VIDEO
Video is an increasingly important part of magazine media – a popular, lucrative component growing at breakneck speed. Media owners producing their own
footage are reaping rewards, reports Karen Taylor.
WE ALL DO IT.
We read something online, and click on the link. Voila, video. The trend- spotters have been banging on about video for several years. Now, the statisticians are producing the numbers to illustrate this growing phenomenon.
Video ads are growing at the speed of 43.5 per cent, according to the Pew Research Center. By 2017, eMarketer projects digital video advertising will be 15 per cent of the digital market. No wonder media owners are setting up their own studios and video hubs.
Media owners in the loop are producing videos for their websites, smartphone and tablet apps, and for their print titles with augmented reality (see pages 12-19). But smartphones are where we like to snack on video best. They overtook tablets for online video streaming in 2012, with usage up 86 per cent year-on-year.*
» * US Digital Video Benchmark, compiled by Adobe Digital Index
fipp.com issue 83_2014 | Magazine World |21
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