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Winning with Video

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David Dodd discusses the use of video at cScape\'s \'Winners and Losers in a Troubled Economy\' book launch.

Published in: Business, News & Politics
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Winning with Video

  1. 1. Story Winning with video David Dodd Lightweight Media
  2. 2. Winning with VIDEO
  3. 3. Newspapers online - the challenge <ul><li>User habits changing fast </li></ul><ul><li>New ways of disseminating the news </li></ul><ul><li>Advertisers must receive ROI </li></ul><ul><li>The answer? Video </li></ul>
  4. 4. The marketplace The Guardian The Times The Daily Telegraph The Independent
  5. 5. The marketplace guardian.co.uk video Times Online Telegraph TV FT video
  6. 6. Why video? Keep advertisers spending Reinforce the brand Engage users/ Increase Dwell-time Keep up with user demand
  7. 7. 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
  8. 8. Video - the Telegraph way
  9. 9. Video - the Telegraph way 795k unique views pcm (site traffic up 17%) Mostly own content Using Telegraph telent TV Channel style
  10. 10. Video - the Guardian way
  11. 11. 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%)
  12. 12. Newspapers+online video: Conclusions <ul><li>Site traffic holding firm </li></ul><ul><li>Integrated video is most engaging </li></ul><ul><li>Utilising personality/talent already available </li></ul><ul><li>Enforcing brand within content structures the user understands </li></ul><ul><li>Proven power of targeted pre-roll advertising </li></ul>
  13. 13. 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
  14. 14. Thank you
  15. 15. Download book for free at www.winners-and-losers-in-a-troubled-economy.com

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