Dailymotion, though not a household name in the US, is the second largest online video site in the world, though it still has a lot of headroom to grow. To spur that growth the site has introduced a new toolbar for its users in partnership with Conduit, a custom toolbar maker and distribution platform. The hope is that the users will find the new feature more engaging while also opening the site to a potentially huge audience of 60 million users.
“Although online video is relatively pervasive in people’s daily lives, the market is nascent and highly fragmented. Establishing a strong brand is dependent on reaching millions of consumers worldwide,” Cédric Tournay, Dailymotion CEO, said. “The Conduit platform is a proven and trusted distribution and branding solution and is a powerful tool for our global online marketing toolkit.”
The toolbar allows users to keep track of popular videos and the latest news while away from the site. It enables them to search the site from but also browse the videos that are generating a lot of interest, in the Buzz category, or keep up with the news from the Breaking News category. Uploading is also easier with the toolbar and users can post new videos without navigating to the site. Finally, they can also access all parts of their accounts with features like messages, subscriptions, playlists, favorites and others.
The interesting part though is that users can customize their toolbar with components from any of the other sites in the Conduit network so the Buzz feature for example can be added to any of the 200,000 toolbars available from publishers powered by Conduit technology. As expected, Conduit was also satisfied with the new partnership. “Dailymotion’s mission is to find new ways for users to see, share and engage with the world through the power of online video,” Adam Boyden, Conduit president, said. “We share this goal by providing a platform that offers both the distribution tools and the network that can increase engagement and generate new users.”
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