Traditional media outlets and publishing houses are finding answers to declining print circulation and advertising revenue by investing in video production.
Recently, another organisation using online video to increase user engagement is The Washington Post. The Post announced at the beginning of the year that investment in video-production would result in a dedicated online political video channel.
“Substantial” resources will be assigned to this venture to create more than 30 hours of programming each month.
In recent years online publications have struggled to raise revenue through advertising since content-marketing has been more successful. However, an increase in video usage provides an opportunity for publishers to increase their online audience.
If this is successful, The Post can then re-evaluate its advertising model to see whether sponsored messages attached to these videos are enough to boost advertising revenues.
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