#Digital Caribbean: Jonathan Carrigan, CBC, Canada
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#Digital Caribbean: Jonathan Carrigan, CBC, Canada
23 de Aug de 2013•0 recomendaciones•1,038 vistas
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#Digital Caribbean: Jonathan Carrigan, CBC, Canada
- 1. Media Operations & Technology 2013 What’s New Now? Jonathan Carrigan Director, Product Development jonathan.carrigan@cbc.ca 1
- 2. Media Operations & Technology 2013 Introduction 2 Jonathan Carrigan Director, Product Development ca.linkedin.com/in/jonathancarrigan @J_Carrigan Jonathan.carrigan@cbc.ca
- 3. Media Operations & Technology 2013 Canada’s National Public Broadcaster 3
- 4. Media Operations & Technology 2013 20 Years Digital Experience 1995 Official Website 1996 Streaming Radio 2000 VOD & Radio3 2003 Mobile Website 2006 Podcast 2008 Mobile App 2010 Tablet App 2012 2nd Screen App 2013 Game Console 1993 Internet Trials 4
- 5. Media Operations & Technology 2013 CBC Web Traffic Growth 5
- 6. Media Operations & Technology 2013 Canadian Digital Context 6
- 7. Media Operations & Technology 2013 82% Broadband Penetration Internet Connection at Home Canadians 18+ Source: MTM, Media Technology Adoption – Spring 2013 Update Canadian Market7
- 8. Media Operations & Technology 2013 51% Smartphone Penetration Smartphone Ownership (Overall) Canadians 18+ iPhone (16%) Android (13%) Black Berry (13%) Other (9%) 31% 25% 25% 18% Source: MTM, Media Technology Adoption – Spring 2013 Update Canadian Market 8
- 9. Media Operations & Technology 2013 25% Tablet Penetration Tablet Ownership (Overall) Canadians 18+ iPad (16%) Source: MTM, Media Technology Adoption – Spring 2013 Update Canadian Market 9
- 10. Media Operations & Technology 2013 Over-The-Top (OTT) Penetration • Nearly a fifth of Canadians have connected their TV set to the Internet1 • BUT just 5% are downloading apps.2 • The growth of Netflix is the main reason for the growth of Internet-connected TV.1 1. MTM, Media Technology Adoption – Spring 2012 Update English-language Market 2. Strategic & Competitive Analysis (SCA), Distribution & Platform 1 Business Intelligence and Analysis # 1. June 1, 2012– July 18, 2012 Access Internet on a TV* Anglophones 18+ % 10
- 11. Media Operations & Technology 2013 Game Consoles #1 for Connecting TVs to the Net Devices Used to Access the Internet on TV set (%) Source: MTM, Game Consoles Are Not Just For Gaming Anymore. September 2012. 11
- 12. Media Operations & Technology 2013 CBC’s Digital Presence NEWS SPORTS RADIODIGITAL MOBILE WEB 12
- 13. Media Operations & Technology 2013 CBC’s Digital Footprint 13
- 14. Media Operations & Technology 2013 125 Digital Products Desktop Websites Mobile Websites Mobile Apps Other 55 18 33 19 14
- 15. Media Operations & Technology 2013 Desktop is Losing It’s Dominance Desktop vs. Mobile Phone & Tablet Visits (CBC overall, Y.o.Y) 15
- 16. Media Operations & Technology 2013 Challenges 16
- 17. Media Operations & Technology 2013 Screen Fragmentation 17
- 18. Media Operations & Technology 2013 Screen Fragmentation Android Screen Sizes Source: http://opensignal.com/reports/fragmentation-2013/ 18
- 19. Media Operations & Technology 2013 Platform Fragmentation WEB MOBILE Over The Top (OTT) 19
- 20. Media Operations & Technology 2013 OS Fragmentation Android OS Versions Source: http://opensignal.com/reports/fragmentation-2013/ 20
- 21. Media Operations & Technology 2013 21
- 22. Media Operations & Technology 2013 Next-Gen Media Service 22
- 23. Media Operations & Technology 2013 Sequential Screening Most Common Source: Ipsos, The New Multi-screen World: Understanding Cross-platform Consumer Behavior. August 2012 23
- 24. Media Operations & Technology 2013 CBC’s Audience Transitions Between Devices Percent of Daily Desktop, Tablet, & Mobile Phone Visits Source: CBC Analytics, Summer 2013. 24
- 25. Media Operations & Technology 2013 Consistency Across Platforms TV Desktop Tablet Smartphone Web App 25
- 26. Media Operations & Technology 2013 Netflix & TV Everywhere 26
- 27. Media Operations & Technology 2013 27
