Video is universally known as a great branding mechanism, but Hopf sees untapped opportunity in applying the channel to more direct-response scenarios – optimizing to specific outcomes, not just hitting target CPMs.
If you’re an ecommerce site selling shoes, video might be a consumer’s first “click” into a brand. Pulling consumers through the sales funnel and converting them into to long-standing customers, however, requires much more nurturing.
“We’re building tools for marketers to buy video and display both on the browser and in-app, but also to really get a sense of what that spend has accomplished,” Hopf said. “If you can help improve average order value or show you’ve spent ‘x’ amount of money but got better results than forecasted, those are the metrics brands care about.”
SourceKnowledge’s Engage platform will be generally released at the end of Q1 or beginning of Q2. The company's main target is ecommerce companies and other verticals such as mobile game and app publishers and software-as-a-service companies, which focus on user acquisition and retention or recurring revenue from licenses.
“We’ve had a lot of interest from a pure reach standpoint against targeting specific audience segments, geos or comScore-rated sites with video,” Hopf said. “But we’re also seeing interest in performance metrics and getting into more acquisition and conversion across the funnel.”