We had a very strong year and pleased with the performance this year. I have to thankthe various teams that had to push harder work extra hard to make this happen. Amongstthe significant developments this year we launched programmatic product Brightcombringing together the legacy of Ybrant Digital alongside theBrightcom Media initiative. We also renewed another year of relationship withYahoo! across the globe for contextual advertising and our LYCOS Life product featuredamong the top ten fitness bands in India.
Coming to business during the year marketing was always driven by how users accessedthe Internet media. Years ago it was driven through a keyboard through displays ofdesktop laptop tablet all that is shifting at a very high level. It is going fromstatic images to very dynamic moving videos. People are looking for more engaging content.You can see at the content distribution level whether it is Facebook or Twitter orGoogle all are shifting towards video we are seeing more and more usage on the videoside. Consequently we see the advertisers are also shifting towards advertising on thevideo. This puts us in a very unique position as we saw that coming last year. While wehad a sense we didnt expect the speed at which the advertisers picked up. One ofthe interesting things about video is that it is very engaging content. So obviouslyconversion rates have been significantly better. The mobile-based videos have picked upand as an intermediate medium social media continues to pick up. These are the few thingsthat are really changing and shifting things in going from text based to video basedconsumption of media. We expect as we go forward that more voice based commands will drivethis.
We witnessed growth in video advertising. We saw massive growth in the programmaticbuying which is automated buying through programs. Automated trading buying and sellingof media through online platform for advertisers and publishers. To address that marketLYCOS launched a new division called BRIGHTCOM this year. Brightcom brings together thelegacy of Ybrant Digital alongside the Brightcom Media initiative.This combines data-driven technology together with the companys strong bonds withadvertisers and publishers all in one consolidated platform. Gali Arnon took on the roleof CEO of Brightcom. She was transition out of her previous role as the General Manager ofthe Advertising division of LYCOS. Brightcom ranked number four globally in the VideoSeller Trust Index done by Pixellate and also featured amongst the top Alternate Adnetworks published by MonetizeMore.com.
Through Brightcom we signed up with Medula a large conglomerate targeting US Hispanicpopulation. We are happy to tell you that we have made this partnership. We have madepartnership across all the devices at all levels including display video mobile andsocial all the areas.
We launched a product called Vid-In a video advertising solution that we have offeredboth to our publishers and advertisers. The key feature that really worked for us we hada nice solution to address above the fold which is view-ability and another feature thatreally worked for us is the ability to have custom sizes. We were able to create customsize video ads based on where and how the ad demands. The big part of which is thevideo on mobile format.
In other significant developments majors steps were taken to cut out any sort offraudulent bot-based traffic. We have signed up with GeoEdge to improve ad verificationand then for fraud detection. So it overall it again gives a very important security tothe advertisers that this is a clean proper traffic that they can easily advertise. Inthis challenging environment we are very proud to say our team has been able to sustainand grow.
In terms of LYCOS Media we have renewed a contract with Yahoo for global contextualadvertising and we are pretty excited about it. We see that as a big opportunity to growrevenue globally with advertiser fee that we get from Yahoo. Plus we have partnered withEzoic which is part of the Google relationship which will give us additional business.We have added a local ad feed from Dex Media.
Coming to the products we added VAST engine to Compass to sell video traffic to DSPs(Demand Side Platforms) via RTB (Real Time Bidding).
LYCOS Life band which is one of the wearable products that we have been working on. Wehave already started selling on Amazon Flipkart and Snapdeal in India and on the Amazonin the US. This product was picked as one of the top ten fitness bands by IOT IndiaMagazine. We are pretty excited about LYCOS Life as a division.
In terms of key appointments that have happened this year Mr. Ramesh Reddy has beenappointed as Group Chief Financial Officer. He brings in a lot of experience expertiseand knowledge from what the shareholders need and how to run a global enterprise. He hasalways been a friend and advisor to Lycos over the years. The second one is Dr.Jayalakshmi Kumari came in as an Independent Director. Dr. Jayalakshmi also comes from avery different background. She brings in an alternate view and added strength to theboard. And the third important appointment this year is Ms. Gali Arnon in Israel. She wasalready a part of the team. She was the General Manager of the LYCOS advertising group.
We are looking at improving our tools to make online marketing more relevant andcurrent with the changing market conditions. Emergence of video and social media included.The areas of digital marketing that continue to intrigue us are Influencer marketing Adviewability and Wearables/IOT. We believe these areas will pick momentum this year andexpect to capitalize on it.
I would like to take this opportunity to place on record the excellent contributionmade by our leadership team our employees and partners across all subsidiaries andgeographies.
Chairman and Managing Director