Universal McCann’s Sekindo rebrands as Primis

A bit of history

Since its founding as an independent Israeli technological start-up in 2007, Primis (formerly Sekindo) has offered many technological solutions to their growing publishers’ needs, expanding as the digital landscape evolved rapidly. Starting off with display banners and pay-per-lead models, they leveraged their technological expertise to create more advanced advertising solutions along with with their own ad-server and marketplace.

Five years later, UM couldn’t miss the fact that Sekindo controlled a whopping 35% of the booming Israeli ad-industry. They bought the company in 2012, recognizing its cutting-edge technological expertise and set it up for global expansion.

Expand they did. Only 5 years later, they boasted close partnerships with over 3,000 websites globally, featuring a variety of technological solutions; header-bidding, video player, video content and so much more. They backed all of their products with industry-leading monetization through technology, and full-service professional account managers.

So where does Primis come in?

It all started from insight that came through close work with their publisher partners. While providing the fragmented services of video players, video monetization and such, the company acknowledged the troubles its partners had trying to undertake the notorious ‘Pivot to Video’.

Publishers were seeing their users consuming an average of 15% more video YOY, and expecting it on every platform. On the other hand, an average of 19% more dollars were spent by marketers in 2017 on digital video compared to 2016. Fueled by both rising demand for video content for consumption by users, and advertisers demand for high-quality video placements, publishers were in a frenzy to publish video content.

Unfortunately, the publishers had to deal with the costly investments and the headache of sorting through multiple products and partners: finding a good Video-player, CMS, SSP’s, DSP’s, monetization-analytics and so much more. All this, before even dealing with the main point: publishing engaging video content that fits in with the website design and offer.

In 2017, the company was facing a major dilemma: It could continue offering multiple technological advertising products to partners, or it could lead the change, capitalizing on market changes. Under the leadership of Co-Founders and Co-CEO’s Rotem Shaul and Eyal Betzalel, Sekindo cut many of its old activities and invested itself in unifying their value proposition- providing an all-in-one native video solution.

Primis as a full solution for native video

Primis makes it simple for its partners to become quality video publishers, by removing all the hassle and cost. In just 10 minutes, a publisher can provide a great video user experience with a fully native look and feel. Logging in to the intuitive dashboard, you can easily choose from various content solution: either uploading your own videos, choosing leading content providers, or simply send a request to the content creation team who can create content for you. After that you can easily style the player to fit natively into your site- your logo, colors and size for your grid. That’s it, just place the short JS tag on your site and provide an industry-leading video experience to your users.

Looking forward, Primis believes in can leverage its prominent technology and close relationship with thousands of websites to make a difference in the native video publishing industry. Shaul states: “Our mission is to energize the internet with native video content, making it simple for everyone to become a quality video publisher," and for those of us who understand the reality of over-complication of video publishing, that is really saying something.