The dynamic nature of digital publishing has enabled flexible and contextual delivery of messages and content in a way previously not possible when we were locked into the one-time printing of an ad on a page, or the scheduled broadcast of a television program. Advertising was revolutionized by Google AdWords, allowing marketers to serve messaging in a micro-segmented and automated fashion. On the content side, text such as links and articles have also been served in a dynamic and customized manner, providing related links and topic pages to match consumer interests and creating new ad inventory. Now, video is exploding as a content type and contextualization will come into play here as well, bringing the engaging quality of the medium together with scale and relevance. Our rich metadata, deep digital archives, and flexible delivery tools enable delivery of relevant video content around categories such as sports, news, and entertainment in new engaging ways.
The Web has made everyone from newspapers to cable providers into online publishers, which increasingly includes video. Thought Equity Motion’s advanced Contextual Media tools enable these emerging online publishers to serve video around stories and topic areas to deepen users’ experiences and increase dwell times.
“Production through Metadata”
Thought Equity Motion uses advanced technology to organize video through metadata and enable API “hooks” for searching and serving it while minimizing manual post production work. Along with dynamic delivery, this enables online publishers and media companies to produce new video packages at scale to drive user engagement and ad revenue. Organizing and delivering motion content through metadata production also allows people to jump in and out of a video to the moments they want to see, creating a more engaged experience that fits the way people interact with content on the Web.
What’s the Value?
Contextually relevant motion content is a new market that fits in between costly premium content built through post production editing and low-quality user generated or mass-produced video. Many online publishers, traditional and non-traditional alike, have already started to see the ROI in adding more contextually relevant video to their sites; video has been proven to increase visitor dwell time, command higher CPMs, extend the depth and lifecycle of a story, and create new advertising and/or sponsorship revenue streams.
"Speed to Context"
In today’s Internet driven world the average news story breaks in minutes, sometimes even seconds. Contextual Media tools enable online publishers to quickly put context around breaking news through archives of curated relevant content. For example, say the most horrific category five hurricane in US history hits southern Florida. A news site could rapidly assemble archival footage of every category five hurricane to have ever hit the region and within hours produce an engaging online video analysis with the speed and efficiency required to make online content monetization economics work. Contextual video enables online publishers to put a documentary right next to the breaking news event.
