WSJ video efforts bringing in more advertisers

Josh Sternberg of Digiday.com looks at The Wall Street Journal‘s video strategy and how it is bringing in more advertising revenue.

Sternberg writes. “The Wall Street Journal has been doing video for over three years. Interestingly, it didn’t start with packed video stories like the Times. Instead it took a flier on live video programming with ‘WSJ Live.’ It now has daily programs, from 6:30 a.m. to 5 p.m., Monday through Friday, producing about 50 videos per day. It also has nine live shows from around the world. According to Rahul Chopra, vp of video for the WSJ, the company is looking to expand beyond live video.

“It has established how live content works in producing the volume of clips, and now it’s expanding its reach in what it can cover. WSJ video stands on live news and breaking news, but is now looking to develop more reported, in-depth analysis narrative videos.

“While the company has centered on live video, most of its views come from on demand after 30-minute videos have been chopped into segments, according to Chopra.

“Video advertising is sold primarily through packages. Like the rest of the WSJ, no ad networks are used.

“‘We can’t produce enough with overall advertising demand,’ Chopra said. ‘Video has brought on additional advertisers who may not have advertised with us.'”

Read more here.