the recipes of Le Parisien and Unify to double their revenue every year

In-Stream Video: Le Parisien and Unify's Recipes to Double Revenue Every Year

Having a dedicated team, even a large one, is not enough to take advantage of the high CPMs of videos. You also need to know your audience and know how to reach them. Among others.

Video has enough to continue to whet the appetite of many publishers looking to diversify and strengthen their sources of income. After a difficult 2020 due to the pandemic, this qualitative format par excellence has returned to the forefront of the digital advertising market with investments up 46% in 2021 (or 34% more than in 2019). Highly regarded by advertisers, video has the advantage of generating much higher CPM levels than traditional viewing. “Video undoubtedly offers the best CPMs both over-the-counter and programmatic. It is also the format of choice for special operations and large programs, two drivers of monetization,” sums up Nicolas Danard, director of digital and revenue management. by Les Echos Le Parisien Médias.

But how to start and where to start, when we remember that the vast majority of these investments favor the instream format (91% of this market in 2021), i.e. advertising videos integrated into pre-existing video content compared to outstream formats, which can be inserted directly into the text?

Invest in dedicated teams

First, by making the production of video content a priority of its investments and placing it at the center of an integrated roadmap. “Making videos has a cost, starting with the talents, the web video journalists who are very popular today,” explains Aurélien Viers, editor-in-chief of the video division of Le Parisien, removed from L’Obs in 2018 to take on the mission of creating ” a real offer of videos on the web “. If the video is described as an “important axis of the parisien.fr site since its creation”, and despite the existence of a pole dedicated to this format in the editorial office since 2014, it is only in 2018 that a structured offer is made in place.

Of the 400 journalists employed by the newspaper, 15 are now completely dedicated to the video department, or three times more than four years ago. These professionals are behind the 300 videos broadcast each month by the newspaper, all channels and formats combined. An acceleration that was made possible thanks to a decision taken at the executive level and designed in collaboration with three strategic departments of the newspaper: editorial, digital management and management. 2021 marks an important milestone for Le Parisien, when its management decides to integrate Médiamétrie’s Internet video measurement for the first time. The title now shows 10.7 million unique monthly video viewers (Médiamétrie, February 2022) and over 134 million videos viewed in the same month of February. “We preferred to wait to be consistent on the strength of our audience and the strength of our visibility and completion advertising KPIs before showing the results to the market,” sums up Nicolas Danard.

This desire to give video a central place is equally recent in Unify, the hub of the pure gamer brands (Aufeminin, Marmiton, Doctissimo, Les Numériques, etc.) and of the digital activities of the TF1 group. In four years, the production of videos for all media brands has increased tenfold with a marked acceleration after the health emergency. At the origin of this flight, the integration of five production studios and the creation of Garage by Unify, an entity that brings together nearly 50 video professionals tasked with supporting editorial production.

Manage all platforms

Developing your own video offer means being systematically present on all networks and social media consistent with the DNA of your brand media. The reason is that the public is everywhere and above all on the networks. “It is certain that the publisher has every interest that his inventories are consumed and monetized on his properties, but today it is inconceivable to consider this without guaranteeing a strong presence on social networks”, analyzes Nicolas Capuron, Deputy General Manager of Unify .

Video plays a central role in this sense: all new social networks are essentially designed in video. “The classic approach of the reporter producing a video to complete his article is necessary but not sufficient. You have to produce versions of your content for social networks. They are not written or thought the same way,” points out Nicolas Capuron. Furthermore, depending on the nature of each media brand, the preferred social network for distributing its videos will not be the same: aufeminin probably calls TikTok, while Les Numériques has its place on Twitch. “You have to understand the nature and expectations of your audience very early to choose the right platforms.” Hence the importance of integrating editorial work with teams dedicated to social networks. “These teams master the different video codes (short content, lives, explanations, etc.), which vary according to the different distribution platforms,” ​​he adds.

Following this same logic, since last September, Le Parisien has relied on a mobile phone entirely dedicated to video on social media. Called “Shorts”, it strengthens the conquest of audiences on networks and social media thanks to the production of pure player videos on the news broadcast on Facebook, Instagram, Snapchat and TikTok but also on YouTube and Dailymotion. “They range from the original productions to the adaptation of the videos produced by the site’s editorial staff to these environments”, Aurélien Viers points out.

Surprise your audience

“The publisher must do things step by step, remain faithful to his line and not hesitate to test strong formats, which mark the spirits to promote awareness, especially among the youngest”, advises Aurélien Viers. “We started by building a strong video production on the site around the hot news, which is the great sign of Le Parisien, a newspaper whose DNA is to bring the news back to the field.” The next step, from 2020, was to conquer the audiences of social networks, offering them first and foremost video series with strong identities linked to their daily centers of interest (food, with “Food-checking”, urban mobility, with ” Biclou ”, and more recently news, with” Crime story “).

Being where the audience is also means trying to capture them with quality content to promote time spent. “Readers who spend a lot of time browsing our content are less likely to unsubscribe. It is also a monetization challenge, made possible by a large volume of distribution,” explains Aurélien Viers.

Master interoperability and player priority

It is not enough to have content, you must always deal with all the technical constraints imposed by an ecosystem that has become increasingly complex. “In terms of video, advertising agencies must constantly manage the interoperability between the different players and the ad server and adequately control the advertising monetization cascade, or the priorities attributed to the different sources of demand in order to guarantee an occupancy rate. maximum, “recalls Nicolas Danard.

Results at the appointment

These efforts on both sides seem to be paying off. In Le Parisien, every year since 2019, the advertising revenue generated by videos has doubled to the point of already representing over 20% of revenue. At Unify, we also talk about doubling revenue every year, not to mention video’s strategic role in special operations, which will account for more than half of Unify’s flagship brands’ advertising revenue this year, according to Nicolas Capuron. . “Additionally, as we have become more legitimate on video, we are also developing a white label production of brand content,” he concludes.

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