The media landscape has always been shaped by shifting formats and new technologies – but rarely has a format moved as fast as video. In just five years it has gone from being a supplement to articles to becoming one of the most dominant elements on many digital news sites.
This development is no coincidence. Video taps into a range of needs among both users and advertisers – and that makes it a format no media outlet can ignore.
Studies show that consumers spend significantly more time on content when it includes video. The format matches the way many people navigate today: fast, visual and across platforms.
As users shift their attention, ad spend shifts too. Video ads – especially short formats like pre-rolls – are among the fastest-growing segments in digital advertising.
Video can convey mood, nuance and pace in ways that text and images alone struggle to match. It gives newsrooms the opportunity to experiment with new storytelling techniques that engage audiences more deeply.
A video strategy is not just about having equipment or a technical platform. It is about defining:
Technology is only a tool. Without a clear strategy, video risks becoming a resource-heavy supplement instead of a strength.
For smaller newsrooms, video can seem like an overwhelming task. Here, collaboration and content sharing can be a shortcut. At STEP Network, for example, we have developed solutions that allow media outlets to share relevant videos with each other – from daily news roundups to timeless explainers.
This means that even smaller newsrooms can offer high-quality video without starting from scratch. We call it VideoSyndicate, and you can read more here [LINK to VS landing page]
There are no signs that video consumption will decline. On the contrary, users' expectations for quality, accessibility and relevance will rise.
Media outlets that already think strategically about video gain a head start – both in the battle for attention and in the battle for ad spend.
Let us help you get the most out of your display campaigns.
