Refinery29 co-founder explains why it’s going ‘all-in’ on video
The Internet is eating television.
That’s what Refinery29 co-founder Philippe von Borries concluded about the shift of digital publishers, like Vice, BuzzFeed and now Mashable, migrating to TV. Speaking at the Digiday Publishing Summit in Vail, Colorado yesterday, he said that creating video for television is “one really important marker” in a company’s evolution.
“With video right now you need go all-in,” von Borries said, adding that it’s essential to have a hand in every type of format. “It’s about short form, it’s about creating great content for Facebook, but then it’s about live, 360 [degrees] and [virtual reality].”
He added that Refinery29’s recent foray into scripted, documentaries and how-to videos featuring stars attractive to his young female audience, like Lena Dunham, is part of its focus to “really go all-in and see what sticks.”
But not all video translates to every platform. He admitted that Refinery29 was “never that huge” on video apps Vine, Periscope or Meerkat, but is focusing on Facebook’s new live-streaming video tool, Facebook Live, because of its reach.
-
Publishers report Q1 ad revenue is pacing 10-25% behind forecasts
Publishers are facing a slow start to Q1 and sales teams have a lot of work to do to regain lost time.
-
WTF is cookie stuffing?
Fraud is a well-documented pox on digital advertising, but it’s also an issue for publishers and marketers working together on affiliate marketing deals, too. One of the more tried-and-true techniques is cookie stuffing.
-
Why Vice, BBC, WaPo, others see new TikTok teams as the next wave of specialist publishing talent
As news publishers craft their TikTok strategies, Digiday spoke with the BBC, Vice, The Washington Post and LADbible to see who’s really behind the posts.
-
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
-
Digiday+ Research deep dive: Publishers anticipate a big drop in ad revenue this year
Digiday's survey found that publishers are not feeling great about advertising revenue as 2023 kicks off, with attitudes toward subscriptions and e-commerce shifting as well.
-
Media Briefing: Subscriber churn is up, but the economic downturn isn’t necessarily to blame
Even though subscription growth is declining year over year and churn rates are on the rise, this is likely more a story of returning to normalization than one of the economic downturn damaging yet another publisher business.
