We Want At Least Half Of Content To Be Video: The Huffington Post

We Want At Least Half Of Content To Be Video: The Huffington Post
Emma Mackenzie
By Emma Mackenzie



The Huffington Post has said it wants to have at least 50 per cent of its content to be video in the next few years.

Presenting at ADMA’s Global Forum in Sydney, HuffPost Australia’s CEO Chris Janz teased the audience with a video of what’s to come from the publisher, particularly in Australia where the publication is launching August 19, with Fairfax Media as its launch partner.

One of the massive pushes moving forward is to increase its video offering.

“For us, video isn’t just a section on the side of the site,” said Janz. “Within a couple of years we want 50 per cent of our content to be video.”

The video content is coming from a variety of sources, such as the launch of an original series and a segment called HuffPost Live which operates out of New York.

Native advertising is also a big push for the publication, which makes sense as Janz noted almost 40 per cent of HuffPost’s revenue comes from native advertising.

Referencing one native campaign the publication did with US fast food chain Chipotle, Janz exemplified the success of the native was how the content still stood up editorially, even when removing the brand.

And as much of the traffic comes from a mobile device, the publication had to find another revenue avenue that wasn’t display or banner ads.

“Traditional display ads were not built for mobile,” he said, adding in the social media aspect, neither was banner advertising, as “banner advertising typically isn’t shared”.

Referencing the impending launch in Australia on August 19 Janz revealed to the audience the publication had more than 1800 editorial applications, with the company only taking on 30.

The vast array of applicants meant the team were able to take the pick of the bunch.

Leading the team Down Under is ex-News Corp journo Tory Maguire.




Please login with linkedin to comment

Advertising Standards Bureau BMF Fox Sportsbet

Latest News

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps
  • Media

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps

Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]

a data analyst using technology AI for working tool for data analysis Chatbot Chat with AI, using technology smart robot AI, artificial intelligence to generate something or Help solve work problems.
  • Advertising

Introducing Yahoo Blueprint: A New AI-powered Suite For Better Ad Performance & Optimisation

Yahoo Advertising has launched Yahoo Blueprint, a central AI suite that powers performance-based solutions within the Yahoo DSP. Fuelled by over 335 million logged in Yahoo users globally, Yahoo Blueprint enhances decisioning, makes AI more accessible, and serves as a results-driven guide throughout the campaign lifecycle to deliver better outcomes for advertisers. This new AI […]

Publicis Sapient Announces Launch Of PS Hummingbird, Expanding Its Generative AI And Cloud Capabilities With Microsoft
  • Technology

Publicis Sapient Announces Launch Of PS Hummingbird, Expanding Its Generative AI And Cloud Capabilities With Microsoft

Publicis Sapient, a digital business transformation company, today announced the launch of a new joint venture with Tquila called PS Hummingbird. Lead image: Nigel Vaz CEO of Publicis Sapient The partnership with Tquila, with whom Publicis Sapient has collaborated on several other ventures, will extend Publicis Sapient’s generative AI offerings powered by Microsoft Azure, Microsoft […]