Food For Thought
Catch up on all of our latest news and the things we find interesting in the world of digital media
Video is the future of content marketing; with YouTube the second most used search engine and receiving one billion unique visitors every month, more than any other channel apart from Facebook, online video use has skyrocketed.
By 2017, video will account for 69% of all consumer internet traffic, according to a report from Cisco earlier this year. Another recent report by the Internet Advertising Bureau (IAB) states that 75% of advertisers expect digital video to be as important as TV within five years.
That’s a huge statement, but we know that in the UK money is pouring into digital and video in particular – the statistics speak for themselves with digital ad-spend up 15% and video spend up 68% in 2013 (IAB).
So, can publishers and media find a voice through video? Absolutely!
It’s important to remember that publishers have an advantage before even producing a single video; they have a ready-made, engaged audience who are ready and willing to consume their content on a new platform.
Video allows publications to reach their audience in new and innovative ways – exciting for both the consumer and the publisher. As well as generating revenue through on site ads, sponsorship and product placement, publishers can drive revenues through click-to-buy functionality and boosting sales on physical goods. Video means publishers can grow their network and increase their voice across new audiences, increasing the reach and value of their properties.
So, how do publishers go about making video content and building an audience? At Videojug Networks we’ve been producing video content since 2006 and work with clients from development to delivery. We’ve learnt a few things on the way which help ensure the content accurately reflects the brand, and also that it is distributed correctly.
Here are three rules to stick to:
1. Produce a regular volume of quality and engaging content
2. Manage and curate this content on a main hub – owned VOD or YouTube for instance
3. Work with distributors to drive content and views across networks to deliver views
Will adding video create a new revenue stream for publishers? Yes! Many publishers ask about the financial models for video content, and although video has various price points, the existing audience will allow for greater ad and sponsorship opportunities to be accessed.
There are multiple revenue streams to commercialise their content – syndication, licensing, sponsorship, and owned VOD all generally provide a more immediate return, whereas YouTube is often over a longer period of time.
We’ve often worked with clients and partners on ‘pilot’ schemes, where formats and content can be trialled and tested before being rolled out across a longer term. Each project is unique, so don’t be afraid to experiment.
The possibilities and opportunities for traditional media expanding into video are endless, the doors are open for publishers to access new audiences and revenue streams, whilst maintaining their brand message. Regardless of size or audience reach, video gives an opportunity for publications to engage with their consumers with exciting, creative and innovative content and if done right, video can have hugely beneficial impact on the brand and the bottom-line