The company can also track syndication deals through SpotXchange’s reporting interface. The reporting abilities around syndication help with accounting, but also with evaluating performance.
“Transparency is a huge deal and important to the success of the partnership,” Berquist said. “I need to see how many videos played, the impressions taking place and viewability.”
With the ability to collect revenue in place, LifeZette is developing partnerships with other conservative sites to distribute video content.
Though none are finalized yet, Berquist expects a dozen partnerships by the end of the year, by which point LifeZette expects to have a larger video portfolio.
LifeZette has also struck syndication deals with AOL, NDN, Tout, Vidible and Beachfront Media.
LifeZette is still too small to be measured by comScore, but its own internal analytics suggest it will pass 1 million unique visitors this month. Just as LifeZette is laying the pipes for a greater audience than it now has, it’s looking ahead with its content.
Since its viewership is still on the small side, it’s creating video content that will attract viewers long after it’s made.
“The videos we’ve already done are evergreen,” Berquist said. “They can be just as relevant and play just as big of a role six months from now as they do now.”
That includes lifestyle videos about health and parenting as well as politics. LifeZette’s biggest coup to date is a series on the spouses of Republican presidential candidates, including video interviews of Mary Pat Christie and Kelley Paul, with more to come.