Just announced: ContentDiscovery brings performance marketing to CTV



QUESTION: What platforms (streaming apps) can Wurl give me access to? How many platforms (streamers) does Wurl reach?
ANSWER: Wurl currently delivers to 38+ top streaming brands. We are adding new streamers every quarter.

QUESTION: What streaming apps should I deliver my content to?
ANSWER: The Wurl team will work with you to help you decide the best platforms (streamers) for your specific content. We can also make introductions for you to these streamers. You will have access to the most successful platforms (streamers) available today worldwide.

QUESTION: How much content do I need?
ANSWER: The requirement for content quantities varies from platform (streamer) to platform (streamer). In general, a content creator can get started with 200 hours of content, with a commitment to refresh 25% per month. However, the more content you have available for your FAST channel, the better, as that will keep your viewers interested and watching.

QUESTION: Can Wurl help on a global basis?
ANSWER: Absolutely! Wurl is a global leader in CTV, delivering and monetizing content in the US, Canada, Europe, India, Australia, Mexico, Brazil, and Japan…and we are constantly adding new territories.

QUESTION: What level of technical support does Wurl offer?
ANSWER: Wurl provides 24/7 customer support. Our expert managed services team is on call to optimize your campaigns every step of the way.

QUESTION: Will Wurl help with onboarding and training?
ANSWER: Each publisher working with Wurl goes through a proven onboarding process that includes a dedicated onboarding manager.

QUESTION: How do I get my content onto Wurl’s network?
ANSWER: Please see our integration guides located on the Wurl Support Site for more information about accepting content and channels.

QUESTION: How do I schedule my content / create a channel? Can Wurl help with this?
ANSWER: With Wurl, you get access to the Wurl Scheduler, which gives you complete control over your channel schedule, placement of ads, metadata, and all other attributes of your channel. Alternatively, if you’re looking for something more turnkey, Wurl’s scheduling team is here to help you with scheduling and Channel management.

QUESTION: How does Wurl’s pricing work?
ANSWER: Wurl doesn’t charge the content creator any setup fees. Wurl charges no fees at all until your first channel launches. In addition, with Wurl, there are no hidden fees. Wurl’s pricing model is designed to allow content company channels to grow and be successful. The more successful your channels are, the more successful Wurl is.

QUESTION: Does Wurl also support video-on-demand (VOD) distribution?
ANSWER: Yes! Wurl’s Scheduler allows you to curate VOD lineups to deliver along with your linear channel to popular services like Samsung TV+.

QUESTION: How long does it take to launch a channel?
ANSWER: It takes an average of 4-6 weeks for a content publisher to submit their channel to a streaming app for testing and launch, but this can also happen much faster, depending on your readiness.

QUESTION: What kind of performance can I expect?
ANSWER: Performance is different for every content company and depends on the content genre, programming, territory, and platform (streamer). Our hands-on managed services team can help you make the best decisions for your content.

QUESTION: What is the average CPM in the U.S. versus Europe?
ANSWER: CPMs vary significantly from territory to territory. Wurl will give you specific ranges when we meet with you for the territories of your interest.

QUESTION: Is Wurl an Ad Server?
ANSWER: Wurl’s advertising service is not an ad server but instead meant to work in conjunction with your own ad server to monetize your channel. Wurl’s advertising service is already integrated with many industry-leading ad servers like SpringServe, SpotX, Google Ad Manager, Freewheel, and more.

QUESTION: Can Wurl help get my show/movie on TV?
ANSWER: Wurl doesn’t license or produce content.

QUESTION: Is Wurl an app?
ANSWER: No, Wurl is not a consumer-facing app but a cloud technology company providing services to content publishers and streamers.

QUESTION: Can Wurl help me distribute my content?
ANSWER: Wurl’s syndication services help make your channel available on any of the streaming platforms you are interested in. Alternatively, for those looking to complete deals directly with each streamer, our network and relationships with each streaming partner enable you to get access to each platform quickly. Wurl is your partner, helping you navigate the web of distribution and monetization.

QUESTION: Does Wurl deliver to vMVPDs?
ANSWER: Yes! We can deliver your channel to vMVPDs like Sling.

Streaming Apps

QUESTION: Does Wurl offer a bundle of channels I can add to my streaming app?
ANSWER: The Wurl Network includes 100’s of channels (and growing!) and through our syndication service, our teams can help quickly arrange to make those channels available on your streaming app.

QUESTION: How do I integrate with Wurl to get channels on my streaming app?
ANSWER: The Wurl API is the simplest method to bring on any channel available on the Wurl Network along with its associated metadata and VOD. Please see the documentation available on the Wurl Support Site for more information on how to work with the Wurl API.

QUESTION: Can Wurl provide Video-On-Demand (VOD) content in addition to linear?
ANSWER: Yes! Many of our content partners provide VOD (in addition to Linear) through Wurl.

QUESTION: Are there any changes I need to make to my app to work with Wurl?
ANSWER: Wurl is entirely cloud-based and device agnostic. We do not require any client-side code to get channels from Wurl.


QUESTION: Does Wurl offer services to help build channels?
ANSWER: Yes! If you’re looking to offload either Scheduler or entire channel curation of your channel(s) Wurl offers Channel Curation Services for big and small content publishers.

