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much knowledge
amaze data
wow glasses
such business
@benhuh
BravoTV/LOLwork
Cheezburger’s Business
Happy Moments 

for our Audience.
!
Sharable Stories 

for our Advertisers.
@benhuh
The Medium is the Message
Marshall Mcluhan
The Format is the Message
Ben Huh, Cheezburger
@benhuh
It’s Inside the Computer?
@benhuh
Zoolander
Device
Format
@benhuh
@benhuh
16:9
Explosion of devices =
Competition for attention
!
Using new formats to reach
consumers with thinning
attention-span
!
Pie isn’t shrinking. 

Embrace constraints. 

Leverage Moments.
Devices & Formats
1. Background
!
!
2. Challenges
!
!
!
3. Answers
@benhuh
“Devices” of the Past
@benhuh
The Simple Past
TV
Movie Theatre
DVDs
!
Books
Newsprint
!
Radio
CDs
Watch
!
!
!
Read
!
!
Listen
@benhuh
From Vertical...
Read Listen Watch
Books Radio TV
Print CDs Theatre
Device = Format
Activity
@benhuh
Devices of Today
@benhuh
To Horizontal
Books Radio TV
Print CDs Theatre
Computers
Smartphones
eBooks
Smart TV
FormFactor
Read Listen Watch
Activity
Devices ≠ Format
@benhuh
Watch,

Read,

Listen,
and write,
take photos,
and shoot
HD videos.
They’re Everywhere and Do It All
Smartphone
Tablet
Laptop
Desktop
Google Glass
Smart TV
!
What’s the difference?
Humans Use 

the Devices, but…
@benhuh
The Formats Make Up the Network
Facebook
Which
one is
your
favorite
TV?
iMore
168 hours in a week, 112 awake
@benhuh
Opportunity in Challenges
Opportunity
Opportunity
@benhuh
2036: Global Media Apex?
The 112 Limit
@benhuh
Do I Have Your Attention?
We Live in a Thin-Crust World
The Kitten Photo TestTM

The most abundant content in the universe.
The Kitten Photo TestTM

The most abundant content in the universe.
● Fragmentation
● Competition
● Growth
● Creative freedom

● Visible failure
● Resource constraints
● Lack of experience
What’s Driving This?
Push



Pull
+
- Risk
@benhuh
Example One
@benhuh
2005
2010
Form Factor is the Message: How the Devices We Use Shape the Messages and Content We Create
Example Two
@benhuh
You Change TVs, not Room Size
4K Ultra HD
HD
DVD
@benhuh
46” HDTV
Median US HDTV Size
9’ sitting distance
@benhuh
140” 4K Ultra HD
@benhuh
● 4x the resolution
● Same 9’ distance
● 140” optimal size
Did you notice something missing?
@benhuh
Why not put the house on the outer edge?
@benhuh
Peripheral 

Vision
Peripheral 

Vision
Why not put the house on the outer edge?
@benhuh
ON
Formats in Reality
@benhuh
@benhuh
Embracing a Format
@benhuh
What happens to old formats?
@benhuh
Many become specialized.
@benhuh
Old formats die hard. (High-fidelity analog audio.)
@benhuh
New Formats
@benhuh
The Future of Devices
Smart watches
Roku/AppleTV/Chromecast
XBOX One/PS 4
Google Glass
Oculus Rift
Connected In-Car Systems
Ultra High Definition
3D printing
@benhuh
VR won’t just be for gaming.
@benhuh
Even... Back to Analog
Formats don’t produce linear evolution.
Generational Change Required
@benhuh
Not what you were expecting?
1. Copy old format 

(Pre-roll, Mobile banners, games)

2. Creative few embrace the new

(Tweet, Instagram, GIFs, in-game purchase)

3. Mainstream embrace

(Vine, FB Fan Pages, Memes)
The Stages of Format Innovation
@benhuh
Bad Format?
@benhuh
ben@cheezburger.com
Form Factor is the Message: How the Devices We Use Shape the Messages and Content We Create
Different Formats
for
Different Environments
@benhuh
Reaching the Real-Time Audience
@benhuh
Stunts
Live sports
Topical trends
@customer_service
1:Viral
1:Channel
1:Group
1:Interpersonal
Reaching the Real-Time Audience
@benhuh
Stunts
Live sports
Topical trends
@customer_service
1:Viral
1:Channel
1:Group
1:Interpersonal
Audience
Scale
Content
Volume
The Undiscovered Future
@benhuh
Creativity does not
come from absence
of constraint.
!
Constraint is 

the catalyst that
frees us from 

our own restraints.
6-Second Stories?
@benhuh
How We Tell 

Stories Today
@benhuh
Pixar/Up
Assumption of Context
@benhuh
@benhuh
Adapted from History
@benhuh
@benhuh
@benhuh
@benhuh
@benhuh
@benhuh
Triptych
Jacobello Del Fiore/

Triptych of the Madonna della Misericordia

circa 1415
If You Understand This,
You Understand Me
@benhuh
Final Words
@benhuh
Formats are Made 

by Building Products
@benhuh
New devices create new use
cases
!
Old formats don’t fit in this
competitive world
!
New formats to better 

fit new user environments
New Devices Love New Formats
1. Background
!
!
2. Challenges
!
!
3. Answers
@benhuh
@benhuh
cheezburger.com
Q&A
!
BTW, @Cheezburger is hiring devs!

http://chzb.gr/L33T

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Form Factor is the Message: How the Devices We Use Shape the Messages and Content We Create