Valerio Veo - Creating AFL Media Was Hard

Valerio Veo explains how the AFL made seven businesses into one to bring footy to the masses.

Transcript

1. Valerio Veo Head of Production & Futures, Australian Football League @valerioveo AFL Media is hard Bringing AFL to the digital masses
2. In the beginning…
3. Now…
4. From many to one…
6. The content approach
8. Those guys have all the fun… sometimes
10. Changing the mix
11. Making content work across platforms
12. 2012 season summary
13. Continued growth in 2013
14. The hard numbers
15. Mobile is booming
16. The audience is responding
17. Key social and technological trends reshaping our industry Shortening attention spans and increased customer ‘snacking’ Change in household structure and decision making Next wave of population growth driven by migrants Array of entertainment and sports options – more channels, more screens Media landscape re-shaping – accelerated by NBN IMPLICATIONS Harder to acquire and hold customer attention - want ‘easiest’ and ‘most compelling’ experience FROM TO §  ‘Longer’  forms  of  media  (books,   cinemas,  newspapers)   §  Buying  $200+  annual  subscrip@ons     §  ‘Instant  media’  –  rapid,  mul@ple  browsers,   TwiEer,  Google   §  Digital  ‘snacking’  –  paying  $1-­‐5  for  ‘@dbits’   of  content   §  Dad or Mum chooses §  What Dad wants §  What Mum wants §  What Teen wants §  What Child Wants Family experiences need to cater for multiple segments simultaneously – Male v Female, Adult v Teen v Child §  Growth from net births §  1 in 5 Australians born overseas §  Limited alternatives to AFL, “Aussie rules” the default §  Growth from net migration §  1 in 4 Australians born overseas §  Did not grow up with AFL, “Soccer” the default Challenge in customer acquisition increases with growing diversity §  5 FTA channels §  Single screen (TV) §  Limited options to play sports §  17 FTA, 200+ Pay TV, Youtube, Video on Demand channels §  Multiple screens (Smart TVs, IPTVs, tablets, smartphones) §  Multiple options - casual, non-traditional sports ‘Fragmentation’ and saturation of options makes it harder to capture and hold customer attention §  5 major TV networks §  Two major telcos – Telstra/Optus §  More content producers – sport, news, entertainment, etc. §  More content distributors – convergence of TV + telecoms + new entrants Increasing competition for control of the customer – brand, subscriptions, data TRENDS Need to be relentlessly customer focused to maintain relevance
18. Fan involvement
19. Fan involvement
20. Rankings and gamification
21. Get a direct relationship with customers Use customer data to ‘know them better’ Deliver the best customer experiences Owning the customer ecosystem
23. @valerioveo Thank you. Questions?