Video content is the future, and publishers are trying to figure out how to get more and more of their content in front of the right eyes. Well, guess what, a startup called AirMedia might just be that company to find new distribution for premium publishers. AirMedia’s plan is to promote this content in the same way companies like Outbrain and Taboola have been doing, except in video and not with all that weak content. Airmedia will offer video viewers with high quality recommendations at the bottoms of publishers’ sites.
Video owners should be stoked at the prospect of a brand new platform dedicated to reaching and distributing their content to a whole new audience. It will even allow them to do all their own promotion and ad sales. Currently the content being served, such as the “links from around the web” that appear at the bottom of many publisher sites tend to point to lowbrow content focused on celebrities in bikinis and such. This may be a money maker, but is a “car crash” for publishers trying to maintain integrity in content.
AirMedia is trying to rescue the day and the web for premium video publishers that are being underserved in today’s market. There just aren’t any tools to help find the right distribution channels, so publishers hope and pray the views on their own websites is enough. What choice do they have really, until now?
AirMedia was founded by RealGravity execs Luke McDonough and Doug Neiman, along with former Nexon and Backtick CTO Lynn Gabbay. RealGravity had managed to get 3.5 million in funding, and was then acquired by Scripps Network Interactive, which is what gives AirMedia the foundation for its current platform.
Investors with deep pockets have taken a big interest in what AirMedia has going on. It’s raised $2 million in seed funding that was led by Otter Media, the joint venture between Chernin Group and AT&T that is focused on online video services. Otter Media has also purchased a controlling stake in companies like FullScreen and Crunchyroll, and has $500 million to commit to similar media and technology companies.
AirMedia will also provide also a portal on which it will feature videos from its partners. They are seeking to become a alternative to the ever popular Youtube, which has a slew of viewers but doesn’t really give the ability to target the monetization for premium publishers.
AirMedia is only 10 months old, but it’s already signed up some premium publishers in the sports arena, including NBC Universal Sports and Cinesport. Now their video content will be part of a syndication that can be seen on a number of digital publisher sites that would otherwise not have access to “of interest” videos — and get paid to feature them with their own content.