Democratising online video at Tout
By Janinne Brunyee
How do medium-sized publishers take advantage of revenue opportunities offered by online video without taking on the prohibitive costs associated with building out their own video production capabilities? This is the problem that four-year old San Francisco startup, Tout, set out to solve.
Participants on the 2016 Digital Innovators’ Tour got a first-hand account of how Tout is changing online video distribution from CEO and founder, Michael Downing.
Downing pointed out that many publishers are having a hard time making the transition from a print paradigm to more of a television paradigm. That is because today, 125 websites are driving 95 per cent of the US$9bn of revenue that online video is generating. “We are trying to democratise continent distribution by providing technology, content and expertise to allow a larger group of publishers to participate in the online video revenue opportunity,” he said.
Tout: How does it work?
Tout works with large video content publishers like television stations who need to find new ways to distribute their content beyond their own web properties. “For large content creators, online advertising is the largest source of digital revenue but they have run out of space to carry more ads. Syndication is important for continued growth,’ he said.
Then Tout works with mid-tier publishers who do not have the in-house capabilities to create their own video content. These publishers make all the articles they publish available to the Tout platform where the text is scanned. The platform then identifies which videos are relevant for each targeted article and the video is seamlessly integrated into the story.
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