Mastering video in order to maximize ad revenue is what publishers must do to survive, let alone thrive, in today’s digital landscape. But it’s easier said than done for many.
Digiday recently set out to identify the most pressing challenges facing publishers looking to integrate video. Here’s what they found:
- Personnel – To do video right, you need the right people. “It takes a specific type of talent to be able to do all of that while moving at the speed of the Web,” Vox Media’s Chad Mumm told Digiday. “We expect our directors to be able to shoot, edit and do motion graphics and our producers to be able to balance the needs of our editorial, advertising and studio teams while keeping things on time and budget.”
- Storytelling– The narrative style of video can sometimes be at odds with the narrative style of traditional publishing. Syncing storytelling can be tough.
- Matching Up –Advertisers want their video ads paired with video content, but what if you don’t have any?
- Audience – It sounds obvious, but finding enough people to pay attention to video depends on good distribution and smart logistics, sometimes in short supply.
- Platform – “What folks must realize is that their [YouTube] subscribers are NOT their subscribers,” wrote Weblogs Inc.’s Jason Calcanis, co-founder of publishing company Weblogs, Inc. “They’re YouTube’s users. Content creators don’t have the email addresses of their individuals, just the ability – for now – to get on their YouTube home page.”
To read more about the video headaches that publishers face, visit Digiday.com.
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