TouchCast allows you to create interactive videos with anything from the web – including other video, pictures and documents. It is currently available on iPad, desktop and professional broadcast studios.
Above: touchcast.com screengrab
With an array of high-profile clients including the BBC, Unilever, Unicef, Wall Street Journal, Accenture and Condé Nast, FIPP asked Danielle Ricketts to have chat with Paul Field, its CEO for Europe and speaker at the upcoming London Start-up Tour, to find out more about what they do and why magazine media publishers still have a long way to go when it comes to video.
What is the main aim of TouchCast for the media industry?
Everyone in the media industry needs better video and more of it. At TouchCast we make video much richer – and easy to produce efficiently and at scale.
TouchCast puts the web inside video. Anything from the web – live news feeds, social media, web pages – as well as other video, documents and images opens inside the video.
This means short form video – say, 2 minutes – can be a container for 20 minutes or even 2 hours of rich interactive content. The viewer gets to have a quick dip or a deep dive. It’s up to them. It’s empowering.
We call this new medium the videoweb. It looks like TV but feels like the web, and media partners like the BBC, Wall Street Journal, Globo, Financial Times and RTE enjoy unprecedented levels of engagement – interaction rates of up to 85%.
Is this making video production easier?
TouchCast has put all the core features of a broadcast studio into an iPad app. This is HD production, editing and post production all in one simple-to-use app…and you can add the full richness of the entire web without any coding or development knowledge. We make it easy with what we call video apps or vApps.
From your experience of working in the legacy media industry, why would magazine media companies benefit from using TouchCast?
I worked in national newspapers for 20 years and in my last role at the Daily Mail, where I’d been third in command on the paper and editor-in-chief in Ireland, I was running a digital business called Mail Plus, a suite of highly interactive apps across multiple platforms.
Mail Plus was a separate division to Mail Online and had been set up to target the average print reader – 57-year-old Mrs Mail who loved the paper but wasn’t well-disposed to reading it on a website, where most of the content wasn’t very much like what she found in the printed paper. What mesmerised me was the engagement rates - the average time spent in the app each day was around 55 minutes – much longer than time spent reading the printed paper. And they were watching lots of video, playing loads of puzzles and games, and interacting with 360 images and footage.
Additionally, our subscribers were late adopters of technology - for many of them, an iPad or Samsung tablet was their first device. At the time, I was absolutely convinced that video consumption was blowing up at lightning speed and the print industry I’d loved for 20 years was barely scratching the surface.
This was two years ago and the print industry is still struggling with the problem of how to exploit growing consumer demand for video – TouchCast is a solution to this problem.
When I saw TouchCast for the first time in June 2013 and met its incredible founder Edo Segal, my instinct was I had to leave the Mail and join this incredible start-up where interactive video is just one part of the video innovation that drives us. I did that in December 2013 and I haven’t looked back.
What is the main advantage of using TouchCast for magazine media companies?
TouchCast has been embraced in four key verticals. In education, teachers use TouchCast for flipped learning and students use it for assignments. For brands like Levi's, TouchCast offers an opportunity for customers to transact with them inside video. For corporate clients like Accenture and Unilever, TouchCast is for transforming communications – internal and external to clients.
For the media – and this is as relevant to magazine media companies as it is broadcasters like BBC and Globo – TouchCast offers the two advantages I spoke about earlier; it enables richer storytelling where the viewer feels empowered by being put in control of their experience and it offers a simple, efficient way to produce video at scale, without the need to invest in expensive, hi-tech equipment. Some media companies have spent hundreds of thousands of pounds kitting out shiny studio facilities and editing suites. I’ve seen some of them – and they’re usually empty! There’s just no need for it. Get an iPad, pull out your iPhone. Mobile journalism is the future.
What makes TouchCast unique compared to other products on the market?
Other interactive video platforms bounce viewers out of video they’re watching, opening interactive content in another tab. It’s such a bad experience. Our unique tech treats video as the canvas for the entire web and you stay inside the video.
In addition, other interactive video platforms focus on adding elements or overlays to video shot and edited elsewhere. TouchCast is alone in offering our creators the ability to shoot professional video and edit it before adding the web and other rich content to it.
Why are you excited about meeting FIPP's delegates on the London Start-up Tour in November?
Everyone who comes to our offices in Hackney will get stuck into a live demo and no one will leave without having created a TouchCast. They’ll see how easy it is. They’ll experience the magic. And they’ll be excited about the potential. We can’t wait to host the delegates.
The FIPP London Start-up Tour will take place on 16-18 November 2015. The Tour will allow you to get up close and personal with the London media and digital scene and introduce you to leaders in the industry.
See what other companies are confirmed on the Tour. Go to the Programme tab on www.fipp.com/learn/fipp-london-start-up-tour
Our summer offer ends on 31 August: Book your place on the tour at the Early Bird Rate
Be sure not to miss out!
More like this
We understand travelling for events is hard, no matter how good they are to attend in-person. This is why we will live stream a number of DIS2019 sessions this year, straight to your device of choice.18th Mar 2019 FIPP News
Less than 24 hours remain to secure tickets to Europe’s premium media innovation summit with our standard rate offer, ending on 12 March.11th Mar 2019 FIPP News
Today is the last day to save more than USD$1,000 on FIPP World Media Congress tickets.28th Feb 2019 FIPP News
The next FIPP World Media Congress takes place this year from 12-14 November in Planet Hollywood Las Vegas. We've made a playlist of the top sessions from the last FIPP Congress so you can remember why it's a good move to book by 28 February and save US$1,000 on your ticket.24th Feb 2019 FIPP News
A Swiss digital news publisher has found their conversion rate of registered users to paying subscribers has increased by five times since they have altered their approach from building paywalls to creating "dynamic pay gates".14th Mar 2019 Features
An initiative by the BBC to improve and sponsor local news reporting has led to improved standards of local news journalism. While this was largely to be expected, the byproduct has been even more exciting: giving the organisation the ability to spot national trends.11th Mar 2019 Features
After years of shifts, downsizing, and mergers, some magazine media around the world are feeling the pinch. We're all dealing with strained and sometimes non-existent resources, stretched for time, and tasked these days with doing more with less.18th Mar 2019 Features
Meredith Corporation has announced that Catherine Levene has been promoted to president and chief digital officer for Meredith's National Media Group, effective April 1, 2019. Levene will succeed Stan Pavlovksy, who is leaving Meredith for another career opportunity at the end of this month.11th Mar 2019 Industry News
Pure-play ad spending in the UK is estimated to have grown by 1,174 per cent in a little over a decade. Between 2005 and 2019, Group M, IAB, PwC, and the Advertising Association report that digital forms of advertising, particularly pure-play, will continue to be one of the main drivers of growth in ad spending.11th Mar 2019 Insight News
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
What’s happening now, what’s coming next