Video 新闻 Succeeds Thanks to Mobile Devices and Social Networks
Easy video uploading has created a compelling way for news organizations to access clips of breaking events. 有时, great sources upload their footage to Facebook or Twitter, where news organizations can spot it and get in touch with the creator. "Citizen journalism is dead, but there's that middle ground," explained Tyler Peterson, COO for 台调查社会, speaking at today's 流媒体 West conference in Huntington Beach, California. Accessing field reporters has never been easier: Just send them a direct message and get their participation.
Peterson's panel was on short—or snackable—videos which are big online, since they cater to the demands of mobile viewers and short attention spans. As conference attendees found out, short videos can pay off big. Portland, Oregon-based 台调查社会 operates within Facebook and reaches an audience of millions.
"Every video we produce gets posted to our website,彼得森说. 新闻Beat counts two million fans. Despite that, it's had a hard time attracting ads.
"We entered into a very chaotic market for pre-roll advertising,彼得森说. The current model requires high volume to attract advertisers, which makes it difficult for new entrants to gain traction. 新闻Beat's solution has been to sell ads on a cost per view basis.
Since the company's videos are short, it tries to keep pre-rolls short, 也, working with agencies and brands to get 15-second pre-rolls. 新闻Beat launched two years ago, before Facebook got serious about its own video efforts. 新闻Beat uses an embeddable video player from 创作. That gives 新闻Beat flexibility to work with different ad servers, Peterson说. While pre-rolls are its biggest source of income, it also shows post-rolls.
"It'd be pretty short-sighted for us to only do one-minute video news within Facebook,彼得森说, explaining that 新闻Beat has seen success with other models, such as stitching together news clips or creating a Tinder-style interface where people swipe left or right. “我们的销量更高, lower-cost production model,彼得森说, so the company doesn't make a big financial bet on any particular story. Creating longer-form content means taking more of a bet.
Location-based advertising is a smart way to monetize video, but to succeed at it companies need their own app, Peterson说, 获取位置数据. He added that he hasn't seen huge demand beyond basic geographies.
As new media news sites get smarter about attracting audiences and advertisers, the pressure increases on older media sources to catch up. Peterson doesn't think the next generation of viewers will look to sites like CNN.网站上的新闻.
"It will be interesting to see what happens to legacy news folks,彼得森说. 新闻 organizations will have a hard time replacing the viewers they lose on TV.
Watch the full panel discussion below.
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