MONACO - News publishers who have traditionally relied on display advertising and who are seeking to make a significant business with online video need to dramatically increase video views, says Adam Singolda, CEO of Taboola, in this conference segment.
While there are challenges to scaling original video content, views of existing inventory can be driven through managed discovery and syndication, he says.
Taboola, a video discovery engine which displays "related videos" on the pages of major publishers, including Bloomberg, CNN and the New York Times, is now allowing publishers to syndicate their clips onto other news sites. Publishers make a small payment each time their clips are watched on other news sites.
In this session, Jason Krebs, Chief Media Officer of Tremor Video, quips that the new syndication is a sort of "crack for addicts" — a means for publishers to acquire qualified video views.
This segment was an excerpt of a 60-minute video I moderated last month at the Monaco Media Forum. You watch the entire session here.
Taboola is Integrated into Beet.TV
Earlier this week, Taboola was integrated onto all the pages of Beet.TV. On our pages viewers will see six thumbnails, four of Beet.TV content and two clips from sources, including The New York Times, Bloomberg, the Washington Post, CNN and USA Today.
In the first week, one in ten visitors clicked on a thumbnail to view a related post. This is a very big result which is very promising for the growth of this network.