Story Winning with video David Dodd Lightweight 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

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 advertisers spending Reinforce the brand Engage users/ Increase Dwell-time Keep up with user demand

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 pcm 100% 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

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

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

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