Newspapers rush to online video
“Online video is the way of the future. No one wants to read long flowery text copy any more, time is too valuable for that.” — commenter
ADOTAS — Right. Instead, we’ll find time to fast forward an hour of newspaper video.
That’s what newspapers are trying to do to reclaim disappearing advertising dollars. Multimedia expertise now stands in front of print reporting experience as the most desired qualification, and Josh Hawkins from Brightcove laid out some interesting numbers about the surging use of videos by newspapers.
With eMarketer predicting upwards of five percent growth in digital media advertising this year, for online video advertising, the number is closer to 45 percent.
- The number of videos uploaded by each newspaper into the Brightcove platform grew from an average of 186 videos per month in 2007 to an average of 638 videos per month in 2008. For the year, the total number of uploaded videos grew by nearly 1500 percent in 2008.
- In 2007, the number of Brightcove-powered video player-loads on each newspaper website in their sample jumped from an average of 169,093 per month to an average of 964,144 per month in 2008. In 2008, the total video player loads on newspaper websites grew by more than 700 percent.
- Video streams from Brightcove’s newspaper customers are growing an average of more than 35 percent quarter over quarter. Last quarter, Brightcove’s newspaper customers did 42,777,231 video streams, compared to 15,311,542 video streams the same quarter last year. In 2008, we saw 365 percent growth in total video streams among newspaper customers.
- Nearly 100 percent of its newspaper customers have enabled advertising for their online video content. The dominant ad format is the 30 second pre-roll video ads with 300×250 companion banners and an increasing number of these customers are partnering with third-party ad networks to help sell and optimization yield on their video inventory.
Hawkins admits that it might not save newspapers as they migrate online, but that it will be part of the new transformation. But there is also a question of how effective video advertising is at this point. I will say that if local advertisers can easily and cheaply get involved, it could be one stream newspapers can reclaim.
Upate: Interesting interview by Grant Crowell, Senior Analyst for ReelSE0, with Jay Small, executive director of content and product development at Scripps Interactive Newspapers Group. One of the things Jay talks about was something we always had a problem with when I was at newspapers: What works and what doesn’t. Also some insight on advertisers and search engine results.
You can find plenty of examples of early-adopter advertisers sponsoring broad swaths of newspaper.com video content, knowing that the impressions on typical pre-rolls and post-rolls may be minuscule. They’re willing to join us in experimenting, but sooner or later, they’ll expect an order of magnitude for more traffic.
snippet.
So in a rush to post, we may not take appropriate care to tag our media assets and describe them in proper context. As a result, a 1-minute video from an accident scene, displayed inline alongside one of our text stories may be almost invisible to search engine spiders.
Reader Comments.
Edward, I’ve been covering this very subject for sometime now – by video, podcast and article coverage. You can check it out here (including a link to download my whitepaper):
http://www.google.com/search?client=safari&rls=en-us&q=newspapers+video+seo&ie=UTF-8&oe=UTF-8
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