- 28. Media Operations & Technology 2013 Demo http://www.youtube.com/watch?v=07wM1-lIsrM 28
- 29. Media Operations & Technology 2013 On The Horizon 29
- 30. Media Operations & Technology 2013 What is Second Screen? 30
- 31. Media Operations & Technology 2013 Why Are People Excited? Source: http://www.yadvertisingblog.com/blog/2011/01/19/infographic-mobile-activities-while-watching-tv/ 31
- 32. Media Operations & Technology 2013 Eating, Browsing, Texting Are Most Popular Activities Source: eMarketer, Time Spent with Media: Consumer Behavior in the Age of Multitasking. March 2012 32
- 33. Media Operations & Technology 2013 “The phrase couch potato might better be couch octopus.” - eMarketer, March 2012 Source: eMarketer, Time Spent with Media: Consumer Behavior in the Age of Multitasking. March 2012 33
- 34. Media Operations & Technology 2013 Few Canadians Engage Curated Experiences While Watching TV Access related content while watching <5% Engage with curated experiences while watching 18%46% Access TV related content online Source: MTM, Second Screen: The Return of Interactive TV. August 2012 34
- 35. Media Operations & Technology 2013 82% of radio listeners report listening in a vehicle 35
- 36. Media Operations & Technology 2013 Three Ways to Connect Source: GSMA. 2025 Every Car Connected: Forecasting the Growth and Opportunity. February 2012. Tethered solutions - The driver must use their phone as a modem (via wired, Bluetooth or WiFi) to enable connectivity. Integrated solutions - Smartphone Apps are integrated into the car to enable the driver to safely access features and services. Embedded solutions - All of the connectivity and intelligence is built into the car. 36
- 37. Media Operations & Technology 2013 Source: Frank N. Magid Associates, Inc. CBC Mobile Research Consumer Attitudes + Opinions, December 2012. 37
- 38. Media Operations & Technology 2013 Self-Driving Cars?! 38
- 39. Media Operations & Technology 2013 39
- 40. Media Operations & Technology 2013 Horseless Carriage 2.0 40
- 41. Media Operations & Technology 2013 Rethink In-Car Entertainment 41
- 42. Media Operations & Technology 2013 When? Self-driving cars will take over by 2040. Planning production of mass-market partially autonomous cars by 2015. You'll ride in robot cars within 5 years. …could launch in 2019, perhaps sooner. 42
- 43. Media Operations & Technology 2013 What have we learned? 43
- 44. Media Operations & Technology 2013 Our Notion of the Web Must Change 44 Source: http://bradfrostweb.com/blog/web/for-a-future-friendly-web/
- 45. Media Operations & Technology 2013 How We Design & Build Websites Must Change 45
- 46. Media Operations & Technology 2013 First Mover Benefits? 46
- 47. Media Operations & Technology 2013 Be The Informed Skeptic 47 “Group Think & The Informed Skeptic” by Dana Ellyn
- 48. Media Operations & Technology 2013 Focus Turns Less in to More 48
- 49. Media Operations & Technology 2013 Questions? 49 Jonathan Carrigan Director, Product Development ca.linkedin.com/in/jonathancarrigan @J_Carrigan Jonathan.carrigan@cbc.ca
Notas del editor
- I’m thrilled to have this opportunity to be with you this morning.I’m speaking with you from my office in Toronto, CanadaI regret not being able to be with you in person but I’m really excited to share some of our digital experience and what we’ve learned along the way.If you would like to know more about me and what I do, I encourage you to visit my linked in page at the address on the screen.There will be an opportunity for questions at the end of my presentation.Let’s get started.
- CBC is Canada’s national public broadcaster.Founded in 1936 as a Radio service. We started broadcasting television in 1952.We have a presence in every province and territory, plus bureaus around the world…We offer News, Sports, drama, scripted and unscripted programming, distributed via Television, Radio, and digitalWe offer a wide range of programming, including news and current affairs, arts and entertainment, children’s programming, and sports, via a comprehensive range of services.
