ExchangeWire: What the Pivot to Video Says About the Publishing Industry

December 13, 2017
December 13, 2017

In a recent ExchangeWire guest column, PostUp VP of Product & Marketing Keith Sibson discussed how the publishing industry’s “pivot to video” is indicative of larger problems with ad-driven business models.

From What the Pivot to Video Says About the Publishing Industry

With diminishing returns from text content, publishers are hoping that the pivot to video will provide their next windfall. So far, that hasn’t happened.

Adopting a quality video-centric strategy requires significant investments in technology and manpower, a difficult task for publishers already struggling with revenue. Many pivoting publishers did so because ad CPMs from video tend to be significantly higher than those of print. But without quality content to back up a transition, the move to video can’t work. When audiences demand quality video, cranking out cheap videos of text and images is merely temporarily gaming the system and, ultimately, pivoting away from profitability. Publishers risk alienating audiences with the monetisation-first, content-second approach of ill-conceived moves towards video.

To read the rest of the article, visit ExchangeWire’s website.

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