TMCnet News
Optimizely's Industry-First Over-the-Top Experimentation Platform Now Generally AvailableSAN FRANCISCO, March 8, 2017 /PRNewswire/ -- Optimizely, the world's leading Experimentation Platform, today announced general availability of Optimizely X OTT. As part of the Optimizely X platform, the offering enables brands to run fast, powerful experiments in any over-the-top (OTT) TV application using tvOS or Android TV. As many as 24 percent of American adults do not have cable or satellite TV, according to Pew Research, as media consumption habits shift towards online video and OTT apps. To keep pace with the quickly evolving landscape, media and content companies must meet viewers where they are spending time and increase engagement and revenue from these new channels. With Optimizely X OTT, product development teams can run high impact experiments that improve the customer experience and provide insight into app usability and design. Brands can more easily reach customers on the devices they use and trust, enabling more authentic, engaging interactions between customers and brands. "The living room experience is transforming right before our eyes as new forms of media like OTT emerge rapidly. We created Optimizely X OTT to enable our customers to capitalize on the changing tides of media consumption through experimentation," said Dan Siroker, co-founder and CEO of Optimizely. "Our customers are developing new strategies for these emerging channels, and by extending our Experimentation Platform to OTT, we can help them generate true business value and have a significant impact on their bottom line." Vimeo, home to the world's most imaginative videos, has selected the Optimizely X Experimentation Platform, including Optimizely X OTT, to experiment in their native apps on mobile and OTT platforms. "As viewers spend more time in apps across devices, it's increasingly important that we have a pulse on what customers want and are providing a first-rate in-app experience," said Courtney Sanchez, SVP Business Intelligence and Strategy at Vimeo. "Native TV an mobile apps are a huge opportunity to engage our audience where they are and stay ahead of quickly changing viewing habits. With Optimizely, we can easily run experiments in our apps and ensure the product, marketing and engineering teams are all working together to achieve a common goal — providing the best customer experience possible." Designed with product and digital strategy teams in mind, Optimizely X OTT provides an easy-to-use interface that allows business users to manage experiments and get insights, and open source SDKs that enable developers to iterate on app experiences quickly while minimizing risk. Customers across verticals can create valuable app experiences for their customers to increase brand loyalty and overall customer satisfaction. Media companies can experiment to find the right balance of ad exposure and viewer engagement, or optimize the signup experience to minimize friction. Companies with a mobile app and OTT app can find the optimal length of video to surface on each type of device, or determine whether certain categories of content work better on each. In other industries, a travel company could create an app that delivers trailers for different destinations, while a retailer could create an app that increases foot traffic to retail stores. Benefits of Optimizely X OTT include:
To learn more about Optimizely X OTT, visit: https://www.optimizely.com/ott About Optimizely Media Contact
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/optimizelys-industry-first-over-the-top-experimentation-platform-now-generally-available-300419901.html SOURCE Optimizely |