Cost of video a challenge for publishers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 01, 2021, 4:09 AM GMT+0

AnyClip Inc. surveyed 500 digital media executives within the comScore top 5000.

According to the report, video is the main driver of revenue for 82% of publishers for their media business. Of those polled, 78% of publishers currently have a formal strategy to boost their video audience and income for the year ahead.

With 2020 affecting advertising revenue, nearly two-thirds of publishers reported cost control as their “single-biggest” challenge for 2021. Video technology and licensing fees (29.8%), content production expenses (28%), and boosting the value and volume of demand of traditional video ads (8%) are other obstacles faced by publishers.

36% rely on video performance and engagement metrics while pitching video solutions to advertisers. Revenue and sales teams influenced decision making for 12.4% for publishers, while productions and product teams impacted video strategy for 40.4% and 35.2% of publishers respectively.

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