New blinkx offering matches text to video

Video advertisers could get a boost from the new blinkx Content Correlation Engine. The platform allows media companies to match text from websites to video on each of their pages, possibly turning more consumers into online video watchers.

by Kristina Knight

“Many media companies sit on a goldmine of video assets but struggle to generate large-scale audiences for that content. This occurs because so much of the internet is still stuck in a text-oriented form, with users who have the potential to become avid video viewers still unaware of the video riches that their favorite text sites have to offer,” said Suranga Chandratillake, CEO and founder, blinkx.

Publishers who have both text and video are especially at an advantage. Publishers who have strong brand recognition from the online audience are likely to gain even more strength in their traffic numbers because when text and video are matched, users get more of what they are interested in.

By getting typical text readers interested in video has been slightly hard, however. Most consumers are either text or video fans. By offering relevant video content on the same pages that consumers visit for text-based content, publishers and marketers have the ability to greatly increase the traffic to video.