QUESTION: How does Wurl ensure my channel is operational 24/7?
ANSWER: Wurl has automated monitoring systems throughout our entire infrastructure. If anything goes wrong with your channel, we know immediately and our teams are alerted regardless of time of day. Combined with our 24/7 Support team, Wurl delivers the highest level of service possible for channel distribution and monetization.

QUESTION: What does it take to launch a channel with Wurl?
ANSWER: Not much! Wurl has made the process of launching your channel across all streaming apps as simple and streamlined as possible. All you need to do is bring your content and be ready to provide all necessary elements (artwork, content, VAST tags, ad slates, etc.) for your launch and you’ll be live to viewers in no time.


QUESTION: Is Wurl an ad server?
ANSWER: Wurl’s advertising service is not an ad server but instead meant to work in conjunction with your own ad server to monetize your channel. Wurl’s advertising service is already integrated with many industry-leading ad servers like SpringServe, SpotX, Google Ad Manager, Freewheel, and more.

QUESTION: What is a VAST tag and how do I get one?
ANSWER: A VAST tag is a URL that publishers share with Wurl, allowing Wurl to make requests for ads from demand (ad) sources working with the publisher. When publishers control an inventory split on their channel, Wurl needs a VAST tag in order to fulfill ad requests made on your channel. Wurl expects the publisher to aggregate all of their demand sources on an ad server, which can then be called using a single VAST URL to get demand from those sources. Publishers who need advertising can use AdPool, their own in-house ad sales management team, or third-party service.

QUESTION: What is an inventory split and how is it different from a Revshare?
ANSWER: An inventory split or a revenue share (Revshare) are two typical deal structures when arranging for your channel to be carried on a given platform. An inventory split is when each party splits the actual ad breaks (inventory), each filling what they can with their own advertising demand sources, and keeping all of the revenue from those ads for themselves. A revenue share is when one party (either the streamer or publisher) controls all of the inventory, fills as much as they can fill, and splits the resulting revenue with the other party according to a pre-arranged split.

QUESTION: Can Wurl sell all of my ad inventory?
ANSWER: Wurl does offer monetization for channels through AdPool, Wurl’s ad monetization service that connects your premium CTV inventory with top-tier demand to fill on inventory that has not been filled by your waterfall.

QUESTION: How is Wurl’s ad insertion different from other Server-Side Ad Insertion (SSAI) solutions?
ANSWER: Using a combination of unique technology and proprietary expertise, Wurl’s advertising service is able to deliver the best monetization rates across all platforms and services.


QUESTION: What is ContentDiscovery?
ANSWER: ContentDiscovery is a machine learning-powered advertising platform for streamers and content publishers to acquire viewers and scale profitably across channels. ContentDiscovery finds high-value viewers where they spend their time by promoting content they will want to watch across streaming apps and on mobile devices. This drives strong conversion rates, high engagement, and increased retention – resulting in return on advertising spend (ROAS) never before seen on CTV.

QUESTION: Why is this important for streamers today?
ANSWER: An unprecedented number of streaming apps and channels have entered the market, making it increasingly difficult for streamers to attract new viewers. This, coupled with the introduction of new subscriptions and free services, has increased both competition for viewing and the likelihood of consumers canceling services to switch to others. ContentDiscovery enables streamers to spend their advertising budgets on high-value users who will actually convert and continue to engage with their content.

QUESTION: Is this a new concept or is anyone else offering a service like this?
ANSWER: Performance marketing has been around for a long time – Google’s ad business dominates performance marketing for the web. But no one has offered performance marketing on CTV – until now.

QUESTION: Is this tool better for bigger, more recognizable brands, or is it helpful for smaller brands too?
ANSWER: ContentDiscovery works equally well for streamers with millions of subscribers and a $100 million marketing budget or small streamers with a $10,000 budget. With ContentDiscovery, streamers of any size can decide their budget and campaign goals.

QUESTION: Does Wurl help customers with their creative and build their campaigns?
ANSWER: Wurl is not a creative content studio. With ContentDiscovery, you can test specific ad concepts on individual audiences across various devices. ContentDiscovery is also the first platform in the industry to provide measurable creative impact with Creative CPA reporting that allows you to see how effective each creative asset is in driving key KPIs, and continually optimize your campaigns.

QUESTION: For ContentDiscovery to operate, do viewers have to agree to allow their data to be collected?
ANSWER: Yes. Wurl is SOC 2 compliant and respects global privacy frameworks like CCPA and GDPR. Apps running on connected TVs are responsible for managing privacy controls that ContentDiscovery is subject to.

QUESTION: Is Wurl ContentDiscovery available outside the US?
ANSWER: Not yet, but it will be launching soon in Europe.

QUESTION: How much does it cost to run a ContentDiscovery campaign?
ANSWER: ContentDiscovery customers decide what their budget will be for each campaign. A member of the ContentDiscovery team at Wurl will help each customer forecast a target return on ad spend (ROAS) based on the size of their campaign budget. For each campaign, the ContentDiscovery team will also quote a CPM rate for the targeted promo ad buys. Total ad buys will not exceed the customer’s budget.

QUESTION: Can Wurl customers use ContentDiscovery for their FAST channels?
ANSWER: Yes, just like streamers, Wurl customers can run ContentDiscovery campaigns for their own FAST channel.