Woven Digital Selects IRIS.TV to Help Launch Programmatic Content Solution

written by: Richard Kastelein

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iris.tv-logo-175x100IRIS.TV and Woven Digital are excited to announce their partnership in conjunction with the launch of Woven’s Programmatic Content Solution across it’s exclusive partner network.There are few demographics more challenging for advertisers and content providers to reach than males between the ages of 18-25, especially when it comes to keeping their attention, being relevant and doing it all in one place. Because of that, recommendation engine and big data solutions company IRIS.TV and Woven Digital have partnered to provide a more effective way to engage this hard-to-reach, yet highly-coveted demographic.

"Woven is the dominant force in male focused digital news and content,” said IRIS.TV CEO Field Garthwaite. “With IRIS.TV running on the Woven owned and operated destinations and exclusive partner sites, users will now enjoy a personalized viewing experience that simultaneously increases total ad load and relevance for Woven."

By joining forces with IRIS.TV, Woven has found a way to successfully offer audiences a deeper viewing experience using content that personally interests them across the board, while at the same time increasing viewership for their publishers.

"We believe that creating a viewing experience that is engaging and personalized for our users is essential to the growth of our company and the way we approach digital video,” says Alex Boyce, Chief Strategy Office Woven Digital. “We are now able to programmatically deliver content to individuals enabling us to grow our volume and monetize all of our inventory much more effectively."

Woven is home to the largest male focused online news, entertainment and lifestyle destinations including BroBible, UPROXX, NiceKicks, Barstool Sports and The Chive, among many others. By working with IRIS.TV, Woven offers consumers the most relevant, personalized video content, while also increasing viewership and monetisation across Woven's network of more than a dozen popular sites. 
The Woven-IRIS.TV partnership is programmatically delivering content to engage individuals, something that has only been done in advertising. It’s through this programmatic content that IRIS.TV has increased content consumption by 45%, as well as increased the total video views generated.
Using IRIS.TV’s adaptive technology, Woven is able to deliver highly personalized, engaging video to end users across all of its destinations. When IRIS.TV runs recommendations, instead of just using the inventory library of one site, the entire Woven library across all sites is utilized to create better personalization and engagement. That means content posted on TheChive.com can be made available and recommended to users across all other sites in the network, even though the user may not be directly on TheChive.com.
By allowing Woven to share content within exclusive partner sites, there is a clear understanding of who the audience is—18 to 25 year old males. The end result is a more personalized and seamless user experience, compared to other companies who syndicate their content across the entire internet and don’t know exactly who is viewing their content.
With the average American attention span coming in at eight seconds, it’s more challenging than ever to keep any audience engaged. And with Woven’s demographic being the most attention-fragmented of them all, there is an added need to make sure the audience is viewing the content that interest them the most. It’s through IRIS.TV’s deliverance of Programmatic content that this is being done in record fashion.

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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