Using Interactive Media in CDCs Health Marketing and

Using Interactive Media in CDC’s Health Marketing and Communication Activities Alex Casanova Division of E-Health Marketing, National Center for Health Marketing Coordinating Center for Health Information and Service

“You. Tube now contains hundreds of millions of videos, with an average of 8 hours of content being uploaded every minute. ” - Jeben Berg, Product Marketing Manager - You. Tube 11, 520 video hours / day US adults watch an average of 4 hours 34 minutes of TV a day - Nielsen Press Release 10/17/2007 2, 560 days (7 years) to view 1 days media upload

History of online video 1956: AT&T builds the first Picturephone test system 1964: AT&T introduces Picturephone at the World's Fair, New York • transmitted 1 image every 2 seconds • not liked because of the “bulkiness”, “unfriendly knobs” and “small picture” • People did not want to be seen on the phone

History of online video 1970: AT&T offers Picturephone for $160 per month Average income $9, 350. 00 New house cost $23, 400. 00 New car cost $3, 900. 00 Gallon of regular gas $0. 36 http: //www. porticus. org/bell/pdf/picturep hone. pdf

History of online video 1971: Ericsson demonstrates first trans-atlantic video phone call 1973: Advanced Research Projects Agency (ARPA) defined the file transfer protocol (FTP) and began researching and experimenting with voice packets. 1986: Picture. Tel introduced their VC product for $80, 000 that had lines that cost $1, 000 per hour. 1987: Mitsubishi sells its first picture phone for $1, 500 1989: Mitsubishi drops still picture phone 1996: Netmeeting for Microsoft (without audio) 1999: MPEG-4 standard introduced 2000: Samsung releases video streaming phone 2002: Worlds first 3 G roaming phone introduced 2005: You. Tube established by three former Pay. Pal employees

Survey – Pew Internet • • February 15, 2007 – March 7, 2007 Conducted by Princeton Survey Research Associates 2, 200 participants, 18 years and older 1, 492 were internet users Random telephone digit sample in the continental US Different times of day & days of the week Sampling error of ± 2. 8%

Survey – Pew Internet • • 74% are broadband users viewers surveyed • Young Adults ages 18 - 29 • 76% of adults watch or download video • 31% watch or download internet video daily Adults ages 30 - 49 57% of adults watch or download video 19% watch or download internet video daily • Adults ages 50 - 64 • 46% of adults watch or download video • 12% watch or download internet video daily Adults ages 65+ 39% of adults watch or download video 10% watch or download internet video daily

Survey – Pew Internet What they are watching…

Survey – Pew Internet

Survey – Pew Internet Male vs Female downloads

Survey – Pew Internet

Survey – Pew Internet

Survey – Advertising. com • • June 21, 2007 – June 22, 2007 500 participants 18 years and older 62% of respondents view online video Analyzed click-through & completion rates for video Data from second-half 2006 Data from 1 st & 2 nd quarters of 2007

Survey – Advertising. com Currently view streaming content online

Survey – Advertising. com Where do you typically view streaming content

Survey – Advertising. com What type of content are you most likely to stream

Survey – Advertising. com Streaming Activities by Age: 18 to 34 Years Old 35 and older

Delivery Methods Progressive Media • • A method of delivering the media from a web server or a “bulk” download Can begin to play instantly based on bandwidth without interactivity Plays in CDC approved players (Real, Windows Media and Flash) Cached on computer for repeated playback Streaming Media • • Another method of delivering the media – Video. A web user does not have to wait to view or hear the file until it is downloaded. Instead it is sent in small packets or a stream, playing continuously as it arrives. Plays in CDC approved players (Real, Windows Media and Flash) It is usually sent from a prerecorded video file but it can be distributed as a part of a live broadcast feed.

