By Janinne Brunyee
Video is increasingly becoming a must-have for publishers as consumer demand continues to grow. At the same time, there is a growing opportunity for ad revenues that is proving to be irresistible for some publishers.
According to the 2015 Magazine Media 360 Brand Audience Report, the magazine audience for video grew by five million additional viewers last year – an increase of 13.8 per cent. “What’s astounding is the sheer volume of consumers engaging with magazine media brands across platforms and formats, and how readers continue to diversify the ways in which they trust and enjoy our content,” said Linda Thomas Brooks, CEO of MPA, which publishes this report.
According to BI Intelligence, digital video ad revenue will reach almost US$5bn in 2016, up from $2.8bn in 2013. While there remains hesitation amongst many towards investing in video, the most innovative publishers have shown that concerns over cost are offset by improvements in CPM, audience data and readership.
Publishers who are embracing video
Cosmopolitan/Hearst Corporation
In addition to publishing video on their own site, which is intended to serve as a companion guide for readers, Cosmopolitan magazine posts videos to their YouTube channel, including a recent video of men asking a group of little girls for texting advice, which has been seen more than half a million times. The magazine’s YouTube channel is an expression of Hearst’s strategy of building large audiences on the free web and then monetising the traffic.
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