Goal.com owner Perform Media is partnering with Suggestv to target its ePlayer product with contextually relevant video across its publisher partners, which includes Trinity Mirror, MailOnline and the Independent.
Perform Media provides video to more than 500 publishers through its ePlayer platform, the largest sports video on demand platform in the world with over one billion streams a year in the UK.
Its football news site Goal.com last year claimed the accolade of the most shared publisher on social media after outperforming the likes of the BBC, BuzzFeed, New York Times and Mail Online, according to a study.
Now ePlayer is using Suggestv’s semantic technology to automatically match relevant video content with the context of the article.
Perform hopes that by guaranteeing contextually relevant video content it will boost distribution for rights holders and drive higher levels of engagement for advertisers.
Jamie Wilson, executive vice president of Europe and Middle East, Perform Group, said: “Video growth in both views and ad revenue shows no sign of slowing. Environment and quality of video however is under current scrutiny. Our publishers rely on the quality of our content to compliment the editorial the player sits in, semantic now automates this process, creating professionally produced content at scale and delivering brand safety for our advertisers”.
Amir Malik, programmatic director at Trinity Mirror Solutions, added: “The need to create quality video inventory for advertisers is a huge focus for global media owners. One of the biggest challenges is making that video relevant and ensuring engagement.
"The semantic, machine-learning tech supplied by Perform has made a huge step in the right direction toward quality video supply that is people friendly and scalable for publishers. We are generating significant Ad revenue from introducing this player and look to scale the partnership further.”