Can video deliver on its promise to publishers?

When digital video started evolving in India, online publishers simultaneously started to invest in setting up a video team. The audio-visual medium was considered to be the bright spot; it was expected to rake in money and strengthen reach. Video has its expenses too. While producing, it takes a lot of creative capabilities and uploading it on the platform for seamless viewing demands extensive technical abilities. Putting the two together is an expensive proposition. So where does video stand when it comes to the priority of online publishers? Has it managed to live up to its expectations? Our experts think it has...

We spoke to Bhawna Agarwal, chief executive officer, Gadgets 360 (NDTV), Meghana Bhat, chief strategy officer at ScoopWhoop Media, Suchita Salwan, CEO and founder at Little Black Book / LBB and they were all upbeat about video...

Edited excerpts:

Sameer Pitalwalla, CEO, Culture Machine

With the digital media ecosystem evolving to an engagement-led model, the role video will play cannot be overstated. Globally, online video commands the lion's share of the digital advertising pie, and this shift is becoming apparent in the Indian context as well. The money tends to follow usage patterns, and Indian audiences are increasingly consuming video content on mobile owing to cheaper data prices and a drastic reduction in the cost of smart phones. Publishers will directly benefit from this upsurge in video inventory, provided they are able to find scalable solutions for video content, and channel their content effectively across the plethora of video platforms available to viewers today.

Bhawna Agarwal, CEO, Gadgets 360

Bhawna Agarwal

Meghana Bhat"Videos have become an increasingly popular means of consuming content and this medium is definitely capable of delivering the potential it promises. It would be interesting to see how well publishers innovate in the long run to get the best output, and that too without disruption of the current consumption patterns of viewers."

Meghana Bhat, Chief Strategy Officer at ScoopWhoop Media

"ScoopWhoop is a big believer in the power of video - both as a way to reach and connect with our audiences and as a growth driver. Currently, ScoopWhoop creates about 250 videos a month & this number is only going up. The great thing about video is that it's an incredibly flexible medium that allows us to create all kinds of interesting content and constantly innovate with formats - from meme videos to documentaries, to DIY to news bulletins. In fact, ScoopWhoop news on Facebook is amongst the top 10 most viewed video publishers on Facebook."

"About 70 percent of branded content on SW is video. Because of the versatility of web video, we're able to address different brand challenges. Video vox pops spread brand news in a fun way, slice-of-life sketches create awareness through relatable everyday stories, short films help shape brand perception, etc. The best part is that we've seen real results - growth in organic searches, change in perception, positive impact on intent."

"By 2021, video is expected drive over 70 percent of traffic in India. That right, there is a big enough reason to continue to be bullish about web video."

Suchita Salwan, CEO and Founder at Little Black Book / LBB

Suchita Salwan"I think what video brings to the table is a new way to consume content - it's a break from the usual listicles, click-bait headlines, memes and GIFs that used to dominate most social media timelines. So is it more engaging, interesting, and is it getting more impressions in a shorter period of time? Yes. However, the big challenge with video lies in the fact that it is not an easy medium to crack, and what is unfortunate is that most lifestyle video content ends up being a copy-paste of the same old "Things You Say If You're ABC", or an imitation of BuzzFeed's Tasty video format, which users have seen dime a dozen. The trick lies in creating concepts and story-telling in ways that help you stand out and differentiate yourself as a content creator or platform, from everyone else. When done right though, it most definitely delivers on more top-tier metrics like reach, impressions, etc."