• by Ben Frederick  @mp_benfred, March 15, 2016

Vadio, a music video platform for brands, announced the release of a product called ChannelBuilder, which will allow publishers to create an embedded music video player and curate the content that it will play.

It is intended to enable publishers to create and monetize music video channels and to capture audiences that would normally have only spent a few moments in a specific area of their site or app.

Using ChannelBuilder, publishers can control when, what kind, and the duration of the ads that occur within the video feed, which allows them a greater degree of agency in balancing monetization with keeping their user base engaged.

“Our core thesis is that video will be integrated into every destination at some point. It’s multisensory, much more engaging, and in general, it’s much higher quality,” says Bryce Clemmer, Vadio CEO.

While it’s still early days for the product, Vadio reports promising increases in engagement—one partner saw a 3000% increase in video views.

Clemmer notes that it took Korean pop-artist Psy almost a year to reach 1 billion views on YouTube with “Gagnam Style,” while Adele’s “Hello” did the same in a matter of months. He says this indicates that Internet users are prepared to consume a lot more video content than most marketers realize.

Vadio has carved out a niche for itself among the audio streaming giants currently competing by choosing not to compete directly with them. It’s video embeds serve primarily as an augmentation to an already existing platform.

Clemmer says that as of right now, videos are manually curated. But he expects that with more data, Vadio will be able to automate the process.