Below is our recent interview with Kai Henniges, CEO at Video intelligence:
Q: Kai, tell us something more about Video intelligence?
A: Video intelligence is a technology company. We’re based in Zurich, Switzerland, and have nine offices around the world. We’ve been working in the video content space for ten years now.
We have a long history in delivering video content and building advertising technology. Our tools enable publishers to tell video stories. I’ll explain what that means and how we do that shortly.
Q: Can you explain the different tools vi is creating and what they do?
A: Well, we have a product which helps web publishers to bring video to their sites. Our video player matches videos from our library to websites, delivering video content where there was none before. This increases the time users spend on sites, and provides an opportunity to earn money through advertising.
Our online dashboard provides a space where publishers, advertisers and content creators can come together to deliver video. Content creators can upload their videos, and publishers can control the channels that deliver video to their sites.
Q: What exactly happens when we use contextual video?
A: Context is incredibly important for ensuring we retain information. If we watch some filmed content, for example, that bears no relation to the information we’re already looking at, we won’t absorb it. In fact, we spoke with a group of academics and scientists about this for a series of films, and here’s what neuroscientist, Ali Jennings, told us:
For the same series, Izabelle Szmigin, a Professor of Marketing, told us how we should look to build moments that disrupt the online experience, to grab attention, without annoying the user. Essentially, ‘perceptual vigilance’ is a subconscious mental state where our brain is ‘on guard’ to deal with non-essential content – often advertising. Szmigin tells us, “Doing something that’s different or unexpected often triggers vigilance – consumers basically filter these messages out. Very often consumers get annoyed if their lives are disrupted. If they’re visiting a site and looking for something in particular, disruption affects their whole process, which is a problem for them.” Szmigin goes on to explain, “The trick to overcoming perceptual vigilance is finding disruption that consumers can relate to.”
We believe the solution to this phenomenon is context. Creating seamless online video experiences, with native video players, and content that enhances its environment.
Q: What is the best way to maximize video advertising success?
A: Of course that depends on your goals. We believe success comes from respecting internet users, and not bombarding them with messages. So, consider the user experience. What do they see (and hear) as they visit a site. Are the messages consistent? Is their browsing interrupted by irrelevant messages?
Advertisers should look to reach users in environments where they know they’re already interested in their product category. Publishers should deliver advertising in a way that means users come back, rather than trying to make a quick buck.
Q: What can we expect from vi in the future?
A: We will expand our offering as a space where creators, advertisers and publishers can come together. We’re committed to self-service tools, which minimise administration, and enable everyone to get video to the right people, in the right place.
So you’ll see new tools on our platform, new ways of transacting, and of course an on-going refinement of our machine learning technology, including ad targeting and video matching. After all, context is everything.