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Transcript of Erl presentation final
Putting your Patrons
in the Driver’s Seat
Assessing the Value of On-Demand Streaming Video
Presented by
Annie Erdmann, Simmons College, [email protected]
Jennifer Ferguson, Simmons College, [email protected]
Scott Stangroom, UMass Amherst, [email protected]
Why Study Streaming Video?
• Distance learning• Faculty demand and
the “flipped classroom” • Non-DVD compatible
technology• Staying relevant to our
patrons…
From Pilot to Practice
Previous Pilot Study Findings
• An 85% and 70% improvement in ROI vs. outright collection purchases and DVDs
• Colleges with 26,000 and 30,000 students
• 40% of DVDs never used and ~9 views on average over their lifetime
• 60% of academics use online video for teaching yet 80% are unaware the library offers it (same with students)
Would our experience echo the pilot?
Would our FTE (4K vs. 28K) make a difference?
Were we experiencing the same issues and what was driving it?
Could we find a way to crack the “awareness
gap”?
Part I: The Situation with DVD
Surprisingly Low Usage
% of DVD Collection by Lifetime CheckoutsUMass
Losing Relevance Over Time…
DVDs Checked out by Timeframe Post Acquisition (cumul.)Simmons only, by Year
Our DVDs lose their value over time
… Consistently at Both Campuses
DVDs Checked out by Timeframe Post Acquisition (cumul.)Simmons & UMass, 2004-2014
Damage & Loss is also a Concern
DVDs Lost, Damaged & Weeded by Year of AcquisitionSimmons only
These Issues Reduce the ROI on DVDs
$18.15
$20.15
$131.17
$119.83
UMass
Part II:Launching Video PDA
Kanopy’s Streaming Video PDA
• Launched Kanopy’s PDA model in late 2013
• Step 1: Set a manageable upfront budget cap
• Step 2: Opened up broad collections of over 20,000 films
• Step 3: Usage triggers• Step 4: Quarterly invoicing,
live usage monitoring
We Didn’t Know You Wanted That!Top 10 Films
Simmons1. Mental Disorder / Illness Symptoms
(Symptom Media)
2. Here One Day (Indep.)
3. Appraisals in Action (TV Choice)
4. The Seventh Seal (Criterion)
5. Thin Ice: The Inside Story of Climate Science (Green Planet)
6. The Legacy of Unresolved Loss (Psychotherapy. net)
7. When Students Write (Stenhouse)
8. Writing with Mentors (Stenhouse)
9. Unnatural Causes (Cal. NR)
10. The Cabinet Of Dr. Caligari (Kino)
UMass1. Race the Power of an Illusion (Cal.
NR)
2. The Revisionaries (Kino)
3. Frontline - Generation Like (PBS)
4. Animation Before Unification (DEFA)
5. Blood And Sand (Kino)
6. Wal-Mart: The High Cost of Low Price (TDC)
7. Rome Open City (Criterion)
8. For The Price of a Cup of Coffee (Green Planet)
9. Miss Representation (Indep.)
10. First Contact (DER)
We Buy Only What We Use A Lot
61%11%
4%
3%3%
18%
UMass
53%
15%
6%
3%
4%
19%
Simmons
123455+
% of films watched by number of plays
Let’s compare the purchase model...
*Playback represents a single click on the playback button, irrespective of viewing time.
Apr-1
2
May
-12
Jun-
12
Jul-1
2
Aug-1
2
Sep-1
2
Oct-1
2
Nov-1
2
Dec-1
2
Jan-
13
Feb-1
3
Mar
-13
Apr-1
3
May
-13
Jun-
13
Jul-1
3
Aug-1
3
Sep-1
3
Oct-1
3
Nov-1
3
Dec-1
3
Jan-
2014
Feb-2
014
Mar
-201
4
Apr-2
014
May
-201
4
Jun-
2014
Jul-2
014
Aug-2
014
Sep-2
014
Oct-2
014
Nov-2
014
Dec-2
014
0
5
10
15
20
25
30
35
40
Filmakers Library OnlineTotal Playbacks by Month
Simmons only
To
tal
Pla
ybac
ks*
… and how this translates into value.
Total Playbacks = 81
Total Cost to Date = $21,400
Cost Per Playback = $264.20
2011 2012 2013 20140
10
20
30
40
50
60
Counseling & Therapy in Video, Volume I
UMass only
To
tal
Pla
ybac
ks P
er Y
ear
Plays Per Paid Film (ROI)
1 A play is defined as 30 seconds or more viewed2 Checkout is a checkout from the library irrespective if played3 Upfront payment with ongoing annual fees. Plays per film per year since available (declining year on year)
Kanopy PDA
DVD
Purchased Coll.
UMass Simmons
Plays per Triggered Film 203 56
ROI ($/play)1 $0.74 $2.42
Lifetime Checkouts / DVD 7.2 5.9
ROI ($/checkout)2 $18.15 $20.15
Plays per film3 0.01 0.10
ROI ($/play)* $264.20 -
Part III:Closing the Awareness Gap
Oct
-13
No
v-1
3
De
c-1
3
Jan
-14
Fe
b-1
4
Ma
r-1
4
Ap
r-1
4
Ma
y-1
4
Jun
-14
Jul-1
4
Au
g-1
4
Se
p-1
4
Oct
-14
No
v-1
4
De
c-1
4
Jan
-15
Fe
b-1
5
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000UMass
Simmons
Vid
eo C
lick
s
Awareness campaign started
Total Video Clicks by Month
Increasing Awareness and Building Use
Our Promotional Project
1. LibGuide links
2. Faculty / Liaison emails
3. Email signature images
4. News blog
5. Posters
6. Social Media
7. Database list
Promotional Initiatives
What Were They Looking For?
Type of search query % of Total producer 9% theme 67% title 16% person 5% place 3%
DEFA, Criterion
Psychology, gender
Miss representation,
The Actress
Japan, Michael white
Results By Channel
Sessions % New Bounce Rate
Pages / Session
Avg. Duration
Email 366 33% 39% 3.9 0:03:54 LibGuide 310 20% 17% 6.8 0:06:25 Email Signature 25 40% 80% 2.1 0:01:38 Social media 13 69% 62% 2.0 0:00:24 Search widget 87 36% 24% 4.6 0:06:31
So What?• PDA has been a highly effective & economical model
– Significantly greater ROI compared to DVD or purchased collections of streaming video
– Solves problems of predicting demand & unused/obsolete media
– Success at both campuses despite size differences
• We were able to greatly impact awareness– Faculty engagement has been important to success (esp.
email and LibGuides)– Still working on student engagement (social media, etc.)
What Now?
• Using PDA to inform collection development and promotion– Carving out curated collections– Promoting the subjects and materials that we know faculty
want
• Determining how the films are being used, by whom and for what reasons– Length of play– In or out of the classroom– Research or recreation– Feature films or documentaries
What Next?
• The changing landscape for media in education– Increasing legitimacy of films in course work– Increasing number of courses teaching with film
• The changing landscape for streaming films– Rapidly increasing number of streaming titles available to
us every year– Access versus ownership an increasingly important
concept for media collections
thank you
Presented byAnnie Erdmann, Simmons College, [email protected]
Jennifer Ferguson, Simmons College, [email protected]
Scott Stangroom, UMass Amherst, [email protected]