Speaking with MediaPost’s Steve Smith at OMMA Native, Eric Harris, EVP Business Operations, at Buzzfeed, said the growth of video consumption been the biggest change at the news site that’s become synonymous with native advertising. He noted last year Buzzfeed didn’t even have a video team and now is doing 150 million views every month.
And despite all the sites copying its formula mixing listicles, all things cat-related and legitimate news, he indicated content-sharing activity remains as high as it was a year ago. He credits the sustained interaction to the company’s “culture of innovation and relentless experimentation” that’s led to things like redesigned quizzes that have led to more engagement with a tactic where it previously hadn’t had much success. Thanks to Buzzfeed, the online quiz will not perish from the face of the earth.