4th August 2016

Publishers believe video is revenue key

With the rise of ad-blocking, publishers are turning to video to make revenue.

AOL polled 600 publishers in the UK and the US (300 in each country), to find out what the key issues are that they are facing.

The poll found that publishers in both the US and the UK prioritise off-site monetisation.

86% of UK publishers rely on third parties, mostly the likes of Facebook and Google.

Despite this, Facebook's Instant Articles is something that is worrying publishers on both sides of the pond.

The top revenue driver for 2017, the poll found, was video in both the US and the UK.

53% of publishers in the US cited ensuring video ad targeting was more individually relevant to viewers as its core driver for video, while 51% of UK publishers thought the same.

In the UK, 85% of publishers have seen around 50% grown in mobile revenue in the last 12 months, compared to 49% in the US.

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