Publishers Looking For More Ad-Supported Video

That was the discussion at a panel at AdTech in SF earlier today, as reported by AdWeek’s e-mail newsletter (not available online). Among those publishers, CNET and ESPN.com.

CNET Networks plans to migrate more of its content to video, while ESPN.com is looking to further personalize its video application…

By upping its video usage, CNET hopes to create “in-stream advertising opportunities, which we believe will lead to greater acceptance than interstitial,” said VP of biz dev Chas Edwards.

Meanwhile, ESPN.com aims to introduce user- and system-initiated personalization features for its video application within the next 6-8 weeks, said ESPN Motion director and GM Ed Davis.

ESPN is also considering incorporating video into its search results, said Davis, rationalizing, “It’s just data. It’s video, but it’s just data.”

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