If you spend any time examining global ad spend or the explosion in digital video consumption, you’ll be aware of two things: Digital video ad spend is increasing, and there isn’t enough quality video inventory for those advertisers to get behind. Our guest correspondent Garrett Goodman of Wochit, breaks down three ways publishers can organise their video operations to get ahead of those trends:
“It’s not just advertisers demanding video, the audience is too — as Facebook founder Mark Zuckerberg himself said (emphasis mine):
“…we’re seeing more and more rich content online. Instead of just text and photos, we’re now seeing more and more videos. This will continue into the future and we’ll see more immersive content like VR. For now though, making sure news organizations are delivering increasingly rich content is important and it’s what people want.”
To address this shift, many media outlets are faced with a serious challenge: they know how video has traditionally been produced, but they recognise that the old model is not going to get them where they need to be in terms of volume and engagement.”
The following guest post from Kevin Anderson, regional executive editor for Gannett Wisconsin Media, takes a Freakonomics-esque look at the relationship between local press and their advertisers:
“Since a peak in 2005, newspaper advertising sales in the US have dropped by 55 percent. We’ve all seen the mirror image of Google’s rising advertising revenue and newspapers precipitous decline.
But looking back before the rise of the consumer internet, I see another round of dramatic shifts, tectonic shifts in retail that began long before Amazon. As retail went from local to regional to national, so did advertising, and the struggle of local newspapers began as the locally owned businesses that supported them began to struggle.
I’ve spent several afternoons in the archives of one of my papers, the Sheboygan Press. We have bound copies of all of newspapers going back even before our official first edition in 1907 to predecessors or the Sheboygan Press into the mid-19th Century. Looking back at old editions, it’s not just the volume of the ads that’s striking, but also the variety, the number of local businesses that used to advertise with us.”
Vice UK video services cannot be regulated by Britain: The Guardian’s Kevin Rawlinson reports on an Ofcom ruling about the videos on Vice’s UK website.
How the internet outgrew Gawker: As the Gawker network seemingly tears itself apart, Elspeth Reeve for New Republic argues the world has moved on while Gawker’s targets have remained fixed.
Could Pearson sell the FT, no, for real this time?: Mathew Ingram for Fortune takes a look at whether the long-rumoured sell-off might actually go ahead.
Maker Studios to shut down Blip.tv next month: Maker Studios will shut down the one-time ‘community-oriented’ YouTube alternative… and urge its users to seek monetisation on YouTube instead.