Making More Donuts

Being a publisher is a tough gig these days.   It’s become a complex world for even the most sophisticated companies.  And the curve balls keep coming.  Consider just a few of the challenges that face your average publisher today:

  • Ad blocking.
  • Viewability and measurement.
  • Decreasing display rates married with audience migration to mobile with even lower CPMs.
  • Maturing traffic growth on O&O sites.
  • Pressure to build an audience on social platforms including adding headcount to do so (Snapchat) without any certainty that it will be sufficiently monetizable.
  • The sad realization that native ads—last year’s savior!–are inefficient to produce, difficult to scale and are not easily renewable with advertising partners.  

The list goes on…

The Challenge

Of course, the biggest opportunity—and challenge–for publishers is video.  Nothing shows more promise for publishers from both a user engagement and business perspective than (mobile) video. It’s a simple formula.  When users watch more video on a publisher’s site, they are, by definition, more engaged.  More video engagement drives better “time spent’ numbers and, of course,  higher CPMs.    

But the barrier to entry is high, particularly for legacy print publishers. They struggle to convert readers to viewers because creating a consistently high volume of quality video content is expensive and not necessarily a part of their core DNA.  Don’t get me InfiniGraph Video Machine Learning Challenge Opportunitywrong.  They are certainly creating compelling video, but they have not yet been able to produce it at enough scale to satisfy their audiences.  At the other end of the spectrum, video-centric publishers like TV networks that live and breathe video run out of inventory on a continuous basis.   

The combined result of publishers’ challenge of keeping up with the consumer demand for quality video is a collective dearth of quality video supply in the market.  To put it in culinary terms, premium publishers would sell more donuts if they could, but they just can’t bake enough to satisfy the demand.  

So how can you make more donuts?
Trust and empower the user! 

InfiniGraph Video Machine Learning Donuts

Rise of  Artificial Intelligence

The majority of the buzz at CES this year was about Artificial Intelligence and Machine Learning.  The potential for Amazon’s Alexa to enhance the home experience was the shining example of this.  In speaking with several seasoned media executives about the AI/machine learning phenomenon, however, I heard a common refrain:  “The stuff is cool, but I’m not seeing any real applications for my business yet.”  Everyone is pining to figure out a way to unlock user preferences through machine learning in practical ways that they can scale and monetize for their businesses.  It is truly the new Holy Grail.

The Solution

That’s why we at InfiniGraph are so excited about our product KRAKEN.  KRAKEN has an immediate and profound impact on video publishing.  KRAKEN lets users curate the thumbnails publishers serve and optimizes towards user preference through machine learning in real time. The result?:  KRAKEN increases click-to-play rates by 30% on average resulting in the corresponding additional inventory and revenues.     

It is a revolutionary application of machine learning that, in execution, makes a one-InfiniGraph Video Machine Learning Brain Machineway, dictatorial publishing style an instant relic. With KRAKEN, the users literally collaborate with the publisher on what images they find most engaging.  KRAKEN actually helps you, the publisher, become more responsive to your audience. It’s a better experience and outcome for everyone.  

The Future…Now!

In a world of cool gadgets and futuristic musings, KRAKEN works today in tangible and measurable ways to improve your engagement with your audience.  Most importantly, KRAKEN accomplishes this with your current video assets. No disruptive change to your publishing flow. No need to add resources to create more video. Just a machine learning tool that maximizes your video footprint.  

In essence, you don’t need to make more donuts.  You simply get to serve more of them to your audience.  And, KRAKEN does that for you!

 

For more information about InfiniGraph, you can contact me at tom.morrissy@infinigraph.com or read my last blog post  AdTech? Think “User Tech” For a Better Video Experience

 

Tom Morrissy on KRAKEN – Publisher Perspective on Video Machine Learning

We had the unique opportunity to talk with Tom Morrissy our Board Advisor in Time Square NY.  Below is the transcript between Tom and Chase talking about his perspective on publishers and KRAKEN our Video Machine learning technology.

