Rethinking Video & Mobile for Local

for engagement and revenue

Guy Tasaka, Chief Digital OfficerCalkins Media / Calkins Digitalgtasaka@calkins.com

• 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

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5

10

15

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25

30

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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

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2,000

4,000

6,000

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12,000

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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

Thank YouGuy Tasakagtasaka@calkins.com

www.calkinsdigital.com