TheContentMarket develops first AI-powered global marketplace for audiovisual programmatic content.
Cataneo is very excited about being part of such a game changer in the industry!
● Goal: More efficient content trading based on comprehensive and valid data.
● Technical foundation is a new digital analysis platform with video
recognition and similarity search for almost all content ever produced.
● Intelligent algorithms and state-of-the-art database systems create
additional demand in the USD 220 billion market for video content
● Experienced team around Oliver Skelton, Holger Ensslin, Christian
Unterseer, and Thomas Vink
● First interested parties give positive feedback
MUNICH, 17.11.2021 Digital is better: TheContentMarket is building the first programmatic global marketplace for content supported by machine learning. The aim is to make the trade of audiovisual content more efficient and more targeted on the basis of a comprehensive database with intelligent search and analysis functions. For example, TheContentMarket’s database contains detailed information on almost all entertainment video content ever produced in the last 70 years. The competitive advantages for all parties involved are obvious: programme buyers can search millions of titles worldwide by keyword, genre, similarity, availability and many other criteria at the push of a button within a very short time. For rights holders, TheContentMarket’s intuitive, AI-based tools make it possible to create an extensive catalogue of content, which can be marketed to a global audience of buyers.
Behind TheContentMarket is a team of experienced media professionals in the content business: Holger Ensslin (formerly of Sky Deutschland) and Christian Unterseer (Cataneo, formerly of ProSieben and Premium Media Solutions) are among the seed investors and support the company in an advisory capacity. As Managing Director, Oliver Skelton is taking the lead in setting up the platform. He has worked in the media and entertainment industry for many years (including Sky and NBC Universal) and has in-depth know-how in the areas of technical platform design and software management. Thomas Vink is Commercial Director with 20 years’ experience in the media industry, particularly in the areas of programming content acquisition and distribution.
Holger Ensslin, himself a proven expert on audiovisual rights trading: “The vision of TheContentMarket convinced me immediately. While data-driven and algorithmically-based recommendation systems for content have long been standard on the viewer side of streaming platforms and media libraries, in the B2B segment the search for, evaluation of and trade in this content has been more or less unchanged for decades. Often, gut instinct still rules in a costly and inefficient ‘closed shop’ environment. Demand for new content is growing rapidly, but there is a lack of available appropriate tools to find and license the right content beyond trade shows and phone calls. Unlike existing marketplaces of content owners who use the internet merely as a new distribution channel, we give market participants a complete overview of all available content”
More efficient purchasing and optimised content strategies through data-driven licence acquisition
Last year, digital video content generated around US$ 220 billion in revenue worldwide. And yet, despite the huge amount of video content available, much of this potential remains almost completely untapped to date. Therefore, TheContentMarket will rely on the linking of intelligent algorithms and lightning-fast database analyses in the content marketing business.
Aggregate and analyse – suggest and eventually predict
TheContentMarket co-founder and Managing Director Oliver Skelton: “Using state-of-the-art machine learning techniques and predictive analytics, we evaluate and catalogue billions of data records on titles, platforms and socio-geographic details, as well as the content itself. We possess exclusive access to comprehensive information on all the content ever produced. And it is our ambition to onboard all audiovisual content that we do not yet have. Users of our marketplace can analyse, evaluate and acquire millions of titles worldwide by keyword, genre, availability and many more criteria at the push of a button – much more comprehensively and quickly than was previously possible. Thanks to our novel similarity analysis and additional video recognition, buyers receive, for example, suggestions for lower-priced alternatives to blockbuster series that they didn’t have on their radar before, but which perform just as well for the target group on their own platform. Content providers get a whole new ‘shop window’ for all their content, so to speak, through the comprehensive analytics capabilities of our platform, creating additional demand.”
Beyond data-driven content trading, video analytics also opens up new options for broadcasters and platform operators in programming and advertising marketing. The neural network can be deployed at the customer’s site and analyses any number of assets for the occurrence of certain brands, products or even emotions, such as “love” or “tension”. Based on these analyses, programming strategies can be developed or targeted advertising campaigns can be pitched to advertisers.
Informed, data-driven decisions
“TheContentMarket is a neutral platform on which providers and interested parties coexist and trade licences that are algorithmically tailored to their respective needs,” says Commercial Director Thomas Vink. “We help our clients better understand content and its value, using cutting-edge data science. TheContentMarket provides a deeper understanding about titles and this enables all participants to make informed, data-driven decisions about content selection and transactions – including budget considerations. We are already receiving correspondingly positive feedback from our first prospective customers for our solution.”
TheContent Market’s analytics tool is fully functional and ready to use. The content marketplace based on it is scheduled to go live during summer of 2022. Request a demo here and optimise your content strategy: www.contentbay.com
About TheContentMarket
TheContentMarket is the world’s first AI-powered truly programmatic content marketplace. Content providers and platform operators trade licences here that are equally tailored to the needs of both sides thanks to intelligent algorithms. TheContentMarket has developed a database with comprehensive search and analysis functions that make the development of content strategies as well as licence trading more efficient, more well-founded and more targeted. The potential of huge recorded data sets, the fastest database analyses and secure transaction technologies allow all parties involved to analyse, evaluate and sell or trade huge amounts of globally available content along countless search criteria at the push of a button. This provides a deeper understanding of titles and enables informed, data-driven decisions about content selection and planning, as well as transactions.