Tom Pachys, chief product officer of Playbuzz, acknowledges that Convo isn’t right for every setting. But then again, no format is.
“There is no format to rule them all or rule all stories,” Pachys said. “And of course, the content is the most important thing. You still need talent and an interesting topic. The format helps you; that’s all.”
Playbuzz claims that its launch partners have seen an average of more than three minutes spent with articles containing an embedded Convo.
Although HuffPo isn’t using Convo for commercial purposes at the moment, it’s having discussions with Playbuzz in the US and the UK (as are a number of Playbuzz’s other publisher clients) around how they could take advantage of interactive elements to bolster relationships with advertisers, including sponsored content applications.
Playbuzz has raised $31 million in four rounds since 2012, the most recent of which was a $15 strategic investment in March, led by Saban Ventures with participation from the Walt Disney Company.