News and Sports Publishers Back Sponsored Video to Win

News and Sports Publishers Back Sponsored Video to Win

Author: Greg Jarboe / Source: Tubular Insights According to the Tubular Labs, nearly 7,000 Facebook pages have uploaded 47,200 sponsored

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According to the Tubular Labs, nearly 7,000 Facebook pages have uploaded 47,200 sponsored videos (those that include a third-party product or brand) to the site in the last 90 days. These sponsored videos, typically posted by media companies or influencers, have received 5 billion (that’s billion with a “b”) views and 122 million engagements. Sponsored video content is driving a huge amount of views and engagement, and in this post we’ll take a look at who is adopting sponsored video in the world of news and sport.

Sponsored Video: Local News Ahead of National

Let start with news. Sponsored videos from US publishers in the news and politics category have received more than 75 million views on Facebook so far in 2017. Although 75% of the sponsored videos are being produced by local news affiliates, 80% of the total views come from digital first news publishers. Meanwhile, traditional national news publishers have been slow to adopt sponsored video. The New York Times had only 1 sponsored upload in Q1 2017. And USA Today had only 1 sponsored upload during the quarter.

More than 75 million sponsored video views from US News & Politics publishers so far in 2017 on Facebook (Data via Tubular Labs)

In contrast, NowThis, a digital news company that primarily distributes its content to mobile devices and social platforms, has averaged 17.9 million sponsored video views per month so far in 2017. For example, NowThis partnered with the feature film, “A Monster Calls,” for two original sponsored videos in January…

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