The company adopts Brightcove's system for managing video deployment and syndication.
The New York Times Company wants to add more video to its sites, including consumer-generated content, and syndicate its own video to affiliates around the Web. That's the reasoning behind a multi-year deal announced today with Internet TV firm Brightcove.
The Times Company will use Brightcove technology to manage, program and deliver video content throughout its Web properties, which include NYTimes.com, Boston.com and About.com. It will also use the tools to syndicate its video and take advantage of other syndication programs. Financial terms of the relationship weren't disclosed.
"I think it's an exciting opportunity to have About content syndicated to other sites and be able to pull quality content from other other providers onto the About site, and for us all to be able to make money from it," Scott Meyer, president and CEO of About.com told ClickZ News.
The publisher will continue to sell its own video ad inventory, which typically consists of :30 pre-roll ads. Brightcove's technology ties into the New York Times Company's existing ad serving system. When the company's content is syndicated out on the Web, Brightcove's technology allows it to continue to serve ads and measure results.
The system will first be deployed on the About.com site, where the company has steadily added video over the last couple of years and recently rolled out new content in the gadgets and electronics area. That existing video, along with upcoming video on home and health topics, will eventually be transitioned to the Brightcove system. About.com also plans to apply the technology to its "how to" content, including consumer-submitted video.
"User generated content is already an important part of our site, so I think now extending that interaction to video is a great opportunity," said Meyer.
Brightcove's other clients include Reuters, National Lampoon and the Oxygen Network.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014
September 23, 2014