Video game ad network Intergi Entertainment is launching its Playwire video publishing platform today to make it easy for any web site to make money from online video advertising. The Playwire video platform makes it easy to stream online videos, share them, and then make money from video ads.
Deerfield, Fla.-based Intergi finds advertisers for more than 300 game publishers that post their titles on the web. Those publishers have more than 64 million users a month. Intergi specializes in tailored and integrated ad campaigns. That means it can find lots of ads to plug into videos. With Playwire, Intergi is creating a platform that simplifies the process of making money with online video ads for the under-served “long tail” of the market, or small-demand items that add up to a lot over time.
Many people who publish video on the internet never make money from video ads. But Intergi hopes to change that. Playwire uses a free Bolt open source video player that can deliver high-definition video. Playwire supports more than 100 video formats and can stream video to mobile devices. It also has a built-in ad server. Playwire also includes everything else people need to publish videos online: encoding, hosting, content management, analytics, syndication, and monetization. Publishers pay for this infrastructure only as they make money.
Jayson Dubin, chief executive of Intergi Entertainment, says that advertisers shouldn’t ignore the long tail of content publishers who can reach a lot more people now thanks to the internet. “No one has ever really tried to reach this customer base,” Dubin said.
Playwire’s launch partners include Adap.tv, Adobe, Amazon web services, AOL, BrightRoll, Google, Specific Media, Tidal TV and Tremor Media/ScanScout.
Other video platforms often require video publishers to sign up for contracts, where the videos have to get minimum views to make any money. That has stopped a lot of small businesses from signing up. Playwire’s “pay as you go” business model allows publishers to get up and running quickly without paying upfront money. Publishers only pay for the storage they use each month and the more they use, the less they pay.
Rivals include Ooyala, Brightcove, YouTube, Kaltura and others. Dubin said Playwire is starting out small, with 500 beta testers now. Within a year, he will be happy if there are 5,000 to 10,000 publishers using the service. Intergi was founded in 2007 and has 20 employees. The company is self-funded.
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