Making Content Relevant Pays Off; NBC Signs Up The Filter

Recommending relevant content can be dramatically effective. After The Filter, a white-label content recommendation system, was implemented on the video site Dailymotion in March, the site experienced a 40 percent increase in time spent and a 25 percent increase in video streams per visit.

Now, after successful trials, The Filter has secured its biggest media partner to date, NBC (s GE). The company will power recommendations for short-form videos on such as clips from shows such as “Saturday Night Live.” At a time when the video experience is fragmented and competitive, getting a user who actually visits your site to stick around for more than a couple minutes is huge. It’s something folks like YouTube (s GOOG) think about a ton.

I was on a panel with The Filter CEO David Maher Roberts at SXSW where he talked about the fascinating array of signals for making recommendations. During a prep session he told me, “We remember but we also forget. Tastes change. What you’re listening to right now is much more important than what you listened to in the last few weeks.” The Filter, which is backed by Peter Gabriel with $8.5 million in funding and initially tried to be a destination site, says it has 95 million uniques across its partners.

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