Spectrum is Caxton’s locally produced video-on-demand platform, which has been successfully launched across 73 Caxton-owned local news websites.
According to thinkwithgoogle, 90 percent of people say they discover new brands or products on video platforms. And 2019 saw ‘Near Me’ searches top trending search behaviour in South Africa. Now South African consumers can discover local content in a brand safe, contextualised and non-intrusive video environment.
Designed and built by local tech company Tysflo (Spectrum’s software development partner) the data compression technology used by the platform ensures a maximum data consumption rate of 1.2mb/s. This ensures that a diverse range of viewers can access its HD channels and video-on-demand content in an exceptionally data-friendly way.
All content on Spectrum has been curated, and advertisers have power over the context in which their communications will appear. Speaking to the importance of brand safety, Alan Shenton, COO of Tysflo, said, ‘Caxton enjoys high levels of trust owing to its accountability, and the trustworthiness of its sites grows confidence in clients’ brands. Essentially, the integrity of Caxton’s content lends credibility to clients’ products and services. This isn’t only brand safety; it’s leveraging a reputation built over many years.’
Commercial opportunities afforded by Spectrum are overseen by a collaborative partnership between Caxton’s digital marketing wing, Hive Digital Media, and radio broadcasting media sales house, United Stations.