The Financial Times is launching the FT Mini Player, a video player that will be embedded in news and feature articles on the website.
The Mini Player is designed to give users easier access to high quality video content by fully integrating video into articles rather than asking users to move to a separate player.
FT.com said that it has already grown its video output "significantly" under the leadership of its editor James Montgomery and head of video Richard Edgar.
The website now delivers over 1m video views a month and publishes over 150 videos a month online.
The popularity of video has led to a significant increase in interest from advertisers for FT.com and it has secured high profile partnerships with clients including IBM, Bulgari, DHL and Vestas over the last six months.
The Mini Player is designed to give advertisers access to a larger targeted audience and allows their campaign to gain greater relevance through a more contextual placement of their message.
Rob Grimshaw, managing director at FT.com, said: "We continue to innovate, looking for new ways to integrate and showcase all of our multimedia content online and the FT Mini Player is another step forward in terms of offering users easier access to our best video content.
"We are sure that the player will prove popular to both users and advertisers, increasing the site's video audience and the amount of time spent on the site by each visitor."
A recent JupiterResearch Online Video in Europe report claims that the growth in video is reflected across all markets. It said: "The growth of online video has helped video consumption evolve from a niche online activity into one with critical mass.
"In the context of overall online consumption, video remains a fraction of time spent, but growth is fuelled by the proliferation of video content overall, not only through specialist video sites such as YouTube, but as newspaper sites and ISP portals increasingly integrate video content into their offerings."
Return to marketing news headlines
View Marketing News Archive