"I don't think there's any particular genius or magic behind it," said Doug Arthur, a senior analyst at Huber Research Partners. "The advertising rates in video are fairly high."
Digital video advertising rose to $5.8 billion last year and is expected to climb to $14 billion by 2019, according to eMarketer, as advertisers dedicate more spending to the smartphones and tablets preferred by younger consumers.
"Online video is the fastest-growing medium out there from an advertising growth point of view and from a consumption point of view," Arthur added.
News Corp CEO Robert Thomson is using Storyful, which the company acquired in 2013, to discover and deliver short videos from around the Web to its various Web sites. New York Times has expanded its award-winning video operation to complement many of its top stories, encouraging its videos be shared through social media. Time plans to use is magazines Entertainment Weekly and People to push its own pop culture-infused short videos to its users.
All three efforts reflect the rising interest and acceptance of marketers for mobile platforms.
Indeed, digital ad sales at the New York Times appear to be gaining momentum. Digital ad sales have grown at a double-digit pace for multiple quarters, including nearly an 11% rise in the quarter ended March 31. Mobile revenue has grown at a 40% year-over-year clip at the newspaper publisher and now comprises more than a tenth of all digital ad revenue.