In the U.S. market, global video portal Dailymotion has embraced brand-sponsored programming as a way to differentiate itself and scale revenue. In a video interview at the recent Beet.TV executive retreat, Dailymotions’ SVP of Sales, Joe Tartaglia, states, “The video landscape is really competitive, so for us to be able to work with brands directly to create sponsored programming has really been key to our growth.”
He explains how Dailymotion works with media agencies and clients to optimize sponsored programming. He says, “It’s really about listening to the objectives of our advertisers and really trying to align them as closely as possible to programs that we either acquire or develop ourselves.”
On the issue of scale, Tartaglia explains, “Scale is important to a lot of advertisers, and typically we try to manage their expectations so that our partners understand that really good sponsored programming is supposed to have a limit on scale.” That being said, Tartaglia also speaks about how Dailymotion is working to build scale by developing distribution platforms outside of Dailymotion.com, including Xbox Live, Roku and others.
Disclaimer: Dailymotion was the sponsor the Beet.TV executive retreat in Vieques earlier this month.