Digiday+ Research: 60 percent of publishers aren’t satisfied with the quality of their video
Digiday’s “Research in brief” is our newest research installment designed to give you quick, easy and digestible facts to make better decisions and win arguments around the office. They are based on Digiday’s proprietary surveys of industry leaders, executives and doers. See our earlier research on the publisher pivot to video here.
Publishers latched onto the video bandwagon like teenagers to the latest fad. In our latest deep dive on publisher video strategies, over 80 percent of respondents indicated they would increase their digital video output.
Publishers hate their own videos
The love for video appears nearly ubiquitous. Multiple publishers have axed editorial staff to support the shift to video, with Complex being the latest. Meanwhile, 82 percent are planning to increase their video output. Despite this, publishers don’t reciprocate the love toward their own content. Sixty percent of all respondents indicated they were less than satisfied with the quality of their digital videos.
In-house production needs improvement
This dissatisfaction shouldn’t come as a surprise to publishers, though. Thirty-seven percent of publishers identified video production as their greatest in-house weakness. (Respondents were allowed to select more than one weakness.) Video production was about twice as likely to be labeled a liability over every option, with the exception of user experience design and development.
Time is on the clock for publishers looking to improve their video quality. Unsurprisingly, platforms are posing problems. Facebook has disappointed most publishers, with Facebook Live underperforming and mid-roll video ads posting meager CPMs. Twitter is offering publishers some hope; Bloomberg, BuzzFeed and Vox are all testing live shows, though they are quick to note that it’s too early to tell if Twitter will be a sustainable platform for them to monetize on. If publishers fail to improve their video quality, they’ll fall increasingly behind the internet giants as more players look to join a crowded space.
-
Digiday DealBook: Walmart’s new advertisement deals, Twitch’s change to streamer revenue, Equal Entertainment Acquiring Pride Media, and more
Walmart's new advertisement deals, Twitch's change to streamer revenue, Equal Entertainment Acquiring Pride Media, and more in this week's Digiday DealBook.
-
Media ERGs foster community among hybrid workforces
Managers at media firms are intent on fostering company culture and connection among their hybrid employees. ERGs are proving to be a valuable channel for achieving those goals.
-
Member ExclusiveMedia Buying Briefing: From Cannes Lions, wrestling with measurement, fraud and the ‘multiverse’
Ask 10 media buyers their most important issues at Cannes Lions, you’ll get 11 different answers. The one consistent theme expressed: happiness at being able to get together again in person to share ideas, visions, deals and frustrations.
-
SponsoredFor brands, first-party data is unlocking the cookieless ecosystem
Bill Masterson, President, Publishers Clearing House A dominant factor guiding the industry has been that cookies and mobile app IDs are vanishing and will be replaced by some mixture of new and emergent identity solutions. As a result, the market is alive with new and exciting alternatives to replace the third-party browser cookie and mobile […]
-
‘The juice is not always worth the squeeze’: Publishers evaluate cost-per-click pricing models in their commerce businesses
Vice Media Group and Hunker see an opportunity for CPC pricing, but Wirecutter doesn't think it's worth the effort.
-
Why rent-to-own brand Aaron’s tapped Mr. T to enhance brand awareness
Rent-to-own retailer Aaron's is looking to boost brand awareness through bilingual TV spots as well as out-of-home and print ads -- all with a little help from Mr. T.
