Digiday Research: For most publishers, video is less than 25 percent of total content
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.
“Pivoting to video” has been the talk of the digital media industry recently, with Mashable, Vocativ, Mic, MTV News, Fox Sports, LittleThings, Bleacher Report and Vice all making the shift to video.
But Mashable, an early proponent of the move, was reportedly sold for $50 million to Ziff Davis after being valued north of $300 million just two years ago. Soon after that news broke, BuzzFeed and Vice, both heavily invested in video, announced they would miss their upcoming revenue targets.
So much for the pivot to video, right?
Shifting to video-heavy strategies has had noticeable drawbacks, including plummeting audience views. Mashable’s decline lays bare the danger of relying heavily on video ad revenue.
Despite this, the majority of U.S. publishers produce video sparingly. At the Digiday Publishing Summit in September, we surveyed over 50 leading executives about what percentage of their content was video.
Eighty percent said video represented less than 25 percent of the total content they produced. Due to the amount of publishers aiming to boost their video output, we expect the number of publishers producing less than 25 percent video content to decrease.
However, the pivot to video will surely be slow. The struggles of Mashable, Vice and BuzzFeed serve as a warning for any publisher chasing video ad dollars.
In-house video production remains a challenge, with publishers previously noting it as their greatest weakness, with cost being the most prohibitive issue. And unfortunately for publishers, the price associated with producing digital videos has actually gone up in recent years with technological advancements, not down. Meanwhile, publishers are struggling to monetize their video views through Facebook’s mid-roll ad format.
Pivoting to video might be the latest fad, but it appears unsustainable.
How Yahoo is experimenting with platforms and partnerships to grow its audience
Yahoo wants to get fanatics for sports, finance and lifestyle all actively spending within its owned and operated portfolio of media brands.
In some California privacy cases, analytics trackers are in the crosshairs — and violators could be charged by the cookie
Letters companies have received from the state's attorney general ask them for details about cookie tracking for ads and analytics.
The Financial Times plans to open 2 more U.S. bureaus to target ‘global Americans’
The Financial Times, with investment from owner Nikkei, is opening new bureaus in the U.S. to cover American companies that are players on a global scale, for U.S. readers.
SponsoredHow the ad industry can use its borrowed time to future-proof first-party data solutions
Trent Lloyd, co-founder and head of brand solutions, Eyeota Google’s updated timeline for its Privacy Sandbox rollout, including its two-year delay of third-party cookie deprecation on Chrome, didn’t come as a surprise to many industry observers, given the limited utility of Google’s FLoC and the slow momentum of the Privacy Sandbox in the World Wide […]
Member ExclusiveDigiday Research: In the race to comply with digital privacy laws, few sites are making it easy for visitors to opt out of data collection
Just a tiny fraction of websites are giving visitors a choice in how the data collected on them is used.
Member ExclusiveMedia Buying Briefing: WTF are barter agencies?
Barter agencies have always operated on the fringes of the media agency scene. What's changed for them since the pandemic?