30th June 2016

Is video the future of publishing?

Cisco predicts that 75% of the worlds mobile traffic will be video by 2020.


Facebook has also voiced an opinion on this, going on record saying that its newsfeed will become mainly video within five years.

The amount of video being consumed is already on the rise.

Television ads have the highest reported ROI of any ad format, but digital video ads have been showing early signs of being similarly effective.

Despite this, there are no suggestions that the digital video advertising economy is as robust as you may believe.

CEO of Storyful, Rahul Chopra, said at the last GEN summit that user generated content (UGC) makes up 80% of the internet.

Chopra said: "There’s a level of authenticity that comes from [UGC]. I was with a friend last week in NY who… created a video using his iPhone [and published to Facebook] in minutes and it was stunning. Your ability to create and edit quality video content and get it out there is incredible."

With user generated content distributed via Facebook or YouTube, there is no guarantee of a significant ROI.

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