Digiday Research: European publishers bet on their own properties for video
When it comes to video distribution, European publishers are increasingly betting on themselves.
Over half of publishers surveyed at the Digiday Video Summit in Europe this June said their owned and operated properties are their primary focus when it comes to video distribution, over other channels such as social media platforms or over-the-top TV.
From a revenue perspective there’s a clear incentive for publishers to prioritize their own properties, since they’re typically the easiest to monetize successfully, according to previous Digiday research. The obvious advantage to publishers having their videos on their owned sites is that they don’t have to split revenue with platform partners, but that approach also limits their dependency on platforms, distribution partners or other middlemen.
However, even publishers like Hearst UK that are prioritizing their owned platforms still pay considerable attention to their performance on social platforms. The reason is simple: scale. In smaller markets, it can be difficult to amass sustainable audiences, especially when audiences are confined by language.
To rectify the issue of scale, platforms provide an easy solution. Highsnobiety found that thanks to Instagram’s algorithm, publishers’ videos have greater reach than normal posts despite lower engagement. IGTV also offers publishers access to bigger audiences, and UK publishers have been quick adopters.
Platforms also help expose small market publishers to major brand advertisers. Boiler Room distributed video across several platforms including YouTube, its owned site, and IGTV. But because of the exposure it gained on YouTube, Boiler Room allowed it to partner with brands that otherwise may have passed on it, it said.
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.