FT.com adds video player to raise online ad revenue

FT.com is looking to boost its online advertising revenue with the launch of a video player that will be embedded in editorial and will run pre-roll advertising.

The FT mini player, launched this week, will have the capacity to run 15-second video ads before users view the clips. Advertisers will also be able to have their logo placed at the bottom right hand corner of the video box.

Before the launch, FT.com only featured video content in a separate section of its site, while similar websites, such as Guardian.co.uk, have long incorporated video within their stories.

FT.com managing director Rob Grimshaw points out that its goal is not to be the first in the market with innovation as it is primarily a content company.

He adds/ “We have watched the market carefully and seen how it has developed. We have brought this forward as soon as we thought it appropriate.

“Our research has found that it will improve the take-up of video. We have about 1 million video views a month, but in a year or so, we hope to add 50percent to video views.”

Grimshaw predicts that there will be further developments in video advertising over the next couple of years, such as advertising at the bottom of video screens that does not interfere with the content being viewed.

He says it is also planning to launch a series of widgets that will be made available to business education advertisers. If successful, the service will be made available to other business sectors.

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