A Call to Integrate

A Call to Integrate

Brightcove partner Videoplaza empowers broadcasters, publishers and ad networks to maximise their advertising revenues from the New IP-delivered TV.

Online video advertising continues to heat up. With the Tremor and Yume IPOs, and the Adap.tv purchase by AOL, the industry has had more than $1 Billion in 'exits' over the past couple of months with others waiting in the wings. What's more, GroupM recently revised their annual ad forecast and, in the same report, highlighted online video's "encroachment" into linear TV as one of the leading themes. In short, there are real dollars flowing into online video advertising as the market matures and it's incumbent upon the technology platforms out there to follow suit.

One of the key pain points that our customers and prospects face is around the integration of various technology solutions into their 'stack.' They are demanding tighter, more robust integration between vendors to maintain the user experience, optimise advertising revenues and reduce discrepancies. Easier said than done, especially when there are multiple vendors in the chain. One recent episode highlights the amount of pain involved: one of our customers surfaced an integration issue that seemed to have resulted in the loss of a sizeable chunk of revenues. After painstaking research, the culprit was neither us at Videoplaza (the ad management platform) nor the OVP (in this case it wasn't a Brightcove customer), but rather one of the customer's advertising sales partners. Had there been better integration and error handling in the chain, everyone would have benefited, especially the publisher.

The good news for Brightcove customers is that there is a long track record of Videoplaza and Brightcove working together. Our common customers enjoy a robust integration between our platforms with dozens of properties around the world using Brightcove for video content management and delivery, and Videoplaza for ad decisioning and serving into desktop and mobile environments. Together we have built direct integrations into Brightcove's Flash and HTML Smart Players, and will continue to collaborate together to ensure that getting up and running across different environments is as painless as possible for our clients – leaving them to focus on the core business of managing, distributing and monetising their content. We at Videoplaza are committed to ensuring a smooth integration with the Brightcove stack and finding ways to innovate together with our joint customers. If you have an idea for something that our two companies could innovate on together, get in touch!

Rags is Videoplaza’s Chief Commercial Officer. Joining Videoplaza from Brightcove, he was part of Brightcove's founding executive team at a very early stage. Initially in the U.S., he focused on sales and business development, signing the company's first clients. He then moved to London in '07 to open the UK office and to manage the EMEA roll out, ramping the operation up to 35+ people. Prior to Brightcove, Rags was General Manager and then COO for Live365, a Web 1.0 Internet radio network based in Silicon Valley - the first webcaster to reach profitability. Rags is a commentator on the video space and a frequent contributor to a number of publications including GigaOm. As CCO, Rags is responsible for the commercial success of the business and building out the sales, marketing and client relations functions across the Videoplaza footprint.