Video content is crudely defined. If something is not very short (<10 minutes) then it tends to be considered long-form. But there is a middle ground - one which displays a distinctive combination of characteristics in terms of production, broadcasting and viewing

Mid-form video (between 10 and 20 minutes) has the ability to carry the narrative arcs normally associated with long-form programming, whilst also retaining the snackable and shareable attributes of short-form

The footprint of mid-form is, so far, small. However, it is growing, as its unique qualities, such as excellent ad completion, become more readily recognised

Paid placements for content marketing online in Europe will increase by 186% from 2014-2020, to over €2 billion

It is a particularly exciting area for premium publishers, who can leverage their content expertise to reverse the flight of ad money to lower-cost properties. Almost all are developing creative content offerings to capture this value

Metrics and measurement, disclosure and cost remain as challenges for content marketing online, but growth is strong due to high commitment to spend from advertisers

This is the second of our three reports in our annual review of vertical marketplaces (classifieds), focused on property, and follows Vertical marketplaces overview and recruitment outlook [2015-115]. Zoopla Property Group (ZPG) has been hit by new entrant OnTheMarket, and has diversified its publishing and revenue models. But OnTheMarket is a red herring in the marketplace, delivering the same charging model more expensively for estate agents than leading portals Rightmove and ZPG. Property marketing expenditure has been resilient this year, and we expect it to be roughly flat (a little down in real terms) over the next two to three years, largely a result of the print-to-digital transition depressing spend, but also because estate agents are feeling squeezed. Local newspaper print decline will roughly offset increases at the property portals and elsewhere, though print spend at the top of the market – brands such as Country Life, the FT and the Telegraph – remains robust, despite deep declining volumes of £1.5m homes.

Our annual review of vertical marketplaces (classifieds) is provided over three reports, with property and auto to follow, and this first report summarizing the macro trends, issues and outlook, as well as a detailed study of recruitment marketing. Taken as a whole we identify three critical themes in specialist markets:

• Portals are extraordinarily popular with consumers, growing their importance in the value chain; the print to digital transition is far from over
• But portal reliance on revenue growth from print decline is starting to retreat; revenue diversification strategies are emerging
• Nonetheless, disruption in vertical markets is stubbornly slow, with leading portals using paid media models (print models) to sustain their position.

The recruitment market is buoyant (up 10%), so portals, specialists and intermediaries are generally doing well, while local newspapers have lost some market share. Linkedin (professional social media, which has diversified into skills and training) and Indeed (freemium jobs aggregator, which provides performance charging and will introduce new services in 2016) are the key influences in the marketplace, and both are growing very strongly. The value chain in recruitment is being slowly restructured. Recruiter demand for highly skilled, specialist candidates does not have the labour supply to support it, sustaining marketing expenditure, though print spend continues to decline.

Prisa, the 98% owner of Sogecable, has put Spain’s leading pay-TV platform Digital+ up for sale in order to make a large reduction in its debts

Rising audiences for Cuatro in a booming TV advertising market have unexpectedly lifted Sogecable earnings in H1 2007, encouraging confidence that Cuatro will achieve breakeven in 2008, if not in 2007

With 84,000 net pay-TV additions in 2006, Sogecable resumed subscriber growth, but we expect this pace to decline in 2007 unless Sogecable re-positions on basic and expands distribution from satellite to cable and DSL

Spain’s top football club FC Barcelona (Barça) has threatened to withdraw its broadcast licence from Sogecable unless it matches an offer from Mediapro that is almost double the current annual fee for the two football seasons commencing 2006/2007 

The present TV advertising slump appears due to a uniquely British combination of very rapid digital TV growth and singular advertising airtime regulations that include the Contract Rights Renewal (CRR) remedy 

Sogecable FY 2005 results recorded the first net profit (€7.7 million) since 2001, two and a half years after the merger with Vía Digital. With the after effects and restructuring costs of this merger behind it, the question we examine in this note is what growth can Sogecable's pay-TV business look forward to and what extra contribution will be made by the national free-to-air (FTA) analogue channel Cuatro, which launched on 7th November 2005?

Under rules agreed with the EC no one party could win all six packages. The surprise is that BSkyB has only won four, the other two going to Setanta. Although BSkyB has won the four ‘best-looking’ packages, it must pay an extra £97 million per annum for two thirds as many games 

This report examines pay-TV developments in Spain where Digital+, Sogecable's DTH pay-TV service, has just celebrated its first birthday (Sogecable [2003-23]). Sogecable financial targets for 2005 are within reach.