Lucia Moses of Digiday writes Monday about winners and losers among business news sites.
Moses writes, “Media companies are ploughing money into video, one of the few areas of digital advertising that still commands high CPMs. Publishers’ video viewership can vary widely, depending on how much video they distribute, video length and how it is promoted. Bloomberg distributes 150 videos a day to the Journal’s 30 to 40, which may help explain why Bloomberg has more unique views than the Journal. In terms of viewership on their own sites, which are valuable to publishers because they can sell ads against them and keep all the revenue, Yahoo Finance had the most unique viewers as of April, at 11.5 million. (ComScore measures desktop viewership only.) IBTimes Media was second in unique viewers, followed closely by Bloomberg and CNBC. BI was No. 8, the Journal (included in Dow Jones) was No. 9 and Forbes, No. 13.
“CPMs vary widely for pre-roll video ads, too. The Journal charges the most, at $90 for desktop, according to the buyer. BI charges around a $50 CPM and Bloomberg, $75. Quality of content and audience factor into the rates publishers charge, but so does supply. As another buyer noted, ‘The Journal claims video inventory is expensive because there’s scarcity of inventory and they’re sold out.'”
Read more here.
