Hearst Digital to expand its online video offering

Three of Hearst Digital's web offerings - Getlippy.com, Handbag.com and Cosmopolitan.co.uk - already feature online video.

But following deals with online TV platform Brightcove and entertainment news website MyMovies.net, video will be added to Allaboutyou.com and Netdoctor.co.uk by the end of the year.

The Brightcove deal gives Hearst Digital the ability to publish and distribute ad-supported video across its websites.

The new TV offerings will feature both celebrity content from MyMovies.net, plus content generated in-house by Hearst Digital. For example, content themed around Cosmopolitan magazine could include fashion advice clips.

Hearst Digital plans to make money from the online video services by carrying a range of advertising formats such as pre-roll ads and sponsorship.

Advertisers who have already signed up to its online video offering include Beiersdorf, DisneyLand Paris and Living.

Hearst Digital has also linked up with video search engine Blinkx to enable web users to search for and play video content from its sites on the Blinkx.com website.

Although Handbag.com is currently the only website to profit from the partnership, the intention is to extend this feature across the Hearst Digital network of sites.

Alex Ballantyne, Hearst Digital managing director, said the expansion of the company's video offering is creating a range of new commercial formats for the company to exploit.

He said: "Video creates an increasing level of engagement with existing users, which we have already seen with Handbag.com, and attracts new users by exposing the brand to more people."

Separately, Hearst Digital is in the process of relaunching Allaboutyou.com, which will return in a new-look format later in the year.

Meanwhile, Netdoctor.co.uk will broaden its medical-based content to include lifestyle information.