This episode was produced in partnership with News UK.
News UK’s The Sun is one of many titles to embrace video in recent months.
According to the publisher, its videos have driven 60m views and a 110% increase in returning viewers. Its movement into video has also helped secure new sponsors, including Allwyn, DAZN, Betfair, Cardfactory and 32Red.
Owen Griffiths is the commercial revenue director of The Sun.
At the Cannes Lions Festival of Creativity last month, The Media Leader's content director James Longhurst sat down with him to discuss The Sun’s video strategy, what makes the publisher’s output unique, and how the World Cup is driving growth this year.
Highlights:
1:25: Takeaways for publishers from Cannes: Positioning journalists as creators
2:15: Expanding video for editorial and commercial purposes
6:00: The Sun's first "video-first" and AI-powered World Cup
7:29: Is AI a threat to publishers, or an opportunity?
8:37: How do journalists feel about becoming creators?
9:54: H2 plans: New video experience in beta, expanding membership, growing in the US
Related articles:
‘Place as many bets as possible’: Behind The Sun’s hybrid paywall strategy
‘The division between church and state isn’t sustainable’: Journalists weigh-up life as a creator
Why do publishers struggle to find their social voice?
