Dec
28
Why the failed 'pivot to video' shouldn't scare you off video in 2019
Posted in: Uncategorized
This year put a definitive nail in the coffin of the “pivot to video” strategy.
By shifting away from text-based content to capitalize on the popularity of video between 2015-17, publishers and marketers were promised they could supposedly deliver their message more effectively, reach more eyeballs, and (most importantly) earn more revenue.
The pivot to video turned out to be a “pivot to declining pageviews”: “According to comScore, publishers that pivoted to video this summer have seen at least a 60 percent drop in their traffic in August compared to the same period from a year ago.”
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