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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here