Recent investments in a startup called Vizbee by two major programmers and broadcasters present more proof that extending a link between smartphones and the TV has become a key focus as consumers continue to divide their attention between those screens.

Following Epix’s deployment of Vizbee’s mobile-to-TV casting technology last year, Turner and Tegna have since followed, backed by strategic investments in Vizbee.

Vizbee is focused on crossplatform casting and data. Using its technology, a publisher’s mobile app can auto-detect connected TVs with one tap, and install and launch apps that stream content to the TV, where engagement is generally higher than it is on a smartphone.

Vizbee has also developed DeviceGraph, which helps advertisers promote targeted “tap-to-TV” direct-response campaigns that are capable of supporting interactive ads.

App, Ad-Sales Opportunities
Turner has been tapping Vizbee’s platform for a couple of its apps, while Tegna believes the company’s technology could create more ad inventory for Premion, its expanding local ad network for over-the-top content.

Turner added Vizbee’s technology in its TBS and TNT (pictured) apps during a digital upgrade undertaken in May 2017. That upgrade enables users of those apps to cast content from their mobile phones to connected TVs without the need for a plug-in. Turner said it now allows casting of TBS and TNT programming via Roku, Amazon Fire TV, Apple TV and Samsung smart TVs.

That ease of use “drove greater interest in application downloads,” as Turner also saw a 30% month-over-month gain in the number of “casts” between June and October 2017, accumulating 1.7 million casts during that period.

Epix is also using Vizbee’s technology to power an “Epix Cast” feature introduced last year.

With its OTT-facing Premion product, Tegna’s been focusing on content creation, aggregation and distribution, as well as advertising technology that enables targeting and automation, as well as content discovery.

Tegna sees Vizbee’s technology playing a role in both content discovery as well as some elements tied to its ad-tech platform. Further, Tegna sees Vizbee as a way to seamlessly link the smartphone and the smart TV, a process that has sometimes proved to be a bit elusive.

Generally, Vizbee will help Tegna deepen its relationship with publishers and create more OTT ad inventory for Premion, according to Ed Busby, Tegna’s senior vice president of strategy. Vizbee’s data solution will also create opportunities to implement ad targeting and boost overall performance, he added.

Tegna has started to embed Vizbee’s technology in its publisher apps and is exploring how to possibly use Vizbee in its own mobile apps.

Vizbee was founded in 2014 by Darren Feher (former CEO of Conviva and chief technology officer of NBCUniversal) and Prashanth Pappu (former senior vice president of product marketing, Unicorn Media, and head of products at Conviva).

Vizbee didn’t disclose the amount of those investments nor the amount of its latest round of funding, which also included participating from existing investors Core Capital, Armory Square Ventures, Kinetic Ventures and NEA. An SEC filing on Dec. 27, 2017, from Vizbee shows a total offering amount of $5 million, with $3.59 million of that amount sold at the time of the filing.

Vizbee, a startup focused on cross-platform casting and data, said it has received strategic investments from both Turner and Tegna.

Vizbee didn’t disclose the amount of those investments nor the amount of its latest round of funding, which also included participating from existing investors Core Capital, Armory Square Ventures, Kinetic Ventures and NEA. An SEC filing from December 2017 from Vizbee shows a total offering amount of $5 million, with $3.59 million of that amount sold at the time of the filing.

Tegna made note of its investment in Vizbee earlier this week when it announced it had acquired a piece of TubiTV, a company that runs a free, ad-supported VOD service.

RELATED: Tegna Makes Strategic Investment in Tubi TV

Turner, meanwhile, noted that it's been using Vizbee’s technology in its TBS and TNT apps during a digital upgrade undertaken in May 2017. That upgrade enables users of those apps to cast content from their mobile phones to connected TVs without the need for a plug-in. Turner said it now allows casting of TBS and TNT programming via Roku, Amazon Fire TV, Apple TV and Samsung smart TVs.

RELATED: TBS, TNT Add App Upgrades, Expand Device Support

That ease of use “drove greater interest in application downloads,” as Turner also saw a 30% month-over-month gain in the number of “casts” between June and October 2017, accumulating 1.7 million casts during that period.

Epix is also using Vizbee’s technology to power an “Epix Cast” feature introduced last year.

"As we continue to shape the future of television, Vizbee's focus on fan engagement as well as data and advertising will help us grow our OTT efforts from both a business and technology standpoint," Jeremy Legg, Turner’s CTO, said in a statement.

Tegna believes that Vizbee’s technology will provide a boost for Premion, its local ad network for OTT content.

Vizbee said it combines “universal casting” with a household device data graph to enable content owners to segment the best prospective OTT viewers and reach them through mobile marketing channels via “tap-to-TV” campaigns.

Vizbee was founded by Darren Feher (Former CEO, Conviva; and CTO, NBCU) and Prashanth Pappu (former SVP product marketing, Unicorn Media; and head of products, Conviva).

Tegna said it will broaden its OTT local/regional-focused ad network through a “strategic” investment in Tubi TV, the company behind a free, ad-supported streaming service that features more than 7,500 movies and TV series.

Tegna is not disclosing the amount of the investment, but said the relationship will enable it to help marketers access more local advertising opportunities in long-form OTT content. Of note, Premion, Tegna’s ad network for OTT content, will expand its existing relationship with Tubi TV, the companies said.

RELATED: Tegna Seeks OTT Ad-Vantage

Under the deal, Tubi TV will distribute Tegna’s local content across its platform, offering viewers localized news and other digital content from Tegna stations.

Launched in 2014, Tubi TV is currently supports on a range of devices and platforms, including iOS and Android smartphones and tablets, web browsers, Roku players and Roku TVs, Apple TV, Amazon Fire TV, Xbox One and Xbox 360 consoles, the PlayStation 3 and PS4, Chromecast streaming adapters, and TiVo boxes, as well as smart TVs from Samsung and  Sony.

Tubi has raised at least $35 million so far, and counts Lionsgate, MGM and Stanford University among its backers.

RELATED: Tubi TV Raises $20M More

“Tubi TV strongly aligns with TEGNA’s focus on OTT content and innovative advertising solutions,”Dave Lougee, president and CEO of Tegna, said in a statement. “Through this transaction, we continue to fuel Premion’s growth trajectory and will enhance their ability to deliver unique and high-performing ads in a way no one else can.”

Tegna noted that it recently made an equity investment in Vizbee, a data/platform company focused on mobile-to-TV.