A variety of studies have shown that people want to see themselves represented in television content and advertising. Technology company Sabio is helping producers of streaming content to monetize their efforts to create programming for diverse audiences.
“The only way you can actually have pluralistic viewpoints on media today is to not only certainly incentivize content creators to do it,” Aziz Rahimtoola, chief executive of Sabio Inc. and App Science, said in this interview with Beet.TV, “but also to provide the analytics for the brands and agencies to validate it.”
Sabio last month disclosed its revenue had grown 70% from a year earlier to $7.2 million in the second quarter. The company attributed the growth to the rapidly expanding audience for connected television (CTV) and over-the-top (OTT) video. Sabio acquired ad-tech company Vidillion during the quarter. Its holdings also include analytics platform App Science.
“We’re really the small company that’s really one of the most complete end-to-end CTV/OTT platforms from an AVOD perspective,” Rahimtoola said.
The company’s platform includes data derived from consumers who use mobile apps. The data help to provide audience insights that are more comprehensive than the traditional age and gender benchmarks.
“What we believe is our opportunity is not only appeal to the general market with new content and new opportunities, but certainly also appeal to those additional growing audiences,” Rahimtoola said. “That’s where the unique opportunity of mobile data comes in that a lot of those people are not represented effectively on panels.”