82.1 F
San Fernando
Thursday, Mar 28, 2024

Bold Screen’s BestSelf TV For Women

Bold Screen Media in Thousand Oaks is bringing short-form women’s lifestyle video content to your big screen TV. The advertising company has launched BestSelf TV, an OTT app for women-focused content available on the Roku connected TV platform. OTT — or “over the top” — apps deliver video content to a user’s phone or television by streaming over the internet rather than satellite or cable. BestSelf TV offers short, “snackable” content that aspires to empower and motivate women users, including instructional fitness, beauty, home and food videos including at-home workouts, DIY project walkthroughs and cooking tutorials. It went live on Roku in January. Bold Screen plans to roll it out for iOS, Android and other platforms later in the first quarter. According to Chief Executive Dan Alexander, BestSelf is an attempt by Bold Screen to capitalize on the advertising industry’s demand for female audience data. “There’s a lot of demand for buying a female audience across traditional broadcast and connected television. And we saw there was a lot of access to great premium content around the specific subcategories that BestSelf promotes,” Alexander said. “That’s why we wanted to become a publisher ourselves.” Bold Screen’s 11-person outfit started in 2015 helping mobile apps monetize their content with video ads. When the market shifted towards connected television and apps such as Roku, Pluto and Tubi, realizing the platforms offered similar exposure as traditional broadcast TV but with far more trackable user data, Bold Screen followed along. A dearth of short-form, instructional, female-centric content on streaming behemoths Netflix Inc. and Amazon.com Inc.’s Prime means Bold Screen can start cornering an untapped audience formerly found mostly on YouTube. Alexander said Bold Screen hopes to partner with influential content creators on YouTube and Instagram by publishing their videos on BestSelf TV for a low-price monthly subscription fee – maybe $1 or $2 a month – paid by their viewers. “Women (consumers) tend to be loyal,” he said. “They gravitate towards one or two influencers or personalities and stick with them.” Bold Screen doesn’t plan to become a content creator. Rather, it is comfortable as a content publisher – a role that allows it to rake in an organic stream of user data which it can then sell to other platforms, informing their advertising decisions. Plus, advertisers pay Bold Screen to put their ads in front of BestSelf’s own women-heavy viewership. Pharmaceutical companies, for example, may want to run their ads on BestSelf’s health vertical “DIY Health.” The company may launch other spin-off channels under the BestSelf umbrella if it sees certain content categories drive its viewership. “At the end of the day, we’re an advertising company,” Alexander said. “It’s all based on monetization, running pre-roll ads or commercials within ad breaks.”

Featured Articles

Related Articles