It is, without a doubt, the usage of mobile devices is day in and day out becoming increasingly popular. With an estimated 3.3 billion mobile devices being used today, it should be no surprise that companies are leveraging the mobile advertising market.
Azuki Systems, an innovator powering the next generation of mobile media, recently announced its participation in the
Brightcove Alliance, a global ecosystem of partners developing solutions and services with the Brightcove online video platform.
This partnership between Brightcove and Azuki will enable media companies to seamlessly deliver online video content optimized for mobile devices to maximize viewership and foster user interactivity around their content catalogs. In addition, media companies can leverage this partnership to easily generate new revenue streams with their existing online content and advertising infrastructure.
Jim Ricotta, President and CEO of Azuki Systems recently spoke with
TMCnet about their new mobile advertising platform, “Azuki has a software platform for new types of mobile services [which will] provide a more of a Web 2.0 to mobile for the first time. We can combine rich media with built in socialization as well as personalize the content that is sent to each user who uses our service.”
The platform, called Azuki’s MashMedia Platform, uses three characteristics as Mr. Ricotta explains, “Personalization, Socialization and something that we like to call Snackable or Glanceable which is when content is broken up into bit size pieces that mobile users tend to like. When you combine those three things, it’s a great platform for advertising as well as for entertainment information. In real time, we can for example, add a video pre-role ad onto a piece of video content that you’re viewing and it can be relevant to the content that you’re viewing because we grabbed it off an ad network in real time. It can also be relevant to where you are, you’re mobile contacts or the time of day.”
Recently, Azuki released their mobile advertising survey and based on the information made two key predictions for mobile advertising in 2009:
- Almost 70% of mobile users surveyed would prefer mobile ads in exchange for free access to mobile content.
- Additionally, if their mobile phones had location tracking capabilities that would present them with promotions for local businesses, more than 65% would take advantage of this opportunity.
In terms of joining the Brightcove Alliance, Azuki will provide training, support and additional integration opportunities for the Brightcove online video platform as well as also participate in co-marketing programs that reach Brightcove’s fast-growing customer base across North America, Europe and Asia.
“Online video is pervasive, but the requirements for success have become increasingly complex – especially as companies look to migrate content to the third screen,” said Chris Johnston, Brightcove director of technology partnerships.
“Azuki’s expertise enables us to bring new interactivity and monetization capabilities to our existing customer base, and generate attractive, new business opportunities in the increasingly popular mobile realm,” Johnston added.
One company taking advantage of this partnership is
WheelsTV.net, a provider of original programming and user-generated content for the automotive industry, by using the Web-driven connector between the Brightcove online video platform and the Azuki MashMedia Platform, to mobilize its online automotive content.
“We continue to see online viewership grow and are excited with how Azuki’s MashMedia Platform enables WheelsTV to reach mobile audiences with rich experiences that include content personalized to user tastes and social interactivity, such as the ability to rate, comment on and virally share media,” said Jim Barisano, chairman and CEO of Automotive Networks Corporation, creators of WheelsTV.
Mr. Barisano added, “Working with Brightcove and Azuki, we are now able to automate the way we repurpose our online video content to achieve greater efficiencies and scale, and further extend our already-popular desktop content to a wide array of mobile devices.”
Additional benefits of Azuki’s partnership with Brightcove include:
- Easy mobile navigation – The Azuki MashMedia Platform automatically ingests and processes video content from the Brightcove platform to create ‘snackable’ or ‘chapterized’ forms of the media that simplify user navigation and consumption on mobile devices.
- Personalized video and contextual ads – Content metadata pulled from the Brightcove platform is used to personalize the delivery of media according to consumer tastes and their mobile context (eg. device, network and location) to improve mobile ad targeting and the relevancy of content for users.
- Socialization benefits – Media companies can expand audiences and viewership by building social interactivity around their existing content catalogs and exploiting the viral distribution opportunities among the more than 3.3 billion mobile consumers.
- Device-agnostic capabilities – The Azuki MashMedia Platform further optimizes video for delivery to any user’s mobile handset and the underlying mobile network capabilities, accounting for different supported media formats, screen resolutions, memory limitations and variable bandwidth performance.
“We’re excited to be working with Brightcove and to be providing its customers with an efficient mechanism to extend their existing content to the mobile screen,” said Mr. Ricotta. “Our ability to embed content with personalization, socialization and monetization capabilities is a differentiator in the dynamic mobile market, and we look forward to helping media companies deliver an unparalleled mobile experience.”
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