Delivery Methods Progressive Media vs Streaming Media Attribute Downloadable Can be edited Can be redistributed Viewable on an i. Pod Protected by copyright laws Viewing can be tracked Supports multiple viewers Active controls (Play & Stop) Supports Webcasts/Multicasts Progressive Streaming Yes Yes Yes No No Yes Yes Yes

Who’s using What? Site Web. MD. com Healthology. com About. com Mayoclinic. com NASA NIH FDA USDA CDC Video Podcast No No Yes Yes Yes Online Video Yes Yes Yes

CDC-TV: Launched 8/4 New online video delivery resource through cdc. gov Delivers short, high quality videos. Visitors can view, download or embed videos. The library will expand to include topics focused on children, parents and public health professionals. Premiere series is “Health Matters”

CDC-TV • • • 9, 216 page views 3, 600 video views 360 downloads

CDC-TV: Playback tracking Break the Silence: • Started: 2, 535 • Midpoint: 1, 615 • Finished: 867

CDCTV - comments “Break the Silence is a very good resource for parents. It was clear, and gave some good suggestions. I like the links to other resources. I'm sending this to someone at our local school district and talk to her about how the schools might use this video to reach parents. Excellent job!!” -Anonymous, CDCTV – Breaking The Silence 8/9/2008 “I'd like a way to make the screen larger so I can show it in a classroom” -Anonymous, CDCTV – Breaking The Silence 8/6/2008 “Great resource! A lot of valuable info packed into four minutes, but still easy to grasp. I like that you have very specific direction for parents. ” -Anonymous, CDCTV – Breaking The Silence 8/13/2008 “I think the quality is great and I am putting them up on my You. Tube channel……” -Anonymous, CDCTV – Breaking The Silence 8/19/2008

Social video sites

Landscape Social * Networking Sites You. Tube (My. Space, Facebook) Portals With Video Sites: AOL, Google, Yahoo, MSN You. Tube. com estimated monthly traffic is 73. 2 million - www. quantcast. com 2 nd-Tier Video Sites: Metacafe, Revver, Break, Veoh, Brightcove

You. Tube

You. Tube

My. Space

Technology - i. Pod • • Apple launch's i. Pod sales October 2001 As of September 2007, the i. Pod had sold over 110 million units worldwide i. Pod classic uses internal hard drive Others use Flash memory

Technology Mobile devices • • • 2. 7 billion Q 3/2006 world wide 3. 3 billion Q 3/2007 world wide More phone in UK than there are people Over 500 million active phones in China Hong Kong had penetration rate at 138% in Q 2/2007 India adds 6 million phones a month

Technology Mobile video • Multiple formats • • 3 GPP (3 rd Generation Partnership Project) – world wide acceptance MPEG-4 (standard used primarily to compress audio and visual (AV) digital data) – used in broadcast TV as well RTSP (Real Time Streaming Protocol) – used for streaming media Flash Lite (a lightweight version of Adobe Flash Player optimized for mobile phones and other devices) – scalable graphics not needing Java • Mobishows - term used to describe short video clips or a half hour series developed and delivered to a mobile phone • Streaming TV is supported such as ESPN

CDC 2. 0 in Action: AIDS Personal PSA Project • The New Face of AIDS: A Mobile Media Experience • In one day, teams using mobile devices will create compelling video messages encouraging positive health decisions • By end of day, teams will produce one-minute New Face of AIDS personal PSAs that encourage young people to be tested for HIV • On World AIDS Day, 12/1/07, these AIDS PPSAs will be pushed to mobile phone and Web users From more information, see: http: //www. nmi. uga. edu/aids_ppsa/ Sponsored by the University of Georgia, Kaiser Family foundation, Verizon, AIDS Research Consortium of Atlanta, Philadelphia FIGHT, CDC view

Future of online video Adobe • • Interactive broadcasts in which viewers can buy products seen onscreen with the click of a button Ads that can be refreshed months or even years after a consumer downloaded the video Personalized video on demand • Peer-to-peer marketing •

NBC – Olympics (online) – Microsoft Silverlight

NBC – Olympics (online) – Microsoft Silverlight

NBC – Olympics 2008 demographics * Online and Mobile using Microsoft Silverlight technology * Broadcast Engineering notes this is a 705% increase over the Athens Olympics

Future of online video – Adobe Flash Player Adobe

Adobe Media Player CSI, NOVA, Nick, Food Network, Comedy Central, 60 Minutes, MTV, Big Brother

Adobe Media Player

Section 508 In 1998, Congress amended the Rehabilitation Act to require Federal agencies to make their electronic and information technology accessible to people with disabilities Under Section 508 (29 U. S. C. ‘ 794 d), agencies must give disabled employees and members of the public access to information that is comparable to the access available to others. Video or Multimedia Products (1194. 24) Multimedia products involve more than one media and include, but are not limited to, video programs, narrated slide production, and computer generated presentations.

Alex Casanova 404. 498. 6362 acasanova@cdc. gov