? Video only used as a part of a larger multimedia project. The Guardian: NSA DecodedNSA Decoded NY Times Magazine: Game of Sharks and MinnowsGame of Sharks and Minnows “Cinemagraphs”

21 Video Now: A Tow Center Report RECOMMENDATIONS

22 Video Now: A Tow Center Report RECOMMENDATIONS 1. Get Together. Share Ideas. Video producers need to get together to share ideas. Newspapers, magazines, and broadcasters all have their conventions and conferences. Online video news teams should, too.

23 Video Now: A Tow Center Report RECOMMENDATIONS 2. Subject Not Medium People consume news by subject, not by medium. Audiences don’t say “I want to watch news video.” They come for information on specific topics: Syria, Ukraine, Obamacare, sports. Video should be embedded with other content, inside a blogpost, next to a graphicVideo should be embedded with other content, inside a blogpost, next to a graphic. Videos posted with other media get more plays. Those left in segregated “video” sections get ignored.video

24 Video Now: A Tow Center Report RECOMMENDATIONS 3. Sports & ExplainersSportsExplainers Sports and explainer videos did well in every newsroom we visited. Like the old days of print newspapers and TV, people come for sports, especially local sports. They also come to be informed about hard-to-understand topics.

25 Video Now: A Tow Center Report RECOMMENDATIONS 4. Be Evergreen Breaking news has a short lifecycle. To get long-tail views, videos should be repurposed often, whenever appropriate.

26 Video Now: A Tow Center Report RECOMMENDATIONS 5. Long and Short Videos don’t have to be short, but shorter videos tend to get more play. That said, viewers will watch long videos -- 10, 20, 30 minutes -- or an entire series if the content is good enough. Length of video does not predict success.

27 Video Now: A Tow Center Report RECOMMENDATIONS 6. Social Engagement You can’t produce a guaranteed, viral hit. Instead of gimmicks, develop a consistently growing audience. Newsrooms should engage new viewers through social media. Learn how these platforms (and their users) really work. Make a shareable graphic for Facebook. Edit a 15-second explainer for Instagram. Shoot a 6-second raw clip for Vine. Make content specific to the platform. Facebook

28 Video Now: A Tow Center Report RECOMMENDATIONS 7. Two Teams In your newsroom, have everyone shooting video, just not the same types of video. Print reporters should shoot fast, raw iPhone clips to accompany their textPrint reporters should shoot fast, raw iPhone clips to accompany their text. These unpolished videos should be posted instantly from the field. A second team of highly-trained video journalists should produce in-depth, more sophisticated video stories.more sophisticated video stories Avoid the in-between. Stories should be up-to-the-minute fast, or deeply important.

29 Video Now: A Tow Center Report RECOMMENDATIONS 8. Not Just Page Views Page views are one metric of success, but not necessarily the best. Engagement, shareability and time on site are also important statsEngagement, shareability and time on site are also important stats. Also, videos that serve the community and add value to your brand are not always rewarded with big numbers, but loyal viewers will watch important, long-form journalism and stay on your site.

30 Video Now: A Tow Center Report RECOMMENDATIONS 9. Better Pre-Roll Pre-roll ads are still a major strategy for making money, but they are terrible for the user. Make pre-roll fit the videos they precede. An ad for Disney World before a story about Syria does not make sense. Also, make pre-roll shorter and skippable.

31 Video Now: A Tow Center Report RECOMMENDATIONS 10. Other Funding Pre-roll ads will not pay the bills going forward. Newsrooms have to look elsewhere. Some are already successfully crowdfunding, winning grants, and syndicating content to pay for video production. This will be even more important as advertising CPMs continue to fall.

32 VIDEO NOW: A Tow Center Report


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