Today, Bonnier announced a partnership with automated text-to-video company Wibbitz, to further its digital video creation strategy.
Over 15 of Bonnier’s popular outlets, including Popular Science, Motorcyclist, Islands, Cycle World, and Honeymoon Destinations, will feature video powered by Wibbitz.
The partnership will expand Wibbitz’s footprint in the U.S. publishing market while providing Bonnier’s diverse brands with premium, short-form video content. It will not only allow Bonnier to expand its video inventory, but also monetize content more cost-efficiently.
By using Wibbitz’s automated video creation platform, Bonnier hopes to put itself at the forefront of digital video innovation and automatically create fully-branded video content for its owned-and-operated sites and social platforms.
According to Wibbitz’s website, automated video is created through technology that uses natural language processing algorithms to understand the text, which is then summarized into a narrative script for the video. Wibbitz packages the videos, selecting video clips, photos, and infographics and videos are then published immediately by applying an automated voiceover.
“Wibbitz’s platform allows our editorial teams to quickly create a variety of dynamic videos without adding additional resources or costs. We’re confident that this partnership will help support our investment in producing high quality video content for our targeted audiences, while creating new revenue opportunities across our sites,” Sean Holzman, Bonnier’s chief digital revenue officer, said in a statement.
A main component of Bonnier’s video strategy will focus on using Wibbitz’s Listicle Format tool to create ‘best of’ Listicle videos. This tool automatically creates videos that visualize list articles, allowing publishers to quickly produce additional videos. This addresses the difficulties of enhancing engagement and creating videos quickly enough to monetize the traffic Listicle articles drive.
“We developed our Listicle Format so that publishers can overcome challenges with creating relevant video for niche content, and are thrilled to have a leader in special-interest publishing on board as one of our early adopters,” co-founder and CEO of Wibbitz Zohar Dayan said in a press release.
The move comes in the wake of the launch of e-learning modules in March 2016 for Bonnier’s outdoor and motorcycle brands, which aim to drive a new, direct-to-customer revenue opportunity. Content types for the modules include video, quizzes, roll-over image maps, and more. The brand also acquired Learnwake.com in September 2015, another move towards online educational content, with a specific focus on instructional video.
As such, it seems clear that Bonnier has been working toward increasing online engagement and driving revenue through digital platforms, and this partnership seems to follow that strategy.