MERCADEO Versión en español
Colby Smith de ABC: Every piece of content has its own distribution strategy
Manuela Walfenzao| 21 de octubre de 2015
Colby: Todo se trata del empaque y de la estrategia de distribución
ABC News has more than 1.5 billion views on YouTube. Most are happening on TV content that they have adapted for the online video site. “Weve found that the stories that are available to our linear audience actually resonate with people on YouTube” said Colby Smith, VP of digital for ABC News. “Its all about the packaging and distribution strategy. We make sure headlines are titled in such way that people can find them and that the stories are published with this same criteria.” ABCs monthly viewership has grown significantly in recent months. In January, when Smith was promoted to his current title, the average views amounted to 20 million per month. In August, it surpassed 100 million views for the first time. ABC News is actually reaching millennials with this approach. According to comScore data, the ABC News YouTube channel reached nearly 1.2 million viewers in the U.S. between the ages of 18 and 34. Vices channel -leader in millennial audience- reached 668,000 youngsters in the U.S. ABC News key in achieving this kind of viewership is that it has avoided a “one size fits all” distribution strategy. “The biggest advancement we have made is determining that every piece of content that we do has its own distribution strategy.”
