Pretty quietly this year, a news startup has crept up that, unlike large incumbent publishers, is producing news specifically for millennials' short attention spans - in quick-fire mobile videos posted through Vine and Instagram.
SVP Frank Kavilanz told Beet.TV's summit on cross-platform monetization, hosted by Starcom MediaVest Group and sponsored by Dailymotion, about his deal with AdSpace Digital Mall Network that puts NowThis News' original news videos on screens in 206 malls across the US.
"We program 15-second and 30-second video news segments in a four-minute wheel that reaches 25 million people weekly across these malls, and 48 million people monthly," he said. "When news breaks, we're able to flash news across these 5.5ft-tall screens."
The extension means NowThis News' nascent advertiser offer - branded videos alongside news videos, videos produced for brands' own use and real-time marketing video productions - will also go out on big screens.
Watch the full interview to find out which section NowThis News will launch next on Instagram.
You can find this post on Beet.TV.