Video Explodes on Media Sites

Pitch Your Stories with Video: The use of video footage by online media Web sites to cover news stories has risen by a third in the last year to 85%, according to the 2011 Web Influencers Survey by DS Simon. Almost all (94%) Web sites of radio stations use of externally produced video; magazines followed closely at 93%; newspapers at 86%; and Web media at 80%. Almost four-fifths of survey respondents suggested they would use more or much more video in 2011 than they did in 2010. Other key findings include:

• 47% of media Web sites offer a mix of editorial, product placement and paid content in a bid to offer increased brand integration opportunities to raise their revenues.

• The chances of video content being shared with other sites increased from 35% in 2009 to 41% in 2010.

• Newspapers, at 63%, are the most likely sites to share content with other sites.

• Completed videos are best: Media site owners prefer fully produced videos (57%) first; b-roll footage (49%) second; and sound bites (47%) last.

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