Chris Dabbs is the Chief Executive Office and Global Operations Director of the leading Live and On-Demand video streaming company Streaming Tank. He was also voted as one of the world’s 10 most influential people in Streaming by Streaming Media Magazine. Here he talks a little bit about himself and his case study presentation at Streaming Forum 2013.
Tell us a little about you, your background and your current role.
In 2003, I founded Creative Tank, a full service digital agency for agencies, along with my business partner, James Wilkinson. In 2005, live streaming became a major new innovation within the agency, so Streaming Tank was formed as an offshoot.
Then in 2006, after several major live streaming successes, including The Who World Tour (featured on the front cover of Streaming Media Magazine in November 2006), live streaming became the main offering of the agency.
Streaming Tank and Creative Tank then flipped, with Streaming Tank becoming the major agency. Since then, Streaming Tank has been the driving force on some of the most challenging and interesting live streams ever undertaken. It is now a major partner with YouTube Live, Google+, Yahoo and Twitter, to name just a few. It is also the streaming agency of choice with the majority of major agencies around the world, and the streaming company behind a large number of sectors, including music, fashion, and sport.
Its focus has always been on delivering what the client wants, not what technology is available. The global player in creative live streaming.
What will you be talking about at Streaming Forum? Why have you chosen this subject?
I’ll discuss how Top Shop teamed up with Streaming Tank, Google, Facebook, and Twitter to deliver a unique event, streamed to millions of new users. This will include how the pre-event promotion created a fan base, how the event happened—including the technologies that were deployed—and the results of the promotion.
Name some key challenges faced by your clients, and tell us how you are overcoming them?
Reaching a viewer base in a crowded market is difficult, but social media is coming to the rescue. The tools are available; the trick is how to use them correctly to build communities around an event and fix on trending. This not only improves viewing figures but also brand retention.
What do you see as major trends in streaming media?
Streaming to all platforms is now becoming easier, and the raise in financing of content is growing. For example, last year 34% of WPP companies’ revenue was in digital, with 30% of the media industry now investing in digital with a focus on streaming. However the largest move will be mobile, with a massive 4 billion views per month and tablets overtaking PC sales.
We’re also seeing general broadcast content is making a huge move. Smart TV’s will soon be replaced by dumb TVs, as web-based televisions deliver content from multiple sources. This will enable a large range of content to be delivered to users, but as always, content is king. The technology does not matter but the content does, and it is that content that users will interact with.
This is all linking with social media and second screening. With 80% of tweets about what is currently happening live, this reflects directly over to streaming. A 4% increase in tweets leads to a 1% increase in media ratings.
Increased opportunities for using streaming with social networks will enable brands and events to have a conversation with their audience and have their audience have a conversation with them.
Finally, the streaming business is not about what device people use—that is just the size of the screen. Users want their content to be transferable to whatever device is appropriate for them at that time.
What’s the do you enjoy the most about your job in this industry?
Life is always fun, a challenge is better!
Chris’s case study presentation, The Future of the Fashion Show – The Live Streaming Social Networking Experience, will be on Tuesday 18 June at 11.45 – 12.30.