About.com Adds Video Content
The New York Times division adds new video programming in the advertiser-rich area of gadgets and electronics.
About.com is expanding its original video programming in the advertiser-rich area of gadgets and electronics, and in the coming months will boost video content in About Home and About Health.
The new short-form gadgets content is hosted by About tech reporter Brett Larson. Larson offers one minute overviews of various personal technology decisions, from “Choosing a Gaming Console” to “Car Audio Options.”
Monetization comes through pre-roll ads, mostly :30s, said About SVP of sales and marketing Mark Westlake. A campaign for Microsoft Office is now running against the content. Video ads are sold and targeted just like About’s other units.
“What I’m seeing is everybody’s looking for more inventory,” Westlake told ClickZ News. “[It’s] going to be very attractive to advertisers. We’ll be able to give them all different formats but we’ll be able to grow it and give it scale.”
Additionally, About is planning future video content expansions in About Health and About Home for the spring. These will be hosted by Dr. Mona Khanna and home builder and interior designer Anne-Marie Barton respectively.
About introduced video advertising on its site just over a year ago. The first advertisers were Honda and Black & Decker.
