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The realities of original multimedia

The realities of original multimedia. Ashley Wells, Creative Director. About this discussion. Let’s talk about … The challenges facing original multimedia What we can do to overcome them And not … Examples of innovative new formats Storytelling philosophies & production tips.

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The realities of original multimedia

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  1. The realities of original multimedia Ashley Wells, Creative Director

  2. About this discussion Let’s talk about … • The challenges facing original multimedia • What we can do to overcome them And not … • Examples of innovative new formats • Storytelling philosophies & production tips

  3. Types of original multimedia Scalability HIGH LOW Slideshows Audio-driven slide shows Simpleinteractives Originalvideo Custominteractives Mapmash-ups

  4. Types of original multimedia Approximate proportions on msnbc.com Slideshows Audio-driven slide shows Simpleinteractives Originalvideo Custominteractives Mapmash-ups

  5. Slide shows • Highly templated • Simple production tools • Short production time • Doesn’t require new staff skill sets • Easy to leverage offline assets • Return easy to measure • Adequate ad model

  6. Slide shows 300,000 260,000 220,000 180,000 140,000 100,000 60,000 Page views needed to cover costs Daily news slide showCost: ($60 * 3 hrs.) + $180CPM: $2 Week in PicturesCost: ($65 * 12 hrs.) + $240CPM: $5 Animal Tracks slide showCost: ($60 * 4 hrs.) + $120CPM: $15 Page views to break even = (((cost per hour * hours to produce) + other costs) / CPM) * 1,000

  7. Slide shows 300,000 260,000 220,000 180,000 140,000 100,000 60,000 Page views needed to cover costs Daily news slide showCost: ($60 * 3 hrs.) + $180CPM: $2 Week in PicturesCost: ($65 * 12 hrs.) + $240CPM: $5 Animal Tracks slide showCost: ($60 * 4 hrs.) + $120CPM: $15 Page views to break even = (((cost per hour * hours to produce) + other costs) / CPM) * 1,000

  8. Audio-driven slide shows • Highly templated • Simple production tools • Builds on existing staff skill sets • Leverages offline assets well • Moderate to short production time • Return can be difficult to measure • Inadequate ad model

  9. Audio-driven slide shows 300,000 260,000 220,000 180,000 140,000 100,000 60,000 Page views needed to cover costs Daily news sequenceCost: $60 * 3 hrs.CPM: $2 Sequences from fieldCost: ($70 * 24 hrs.) + $500CPM: $10 Scars from Iraq projectCost: ($70 * 18 hrs.) + $500CPM: $4 Page views to break even = (((cost per hour * hours to produce) + other costs) / CPM) * 1,000

  10. Audio-driven slide shows 300,000 260,000 220,000 180,000 140,000 100,000 60,000 Page views needed to cover costs Daily news sequenceCost: $60 * 3 hrs.CPM: $2 Sequences from fieldCost: ($70 * 24 hrs.) + $500CPM: $10 Scars from Iraq projectCost: ($70 * 18 hrs.) + $500CPM: $4 Page views to break even = (((cost per hour * hours to produce) + other costs) / CPM) * 1,000

  11. Simple interactives • Builds on existing staff skill sets • Leverages offline assets well • May be highly templated • May use simple production tools • Moderate to low production time • Return can be difficult to measure • Inadequate ad model

  12. Simple interactives 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 Page views needed to cover costs Original timelineCost: $60 * 48 hrs.CPM: $2 Re-use of timelineCost: $60 * 4 hrs. CPM: $2 Re-use of character galleryCost: $60 * 4 hrs.CPM: $10 Page views to break even = (((cost per hour * hours to produce) + other costs) / CPM) * 1,000

  13. Simple interactives 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 Page views needed to cover costs Original timelineCost: $60 * 48 hrs.CPM: $2 Re-use of timelineCost: $60 * 4 hrs. CPM: $2 Re-use of character galleryCost: $60 * 4 hrs.CPM: $10 Page views to break even = (((cost per hour * hours to produce) + other costs) / CPM) * 1,000

  14. Map mash-ups • May build on existing staff skills • May be highly templated • Partly uses simple tools • May leverages offline assets • Moderate to low production time • Return can be difficult to measure • Inadequate ad model

  15. Map mash-ups 175,000 150,000 125,000 100,000 75,000 50,000 25,000 Page views needed to cover costs Map with fixed pointsCost: $60 * 2 hrs.CPM: $2 Map with dynamic dataCost: $70 * 6 hrs.CPM: $15 Page views to break even = (((cost per hour * hours to produce) + other costs) / CPM) * 1,000

