UK & European enterprise publishers and advertisers are set to capitalise on the global growth in consumer demand for user generated video and social media content, with the November ‘08 launch of Reality Digital, the US based digital technology company that offers companies an enterprise-scale social media platform, enabling them to build, manage and commercialise brand-safe, digital media communities.
With the European market for user generated video content predicted to grow more rapidly than the US in the coming four years – rising from $200m (£108m) at present to $2.46bn (£1.32bn) by 2012 (ABI Research) - the OpenView Venture Partners-backed Reality Digital is to launch in Europe, with UK headquarters, offering publishers the social media development, management and monetisation technologies that are currently used by Lonely Planet and The Travel Channel amongst others in the US.
ABI Research attributes a significant aspect of the European market’s predicted growth to the continued expansion of high-speed broadband in the UK, France, Germany and Scandinavia in particular. Moreover, eMarketer estimates that during 2007, 63% of European web users logged onto a site containing user generated content and watched video.
Numerous major European enterprise publishers have already privately indicated their intention to harness this potentially lucrative revenue opportunity. The European advertising community is also likely to follow the US-led example, with agencies and advertisers alike swiftly recognising and seizing the opportunity presented with the advent of brand-safe advertising against user generated video content.
Robert Proctor, head of EMEA for Reality Digital, said: “It’s clear that the online advertising market in Europe is growing at a tremendous rate and, within that, user generated video represents a key revenue opportunity for enterprise publishers. Reality Digital’s proven technology enables the advertising community to reach moderated online video-consuming audiences in a more controlled, credible and, consequently, effective manner than ever before.”
The Reality Digital Opus platform empowers enterprise publishers to display and monetise video content that their customers are able to upload via a browser, webcam or phone with no special applications required and across all major video formats, as well as images, music and text. Reality Digital Opus is a cost-effective, transparent, hosted technology that can be launched white-label as either a brand new web environment, or within existing web domains. The platform can be implemented within as little as two weeks and is capable of supporting the most rigorous of web communities or intensive video upload and sharing environments within a commercial context.
Several of the world’s top broadcasters, publishers and brands already trust Reality Digital to develop and manage their social media communities. Both Adobe and Microsoft currently partner with Reality Digital to leverage the team’s deep social media expertise.
According to an eMarketer report, the UK will be have the highest share of the European online advertising sector by 2011, totalling an anticipated $9,935 million (£5,345m).
comScore Europe identified that by April 2007 UK consumers allocated as much as 10% of their total time online to viewing video. In the UK alone, consumers are accessing 16 to 18 streams more per month than their counterparts in the US, France or Germany, indicating that the UK is further along the adoption curve for streamed video content.
The rapid rise in online video content is further underlined in a report from Nielsen Online which revealed that the amount of time spent accessing online video content in the UK doubled from September 2006 (641 million minutes per month) to September 2007 (1.2 billion minutes per month).
Robert Proctor continued:”We are already in conversation with a number of the leading European enterprise publishers which are keen to replicate the success of leading US brands in media and entertainment, sports and travel. Our launch in the UK is in direct response to the growing market requirement for enterprise publishers to create UGC and video sharing environments that can be guaranteed to be brand safe for advertisers, Reality Digital’s Opus platform provides publishers with the tools to create such environments and we will shortly be making a series of high profile partnership announcements as key European enterprise publishers race to embrace this pioneering technology”.
For more information, visit www.realitydigital.com.
About Reality Digital, Inc.
Reality Digital (www.realitydigital.com) is a Software-as-a-Service (SaaS) platform that enables businesses to enhance their Web presence through the implementation of social media and video collaboration tools. Reality Digital customers include some of the leading players in media, publishing, and online entertainment. Comprised of an executive team with over 15 years of experience in creating innovative video technologies for Fortune 500 companies, Reality Digital continues to leverage its knowledge and expertise in the social media space by allowing businesses to build and maintain a constant dialogue with their customers. For more information, visit www.realitydigital.com.
Reality Digital Opus is a trademark of Reality Digital. All other trademarks mentioned in this document are the property of their respective owners
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