At Peloton Towers, we believe that the online video market is rapidly growing up. Web video is no longer the unruly, attention deficient teenage of just a few years ago. And the stats are starting to stack up. According to comScore, both the average length per online video and the average minutes people spent watching online video have increased in the UK. In December 2010, the average online video in the UK was 5.5 minutes long, that’s up 25% since September 2009.
At the recent PPA annual shindig, we mixed and mingled and quaffed Sauv Blanc with the good and great of the publishing world. In between glasses, we also did a spot of work. We got to sit down with some of the leading players and probe them about how important video is to their brands. But, according to the CEO of Dennis Publishing, James Tye, one size doesn’t fit all. “The Week is one of our biggest brands and that’s words and pictures and that stays words and pictures. A product like iGizmo, which is an iPad and digital mag, has a lot of video and that’s clearly key to the product.”
Over at Future Publishing, CEO Stevie Spring told us why video is particularly important for them. “The tablet screen allows you to interact with the content in an audiovisual way and that’s really exciting. It’s no coincidence that our new head of UK business comes out of being Chief Executive at ITN.”
It appears that the big names are buying into online video just as the market is maturing. We wouldn’t want you to get left behind. To watch our video, click on the link. It’s well worth a couple of minutes of your precious online grazing time.