Newspaper article The Evening Standard (London, England)

News Media Dial Up Mobile in Video Ads Fight against YouTube

Newspaper article The Evening Standard (London, England)

News Media Dial Up Mobile in Video Ads Fight against YouTube

Article excerpt

Byline: Gideon Spanier

LEADING British newspaper and magazine websites have seen a significant slowdown in video advertising growth as they struggle against the might of YouTube but are looking to mobile to fight back against its global rivals, industry research showed today.

Online video ad revenue increased just 5% in the third quarter against 70% in the same period a year ago, according to the Association of Online Publishers and Deloitte.

It is the slowest rate of increase for eight consecutive quarters since autumn 2012 and comes as the advertising clout of YouTube is laid bare by the success of video bloggers including make-up vlogger Zoella.

However, mobile ad revenue, which includes video, continues to grow strongly, rising 56% in the quarter. The importance of screen size is reflected in the fact that tablets attract almost three-fifths of online mobile ads.

"There has been a huge growth in online video," the association's managing director Tim Cain said. …

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