Multi-Channel Network Collective Digital Studio Launches New Content for Purina

By on 07/29/2014 4:22 PM @daisywhitney

Los Angeles-based Collective Digital Studio (CDS) launched a new series of programming for its popular YouTube channel Petcentric as part of a recently minted deal with Purina, say Paul Kontonis, SVP in an interview with Beet.TV. That channel is now managed by CDS, which works with YouTube influencers to create the content targeting pet lovers and pet owners. “Our model is to develop content properties on YouTube that build audiences at scale,” Kontonis said, adding that the company’s nearly 700 channels deliver more than 1 billion views per month on YouTube.

Most recently, Petcentric released a video from Olga Kay and Sam Pepper featuring “Text from Dog,” the first in a new slate of content CDS is producing in tandem with a range of YouTube influencers.

CDS  also helped pair Choice Hotels with YouTubers Rhett & Link to co-create the popular YouTube video “I’m on Vacation,” that has earned more than 2 million views. “These YouTube creators are stars with genuine audiences that can be worked with in such a way that best leverages their relationship with their audience,” Kontonis says. As an example of the growth potential of YouTube creators, Kontonis says that online video series Epic Meal Time is being launched by A&E Networks FYI as a 16-episode series dubbed “Epic Meal Show.”

We interviewed Kontonis at the Beet.TV leadership summit on branded video where he was a panelist.  You can find additional videos from the event here.

 

Recent Videos
image
Media Agency of the Future is Based on Advisory Model, Interpublic CEO Michael Roth

Keep your head down, stay focused and be competitive. That’s the advice of media industry veteran Michael I Roth, Chairman and CEO of Interpublic in this interview on the changing nature of the advertising business. “Don’t worry about this job, or someone else’s. Keep your head down ...

image
Mobile Video Ads Going Prime-Time: Opera Mediaworks CEO

AUSTIN — The online advertising world is fast moving from the medium screen to the small one. As it does, it can nevertheless recapture some of the advertising benefits boasted by the TV before them, says a mobile ad tech boss. “Mobile is now the first screen,” Opera Mediaworks CEO Mahi ...

image
CNN, the Economist, Financial Times, Reuters, the Guardian Join Programmatic “Coop” powered...

AUSTIN — Earlier in March, The Guardian announced it was leading a coalition including CNN International, the Economist the Financial Times and Reuters to pool their ad inventory for programmatic international sale. The exec whose company powers the so-called Pangea Alliance says such comings ...

image
Online Video Exploding Globally and Starcom’s Amanda Richman Explains Why

AUSTIN – Online video is showing dramatic growth.  It is by far the fastest growing ad medium. In a closely watched quarterly report titled  Advertising Expenditure Forecasts, the big media agency ZenithOptimedia has just reported that online video grew last year at a blistering rate of 34% to ...

image
AOL CEO Armstrong Looks Ahead to a Consumer-Centric Economy

If you heard the economy was about to go in to “reverse”, you would probably be pretty worried. But consumers should actually welcome the coming era with open arms, according to AOL CEO Tim Armstrong – for, what he dubs “the reverse economy” will leave them richer. ...

image
Branded Content Key Focus of Digital Media, BoA Says

AUSTIN — Advertising has moved well beyond the thirteen-week cycles of the past and into branded content as the focus for the future, says Anne Finucane, Global Chief Strategy and Marketing Officer at Bank of America, in this interview with Beet.TV. “What’s here to stay is being able to ...

image
Ogilvy’s Shelly Lazarus on Long-Term Career Success

When advertising veteran Shelly Lazarus began her career more then 40 years ago, marketers dreamed then about truly being able to communicate one to one with customers. Now, that’s a reality and presents an enormous opportunity for the industry and those leading the digital charge. “When I was ...

image
Horizon CEO Koenigsberg on the Transformation of the Media Agency

AUSTIN — The new media agency of the future needs a “white canvas mindset” says Bill Koenigsberg, President and CEO of Horizon Media, in this interview with Beet.TV. “With the way the world is changing so fast, each day you need to come in and paint a new picture. You have to keep ...

image
Starcom’s CEO Donohue & “New Establishment” Brand Airbnb

AUSTIN — One of the benefits of working with “new establishment brands” is they come to media planning without any baggage attached to them that iconic marketers often have to deal with, says Lisa Donohue, CEO at Starcom USA, in this interview with Beet.TV. As an example, she points to ...

image
Can The HuffPost Show Fill Colbert’s Gap, All The Way To Cable?

AUSTIN — With two of broadcast TV’s satirical news-meisters heading to pastures new this year, is online video yet in a position to move in and occupy the space? We may find out on April 3. That’s when Huffington Post launches The HuffPost Show – but, in time, the online media ...

image
Viewable Ads Are Up By 30%: GroupM’s Montgomery

AUSTIN — If you believe some of the shocking stats over the last 18 months, close to half of online ads sold may not even technically be able to be viewed by human users. Since then, industry bodies have taken great strides to iron out the problem, whilst ad tech vendors are selling ad buyers on ...

image
FreeWheel Plugs In Videology Ahead Of Upfronts: Rothwell

AUSTIN — Comcast-owned ad tech platform FreeWheel is plugging video ad tech peer Videology in to its platform, to help advertisers buy programmatically through its FourFronts program, an extension of its private marketplace. FourFronts enables marketers and agencies to reserve video inventory with ...

loader