Can Peter Espersen Grow User Engagement at Pixable?

Is there a better place to turn for a media startup looking to build on its profile than the former head of crowdsourcing and online communities at Lego?

Is there a better place to turn for a media startup looking to build on its profile than the former head of crowdsourcing and online communities at Lego?

Peter Espersen, who recently joined Pixable as head of product, spoke with SocialTimes about his company’s transition from a social photo-aggregation application to a full-fledged media publisher.

Pixable was founded in 2009 as a social photo-aggregation service, and the company was then acquired by Singtel in 2012, with CEO Andy Volanakis coming on board in November 2013 to refocus Pixable on monetization efforts.

In April 2014, Pixable relaunched as a personalized media service, focused on the 18-through-34 age group in the U.S.

Pixable tallied 2.4 million monthly active users one month following its relaunch, in May 2014, and that figure has since skyrocketed to 7.3 million as of June.

Espersen spent six years with Lego, where he was able to leverage the brand’s high user engagement, and his goal at Pixable is to do the same, telling SocialTimes on his decision to switch companies:

What really got me was when (Pixable) let me go behind-the-scenes and look at the numbers. There was extremely high engagement by users.

Espersen said his plans for Pixable are based on creating user engagement and user involvement and leveraging its technology, telling SocialTimes:

The economy is driven by the scarce resource of people’s attention. Engagement numbers are what advertisers want–not branded entertainment, but branded engagement.

And Espersen doesn’t have to start from scratch, as Pixable already boasts 30.7 million video views per month, and an engaged time of two minutes per article, compared with the industry average of 30 seconds. Pixable also said 60 percent of users who view its posts reach the end of those posts, versus the industry average of 15 percent.

Brands including Disney, Sony Pictures, Diageo, Warner Bros. and Vimeo have turned to Pixable for sponsored content.

Readers: Have you ever encountered content from Pixable? What did you think?

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