- CBC has 20 years digital experience…
- Over the past several years we’ve seen steady growth in our web traffic.Percent of total revenue?Growth?We as a percentage of all digital?Mobile as a percent of all digital?
- The digital context – the level of connectivity, device penetration, and consumer expectations, vary from market to market… So…Before we go any further, I’d like to give you a quick overview of the Canadian Digital Context.
- Canada enjoys high broadband penetration, which allows us to push the boundaries when developing our digital media services.- Penetration of broadband has leveled off over the past few years as we’ve reached saturation in urban and semi-urban areas. The remaining 20% is focused primarily in remote and geographically challenging areas.
- Traditionally, Canadians have lagged behind other markets when it comes to adopting mobile technology. But that is changing very fast… especially with smartphones and broadband mobile connectivity.Smartphone penetration increased 750% in the past 5 years.Most enjoy 3G, 4G, LTE connectivity with speeds increasingly comparable with home broadband connectivity.When we break it down…iPhone is the leading smartphone in Canada but Android and Blackberry comprise a 50% share of the Canadian smartphone market.Still… CONSUMPTION is much higher by iPhone users. More than 50% of all our mobile traffic is from iOS devices. However… this is down from about 65% just a year ago. Most of this loss is to Android, which is starting gaining ground in Canada.
- Tablet penetration is something we’re watching very closely because it’s growing so quickly.- Current penetration sits at 25%... Up 150% from the previous year.- iPad enjoys a comfortable 64% share BUT… this is down from nearly 80% just a year ago. So we’re watching the Android tablet market very closely.
- Now it starts to get a bit more complicated.There are many different definitions of Over-The-Top or OTT… I’m defining it as having the ability to access Internet content on your television.While generally penetration is on the rise, most of this growth can be attributed to the growing popularity of Netflix.Just 5% have downloaded any type of TV app.
- When we look more closely at the OTT market, we find that there are many different ways people are connecting their TVs to the Internet- By far the most common way is through game consoles like Xbox and PlayStation – mostly for peer-to-peer gaming, followed by the computer… usually a laptop.- BUT we need to remember that these are percentages of the 19% of Canadians accessing Internet content on the televisions. So the numbers are still very small and dominated by peer-to-peer gaming and Netflix.
- Now that you have a general sense of the Canadian digital context, let’s take a closer look at CBC’s digital products...
- CBC has extended its service to every major device and platform… and we continue to grow our digital footprint to include several of the emerging digital spaces – particularly in the OTT space.
- In total, CBC currently supports 125 individual digital products across desktop, mobile and several other platforms. Web = 55 (plus 25 to 30 TV show pages)Mobile Web = 18Mobile Apps = 33 (includes 9 iPhone, 8 iPad, 7 Blackberry, 5 Android, 1 Windows, 3 unspecified)Other = 19- Google currents (2)- Second screen (2)- Windows desktop (2)- Xbox (2)- Newsletters/ alerts (3)- YouTubechannel (5)- Facebook game (1)- Registration/ email tool (1)- Calendar (1)
- One of the most significant trends affecting our business is the explosive growth of mobile.5 years ago, mobile was simply a base we covered. We were there to learn and to simply have a mobile presence. BUT that’s changed completely…With the launch of iPhone, the mobile market changed. From Q4 2008 to Q4 2010 CBC’s mobile traffic grew by more than 3000%.3 years ago about 5% of our traffic came from people using mobile devices. A year later, in 2012, that grew to nearly 30%. Now nearly 40% of our traffic is from mobile devices and we expect we will reach 50% by the end of this fiscal year.THIS SHIFT IS HAVING A SIGNIFICANT IMPACT ON OUR BUSINESS BECAUSE WE MAKE MORE MONEY FROM DESKTOP. THERE ARE MORE ADS ON THE PAGE AND CURRENTLY DESKTOP AD RATES ARE HIGHER THAN MOBILE. BUT WE HAVE TO FIND THE SOLUTION. WE HAVE NO CHOICE. PEOPLE ARE MOVING TO MOBILE WHETHER WE LIKE IT OR NOT.And that brings me to challenges…. NEXT SLIDE
- There’s no way to understate the fact that we face many challenges. But ignoring those challenges is simply not an option.Technology is changing extremely fast and so are audience behaviours and expectations.Status quo is not an option. As an industry, we must adapt to these changes because our audiences have so many options to chose from.The longer we wait to adapt, the more difficult it will become, and the more likely we are to fail.Our audiences are adopting new digital devices that offer compelling new media experiences. We must adapt to compete.
