We all know that content is king. We’ve heard it many times over. The fact that this phrase is overused doesn’t make it less valid. But in a sea of noise and oodles of poor video content, increasing emphasis is now correctly being placed on content relevance. So let’s not ‘dethrone’ content just yet – but just like the rest of us, content has a boss.
A recent study conducted by YuMe and Digiday has found that 84% of publishers believe video is vital to their publication’s future success. The surge in online video publishing over the past year has been driven and determined by both consumer and advertiser demand. While there remains hesitation amongst many towards investing in video, the most innovative of publishers have shown that concerns over cost are offset by the returns in CPM, audience data and readership. Lets take a look at those publishers who are leading the way in online video investment.
In the traditional media planning world, when a brand and agency work together to create a media schedule, they focus on considerations such as their selection of specific TV networks, radio stations, print publications and websites. Target audience, reach and frequency are major drivers here, but so too is content. At best they get a specific understanding of the context of where their creative will appear e.g. slots around or during specific TV shows, and at worst for the likes of TV “direct-response” campaigns they get a solid understanding of the specific TV networks where their ads will run, with full knowledge of the genres of content and programming.