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MarketingVOX: In an effort to remain relevant to a Web 2.0 audience, the New York Times Co.'s About.com has made some changes to its offerings, reports AdAge.
The site, which since its inception has offered expert opinions on a wide variety of topics, finds itself competing against an increasing number of both professional and consumer-generated sites. It has now added video to its information and advice offerings to make the site even more useful to visitors. Already, almost 500 videos have been added to the site.
The videos, served up by BrightCove, have been heavily tagged and cataloged to make them easily findable by searches, which is where a good deal of About's traffic comes from. Video can also help increase the time a visitor spends on the site.
About.com is monetizing the video by including ads in each one. The company expects revenue from video ads to grow faster than the 10 percent�industry average estimated by eMarketer. Its video inventory is expected to double in the next 18 months as more video units are added.
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