3 ways publishers can future-proof their video strategies to navigate an uncertain economy
Nothing in the future is ever guaranteed, but these days the future is feeling more uncertain than ever as whispers of an impending recession grow louder and publishers face shrinking budgets and lofty revenue goals. While we don’t have a crystal ball to know what lies ahead, there are ways publishers can prepare for whatever comes next by supercharging their video strategies using the tips below.
This year, the number of digital video viewers worldwide is expected to reach 3.5 billion, and the best way to engage as many of those viewers as possible is to give them something to watch. Not to mention, video yields higher CPMs from advertisers, so adding video to pages that didn’t previously have it can have a major impact on a publisher’s bottom line. For evergreen topics that are constantly changing, think about dynamic content that updates with timely info and stats like sports scores and stock market trends. Or for more narrative-focused pieces, try a companion video that narrates an article and pairs it with imagery for a unique audio-visual experience. These tools, all available in Connatix’s content suite, add visual elements to articles without taking time away from editorial or production teams focused on hard hitting storytelling.
Supply and demand path optimization are not only key for sustainability, they are also incredibly important to maximizing revenue. The more hops an ad has to jump through to get on a page, the less revenue a publisher will see, since middlemen create unnecessary costs and inefficiencies for all parties. This is why it’s key to work with partners that have direct integrations. Connatix is directly integrated with leading DSPs including The Trade Desk and Google’s Display & Video 360. These integrations boost ad spend by letting advertisers discover and target publisher inventory easily and with fewer hops.
To learn more about demand path optimization, check out Connatix’s latest e-book, "A Publisher’s Guide to Demand Path Optimization".
Consumers are spending an abundance of time watching digital video content (at least 149 min per day as of 2021) and forecasts show that digital video consumption will surpass TV viewing time by 2026. Readers are poised to watch more content online than ever before, and the publishers that are prepared to deliver it in an engaging way (and monetize it appropriately) will be at a huge advantage. This is where accompanying content comes into play. With instream inventory significantly declining under the IAB Tech Lab’s new video guidelines, advertisers will need to diversify their strategies and include other content types including the new category – accompanying content – to reach audiences and hit their KPIs. Accompanying content gives publishers an opportunity to surface new videos for readers, keeping them engaged and on-site longer, which boosts ad revenue. So as readers look for new content to engage with, the publishers that leverage contextual alignment to match recommendations with the topics their readers have already shown an interest in will be even more likely to find success. To break it down with an example, if after an article about making homemade pasta a reader is met with recommended videos about pasta sauce and the best pasta/wine pairings, they will be more likely to get excited about those new videos and spend more time consuming that content.
While advertisers are likely to spend less during a recession, they still have some budget to invest in high quality inventory that helps them reach their target audience and achieve brand goals. So don’t panic! Instead get in touch to learn more about how JWP Connatix can help you future-proof your video strategy.