New Content, Monetization options and Analytics
Content discovery platform Vidora is about to release a new version of its product, introducing new monetization options and live video channels. Vidora wants to provide a turnkey solution for premium content owners to distribute content across mobile devices and reach users on the TV using technologies like Airplay, Chromecast and Miracast. At the moment the application is available for iPads and is using Airplay to show content on the big screen. The platform provides users a single application to access many different premium content channels, while offering publishers monetization options and detailed analytics in viewer profiles. The company is releasing an updated version of the platform and I spoke to Alex Holub, co-founder and CEO of Vidora, about the changes within the app and the new possibilities for content providers.
Live and On-demand Content
The platform is based upon content channels that show content from premium content providers like Netflix and Hulu+, and a channel guide based on genre and topics. The new release will introduce live content allowing allowing user to watch Bloomberg live from within the application and on the big screen using Apple TV. By combining both on-demand and live content Vidora allows users to easily switch between a live stream and browsing on-demand video. Alex Holub, co-founder and CEO of Vidora, expects higher engagement from the live content since user don’t want to miss out on what will happen next.
Vidora already allows users to authenticate from within the app with popular subscription services like Netflix and Amazon, and now extends the monetization options by providing server and client side ad deployment, and in-app purchases of content. As Holub explains, we provide a comprehensive monetization solution for content owners including; server and client side ad insertion, subscription and pay-per-view purchases, and 3rd party authentication.
Vidora wants to set a new standard in online video analytics by moving beyond common stats like viewer engagement for video’s. “We are combining big data with big metadata” explains Holub, with IP delivery of video it is possible to really know who your viewer is. It’s impossible for a content producer or advertiser to understand individual viewer profiles with traditional TV metrics or make relevant interest groups based on viewing behavior. Holub explains “HBO values Comcast for being able to reach 15 million users, but hate they don’t know who their users are, at Vidora we are providing more transparency to content owners”.
User groups based on viewing behavior to target advertising and personalization options.
By combining the browsing and viewing behavior of individual users and the meta-data related to the content Vidora is able to create user groups. These user groups are based on both viewing behavior and the metadata or keywords that are related to the content they are watching. This automated process creates clusters of very specific user groups with a distinct interest allowing publishers to understand their audience, and advertisers to effectively target specific users based on the user group. After half hour of using the app, Vidora can group a user based on their content interest. When starting the application for the first time Vidora asks you to select your favorites from a selected overview of video’s which helps the company to understand the individual profile.
According to Holub the ability to understand the profile of a viewer is key for a true personalized experience when providing a broad set of content. This is true for both content discovery and monetization options. Vidora is able to create user profiles and groups across channels and believes that viewing behavior is a key identifier of user profiles. Since the application derives user value from the content channels it is depended on content publishers. By providing flexible monetization options, a platform for both on-demand and live content, and a deep insights of user profiles across channels it is convinced it’s “building the platform to enable the Future of TV”.
Find more screenshots of the new applications and channel analytics below:
Bloomberg Live Channel
Channel View for Video’s