C-Suite Conversations: An Interview with Dror Ginzberg, CEO and Co-Founder, Wochit

Oct 07, 2016


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Article ImageDror Ginzberg, CEO and co-founder of Wochit,a video creation platform that democratizes video creation, has worked in the software industry with a particular focus on video-related technologies for more than 25 years. "Wochit is my second company," explains Ginzberg. PicApp was the first, and it was co-founded in 2009 and sold to YBrant Digital Ltd. in 2011. "PicApp was a bit of a precursor to Wochit, built with the same goal of helping publishers drive greater audience engagement through the creation of dynamic content," he says.

Ginzberg has been intrigued by video from the start. "I started as a programmer kid, fascinated by the idea of doing video calls," says Ginzberg, who began his technology career while serving with the Israeli Defense Forces.

For someone who started in the video space early on, it's gratifying to finally see video moving into the mainstream. "Consumers are increasingly getting their news through video across multiple digital channels," Ginzberg says. "This change in the media landscape poses considerable challenges for publishers, especially legacy publishers who have had to play technology catch-up with their digital native counterparts. With the rise of mobile video consumption, even digital-first companies are challenged to keep up with consumer demand."

Wochit is a video creation tool meant to level the playing field, supporting fast production of timely content at scale and for distribution across platforms. "Our platform includes editing tools, as well as a unique content library with pre-licensed content from the likes of Reuters and Getty," Ginzberg says. "Using this combination, any publisher can create a studio-quality video in minutes and update as a story unfolds."

Trends He's Watching

"The move away from owned-and-operated properties to content consumption through apps and platforms that aggregate content is a game changer. For smaller and newer publishers, it's much easier to present your content to an audience than it is to find and attract an audience to your content. Vox Media's Circuit Breaker, Snapchat Discover's pop-up channels, and Facebook's Instant Articles are all examples of the syndicated-content trend.

I'm also fascinated with changes to news reporting now that there are so many cameras out there, all ready to capture anything interesting. This enables reporting at the hyperlocal level, which has been a problem newsrooms hadn't been able to crack until now."

Challenges He Faces

"Monetization is really the main problem. Everyone wants free content, but they're not always willing to complete the value exchange with advertisers that pays for the content. Everyone hates pre-roll, yet we don't have alternatives that are more palatable, and it does produce revenue. Subscriptions are an alternative, but as consumption via syndication becomes predominant, those will be challenging to sell. Additionally, syndication platforms like Facebook and YouTube are keeping the lion's share of revenue generated by content on their properties."

Dreaming Big

"Definitely solving the monetization problem. If we don't resolve it, we'll see declining quality of content and quantity of content publishers. I'd also like to see the Facebooks and YouTubes of the world give publishers their fair share."


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