Video makes the publishing star

Video advertising was the fastest growing area for UK digital publishers in the second quarter of 2013, up 21 percent year on year, according to the AOP Digital Publishers’ Revenue Index Reports, in partnership with Deloitte.

The report, based on data from 135 publishers, shows an overall 14 per cent increase in digital ad revenues overall during the quarter, with recruitment and sponsorship also performing especially well.

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Overall, 65 per cent of publishers surveyed saw total advertising revenues increase in the period, compared to just three per cent who saw a fall.

The publishers surveyed said Q3 would see a shift away from cost-cutting towards investment in new services and products. Only a third said cuts are a top priority, down from 46 percent last quarter, while the proportion saying they were prioritising new services and products has risen from 42 per cent to 67 per cent.

However, the revenue amounts are relatively small. According to IHS, video advertising in the UK was worth around £192 million in 2012 – so it is long way from fuelling sustainable growth.

This recent growth reflects a more buoyant mood across the industry compared to the uncertainty of the recent past.

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