Brands and video publishers including CBS, The Hollywood Reporter, Time, Inc., Hearst and Playboy, have been using IRIS.TV, an LA-based video software company, to ensure eyeballs and engagement on video. According to IRIS.TV, clients like these have seen over 50% increase in videos views and over 60% increase in engagement once they’ve plugged into IRIS.TV. And today, IRIS.TV has announced a new platform that will enable video publishers to better distribute and monetize video products, especially branded videos.
It’s called a Video Programming Platform. Because publishers using IRIS.TV ingest their video libraries, via any OVP like Brightcove or JW Player, into the dashboard, IRIS.TV has been able to gather swaths of viewership data — data that the company is now using to inform distribution and drive revenue for its clients using the Video Programming Platform.
To do so, the Video Programming Platform (VPP) basically builds a video-in-video playlist that plugs in branded content or other videos within a single video unit. Editors and media planners are able to determine what videos consecutively appear, fueling engagement and creating a win-win for both editors and brand marketers.
For video publishers there are a handful of ways to make money — advertising, sponsored or branded content and various direct-to-fan models. For brands, monetizing content isn’t as straight forward, especially given brands are frequently the financier for videos and series with hopes of reaching audiences in a more organic way.
IRIS.TV intends for VPP to give branded content a new revenue stream and discovery mechanism. So here’s an example, let’s say VideoInk ran a story on Facebook Live, and included a video we shot of the F8 presentation discussing FB Live. Using IRIS.TV’ Video Programming Platform, we could plug in a video we’ve editorially selected that is relevant, like a video interview with Facebook’s head of product from earlier in the year, for instance. We could then sandwich that with a branded video campaign we’d done for a client, and rather than relying solely on pre-roll, we could monetize against the branded piece.
IRIS.TV is seeing that this methodology is highly beneficial to not only raising CPM for sales teams and providing contextually relevant content for the viewer, but also for combatting ad blockers.
And according to IRIS.TV’ COO Richie Hyden, VPP is empowering both the editorial teams and the sales teams to better collaborate.
“Editors can override the system and programmatically control the programming on the sites. Ad Sales teams have used it to control what’s played based on revenue, to improve their margins,” he said. “The application has gone from putting videos in [the queue] to keep the user engaged to then doing it based on editorial needs to now getting into pre-roll values and native video.”
Because everything is programmed from within IRIS.TV’s dashboard, publishers can create delivery rules, respond to video performance in real-time and optimize ROI for both clients and viewers.
“The infrastructure to stream video, to play an ad, and to validate those metrics through third-party analytics has been in place for years. These are essential to starting a video business. In order to grow web and mobile video into a profit center, publishers need to invest in programming and building an audience like they had with television. Until now, there wasn’t a programming management platform to shine a light on opportunities on how to improve and validate what’s working and what’s not,” added IRIS.TV CEO and co-Founder Field Garthwaite.