How Apartment Therapy and Kitchn Increased Their Video Engagement With JW Player’s Article Matching

The Challenge

AT Media has a family of sites including Apartment Therapy and Kitchn. Apartment Therapy and Kitchn are two lifestyle brands that focus on life at home, from decorating and DIYs to recipes and meal plans. Collectively, they reach 53 million people across their sites and social network.

While Apartment Therapy has earned millions of video views across original content series like “The New Homesmiths” and “Marie Kondo Originals”, it was having trouble increasing video consumption from its text pages. Kitchn was running into the same challenge of adding video to articles they publish on a daily basis that focus on every aspect of home cooking.

Until recently, Apartment Therapy and Kitchn would choose one “video of the day” and include it on every article page across their sites–regardless of whether the video was relevant to the content the visitor was reading. Viewing rates weren’t as high as they could be, but without a team of manual curators, the sites simply didn’t have the person-power to select the right video for each page.In order to get more eyes on their quality video content, Apartment Therapy and Kitchn needed an easy-to-implement technology solution that could automatically add the most contextually relevant video to their text only pages, without the need for manual curation.