Everything That Rises Must Pivot To Video

“Sometimes I just watch TV for the commercials” —actually a lot of us.

Image: Steve Snodgrass

Some suggest the repackaging and reposting of ads highlights the “pivot to video” mentality many publishers now demonstrate. The push to churn out video content to feed platforms and to attract potentially lucrative video advertising is increasingly viewed as a potential solution to an increasingly challenging business model problem.

Curious timing, this Wall Street Journal piece on publishers just packaging ads as videos (I dunno if you heard but the people want video, and by “the people” I mean “the advertisers”) and this Felix Salmon tweetstorm about video content that looks curiously like well-placed advertising.


Do I really have a choice?