The idea drew John Oliver’s ridicule last week, but publishers who are growing increasingly comfortable with branded content production for text are looking next at servicing brands with video opportunities, according to a panel convened by Beet.TV. These and other publishers are surfacing native advertising outside the pre-roll, in a variety of new, rich media, display units.
- “We’ve got content across News Corp that can be of great value to brands. Video is a method of storytelling that our users are asking for,” says News Corp’s video SVP Rahul Chopra in this video.
- Slate sales VP and associate publisher Anthony DeMaio, who has done content for MasterCard and Adobe among others, agrees: “We continue to be requests for custom-based programs – video is at least 80 to 90% of those requests. Consumers don’t want to be sold to.”
- Mail Online sales VP Matt Kaplan says: “We have an (ad) unit that we launched eight months ago that ingests our content and associates it with a brand message – it’s large-format, high-impact, pairing a brand message with our content.”
- Radio group Cumulus Media‘s chief revenue officer JT Bateson says: “Video is a critical component for us, creating full 360 brands. We think we’ll see 10x in pre-roll opportunities and in-page video opportunities across all of our platforms next year.”
They were interviewed on stage by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising, presented by Ebuzzing & Teads. Please find more videos from that event here.