Why The Telegraph, Axel Springer and Trinity Mirror aren’t completely pivoting to video
The pivot to video is not on everyone’s agenda. News publishers Trinity Mirror, The Telegraph and Axel Springer are refraining from making any drastic changes in strategy that would prioritize video over other formats.
“Video is part of the business, but two-thirds of our revenue is print,” said Swen Büttner, head of video marketing at Axel Springer’s sales house Media Impact. “Text is important, even in the digital industry, and video is only part of the news. It’s not going to take over anything.”
Piers North, group digital director at Trinity Mirror, echoed that sentiment at the New Video Frontiers event in London on Oct. 4. North said that while video is important, pre-roll video is less than 10 percent of the publisher’s digital revenues, it’s growing and not to the detriment of other areas. In a testing financial climate, many publishers that might be focused on short-term performance will see enticing high-yield, pre-roll video growth in the double digits.
“We have to be realistic about it,” North said. “We’re not going to be video-first in five years time. Video is part of the armory.” Dora Michail, managing director of digital at The Telegraph, agreed that video expands the way the publisher tells stories and helps cater to younger audiences, rather than replacing text articles.
Displaying ads around hard news has become increasingly unappealing to advertisers, a trend exacerbated by YouTube’s brand-safety crisis earlier this year. Growing lifestyle and entertainment video content is a more easily monetizable route for news publishers.
In the U.S., publishers like Mic, Fox Sports and Vocativ have recently laid off editorial staffers in their shifts to video to the detriment of their traffic, according to some measurement firms. And for some publishers that have recently pivoted to video, most of their video views occur off their own platforms, instead happening on others where it’s relatively easy to gain scale but harder to monetize.
The Telegraph had 30 million video views in August on Facebook and YouTube, while the Daily Mirror, Trinity Mirror’s national tabloid, had 35 million video views on Facebook, according to Tubular Labs. Although the U.K. reach of these publishers is nothing to sniff at, they shrink next to Facebook and Google on a global scale.
“Advertisers believe reach is the most important thing, and Facebook and Google offer massive global reach easily; that is the challenge,” said North. “We need to persuade advertisers that scale isn’t the same as a crafted piece of video.”
‘Shifting the total supply’: How college football’s return could shore up TV advertisers’ sports viewership shortfall
The delayed, rolling start to college football’s season may be coming at a perfect time for the TV advertising business.
‘Significant under-delivery’: TV advertisers grapple with glut of live sports affecting viewership
TV sports viewership has fallen short of advertisers’ expectations, putting networks on the hook to make up for the shortfalls.
Member ExclusiveHow TV networks are setting up for the expanding ad-supported streaming war
TV networks are finally expanding their streaming pitches beyond the people who subscribe to traditional TV.
SponsoredB2B events were broken before the pandemic, their online reinvention is creating positive change
Kim Darling, executive producer, Inbound Farewell lanyards, business cards and branded pens — it’ll be some time before people get their hands on these souvenirs of in-person events again. As the COVID-19 pandemic continues to transform the way people work, buy, sell, socialize and entertain themselves, the global events industry is facing its biggest-ever challenge. […]
‘This is for cord cutters’: Discovery aims to launch Discovery+ streaming service in early 2021
Discovery+ will feature ad-supported and ad-free tiers and carry no more than five minutes of ads per hour of programming, according to agency executives.
NBCUniversal tests new measurement program to prove it can push product sales for advertisers
NBCU will use the program to inform media planning discussions with advertisers and eventually to guarantee sales against an ad buy.