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.
With Google abolishing third-party cookies and Apple continuing to push privacy-first solutions, marketers are on the lookout for new ways to reach engaged customers, while remaining compliant with rules and regulations. To help these marketers, Australian data commercialisation company smrtr has recently released a new whitepaper Through the Looking Glass: The Rise of Hypothesis-based Marketing. The whitepaper looks […]
celebrity chef Manu Feildel, best known for hosting My Kitchen Rules, will see his contract with Seven end this month. My Kitchen Rules, initially a ratings juggernaut for Seven, ended in 2020. Despite persistent rumours that the show would make a comeback in 2022, in a May interview with TV BlackBox, Seven’s director of programming Angus […]
Zurich has been co-principal partner of Melbourne Football Club since 2018 and the sponsorship arrangement broadened in 2020 when Zurich also became Co-Principal Partner of the club’s AFLW team. CEO of Zurich life & investments, Justin Delaney, expressed his excitement at being able to continue the successful partnership. “We’re thrilled to extend our partnership with […]
Isentia media monitoring has conducted a ranking of the top 75 most mentioned CEOs across broadcast, print and online media in Australia from January 1, 2021 to June 11, 2021. Qantas’ Alan Joyce had the most visibility of any CEO, with nearly 20 per cent of total mentions. Unsurprisingly, three of the top 10 visible […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Cost continues to hold considerable influence on brand loyalty, yet emotional connections and ethical values are also becoming key loyalty drivers, according to new consumer research commissioned by Emarsys. Emarsys has launched its first annual Loyalty Index which seeks to understand whether ‘true’ loyalty still exists and what it looks like today. The company surveyed over […]
Nine dominated Sunday night, with the launch of Australian Ninja Warrior netting 795,000 viewers as per OzTAM’s metro data. It is the program’s fifth season, showing the Australian public’s apparently unwavering passion for watching incredibly fit people fall off tall objects. The top watched program was Nine News which had 1,064,000 viewers, as compared to Seven […]
The Heart Foundation’s new campaign – Saving Hearts – is a poignant reminder of what heart disease takes away from families while reminding the community that investing in research brings improved outcomes for survivors and their families. Created by DDB Group’s specialist healthcare agency, DDB Remedy, Saving Hearts captures the reality of the life-long impact […]
CHEP has announced the appointment of Justin Ruben as executive creative director, returning from a six-year stint in New York at Droga5 and The&Partnership New York. Leading the team in Sydney, Ruben’s creative talent will complement CHEP’s senior creative leadership team, led by Gavin McLeod, chief creative officer and Glen Dickson, deputy chief creative officer. […]