Primis Next will help publishers realize better RoI on their video advertising spends
Primis, the Tel Aviv-based video discovery platform, yesterday launched Primis Next, and engagement-based discovery engine that delivers an enhanced content experience. Through its new discovery engine, Primis Next allows users to automatically skip content they do not find engaging.
Primis Next features three primary innovations:
- Users that engage with a video get an uninterrupted video experience; no breaks, no ads
- Videos that didn’t lead to engagement will be auto-skipped, to allow users to discover the next video
- To support the uninterrupted video experience, most mid-roll breaks will be replaced with pre-rolls
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Speaking to Toolbox Marketing Eyal Betzalel, Co-CEO & Cofounder at Primis, added, “We are proud to be on the forefront of providing better video engagement, consumption, and monetization. We believe that Primis Next will help us in achieving these goals for our publishing partners, demand partners, content providers and the people who frequent their websites.â€
The new approach to video discovery was designed to provide users with more control over the content that they consume, without compromising the ad revenue that independent publishers depend on. Primis Next’s machine learning technology observes the engagement patterns of the user, recommending them with the most engaging content, customized to their unique preferences.
The company’s announcement comes on the heels of it’s  Real Time Bidding (RTB) launch earlier in May. Primis’ RTB provides publishers a Server-to-Server integration solution with their own Supply Side Platform or SSP seats. Speaking about the launch, Eyal Betzalel said, “As the industry continues to evolve, and video advertising is on the rise, technical capabilities for publishers are becoming more crucial. Publishers are constantly looking for platforms that can provide them with various integration solutions for monetization.â€
These capabilities give publishers more control over the monetization and better monitoring of their brand. That means more efficient and effective revenue streams along with fully transparent reporting.
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What Does This Mean for Publishers?
While video advertising has witnessed a sea change over the past few years, publisher revenues haven’t been able to catch up. Primis Next promises to fix that by combining intent with user experience. Publishers can now capitalize on Primis’ video discovery engine to easily match their content with the right user at scale. This will help publishers to uncover a new source of revenue and open a new customer experience touchpoint.
YouTube remains the most popular video discovery option, however, in order to reach viewers, publishers must give up the audience ownership. As marketers and publishers look to add video into their own websites, video discovery engines like Primis are crucial to bridging the monetization gap. Video discovery allows publishers to own both monetization and engagement with their own editorial videos.
Primis Next’s user-centric features will help publishers drive traffic to their own video content and improve ROI. Publishers invest huge resources in creating and producing videos, however, they aren’t always able to distribute it with enough scale to drive ROI. In this sense, Primis Next will help publishers create new video inventory in native user-friendly units and improve on video consumption KPIs.