Continuing our series of periodic short interviews with industry thought-leaders about the the pandemic's impact, I'm pleased to share a Q&A with Field Garthwaite, CEO and Co-Founder of IRIS.TV. Read on to learn Field's perspective on how COVID has affected the video marketplace, why connected TV has benefited, what video publishers can do to better monetize their inventory and what the critical upcoming challenges.
VideoNuze: How has COVID affected the video marketplace overall?
Field Garthwaite: While overall, publishers are seeing large increases in user engagement across web, mobile, and Connected TV (CTV) there are also several additional trends unique to the pandemic:
Video personalization engine IRIS.TV has helped The Hollywood Reporter- Billboard Media Group more than double its video views from 80 million in October ’16 to 210 million in February ’17. Most of the viewership is on owned and operated properties. In a briefing, John Amato, President, Entertainment Group and Michael Palmer, GM, Video, told me that the key has been using IRIS.TV’s technology to drive longer session lengths with viewers watching two to four videos instead of just one.
IRIS.TV is officially launching its SmartStreaming product to help content providers drive more video views per viewer. SmartStreaming plugs into online video platforms so they can offer their content customers thumbs up/down and skip buttons in their video players, giving viewers more control over their video experiences. As they engage with these buttons, SmartStreaming learns their preferences and presents subsequent recommended videos.
The first OVPs that have integrated SmartStreaming are Brightcove, Kaltura and Unicorn Media. Field Garthwaite, CEO told me in a briefing that SmartStreaming is also compatible with thePlatform and JW Player from LongTail Video.