Optimizely expands its experimentation platform to OTT TV

Optimizely is extending its “X” product line to support experiments in over-the-top (OTT) video with a new tool appropriately called Optimizely X OTT. It’s an expansion of what the company calls its “Experimentation Platform,” which was announced in September and saw Optimizely move beyond A/B testing for web and mobile.

In today’s announcement, Optimizely says X OTT will help marketers and publishers keep up with the shift toward online video and OTT.

Media companies can experiment to find the right balance of ad exposure and viewer engagement, or optimize the signup experience to minimize friction. Companies with a mobile app and OTT app can find the optimal length of video to surface on each type of device, or determine whether certain categories of content work better on each. In other industries, a travel company could create an app that delivers trailers for different destinations, while a retailer could create an app that increases foot traffic to retail stores.

As part of today’s announcement, Optimizely says that Vimeo is already using Optimizely X OTT.

The new product works with any OTT TV application that uses tvOS or Android TV.