- This is our new reality.
- THE BIIGEST CHALLENGE IS HOW WE’VE APPROACHED THE DEVELOMENT OF OUR DIGITAL FOOTPRINT…We’ve been thinking of digital as the place where we can “do more” the extra. And we keep adding to the pile as if that’s the value proposition.Not always about "more" or "extra" --- more about making it "personal" / more "relevant” to each individual.Sometimes morejust makes a big mess that’s really hard to navigate. And really hard to maintain… when things are like this, it’s hard to keep things running smoothly.
- Adding to the challenge is that consumers are starting to expect more from a digital media service.
- Last year a study by Google and Ipsos looked at how people use different screens.Whether we’re searching, buying, watching or listening… we tend to shift between screens throughout the day.
- We see this in CBC’s audience usage stats…People are using a mix of devices in the morning…Then as people travel to work smartphones and tablets are used more often…During the day desktop is the most commonly used device…Then in the evening when people are lounging around at home, the tablet takes the lead.PEOPLE CHOSE THE DEVICE THAT BEST FITS THEIR CONTEXT.
- Since people chose the screen that best suites their current context, and because they migrate across multiple screens throughout the day…The expectation is increasingly that what ever you’re able to do on one screen, you should be able to do on the other. Are all screens equal… No.Some tasks are better accomplished or more enjoyable on a certain screen.BUT as you move through your day, context will dictate the screen you chose… not the task.AND the growing expectation is that the service and brand experience will be the same.WE”RE STARTING TO SEE DIGITAL MEDIA SERVICES ADAPT TO THIS NEW CONSUMER BEHAVIOUR… NEXT SLIDE…
- Netflix is an iconic example of a next-generation multi-platform media service.No matter which device you chose to use, the service is the same. The content options and controls are the same.You can start watching a program on one device, then switch to another and the service know what you were watching, and where you left off…This allows the consumer to seamlessly transition between devices without disruption.
- Netflix is just one example. There are many examples and the list is growing quickly.THE MULTI-SCREEN EXPERIENCE CUTS ACROSS SECTORS.> Some of the most successful digital media brands have adapted to the multi-screen paradigm (slide with logos). - They include a wide range of services from utility services and sports, to video, eCommerce, and audio services like Pandora, iTunes, and Spotify.- They all deliver a consistent brand experience across the platforms and devices they support.- Are they optimized for each screen? Absolutely. BUT the core experience is constant.I used to say the future ofmedia delivery will be ubiquitous access across multiple devices. BUT that’s not quite right. It’s not the future… it’s now.NOTE: traditional media is noticeably absent from this slide. That’s because most traditional radio and TV have yet to, or have only just begun to, adapt to this delivery model.
- I’m going to show you a video. It’s a recent commercial from Microsoft promoting their new Xbox music service.First, it’s clear that this is a multi-platform service that allows users to easily transition from device to device.The more subtle thing is that through out the ad they’re switching between the different devices BUT the service is so consistent in form and function across all platforms that you probably didn’t notice. I’ve included the link so you can go back and watch it again on your own…DEMO:Xbox Music (00:01:47)http://www.youtube.com/watch?v=07wM1-lIsrM
- So what’s on the horizon?- Where are we starting to experience and what are we starting to pay attention to?
- For the past couple years we’ve been experimenting with second screen, or simultaneous companion screen experiences.
- Initially, it was charts like this that grabbed our attention. We saw numerous studies reporting high-levels of multi-tasking, where people engage with the internet using a second screen while watching TV.This was widely viewed, and still is by many, to be an untapped opportunity to engage the audience and revolutionize the TV viewing experience.
- The trouble is that people are engaging with everything but material related to the show their watching.- The top things people are doing while the multi-task is eating, text, checking email and browsing the web.
- “Browsing the web whilst watching television… might simply represent the swapping of an analogue distraction for a digital one…. a substitute for reading newspapers and magazines, or looking through catalogues.”
