Inside Bloomberg Media’s digital video business
Eric Blattberg of Digiday writes about Bloomberg Media’s digital video business.
Blattberg writes, “Paul Marcum, a former GE marketing executive Smith hired in December, is responsible for much of that growth. After a brief stint as Bloomberg’s head of digital innovation, Marcum has served as the business publisher’s head of digital video, overseeing its video content, distribution channels and partnerships. The new role couldn’t have come at a better time, he said.
“‘What we are seeing now is a new ubiquity of video, especially on desktop,’ Marcum told Digiday. ‘Users are increasingly accepting video as an integral part of their experience.’
“Bloomberg.com’s desktop site racked up over 5.3 million unique video viewers in September, more than triple the amount it ran a year earlier, according to comScore. Making that more impressive, overall unique visitors to Bloomberg.com declined slightly during that period, from 8.7 million to 8.2 million. That’s important, considering Bloomberg fetches $75 CPMs for its video ads, according to Marcum.”
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