{"id":20944,"date":"2025-11-18T11:33:17","date_gmt":"2025-11-18T11:33:17","guid":{"rendered":"https:\/\/scannn.com\/why-a-video-strategy-is-critical-for-publishers\/"},"modified":"2025-11-18T11:33:17","modified_gmt":"2025-11-18T11:33:17","slug":"why-a-video-strategy-is-critical-for-publishers","status":"publish","type":"post","link":"https:\/\/scannn.com\/lv\/why-a-video-strategy-is-critical-for-publishers\/","title":{"rendered":"Why A Video Strategy Is Critical For Publishers"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>For most publishers, the conversation about \u201cwhy to invest in video content\u201d ended years ago. The real question now is how to do it right and how to adapt that strategy to a world driven by streaming, short-form content, and AI-powered production.<\/p>\n<p>Video content has become the connective tissue between platforms, audiences, and monetization models. Whether it\u2019s long-form storytelling on Connected TV (CTV), short-form clips on TikTok, or quick explainers on your website, every format plays a role in driving reach and revenue.<\/p>\n<p>Let\u2019s break down why publishers should be rethinking their video approach and how to build one that\u2019s both sustainable and profitable.<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1-the-audience-has-already-moved\"\/>1. The Audience Has Already Moved<span class=\"ez-toc-section-end\"\/><\/h2>\n<p>According to eMarketer, over 90% of internet users now consume video weekly, and the average person spends more than 17 hours per week watching online video. For younger demographics, that number is even higher, and much of it happens on mobile, social, and streaming platforms.<\/p>\n<p>The connected TV ecosystem has exploded: in 2025, nearly 9 in 10 U.S. households have at least one CTV device. Free ad-supported streaming television (FAST) channels are growing 20\u201330% annually as audiences embrace ad-supported viewing models over new subscriptions.<\/p>\n<p>This shift means publishers are no longer competing just for clicks \u2014 they\u2019re competing for watch-time. And advertisers are following the eyeballs: global video ad spend is expected to surpass $180 billion in 2026, with CTV taking an increasing share of those budgets.<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2-why-video-builds-more-value-than-static-formats\"\/>2. Why Video Builds More Value Than Static Formats<span class=\"ez-toc-section-end\"\/><\/h2>\n<ol start=\"2\" class=\"wp-block-list\"\/>\n<p>Video is the most efficient way to capture attention and communicate complex stories. But it also has measurable performance advantages for publishers:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Higher engagement<\/strong> \u2013 Average time on page can increase by up to 80% when video is embedded.<\/li>\n<li><strong>Better ad revenue<\/strong> \u2013 Video ads typically deliver CPMs 2\u20133x higher than standard display.<\/li>\n<li><strong>Cross-channel amplification<\/strong> \u2013 A single video asset can be distributed across web, OTT, and social with minor adaptations.<\/li>\n<li><strong>Brand lift and trust<\/strong> \u2013 Video helps audiences connect emotionally, which in turn strengthens loyalty and retention.<\/li>\n<\/ul>\n<p>In short: a well-designed video strategy doesn\u2019t just diversify revenue \u2014 it multiplies it.<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3-build-around-ai-driven-efficiency-not-ai-generated-noise\"\/>3. Build Around AI-Driven Efficiency, Not AI-Generated Noise<span class=\"ez-toc-section-end\"\/><\/h2>\n<ol start=\"3\" class=\"wp-block-list\"\/>\n<p>The rise of AI video tools like HeroVideo, Synthesia, and Runway opens new possibilities for publishers who\u2019ve traditionally faced high production costs. But AI should enable efficiency, not replace editorial integrity.<\/p>\n<p>Used thoughtfully, AI can:<\/p>\n<ul class=\"wp-block-list\">\n<li>Automate editing and captioning workflows<\/li>\n<li>Generate multiple social-ready clips from long-form hero videos<\/li>\n<li>Localize or personalize content versions for different audiences<\/li>\n<li>Test hooks, titles, and thumbnails for better engagement<\/li>\n<\/ul>\n<p>The result: more content output without diluting creative control. AI is your production assistant, not your storyteller.<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4-extend-reach-across-ott-ctv-and-the-open-web\"\/>4. Extend Reach Across OTT, CTV, and the Open Web<span class=\"ez-toc-section-end\"\/><\/h2>\n<ol start=\"4\" class=\"wp-block-list\"\/>\n<p>Video ads strategy doesn\u2019t end at YouTube or Instagram. The fastest-growing opportunities for publishers lie in CTV and FAST distribution.<\/p>\n<p>Platforms like Muvi, Roku Channel, and Samsung TV+ now allow publishers to launch branded OTT or FAST channels with ad-supported monetization. This opens doors to programmatic demand from premium advertisers, especially in categories like lifestyle, sports, or news.<\/p>\n<p>Get inspired by our recent material \u2013 How To Build an AVOD Platform Using Muvi and Adtelligent<\/p>\n<p>On your website, short explainer videos or article overviews boost retention and time-on-page metrics \u2014 a signal advertisers and algorithms both reward. Combine that with video content syndication to push your material across partner sites and aggregators, and your footprint multiplies.