Advertisers are keen to spend more on video and sponsored content, two areas in which readers’ attention is easier to hold (and which are not threatened by ad-blockers). But readers are not trained to expect video from their newspapers, and newspapers often lack the experience and resources to make them to a high enough standard. Some are making strong efforts, though. This month the New York Times released a “virtual reality” app, with a series of slick 360-degree videos that the newspaper says kept readers engaged for close to 15 minutes on average.