- CBC has engaged in several second screen experiments, producing products for a range of programming from scripted and unscripted programs to News and live sports.- The investment for each of these ranged from $50k - $300kNone were able to engage more than 2% of the viewing audience and most achieved less1%. This experience is the industry norm.People simply may not want this type of experience. MANY QUESTIONS REMAIN:- ROI? It’s unclear if offering a curated second screen experience:Contributes to audience growth?Makes viewers more loyal?Increases incremental revenue?Is what people want?Competitive Advantage? Whether curated second screen experiences offer a competitive advantage is unknown. The future of second screen integration is very difficult to predict.
- The car is at the centre of our Radio business. Radio has been the dominant in-car entertainment for decades but that may be about to change.There’s been a lot of excitement about the coming of connected carts. BUT the fact is that cars are already connected as people bring their digital media to the car through their mobile devices….
- In fact, there are several ways digital media is being delivered to the car (Tethered Solutions, Integrated Solutions, Embedded Solutions).- But there are a lot of questions. Which method of connectivity will win, who do media companies partner with - auto manufacturers, handset manufacturers, app developers? How quickly will people shift their in-car behaviours?
- In a recent study commissioned by CBC, we found that…More than half of mobile device owners have an auxiliaryport in their car, which allows them to connect their mobile device to the car’s sound system.More than 75% use the auxiliary plug at least once per week…62% use it several times a day.AND 41% (nearly half) use it at least once a day or more.I’m in that 41% BUT even I was surprised by those numbers.
- - But what if you didn't have to focus your attention on the road? What if the car drove itself?
- - This may sound like science fiction but several companies, including GM, Audii, BMW, and Volvo are developing cars that will do exactly that.- Florida, Nevada, and California have pass safety and performance regulations allowing for self-driving cars.
- - Oddly enough, Google is a leader in this space. They're developing hardware and software that will work with any car. Google's prototype has logged more than 300,000 miles without an accident. Not bad since the average US driver has an accident every 165,000 miles.
- - Forbes predicts these cars will take over by 2040 (http://www.forbes.com/sites/eco-nomics/2012/09/25/self-driving-cars-will-take-over-by-2040/)- KPMG predicts the change will happen even sooner with the transition starting within the next 5-10 years. ---> We already see cars parking themselves or automatically breaking if we get too close to something.---> GM’s Cadillac division expects to produce mass-market partially autonomous cars by 2015.
- So… what have we learned from our past digital experience?
- Our notion of the web must change. We have to understand that the web is everywhere… and increasingly that’s the case with apps as well.We need to keep the full scope of the web in mind as we develop our digital product strategy and design our product.
- Nearly half of our audience is visiting our websites with mobile devices… and they’re not always going to sites tailored to those devices… like mobile websites.Tablet users especially are very likely to visit your standard desktop website.But if your website is like ours, it wasn’t designed or built with mobile touch devices in mind.We need to consider including gesture controls in our interface design.And we need to avoid embedding tools and widgets that don’t work on mobile devices… Flash video is the perfect example.
- Some times it doesn’t pay to be the first. Some times the first mover pays the price for learning on behalf of the entire industry.- BUT LET”S BE CLEAR… A LOT OF LEARNING HAS BEEN HAD AND THE PRICE WILL BE HIGHER FOR THOSE THAT WAIT TOO LONG TO ACT.However, the longer we wait the more quickly we will need to make the necessary changes.While digital media consumption may still be low in many parts of the world, as prices drop and connectivity improves, adoption will be much faster that it has been in Canada….AND THE AMOUNT OF CHOICE AVAILABLE TO YOUR AUDIENCES WILL BE MUCH GREATER BECAUSE COMPETING SERVICES FROM AROUND THE WORLD ARE IN PLACE NOW!!!
- It’s important to be the “Informed Skeptic” --- This is a painting by American artist, Dana Ellyn, entitled “Group Think & The Informed Skeptic”To be the informed skeptic is to seek understanding to avoid making decisions blindly.Given how fast the digital media landscape is changing, we need to be watching it very closely. CBC is watching and studying the full scope of digital opportunity available to us and those to come. But we’re starting to do so with a much more critical eye ….because we simply can’t afford to chase every opportunity that’s presented to us.
- Focus turns less in to more. CBC is exploring how to do less… better. Making our service more… simple, personal, and more aligned with how people consume digital media… is our current priority.How that will be achieved is still unclear. We have a lot of work ahead. BUT I KNOW I”LL LOVE EVERY STEP OF THE JOURNEY!!!