Latest news with #VXP
Technical.ly
6 days ago
- Business
- Technical.ly
This Philly art museum built its own edtech platform — now it's licensing it to fund the future
The Barnes Foundation is increasing its reach and revenue — not with the art it's known for, but for the tech it developed to better understand its collection. The museum's proprietary Virtual Experience Platform (VXP) brings its vast collection into the digital age. Students in its educational programming can see Claude Monet's brushstrokes up close and examine a Pierre-Auguste Renoir sculpture from every angle, with deep zoom and panoramas in tandem with class discussions. Now, the Penn Museum will gain access to the tech to help it make online classes more engaging, and the Barnes earns $37,000 in annual fees. 'The long-term health of museums does depend on how well you're able to get your unique platform and message out there,' said Steven Brady, deputy director for digital initiatives and chief technology officer at the Barnes Foundation. 'We always saw it as something that was able to sustain us, and we thought [it] could be a really big positive for other institutions.' The Penn Museum is the first institution to partner with the Barnes to license this technology. The agreement allows the museum to use the platform for an undisclosed number of live classes and on-demand content. The museum will also receive audio and visual tech support, plus data about their programs through the Barnes' impact and evaluation team, to track results. The Penn Museum will implement VXP for two virtual programs this fall, Deep Dig and Archaeology in Action, according to Jennifer Brehm, director of learning and public engagement at the Penn Museum. It's an upgrade from the current slide decks offering limited perspectives of the art to hopefully increase engagement, she told 'The fact that we can really zoom in on some of the excavations, or maybe on some X-rays, if we're doing conservation work,' Brehm said, 'can really help to illuminate these details in a whole new way.' The search for a sustainable funding model The Barnes holds a range of classes, some focused on specific pieces of art and others focused on wider collections, as a part of its community education efforts. Many of those sessions shifted online during and after the pandemic. Going virtual, however, meant students couldn't get as up close and personal with the art, according to Brady. The museum already had an online version of its collection, using scanned high-resolution photos of the art taken for insurance when the museum moved to its current location on the Benjamin Franklin Parkway in 2012. Teachers, however, were looking for ways to make it more interactive, instead of just staring at static images. Launched in 2023, VXP displays 2D works like paintings as high-resolution images that students can zoom into, while 3D pieces such as sculptures — and even entire gallery spaces — are rendered as interactive models with 360-degree navigation. Industrywide, museums are constantly talking about how to design a more sustainable business model, Brady said. Many museums haven't recovered pre-pandemic numbers in terms of visitors and they aim to be less reliant on donor revenue and federal funding. The licensing model increases revenue and helps other museums expand their reach, he said. Licensing VXP out to others is the Barnes' way of doing that, while also increasing engagement, according to Brady. 'We were able to sustain ourselves with online educational revenue,' Brady said. 'There may be museums who don't care about revenue as much as outreach. And again, this serves that model as well.'
Yahoo
26-02-2025
- Business
- Yahoo
VideoAmp Adds Disney, Fox, Paramount to Planning Tool Using First-Party Streaming Data
The battle to become the de factor measuring stick for the media industry continues. VideoAmp, one of several rivals to Nielsen that have emerged in recent years, unveiled VXP, a new media-planning tool that will incorporate first-party streaming data from Disney, Fox and Paramount Global to help advertisers understand how audiences are consuming content across various media platforms. More from Variety Jessica Holscott Named CFO of Nielsen Paramount, Nielsen Strike New Measurement Deal, Ending Months-Long Feud 'Squid Game' Crosses 4 Billion Minutes Watched for the Second Week in a Row, Tying a 'Wednesday' Nielsen Record VideoAmp clients will be able to utilize the technology and with broader access in the second quarter of 2025, meaning that the data will be available for use during the media industry's annual 'upfront' sales market, said Peter Liguori, VideoAmp's chairman, during a recent interview. 'This is already on and will be in use for the upfront,' he said. VideoAmp introduces the new product as many advertisers and TV networks continue to explore alternatives to Nielsen in the streaming era. TV executives worry that people who watch their programs via digital means are not being counted reliably, even though Nielsen has introduced new products to do so and won accreditation for them. 'In pursuit of enabling precise, cross-platform planning for our rich and engaging content, this solution from VideoAmp will continue to expand the way we demonstrate performance and outcomes for advertisers across our inventory,' said Dana McGraw, senior vice president of data and measurement science at Disney, in a statement. 'By leveraging insights rooted in identity and our clean room engagement with VideoAmp, we're continuing to explore new ways we — and the wider industry — can plan and measure reach of audiences in streaming, with accuracy and precision.' Omnicom Media Group, which buys advertising inventory for advertisers including Pepsi, said it would use VideoAmp's service. 'Census-level data provides the necessary precision required for more accurate planning across linear, streaming and now social video,' added Megan Pagliuca, OMG's chief product officer. 'Given the abundance of inventory generated from the shift to CTV and the importance of social video platforms, it is critical we have a complete view into our video investment opportunities. By integrating audience and outcomes datasets from Omni — the open operating system that supports all Omnicom agencies — Omnicom has and continues to work diligently with VideoAmp to build planning capabilities that reflect the full scope of the marketplace, ensuring a unified approach across all video channels.' 'Working more closely with VideoAmp allows the planning process to be far more holistic and representative of all Fox inventory across both linear and digital,' said said Darren Sherriff, senior vice president of advanced TV at Fox, in a statement. 'As the paradigm for buying extends beyond traditional linear to include cross platform, demo and advanced audiences, this evolution is essential for our agency partners and we are happy to support it.' VideoAmp is also working with Snap, and Liguori indicated he expected other companies to join in weeks to come. Best of Variety New Movies Out Now in Theaters: What to See This Week Grammy Predictions, From Beyoncé to Kendrick Lamar: Who Will Win? Who Should Win? What's Coming to Netflix in February 2025
