U.K.-based publisher Future plc is flying south and will open a new in-person hub in Atlanta this month.

The company says it will hire over 100 people based in Atlanta in editorial, sales and production roles to produce more women’s lifestyle, home and entertainment content, especially video. Future’s executives see a talented pool of video creators, influencers and producers to hire in the Southern city, though they did not say exactly how many staffers would work for each department — or how it would share sales support among its other U.S.-based offices.

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The Atlanta studio’s output should help Future to capitalize on advertisers’ ever-growing appetite for video. Video makes up “the largest shares of what we spend on in the marketplace,” said Stacey Stewart, U.S. chief marketplace officer at the agency UM. Pre-roll, she added, is particularly in demand for short-form video. However, the challenge remains that advertisers “are still working on diversifying where they get video content and where they use it to reach their audiences.”

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