Story

Winning with videoDavid DoddLightweight Media

Winning with

VIDEO

Newspapers online - the challenge

• User habits changing fast• New ways of disseminating the news• Advertisers must receive ROI• The answer? Video

The marketplace

The Guardian The Times The Daily Telegraph The Independent

The marketplace

guardian.co.uk video Times Online Telegraph TV FT video

Why video?

Keep advertisersspending

Reinforce the

brandEngage users/

Increase Dwell-time

Keep up with userdemand

Newspapers online - market leaders

guardian.co.uk

19.7m unique users pcm Consistently most popular quality newspaper site in UK

Telegraph.co.uk

12.3m unique users pcm100% rise since relaunch

Video - the Telegraph way

Video - the Telegraph way

795k unique views pcm

(site traffic up 17%)

Mostly own content

Using Telegraph telent

TV Channel style

Video - the Guardian way

QuickTime™ and aMPEG-4 Video decompressor

are needed to see this picture.

Video - the Guardian way

Site-wide rollout

Guardian talent in mostly

editorial role

Mostly gathered content

Portal style

1m views pcm and rising

(site traffic up 24%)

Newspapers+online video: Conclusions

Site traffic holding firm Integrated video is most engaging Utilising personality/talent already available Enforcing brand within content structures the user understands• Proven power of targeted pre-roll advertising

Summary

Engagement comes through embracing an interactive approach

Video works for advertising: higher recall and ct rates

Video works for users: the best of tv+the best of the internet

Video works for marketers: Easy to demonstrate impact with ct/play rates

Thank you

Download book for free at www.winners-and-losers-in-a-troubled-economy.com