Two Media Mainstays Increase Their Video Presence
That type of “contextually relevant content” can produce “a greater opinion of our brand” amongst consumers, Ms. Bigley said, than “marketer-forced messaging” — i.e., traditional pitches. The sponsorship of Ulive is among quite a few forays into online video by Ford Motor. One other example is a web-based actuality competitors collection, “The Rider Problem,” sponsored by the 2014 Ford Fiesta and produced by Dwell Nation Entertainment.
The aim of Ulive is “optimizing the video expertise, especially life type video,” said Jeff Meyer, a longtime Scripps Networks Interactive govt who’s president of Ulive, primarily based in San Francisco. The growth into unique on-line video at Scripps Networks Interactive echoes an increase in the amount of unique programming on its cable channels. For the 2013-14 season, executives said in April, the channels will add 52 new exhibits.
Plans call for Ulive to present “around 70 authentic sequence,” Mr. Meyer said. The first will likely be “Bonkers Awesome! ” featuring a food blogger, Joy Wilson, generally known as Joy the Baker, and “What Will the Maid Assume? “We really wished to maneuver into a new area,” she added, producing “storytelling videos” in the net series format “to offer a terrific expertise.
Like Scripps Networks Interactive, Meredith will give advertisers a chance to integrate merchandise into episodes of Net sequence, Ms. Rowley stated, in what she referred to as a “tasteful, subtle” trend. As an example, she steered, a package of Pampers diapers “would be on the changing desk in the background” of a scene.
Richard Porter, president for media gross sales on the Meredith National Media Group, estimated that digital promoting as a share of revenue for Meredith “has tripled in three years,” to about 17 p.c. “Video has change into an essential a part of the digital ecosystem,” he mentioned, as advertisers seek to replicate on-line the “sight, sound and motion” of tv commercials.
The Advertising column on Oct. 3, concerning the rising Web presence of the Meredith and Scripps Networks Interactive media firms, quoted incorrectly from feedback by Laura Rowley, vice president for video manufacturing and product on the Meredith Nationwide Media Group. She stated Meredith had “more than 10,000 helpful videos within the informative-resolution space” — not 1,000 movies.
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