By partnering with the right OVP, publishers have seen an increase in visitors by as much as 40%.
With the increase in popularity of digital platforms like TikTok, Netflix and YouTube and the decrease in consumer attention spans, the battle for audience engagement is at an all-time high. For publishers, improving engagement and increasing sellable metrics, such as total monthly visitors, articles per session, and timde on site, are top priorities. In the ongoing search for new ways to increase consumer engagement, video content is king.
According to research firm Nielsen Norman Group, site visitors will only read 20% of text on a page containing an average of 593 words. With consumer attention dwindling, maintaining reader engagement is becoming harder for publishers who are looking to grow their audience. Moreover, video is becoming the preferred method of consuming content. According to a report by Cisco, by 2022 video will make up 82% of all digital traffic, up from 73% in 2016.
Publishers and advertisers are increasingly emphasizing the importance of engagement as it pertains to their audiences and the value of their content. According to Chartbeat research, visitors who watch video content end up engaging with the page 1.5-2x longer than visitors who don’t watch any video at all. Current digital trends show viewers are more likely to click on and watch a video, than read an article or blog post.
Not only does video content drive more engaged traffic to websites, but the audience consuming the video content spends more time on webpages, displaying a higher likelihood to convert from advertising and/or calls to action.
Despite the benefits, more than 70% of publishers do not offer video content. For many publishers, implementing video content can seem like an insurmountable task.
