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Multimedia storytelling

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Title: Multimedia storytelling


1
Multimedia storytelling When is it worth it and
how do you know if your site does it effectively?
When its a sustainable growing business
Ashley Wells, Creative Director
2
About msnbc.com
1
Ranking in total audience for news sites in June
by Nielsen NetRating. 37.6 million unique users
(we count 95 million)
1
Ranking in news video audience in May by Nielsen
Video Census. 8 million unique users, 113 million
streams
4
Sites operated by MSNBC Digital Networks
msnbc.com, NBCSports.com, TodayShow.com
Newsvine.com
3
About msnbc.com
President, Microsoft / NBC Board
GA 8
Sales 20
Marketing biz dev 10
Editorial 110
Technology 80
Distribution community 5
Multimedia (photo) 10
Creative 20
Coproduction video 25
Sections 25
News 25
Concepts 4
Interactive Producers 6
Site UI 4
Graphics 5
4
Types of original multimedia
Scalability
HIGH
LOW
Slide shows
Audio-driven slide shows
Simple interactives
Original video
Custom interactives
Map mash-ups
5
Types of original multimedia
Approximate proportions on msnbc.com
Slide shows
Audio-driven slide shows
Simple interactives
Original video
Custom interactives
Map mash-ups
6
Slide shows
  • Highly templated
  • Simple production tools
  • Short production time
  • Doesnt require new staff skill sets
  • Easy to leverage offline assets
  • Return easy to measure
  • Adequate ad model

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 show Cost (60 3 hrs.)
180 CPM 2
Week in Pictures Cost (65 12 hrs.)
240 CPM 5
Animal Tracks slide show Cost (60 4 hrs.)
120 CPM 15
Page views to break even (((cost per hour
hours to produce) other costs) / CPM) 1,000
8
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 show Cost (60 3 hrs.)
180 CPM 2
Week in Pictures Cost (65 12 hrs.)
240 CPM 5
Animal Tracks slide show Cost (60 4 hrs.)
120 CPM 15
Page views to break even (((cost per hour
hours to produce) other costs) / CPM) 1,000
9
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

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 sequence Cost 60 3 hrs. CPM 2
Sequences from field Cost (70 24 hrs.)
500 CPM 10
Scars from Iraq project Cost (70 18 hrs.)
500 CPM 4
Page views to break even (((cost per hour
hours to produce) other costs) / CPM) 1,000
11
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 sequence Cost 60 3 hrs. CPM 2
Sequences from field Cost (70 24 hrs.)
500 CPM 10
Scars from Iraq project Cost (70 18 hrs.)
500 CPM 4
Page views to break even (((cost per hour
hours to produce) other costs) / CPM) 1,000
12
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 getting easier to measure
  • Inadequate ad model

13
Simple interactives
1,400,000 1,200,000 1,000,000 800,000 600,00
0 400,000 200,000
Page views needed to cover costs
Original timeline Cost 60 48 hrs. CPM 2
Re-use of timeline Cost 60 4 hrs. CPM 2
Re-use of character gallery Cost 60 4
hrs. CPM 10
Page views to break even (((cost per hour
hours to produce) other costs) / CPM) 1,000
14
Simple interactives
1,400,000 1,200,000 1,000,000 800,000 600,00
0 400,000 200,000
Page views needed to cover costs
Original timeline Cost 60 48 hrs. CPM 2
Re-use of timeline Cost 60 4 hrs. CPM 2
Re-use of character gallery Cost 60 4
hrs. CPM 10
Page views to break even (((cost per hour
hours to produce) other costs) / CPM) 1,000
15
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

16
Map mash-ups
175,000 150,000 125,000 100,000 75,000 50,0
00 25,000
Page views needed to cover costs
Map with fixed points Cost 60 2 hrs. CPM 2
Map with dynamic data Cost 70 6 hrs. CPM 15
Page views to break even (((cost per hour
hours to produce) other costs) / CPM) 1,000
17
Map mash-ups
175,000 150,000 125,000 100,000 75,000 50,0
00 25,000
Page views needed to cover costs
Map with fixed points Cost 60 2 hrs. CPM 2
Map with dynamic data Cost 70 6 hrs. CPM 15
Page views to break even (((cost per hour
hours to produce) other costs) / CPM) 1,000
18
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

19
Original video
175,000 150,000 125,000 100,000 75,000 50,0
00 25,000
Page views needed to cover costs
In-studio clip Cost 65 3 hrs. CPM 20
Field-produced clip Cost (65 16 hrs.)
500 CPM 25
Field-produced feature Cost (65 80 hrs.)
1200 CPM 40
Page views to break even (((cost per hour
hours to produce) other costs) / CPM) 1,000
20
Original video
175,000 150,000 125,000 100,000 75,000 50,0
00 25,000
Page views needed to cover costs
In-studio clip Cost 65 3 hrs. CPM 20
Field-produced clip Cost (65 16 hrs.)
500 CPM 25
Field-produced feature Cost (65 80 hrs.)
1200 CPM 40
Page views to break even (((cost per hour
hours to produce) other costs) / CPM) 1,000
21
Custom interactives
  • May leverage offline assets
  • Often requires new staff skill sets
  • Usually long production time
  • Difficult to use templates
  • Sophisticated production tools
  • Return can be difficult to measure
  • Inadequate ad model

22
Custom interactives
4,000,000 3,500,000 3,000,000 2,500,000 2,00
0,000 1,500,000 1,000,000
Page views needed to cover costs
Large scale project 1 Cost 65 120 hrs. CPM 2
Large scale project 2 Cost (65 150 hrs.)
250 CPM 12
Page views to break even (((cost per hour
hours to produce) other costs) / CPM) 1,000
23
Custom interactives
4,000,000 3,500,000 3,000,000 2,500,000 2,00
0,000 1,500,000 1,000,000
Page views needed to cover costs
Large scale project 1 Cost 65 120 hrs. CPM 2
Large scale project 2 Cost (65 150 hrs.)
250 CPM 12
Page views to break even (((cost per hour
hours to produce) other costs) / CPM) 1,000
24
Comparing multimedia
1,050,000 900,000 750,000 600,000 450,000 3
00,000 150,000
Page views needed to cover costs
Slide show
Audio slide show
Simple interactive
Map mash-up
Original video
Custom interactive
Text story
Approximate return on investment using similar
scope projects with normalized CPMs
25
Comparing multimedia
1,050,000 900,000 750,000 600,000 450,000 3
00,000 150,000
Page views needed to cover costs
Editorial Boost page views
Sales Boost CPMs
GA Reduce costs
Slide show
Audio slide show
Simple interactive
Map mash-up
Original video
Custom interactive
Text story
Approximate return on investment using similar
scope projects with normalized CPMs
26
Comparing multimedia
1,050,000 900,000 750,000 600,000 450,000 3
00,000 150,000
Page views needed to cover costs
Slide show
Audio slide show
Simple interactive
Map mash-up
Original video
Custom interactive
Text story
Approximate return on investment using similar
scope projects with normalized CPMs
About PowerShow.com