The Times loses online readership
On July 20th, the IAB reported that The Times had lost 90% of its online readership since it introduced a pay wall on July 2nd. This is an amazing, yet tragic reality.
It just goes to show how much publishers are hurting for a model that enables them to make money out of online content. What’s crazy is that we all know that video content is in even higher demand than the written one, in some cases. And yet it certainly isn’t profitable to most publishers.
Publishers need to differentiate themselves with a model that is unique – and trackable – so that advertisers can see clear ROI and help them bridge this revenue gap – in more acceptable ways than a pay wall.
Written by sabina on July 26th, 2010 in Digital video
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The dynamic is shifting
Growth in advertising.
Everyone is on the fence about the state of the economy these days. But one thing seems certain: UK advertisers are spending more and more money online. According to the IAB, advertisers here in the UK spent £3.54 billion online in 2009. Although offline advertising investment dropped by 16 per cent, online was up by more than 5%. Not too bad for a down year.
What is super exciting is that globally, digital video grew even faster within that online category. Again, the IAB reported that spend in the video ad space increased by nearly 40% from 2008 to 2009. So the opportunity for video publishers is huge and only getting bigger.
The question is, who is getting all that revenue – are you well positioned to entice cutting edge advertisers to spend more with you?
Written by sabina on July 16th, 2010 in Digital video
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