2. At the highest level, there are 2
keys to the digital content
business

5. Let’s start by maximizing how
we serve that our audience

6. 2003

7. 20112003

12. It’s a Fall, Tuesday Morning
in Sports Media

17. HUGE, right

18. = 2x

20. Sabermetrics of Content

23. Every day, they tell us
everything we need to know
about them in order to better
evaluate them

24. And we don’t need this guy…

25. Hint:

26. Hint ^2:

27. ! Shameless Plug Alert !

28. At the highest level, the digital
content business is about…

32. Let’s talk about how to make
some money

33. I don’t know any Yale econ
grads but…

36. “No wonder the midrange is
dying. It’s basic economics.”

37. Let’s tie this to video content.

38. The shorter the video, the
higher the probability someone
watches it all the way through

40. The longer the video, the lower
the completion rate

42. You could say…

45. So why ever make longer
videos?

46. When the distance of your shot
moves from 23 to 24 feet, it
becomes worth more points

47. When the length of your video
move from 2:59 to 3:00, you can
now monetize it on Facebook

50. Short-Form
(Under 1-min)
Long-Form
(Over 3-min)

54. The 2:30 to 2:59 video is like
shooting a midrange jumper

55. You’re shooting a lower % shot
with no additional return

56. “No wonder the midrange is
dying. It’s basic economics.”

57. I’ll leave you with this...