Advertisers must quickly move their money to online video to catch up with consumer demand – but publishers must give them reasons to, too, says the CEO of AOL’s Huffington Post Media Group, signalling a commitment to up its own game in the space.<\/p>\n

“The dollars are not flowing right now – there\u2019s a gap,” Jimmy Maymann<\/a>\u00a0tells Beet.TV, in this video interview. “There\u2019s not enough advertising dollars invested in video at this point in time.\u00a0There are more eyeballs than there is ad revenue.<\/p>\n

“Over time, that gap has to be closed – otherwise, you\u2019re not investing your advertisers\u2019 money in the best possible way. I get disappointed when I see a 30-second pre-roll in front of a 30-second video.\u00a0Video is still young. I have high hopes.”<\/p>\n

Maymann declares Huffington Post will do its own bit over the next year, with an ambitious target to increase its video commitments.<\/p>\n

“Our video views are around 10 to 15% of our views.\u00a0We want that over the next year to shift to 50%.\u00a0We want 50% of our views to come from text-based content and 50% from video.<\/p>\n

“That\u2019s basically tripling our video inventory – which means we need to produce a lot more video.\u00a0We\u2019re not producing at all the amount of video we need.<\/p>\n

“On Huffington Post, you’re going to see a lot of new formats, new shows and new ways of making video interesting.”<\/p>\n

This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms.\u00a0Please visit this page<\/a>\u00a0for all the videos from the series. \u00a0This session was recorded in London.<\/p>\n","protected":false},"excerpt":{"rendered":"

Advertisers must quickly move their money to online video to catch up with consumer demand – but publishers must give them reasons to, too, says the CEO of AOL’s Huffington Post Media Group, signalling a commitment to up its own game in the space. “The dollars are not flowing right now – there\u2019s a gap,” […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[4726],"tags":[2899,3122,5333,5284,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/29798"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=29798"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/29798\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=29798"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=29798"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=29798"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}