Kaltura Acquires Rapt Media for Personalized Video Experiences
Online video platform Kaltura announced today that it has acquired Rapt Media for an undisclosed sum. Based in Boulder, Colorado, Rapt creates an interactive branching video technology that allows each viewer to have a unique experience. Viewers move along a path determined by their own selections or behaviors. Rapt offerings include interactive video quizzes, editing tools, and in-video calls-to-action.
Kaltura sees a variety of uses for this branching technology, including marketing, education, and recruitment. In marketing, it can help create engaging experiences that consumers choose to watch for longer periods of time. In education, it helps create relevant lessons matched to the student's own level. And in recruitment it can create enjoyable training materials that speed the onboarding process.
"We're moving into an age of hyper-personalization, where viewers expect all content to be fully relevant to them," explains Ron Yekutiel, chairman, CEO, and co-founder of Kaltura. "By making it possible to take video from a lean-back experience to a fully interactive one, Kaltura is keeping its clients at the forefront of engagement and innovation. We look forward to integrating both the Rapt team and technology into Kaltura, making this a fully incorporated part of our offering."
Rapt has raised $12 million in funding prior to this, and its customer list includes Mercedes, EMC Dell, Alight Solutions, and eBay.
One-quarter of large companies stream one live event per week, while nearly half stream one live event per month. Training and communication are cited as top benefits.
The company's Cloud TV service gains the ability to deliver in-feed TV-like ads to advanced demos selected by the advertiser.
Playing catch-up on features, Kaltura now offers churn prevention tools, personalized recommendations, and fuzzy searches.
Targeted at media companies, the service will intelligently learn what content consumers enjoy and download it before they ask.
College professors don't need to be video experts with Kaltura Lecture Capture which offers one-button recording. Live video support is in the works.