  16. Map mash-ups 175,000 150,000 125,000 100,000 75,000 50,000 25,000 Page views needed to cover costs Map with fixed pointsCost: $60 * 2 hrs.CPM: $2 Map with dynamic dataCost: $70 * 6 hrs.CPM: $15 Page views to break even = (((cost per hour * hours to produce) + other costs) / CPM) * 1,000

  17. Original video • Highly templated • Return usually easy to measure • Maturing ad model • Moderate to long production time • Difficult to leverage offline assets • Often requires new staff skill sets • Sophisticated production tools

  18. Original video 175,000 150,000 125,000 100,000 75,000 50,000 25,000 Page views needed to cover costs In-studio clipCost: $65 * 3 hrs.CPM: $20 Field-produced clipCost: ($65 * 16 hrs.) + $500CPM: $25 Field-produced featureCost: ($65 * 80 hrs.) + $1200CPM: $40 Page views to break even = (((cost per hour * hours to produce) + other costs) / CPM) * 1,000

  19. Original video 175,000 150,000 125,000 100,000 75,000 50,000 25,000 Page views needed to cover costs In-studio clipCost: $65 * 3 hrs.CPM: $20 Field-produced clipCost: ($65 * 16 hrs.) + $500CPM: $25 Field-produced featureCost: ($65 * 80 hrs.) + $1200CPM: $40 Page views to break even = (((cost per hour * hours to produce) + other costs) / CPM) * 1,000

  20. Custom interactives • May leverage offline assets • Often require new staff skill sets • Usually long production time • Difficult to use templates • Sophisticated production tools • Return can be difficult to measure • Inadequate ad model

  21. Custom interactives 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 Page views needed to cover costs Large scale project 1Cost: $65 * 120 hrs.CPM: $2 Large scale project 2Cost: ($65 * 150 hrs.) + $250CPM: $12 Page views to break even = (((cost per hour * hours to produce) + other costs) / CPM) * 1,000

  22. Custom interactives 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 Page views needed to cover costs Large scale project 1Cost: $65 * 120 hrs.CPM: $2 Large scale project 2Cost: ($65 * 150 hrs.) + $250CPM: $12 Page views to break even = (((cost per hour * hours to produce) + other costs) / CPM) * 1,000

  23. Comparing multimedia 1,050,000 900,000 750,000 600,000 450,000 300,000 150,000 Page views needed to cover costs Slideshow Audioslide show Simple interactive Mapmash-up Originalvideo Custominteractive Textstory Approximate return on investment using similar scope projects with normalized CPMs

  24. Scaling multimedia 1,050,000 900,000 750,000 600,000 450,000 300,000 150,000 Page views needed to cover costs Boostpage views BoostCPMs Reducecosts Slideshow Audioslide show Simple interactive Mapmash-up Originalvideo Custominteractive Textstory Approximate return on investment using similar scope projects with normalized CPMs

  25. Reducing costs & boosting CPMs Multimedia tools to speed production are proliferating

  26. Reducing costs & boosting CPMs Multimedia tools to speed production are proliferating Advertisers are hungry for unique, engaging content

  27. Reducing costs & boosting CPMs Multimedia tools to speed production are proliferating Advertisers are hungry for unique, engaging content Labor costs are likely to rise in this tight job market ?

  28. Boosting page views Ad models are changing toward time & engagement x 3.5

  29. Boosting page views Ad models are changing toward time & engagement x 3.5 Site designs are better integrating multimedia

  30. Boosting page views Ad models are changing toward time & engagement x 3.5 Site designs are better integrating multimedia Widgets & embeds are funneling traffic back to news sites

  31. Creative Team Creative Director – responsiblefor site UX, manages team leads Ashley DEVELOPMENT DESIGN InteractiveProducers NewsGraphics Paige Clay DAILY • Focus: Storytelling for original news content • Skill set: Technical / multimedia, including Flash and JavaScript • Background: Journalism, multimedia • Focus: Daily news graphics for storytelling, project packaging • Skill set: Illustration, infographics • Background: Arts / design, journalism LONGTERM EditorialConcepts SiteDesign Rex ? • Focus: Product development • Skill set: Technical, design, planning • Background: Journalism, technology • Focus: Site design, page templates • Skill set: UI design, XHTML/CSS • Background: Web design, journalism

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