This is according to Digiday, which reports that the publisher has grown video ad revenue by 120% globally, in part thanks to its Video Everywhere product. In the EMEA region, where cross-platform products are younger, ad revenues grew 180% (though from a lower base).
Though the company hasn’t released specific figures, video revenues are forecast to account for 23% of its total revenues globally.
The news follows an announcement last September that Vice would start selling in-stream video ads across the Vice site, its Facebook, Snapchat, YouTube, and Apple News presences, as well as its Roku channel (in the US).
This represented a step-change in ease for media buyers, who used to buy ad inventory around off-platform Vice content on each service and only in individual markets.
“Over the last few years we’ve made a conscious effort to pivot toward servicing the market based on our clients’ needs and in a more client-centric way,” Luke Barnes, Vice’s chief digital officer and chief revenue officer for EMEA, told Digiday. He added that in a competitive marketplace, this differentiation was key. CPMs, globally, have risen by as much as 20%.
Though the new system represents progress and considerable success for Vice, segmentation and measurement across platforms remains an issue. “Right now there’s not necessarily an eloquent way to bridge the gap between Snapchat, Facebook, YouTube and others,” Barnes continued.
The publisher continues to develop its conversations with platforms, which he hopes will have progressed by the end of the year. “That will drive the next step in putting data more at the core of the video proposition.”
A cross-screen as well as a cross-channel strategy is unavoidable for brands targeting younger audiences, such as those Vice attracts. Despite the advancement of products such as Video Everywhere, and others, principles such as consistency across campaigns and the brand when advertising across channels remain fundamental.
Sourced from Digiday, The Drum, WARC