What is Truvid?
Truvid is a video advertising solution that helps publishers generate revenue and improve user experience, while giving creators a clear and easy path to distribute their content. The technology began development in 2015 and was officially launched in 2018, with the formal founding of the company.
In which countries does it operate?
Truvid is a global company with operations in North America, Latin America, Asia-Pacific, the Middle East and Europe. Our focus is on Asia, Latin America and Europe, where we find great opportunities and partners. We have offices in Taiwan, Brazil, in São Paulo, and also here in Spain, where we are growing strongly.
What role does Spain play within the global strategy?
Spain has a very important role. It is the center of our growth in Europe and, in addition, it is closely connected to Latin America, which facilitates organic growth. We see similarities in both markets: interest in innovation, openness to technology and a collaborative mentality. That cultural connection makes development here more natural.
What media or brands do you work with?
We collaborate with great publishers in all the markets in which we operate. In Spain we work with La Razón; in Asia, with TVBS and UDN in Taiwan; and in Brazil, with Globo, where we are leaders in our category within comScore. It is difficult for us to single out a single partner, but they are all key players in their respective countries.
What results are you seeing with its implementation in La Razón?
The results are very positive. Every month we see sustained growth in visibility and engagement. The core metrics are stable and users interact very well with the content. It is an integration that is working in a very healthy way and that demonstrates the value that our technology can generate.
They also offer an audio solution. Could you explain it?
Yes, although it is not directly owned by Truvid. This is an investment in the Italian company Audio Boost, based in Milan. They developed text-to-speech technology that converts written articles into audible formats, such as podcasts. We believe that it adds great value to users and is very aligned with our vision. It allows you to interact with content in a more flexible way, and that fits perfectly with the evolution of the market.
Why is audio such a big trend now?
We live in a very fast world. Many users want to consume content while doing other things: walking, driving or playing sports. The rise of the audio format since the pandemic shows this need for comfort. That’s why we believe websites should offer auditory options that complement the visual experience.
They were pioneers in the development of the vertical video format. What is the new version 2.0?
The vertical format is inspired by the experience of social networks. It is not about reinventing the wheel, but rather following the natural behavior of the user. The new version adds interaction functions. We want the experience in a digital medium to be as comfortable and familiar as using TikTok or YouTube Shorts.
Do you think vertical video will replace horizontal format?
Yes, sooner than many people think. Users already spend hours consuming vertical content, and advertisers are increasing their investment in that format. We anticipate that next year will be the year of consolidation of vertical video on the web.
Are traditional media ready for this change?
Yes, we see a lot of expectation. Publishers know they must adapt because consumption has changed. Our role is to offer them the necessary solutions to do it in a simple and effective way. The opportunity is enormous.
What obstacles do they encounter for this transition?
The main challenge is educational. Introducing a new format requires explaining to editors how to integrate it and get the most out of it. But, unlike other transformations, the adoption of vertical video is more intuitive because the public is already used to it. Monetization is growing fast, so it won’t be a challenge soon.
How does artificial intelligence affect Truvid’s business?
AI is a positive tool. Companies that do not adopt it will have difficulty competing. At Truvid we use all the AI that exists right now in our main pillars: improving service, optimizing the user experience and creating content. It’s not about being an AI company, but about using it intelligently within our strategy.
Where do you see Truvid in five years?
We want to be a company ten times larger, with a presence in new markets. It is difficult to foresee the future because the sector changes so quickly, but we will continue to focus on our values: quality service, user experience and excellent content.