<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5-rethink-ad-formats-and-measurement\"\/>5. Rethink Ad Formats and Measurement<span class=\"ez-toc-section-end\"\/><\/h2>\n<ol start=\"5\" class=\"wp-block-list\"\/>\n<p>One of the biggest advantages of a mature video ads strategy is flexibility in ad formats. Publishers can mix and match to suit their environment and audience:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Pre-roll and post-roll: <\/strong>classic, high-CPM inventory for both web and OTT<\/li>\n<li><strong>Overlay and companion ads: <\/strong>non-intrusive formats that enhance rather than interrupt<\/li>\n<li><strong>Rich media and interactive ads: <\/strong>great for branded integrations<\/li>\n<li><strong>Pause ads:<\/strong> gaining popularity on CTV \u2014 displayed when viewers pause content<\/li>\n<\/ul>\n<p>To stay competitive, publishers should track not just view counts, but:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Completion rates<\/strong> (especially for OTT\/CTV)<\/li>\n<li><strong>Engagement metrics<\/strong> (watch time, dwell time)<\/li>\n<li><strong>Revenue per mille<\/strong> (RPM) per format<\/li>\n<li><strong>Audience retention<\/strong> across short vs. long-form content<\/li>\n<\/ul>\n<p>Those metrics guide smarter ad placements and content programming decisions \u2014 leading to steady yield improvement over time.<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"6-make-short-form-work-for-long-term-growth\"\/>6. Make Short-Form Work for Long-Term Growth<span class=\"ez-toc-section-end\"\/><\/h2>\n<ol start=\"6\" class=\"wp-block-list\"\/>\n<p>Social platforms remain crucial discovery engines. Reels, Shorts, and TikToks aren\u2019t just vanity formats \u2014 they\u2019re gateways that push users toward owned platforms.<\/p>\n<p>Publishers should:<\/p>\n<ul class=\"wp-block-list\">\n<li>Repurpose snippets from hero videos into short, native clips<\/li>\n<li>Maintain consistent visual identity across formats<\/li>\n<li>Use interactive hooks (questions, teasers, headlines)<\/li>\n<li>Link back to full-length videos on their site, OTT channel, or YouTube<\/li>\n<\/ul>\n<p>Short-form builds awareness; long-form drives monetization. Together, they form a healthy content funnel.<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"7-from-experimentation-to-infrastructure\"\/>7. From Experimentation to Infrastructure<span class=\"ez-toc-section-end\"\/><\/h2>\n<ol start=\"7\" class=\"wp-block-list\"\/>\n<p>A video ads strategy isn\u2019t a campaign, it\u2019s infrastructure. It requires:<\/p>\n<ul class=\"wp-block-list\">\n<li>A centralised content management and analytics system<\/li>\n<li>A workflow that connects editorial, marketing, and ad ops teams<\/li>\n<li>Partnerships with trusted CTV ad network or ad partners for video monetization<\/li>\n<li>Ongoing optimization based on viewability, fill rates, and CPM trends<\/li>\n<\/ul>\n<p>Once this foundation is set, scaling video production, including AI-assisted workflows, becomes a matter of refinement, not reinvention.<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"final-word\"\/>Final Word<span class=\"ez-toc-section-end\"\/><\/h2>\n<p>Video content has become the foundation of digital publishing economics. The formats, channels, and technologies may change from YouTube to TikTok to CTV, but the underlying truth remains that audiences prefer watching to reading, and advertisers pay accordingly.<\/p>\n<p>For publishers, the opportunity lies not just in creating more videos, but in creating smarter, better-distributed, and better-monetized ones.<\/p>\n<p>The AI-video era won\u2019t replace creativity; it will reward publishers who combine creativity with precision \u2014 and who treat video as the strategic asset it has become.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<p><em>Our previous material in this topic you can read on ExchangeWire<\/em><\/p>\n<\/p><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/adtelligent.com\/blog\/ad-ops\/video-strategy-critical-publishers\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>For most publishers, the conversation about \u201cwhy to invest in video content\u201d ended years ago. The real question now is how to do it right and how to adapt that strategy to a world driven by streaming, short-form content, and AI-powered production. Video content has become the connective tissue between platforms, audiences, and monetization models. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":20945,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[128],"tags":[],"class_list":["post-20944","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"_links":{"self":[{"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/posts\/20944","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/comments?post=20944"}],"version-history":[{"count":0,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/posts\/20944\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/media\/20945"}],"wp:attachment":[{"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/media?parent=20944"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/categories?post=20944"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/tags?post=20944"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}