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Video Now. A Tow Center Report. The Year (s) of Video?. Video = Web & Mobile Video. s ource: visual.ly. 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”

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Presentation Transcript
video now

Video Now

A Tow Center Report

2014 really the year of video
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 Lose
  • Lerer Ventures launches NowThisNews
  • Vice goes to North Korea
  • EVERYONE hiring video producers
video now a tow center report
Video Now: A Tow Center Report

Three Questions:

What is video? What is the form?

How do is video made? Resources?

What is the ROI? Money? Traffic? Branding?

video now a tow center report1
Video Now: A Tow Center Report

Where We Are Going & Why?

video now a tow center report3
Video Now: A Tow Center Report

What We Found Out:

NO ONE HAS THE ANSWER

video now a tow center report4
Video Now: A Tow Center Report

What We Found Out:

VIDEO NOW

video now a tow center report5
Video Now: A Tow Center Report

Two Strategies: The Short and The Long

video now a tow center report6
Video Now: A Tow Center Report

Two Strategies: The Short and The Long

video now a tow center report7
Video Now: A Tow Center Report

Two Strategies: The Short and The Long

No tradition 90-second TV spots.

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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.

http://instagram.com/nowthisnews

Vine / NowThisNews

NO PRE-ROLL

PLAY REPORT

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Video Now: A Tow Center Report

Two Strategies: The Short and The Long

Strategy: Co-Branded Content

Produced by creative services team.

Ben & Jerry’sand Ben & Jerry’s 2

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.

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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

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Video Now: A Tow Center Report

Two Strategies: The Short and The Long

The Third Party

Newsy 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.

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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

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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

video now a tow center report14
Video Now: A Tow Center Report

Two Strategies: The Short and The Long

Alternative Funding

Foundation Grants

Client Work / Long Form Ads

Subscriptions

Training

Software

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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 Decoded

NY Times Magazine: Game of Sharks and Minnows

“Cinemagraphs”

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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.

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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 graphic.  Videos posted with other media get more plays.  Those left in segregated “video” sections get ignored.

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Video Now: A Tow Center Report

RECOMMENDATIONS

3.  Sports & Explainers

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.  

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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.

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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. 

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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. 

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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 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.

Avoid the in-between. Stories should be up-to-the-minute fast, or deeply important.

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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 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. 

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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.  

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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. 

video now www towcenter org

Video Now:www.towcenter.org

A Tow Center Report