To win in the new era of social video, advertisers need to take a leaf out of publishers' book - and embrace a world in which videos have no sound. That is according to one executive whose company helps brands benefit from native ads. "We’re watching more video than ever on mute," says Sharethrough market development head Frank Maguire. "It’s funny how reading is [...]

Young male-oriented UPROXX wants people to know that it’s not just another MCN trolling the YouTube waters to collect and represent talent. And it’s not just another publishing company “that pivoted to video.” Founded in 2008, UPROXX was building audiences with website publishing long before everything went video. It ultimately teamed up with “an incredible production facility” to surf the video [...]

If you consider its precursor, Silicon Alley Insider, then business news powerhouse Business Insider should be celebrating its tenth anniversary this month. When co-founder Henry Blodget launched the site from New York, he may not have expected it would veer off the business beat, that it would go global or that it would make such a big deal of video. But Insider [...]

To some, the idea that playing video games would ever become a "sport", played in front of thousands of pumped-up fans, was always fanciful. But that is exactly what has happened, with hundreds of players now playing in professional competitions around the world, viewed by online and in-person audiences that would put many TV channels to shame. No wonder, then, that Call Of Duty [...]

It started out as a tech news site for social media aficionados. But, after last year's pivot including a staff restructure and a new focus on video production, Mashable now finds itself with a new story to tell. In this video interview with Beet.TV, founder and CEO Pete Cashmore calls Mashable "a global media company for superfans" - and he is ready [...]

Turns out that lots of entrepreneurs are great content creators, but most of them lack a broad enough platform to reach lots of people like them. “We want to be that platform to really help bring their voice to life,” says Bill Shaw, President, Entrepreneur Media. Entrepreneur not only provides these personalities with a high-profile platform but a relationship with a [...]

What do you get when you combine the office habitats of entrepreneurs with interior design? For a company called Mr. Kate, it’s a video series deal with Entrepreneur magazine and Staples. What started in 2011 as a simple blog with the goal of celebrating life through a more creative lens has blossomed into Mr. Kate, a creative lifestyle “infotainment” enterprise. In [...]

When David Finocchio co-founded Bleacher Report in Atherton, California, in 2007, it was with an aim to better serve young digital sports fans who were going un-served by legacy media. Five five years later, the success story of the site earned it an acquisition for $170mn by Time Warner. Now Finocchio, who is Bleacher Report's CEO and who, prior to his site, had only [...]

Interactive entertainment giant Activision wants brands to know that eSports participants are an attractive, young audience that bears little resemblance to what people who don’t play video games think about gamers. Activision Blizzard’s Major League Gaming is on a crusade to bring this message to marketers worldwide. “The characteristics of the audience is the reason why it’s hitting this tipping point. [...]

When Cosmopolitan.com was asked how to reach young women with lifestyle content, Amy Odell's answer was clear - mobile. That's why online editor Odell and her team have built Cosmopolitan.com with such a strong focus on mobile. Specifically, Snapchat, which announced weaker-than-expected user growth this week, has been a big driver for Odell. Cosmo launched on to Snapchat Discover, the social app's content offering, when [...]

The Internet Advertising Bureau’s latest Video Ad Spend Study shows a near doubling of marketer investments in original digital video since 2015 and a correlation between the buying activity and the NewFronts. Eight out of 10 marketers surveyed for the IAB “said they increased their spending on original digital video because of the NewFronts in 2016,” says Anna Bager, SVP and [...]

Following the 2016 Digital Content NewFronts, Trusted Media Brands managed to produce 65 videos for its advertising partners. Along the way it learned that it needed even more digital video capabilities. “We’ve got a really high bar to get past in 2017,” says Rich Sutton, CRO of the more than century old publisher "gets it in the digital age.” That realization led [...]

At this years NewFronts, the seasonal showcase in which online publishers tout their upcoming content roster to advertising buyers, branded content programmes have never been more prevalent. Amongst offerings from BBC Worldwide, Hearst and others, Time Inc.'s custom branded content studio, The Foundry, was found pitching its slate. On the sidelines, The Foundry creative and content SVP Chris Hercik gave Beet.TV a flavor of his [...]

Knowing that trying to be an entrepreneur can be “lonely and terrifying,” Entrepreneur.com has bulked up its own content creation output with a network of nearly 80 partners who have been down that particular road and have stories to tell. At a time when so many people fear for their jobs, some are ready to say “I’m done with being on [...]

The latest FreeWheel Council for Premium Video position paper contains many insights and conclusions, one of which in particular stands out to James Rooke. When it comes to delivering optimal ad experiences across different screens, there is shared accountability and responsibility. “There was a clear understanding, based on the conversations that we had with brands and agencies, that solving for best-in-class [...]

Like most publishers, Newsy wants to reach consumers on every type of screen out there. But it’s particularly fixed on being on the biggest screens, as in the living room. And if it can disrupt the likes of CNN along the way, all the better. “The big picture for us is really moving toward the big screen, no matter what that [...]

It has taken two decades of internet evolution, but, little by little, the old web - led by text and static images - is being taken over by a world of video... at least, in the mind of publishers eager for new ways to package up stories, and advertisers keen to find new eyeballs. Few publishers are experiencing the change more than [...]

At home in the UK, it may be more commonly known as a broadcaster and online publisher that, by Royal charter, cannot carry advertising. But, elsewhere, the BBC's commercial arm has built on its heritage of traditional ad sales by launching a sponsored content offering. BBC Worldwide launched StoryWorks back in 2015, and it now counts a host of clients including IBM, [...]

Who would have thought a publisher could ever sustain a media brand as niche as breakfast food? That's what Time Inc. when it launched Extra Crispy last year - and now it has doubled down in the food space, by launching a new brand to exist only social media. Well Done trades off the kind of quick-fire recipe videos that have become popular [...]

LAS VEGAS -- It may have started out by helping entertainment companies measure illegal P2P sharing, and may have helped those companies by advertising their shows back through P2P - but ad-tech vendor Tru Optik is moving forward as a data management platform for the next generation of connected TV. "We figured out how to measure peer-to-peer sharing - hat was difficult [...]