Date post: | 29-Nov-2014 |
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Delivering Multiplatform Digital Experiences
James Miner
SVP, Digital Media
ESPN STAR Sports
“Believe in enabling the business to operate no
matter what the next big thing is, and letting
other people catch up. Our role is to inspire
innovation through experimentation.”
Max Mancini, Platforms and Disruptive Innovation, Ebay
Delivering Multiplatform Digital Experiences
STREAMING ICC Cricket World Cup 2011 – Global Streaming Case Study
INTEGRATION Connecting Platforms Using Unified CMS, RSS, CDN, and Social Platforms
INNOVATION New Platforms Creating New Opportunities
Where Asian Fans
Watch TV Content*: 1. 77% TV
2. 63% PC
3. 38% Mobile
4. 19% Other Hand Held
Asia Market Connections*: 968MN TV Sets
800MN Internet Users
17MN AU Internet Users**
350MN 3G+ Subscribers
135MN Smart Phones
6.5MN Tablets
143 million Facebook Users
Platform Evolution • Fans connect to their sports at
home, work and on mobile -
anywhere, anytime, on the best
available screen.
*2011 Disney Research, ** Nielsen 2010
INTEGRATE: Connecting Across More Platforms
INTEGRATE: Unified Experience Platform
ESPN STAR SPORTS BROADBAND
TABLET VIRAL
MOBILE
SMART TV
SOCIAL
The Connected Network
*2011 Disney Research
INTEGRATE: The Best Screen Available Approach
No TVTV Only
TV + 1TV + 2
TV + 3TV + 4
1:24 2:23 2:23
2:19 2:57
1:17 0:46 1:46
2:21
4:37 1:17 1:24
3:09 4:09 4:40
7:34
AV G D A I LY U S A G E : T E L E V I S I O N B A S E E S P N F I FA W O R L D C U P R E S E A R C H
Non-TV Media
TV
INTEGRATE: More TouchPoints = More Engagement
Multiple Platforms Increases Engagement • Media Usage across multiple platforms is not a Zero Sum
Gain. So reaching across every touch point increases
engagement, not cannibalization.
*2011 Disney Research
INTEGRATE: More TouchPoints = More Engagement
Multiplatform Advertising Drives Value • Media Usage across multiple platforms Increases Value for
Advertisers as Measured During the FIFA World Cup.
0%
10%
20%
30%
40%
50%
60%
70%
80%
TVOnly
TV +1
TV +2
TV +3
ALL 0%
10%
20%
30%
40%
50%
60%
70%
80%
TV Only TV + 1 TV + 2 TV + 3 ALL
Client 1
Client 2
Client 3
A F F I N I T Y / F A V O R A B I L I T Y P U R C H A S E I N T E N T
* ESPN 2010 World Cup Cross-Platform Study
Delivering Multiplatform Digital Experiences
STREAMING ICC Cricket World Cup 2011 – Global Streaming Case Study
INTEGRATION Connecting Platforms Using Unified CMS, RSS, CDN, and Social Platforms
INNOVATION New Platforms Creating New Opportunities
STREAMING: Cricket World Cup Case Study
In February 2011 ESPN STAR Streamed
the ICC Cricket World Cup 2011.
The Event was carried on TV Networks –
and on ESPNSTAR.com, ESPNPLAYER,
ESPN3 Broadband, and Vodafone India.
Here’s What We Learned:
Keep it Simple
Protect it
Prepare to Scale
Let’s See What Happened…
Minimize the Moving Parts!
Reduce the Points of Failure
Reduce Time to Debugging
Maximize Opportunities to Optimize
Maximize the End User Experience
STREAMING: Keep It Simple
WEB - CMS Double Click
Ad Serving 3RD Party
Ad Serving AD Media
Storage
Token
Server
Web Hosting VIDEO
Streaming
The Original Configuration
Minimize the Moving Parts!
Reduce the Points of Failure
Reduce Time to Debugging
Maximize Opportunities to Optimize
Maximize the End User Experience
STREAMING: Keep It Simple
The Optimal Configuration
Ad Serving Web & Ad & Video
Streaming
Token Server
Protect It
Prepare For Piracy
Utilize Industry Leading Solutions
Token, Authenticate, Flash Access
Innovate Faster than the Pirates
Content Can Pop-up Anywhere
“IP Display” Stopped Piracy 100%
STREAMING: Protect Your Content
STREAMING: By The Numbers
New Records Set for India Market * Verified by AKAMAI
65MN Videos Served (1.5x the Old Record)
10MN Streams for IN vs.Pak Semifinal
Over 70GBPS Served at Peak (2x the Old Record)
Over 1.39BN Impressions Served by
Doubleclick during the CWC2011 on
espnstar.com (*not a confirmed record)
The CWC2011 was carried across the globe on ESPN
and STAR Cricket TV – and On ESPNSTAR.com,
ESPN Player, ESPN3, and Vodafone 3G Networks.
STREAMING: By The Numbers for Australia
The Cricket World Cup Increased Online Sports Traffic
across Australia. Victoria Consumes 28.1% of All
Online Sports Content – just behind NSW at 28.9%.
NOTE: Crictime.com carries the Cricket Streaming in Australia
– and seemed to be very popular with Australian Fans.
Delivering Multiplatform Digital Experiences
STREAMING ICC Cricket World Cup 2011 – Global Streaming Case Study
INTEGRATION Connecting Platforms Using Unified CMS, RSS, CDN, and Social Platforms
INNOVATION New Platforms Creating New Opportunities
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INNOVATION: Merging Live Streaming, Scores & Social
Tw
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INNOVATION: Merging Live Streaming, Scores & Social
INNOVATION: Smart TV - Internet & TV Content
Mobility Platforms “Mobility” Applications reach fans wherever
whenever they want to connect. Fans can access
live scores, video on demand, Live Events, and
ESPN TV.
Summary:
Integrated Content via RSS, Cloud Hosting
News, Scores, Videos, Images, Streams
Android, iPhone, iPad, OVI Versions
Live Streaming of ESPN TV and Events
These platforms create a stronger market position
and deeper fan engagement.
INNOVATION: Mobility Drives New Opportunity
Delivering Multiplatform Digital Experiences
James Miner
SVP, Digital Media
ESPN STAR Sports