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Empowering the Video Revolution: Moving Away from Simple Text-Based Publishers

Written on
Jun 11, 2014 
Author
Bob Regular  |

ADOTAS – In the world of online advertising, content is king because without content, there’s nothing to monetize. Major online publications like Mashable and Business Insider are embracing online video in an effort to go move away from being a simple text-based publishers to something far more ambitious.

Advertisers are working harder than ever to find compelling, engaging, quality content to partner with their biggest brands. Lured by the high rates paid for online video ads, publishers are moving away from text-only content to more online video content. Thus making the online video experience a new, exciting frontier for content creators and audiences alike.

Online audiences are increasingly viewing video on their desktop and mobile devices, making online video a great monetization strategy for content creators. As online video advertising matures and mobile video usage proliferates, advertising dollars and demand for video is set to continue rising. Video implementation also means higher engagement rates, as the amount of time adults are spending watching online video has increased significantly since 2010, doubling from 10 minutes to 23 minutes per day to in the last four years.

According to IAB estimates, online video is now the fourth-largest online advertising category behind search, display/banner and mobile advertising. Advertisers are growing ever more optimistic about the future of video as online video advertising is set to top $12 billion by 2018, according to eMarketer, at which point the category will represent 15.5 percent of all Internet advertising.

With so much growth to be found, it can be intimidating for smaller publishers to know where to start with online video campaigns. Though fear of failure can be paralyzing, online video is the next major outlet in digital advertising and now is the time to jump on the bandwagon.





Bob Regular is CEO and Founder of Kitara Media, an online video advertising company, and New York Publishing Group Inc., owner and publisher of ADOTAS.

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