In its second-largest acquisition, Amazon buys the company for $970 million.
Technology helps manage video among multiple mobile browsers and screen sizes.
Marketers are finding new ways to ensure their video content appears properly across multiple mobile phones, which present marketers with a whole new set of content management challenges, says Jim Davis, a content delivery expert at technology research and advisory firm Tier1Research.
Marketing through online videos and through mobile devices are both hot areas for retailers looking to connect with and engage consumers, but combined they’re tough to address, Davis notes. With a growing number of phones supported by many flavors of operating systems, including multiple system upgrades, plus differences in screen size and types of video players, marketers can face tough decisions whether to target all or just a few types of phones, he adds.
“Retailers can try to target just the iPhone, but new versions of the iPhone operating system come out all the time—plus, you don’t want to discriminate against BlackBerry or Android users,” he says.
Content delivery networks, however, are improving how they can distribute video content across multiple mobile devices and operating systems, Davis adds.
Limelight Networks, for example, has developed technology designed to recognize the particular device a consumer is using to access online video, and within seconds configure the video in a presentation format that suits that device.
When a consumer uses a mobile device to access an online video hosted on the Limelight content delivery network, Limelight’s Reach mobility technology recognizes the type of phone she’s using—including the make, model, operating system and screen size—and automatically configures the video in a format suited for that particular device, says Jonathan Cobb, chief technology officer of Limelight’s Mobility and Monetization Solutions division.
As new mobile devices appear on the market, Limelight updates its database of device specifications to support dynamic formatting of video to appear on those devices, Cobb adds.