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CEO, Salon Media Group
While the written word will always pull in audiences, Salon Media Group conceded that the market for video advertising was growing and decided to enter the fray. eMarketer’s Sean Creamer spoke with Jordan Hoffner, Salon’s CEO, about how the publisher developed its video strategy, and how its audience consumes video content.
eMarketer: What prompted Salon to dedicate more resources to producing video content?
Jordan Hoffner: There was an effort in the middle of 2015 to do more videos because there was an opportunity for higher [cost per thousand] CPMs, and now the video advertising ecosystem is maturing. While it still has a way to go before it catches up to display, it shows a lot of promise with tools like video header bidding.