David Dodd discusses the use of video at cScape\'s \'Winners and Losers in a Troubled Economy\' book launch.

1. Story Winning with video David Dodd Lightweight Media

2. Winning with VIDEO

4. The marketplace The Guardian The Times The Daily Telegraph The Independent

5. The marketplace guardian.co.uk video Times Online Telegraph TV FT video

6. Why video? Keep advertisers spending Reinforce the brand Engage users/ Increase Dwell-time Keep up with user demand

7. Newspapers online - market leaders guardian.co.uk 19.7m unique users pcm Consistently most popular quality newspaper site in UK Telegraph.co.uk 12.3m unique users pcm 100% rise since relaunch

8. Video - the Telegraph way

9. Video - the Telegraph way 795k unique views pcm (site traffic up 17%) Mostly own content Using Telegraph telent TV Channel style

10. Video - the Guardian way

11. Video - the Guardian way Site-wide rollout Guardian talent in mostly editorial role Mostly gathered content Portal style 1m views pcm and rising (site traffic up 24%)

13. Summary Engagement comes through embracing an interactive approach Video works for advertising: higher recall and ct rates Video works for users: the best of tv+the best of the internet Video works for marketers: Easy to demonstrate impact with ct/play rates

14. Thank you

15. Download book for free at www.winners-and-losers-in-a-troubled-economy.com