Online Video Tech Gold Rush In Serving Brands With Video

by , Jun 22, 2012, 3:22 PM
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Have you heard branded video is the next big thing? Well, it is, and that’s why we’re seeing a new wave of offerings from online video technology providers as they fine-tune their products in this area.

Earlier this month, Comcast-owned thePlatform, best known for powering video for big media firms and for TV Everywhere, rolled out a video publishing toolset called mpx Essentials that is aimed at helping brands better manage their Web video needs. ThePlatform said the Essentials tools are geared for brands, agencies and small businesses as they create content, upload video to their own sites, and push it out on their Facebook pages, YouTube, social channels, mobile phones and so on. It’s a pared-down version of what thePlatform offers big media firms.

The company tells me that branded video is one of its new growth target areas as more brands from Coke to Samsung to Red Bull invest in creating their own premium content. thePlatform is betting marketers will need more centralized control of those assets. The company has also formed a new sales team to sell mpx Essentials into the market at $499 per month.

Along the same lines, online video technology provider Adap.TV recently introduced a new suite of tools for brand managers for video ad management. While this solution is focused more on ads than branded video, it speaks to the same trend -- a need to offer new tools to handle the next generation of online video marketing needs.

Adap.TV’s App Center includes access to tools from Innovid, BlueKai, eXelate, Datalogix, AdAdvisor by TargusInfo and others.

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