Chase: Hi I’m Chase McMichael CEO and Co-founder of InfiniGraph and I’m here today with Tom Morrissy our Board Advisor. Hi Tom.

Tom: Hi Chase.

Chase: So Tom tell me a little about your experience working with us obviously you’re a midi ex media guy from SpinMedia, Timing you’re basically better. So tell us a little about your experience working with us and obviously you know more about the media space than we do. Now we really like to have your viewpoint on you know knowledge space, some of the issues. What do we do to really break in and arbitration within you know obviously cracking mobile videos big deal? So tell me what you think?

Tom: One thing that we’re finding as we talk to different publisher was just one of the reasons that I joined the company is all have very similar pain points. There’s a certain buried entry with video. There’s only so much video they can create but getting it seen and consumed by consumers is a huge challenge. So, how can we excite the consumer to be more excited and excited enough about the content that they are viewing to actually click to play and actually watch it and engage more deeply on these websites and as a factor of that we create more inventory for the publishers to monetize their video plays.

Really what it comes down to its combining a better User experience and starting with that and then taking the better User experience and being able to monetize it in a much more accelerated way. That’s the magic on what this company has done in my eyes because it took the publishers view through the User experience. Most Ad Tech starts with how we can make more money off this User with our technology does is empowers the user and that’s a vital difference relative to all the other technologies I’ve seen.

Having been on the publisher’s side and then on the Ad Tech side and then back to the publisher’s side. I was getting email after email, LinkedIN after LinkedIN request saying I’ve got a seamless integration opportunity for you revenue generating and the truth and matter is there is no seamless integration. Anybody who promises that is not telling the full truth because we all know that’s not the case.

So, the question becomes as a publisher what do you want to do and where do you want to spend your time and resources to integrate what kind of impact does it going have in your audience and then what kind of impact ultimately will have on your business. That’s what InfiniGraph is taking into account. We created the most frictionless integration opportunity that I’ve seen from seeing all the viewpoint of a publisher and figuring out a way to excite the reader and therefore grow the business.

Chase: Yeah we are just embedding it on the video player how much lower touch we can get you know we’re not touching the CMS don’t change the workflow that’s a death nail. One of the things you say a lot “its about the content especially premium content”. I like this whole thing where you talking about where we’re really going for this from a content angle. Not the ad angle and how are we going to juice the User and get the much money out of them. There’s some importance there for some of the publisher but reality is that they play an incredible strong content game they are going to lose the audience. So talk a little more about that.

Tom: The truth of the matter is, you don’t have that much time to engage the audience you can have killer content but the audience may not choose to view it for whatever reason. You got to figure out ways to engage them and get into what we call cognitive thinking and making the commitment to watching the content that is you can have the best movie you can have the best video clip if nobody watches it is like a tree falling in the forest right.

Chase: Yeah, that’s a great point because I know on mobile, we’ve been measuring you got 0.25 seconds man and if you’re not “thumbstopping” The viewer is just scrolling and scrolling you’re going to miss them. The video is a linear body of work and there is so much content there but then you’re starting out with just one image. What do you do?

Tom: Right, you have to figure out what’s going to motivate that person because think about it they have chosen to go to that space to watch a video and ninety percent of them on average are not. So why?

Chase: Yes they are bailing.

Tom: How can we make a better experience and make them more motivated to watch the video in the first place that they are there to watch in the first place. That’s the weirdest thing about this market. That’s what keeps me up at night and what keeps you up at night to try to solve for that. That’s what our company I think the promise of what we’re trying to do is really help lead the consumer to the choice they always told themselves they want to make.

Chase: Exactly.

Tom: And, if you can do that then you have a much more robust relationship with your consumer to spend more time on your site, they watch more video which is why they’re there and then you as a publisher make more money. It’s as simple as that.

Chase: Right. Thanks Tom man. It’s great to have you on board and awesome here to be in the big apple. And hey viewers, click up on the (i) up on the right here to see some more information and we will back at you soon. Thank you.

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