Video is where the money is for publishers — or at least, they hope so.
Issues like scale and quality continue to dog efforts to attract advertisers and eyeballs, though, according to a Yahoo survey of 600 publishers in the U.S. and the U.K. The Washington Post is tackling these challenges head-on and sees video as an extension of its storytelling capabilities. It’s had success so far: According to data provided by Tubular Labs, Facebook drove 12.5 million views to the Post’s videos, double the Facebook views from June 2016. ComScore data shows that desktop video views for the month of July were 5.9 million, double what it was drawing in January.