Digiday’s “Research in brief” is our newest research installment designed to give you quick, easy and digestible facts to make better decisions and win arguments around the office. They are based on Digiday’s proprietary surveys of industry leaders, executives and doers. See our earlier research on the publisher pivot to video here.
At the Digiday Publishing Summit Europe in October, we had the unique opportunity to compare U.S. publishers’ video strategies with that of their European counterparts. You can read our full breakdown on the U.S. publisher pivot to video here.
After surveying 35 publisher executives in Europe, one trend stood out. European publishers are pivoting more aggressively to video than publishers in the U.S.
In the U.S., 84 percent of publishers are planning on increasing their digital video output, compared to 94 percent of European publishers. This 10 percentage-point gap is not particularly noteworthy; what is notable is the extent to which European publishers are increasing their video output.
European publishers are 3.5 times more likely than their U.S. counterparts to increase video output by over 50 percent; 42 percent of European publishers are planning such an increase, while this figure is 12 percent for U.S. publishers.
The majority of U.S. publishers projected incremental increases to their video output. Over 70 percent of U.S. publishers said they would likely to increase their video output between zero and 25 percent, compared to 41 percent of European publishers.
Publishers chasing video for the increased ad revenue is a well-established trend. However, unlike U.S. publishers, European publishers have a much shorter deadline to make the pivot to video. With the looming enforcement of the General Data Protection Regulation, Europeans face losing valuable audience data, which will likely damage digital ad revenues. It could be that European publishers are pre-emptively adopting video to soften the blow of GDPR enforcement.
However, Fitzco’s research “has consistently shown that environmental issues and sustainability are important topics to younger skewing audiences. The focus on social, along with visual representation of data, aligns with the type of content a younger audience consumes,” she said. Joyce, on the other hand, said interest in sustainability content from advertisers and consumers “has […]
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
Inside one media company’s strategy to monetize the Fifa World Cup
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Publishers continue to evaluate cost-cutting in Q4, with economic and budgetary pressures mounting
The wave of cost-cutting measures in Q3 is still flowing into Q4, with publishers under pressure to keep expenses down at a time of continuing economic uncertainty and budget planning.
Media Briefing: Publishers’ Q3 earnings reports show promise, but not without sacrifice
Publishers' third quarter earning reports are in.