NYT prioritises digital video to power revenues

The New York Times will increasingly focus on its digital video output in an effort to drive revenues, according to the title's editorial director for video partnerships.

Speaking to Monetising Media 2015, a gathering of news, magazine, broadcast, B2B, STM and digital pureplay media businesses, Ann Derry said: “Advertising money is pouring into digital video, driven by the exponential rises in consumption of that content and the perceived higher returns on investment that the medium allows. But even as the space becomes swollen with ad money, we're seeing it splinter as new platforms and new opportunities to monetise your content become available.”

Responsible for setting up the publishers video department Derry is well placed to comment on the opportunities presented by the medium to publishers

Commenting on the importance of YouTube to smaller publishers Derry continued: "There are a lot of people who've made money on YouTube. YouTube's a great platform for them, because the costs are low so the CPMs don't have to be so high. It's very different for larger publishers; it's what your costs are and what your audience is going to be.

“It's a crucial balance, I think everyone's being strategic about it, especially people who are getting into the space now it's a little more developed. Early adopters just went in - 'oh, let's make some videos and see what happens' - I think now people are being a little bit cleverer about it."

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