LAS VEGAS – Online video production and distribution shop DBG has partnered with actress Zooey Deschanel's site Hello Giggles on the second season of Web show "The Single Life," DBG's Chairman & CEO Chris Young told Beet.TV.
We spoke to him last week at CES and he shared details on DBG's roster of digital programming and ad plans for the year ahead.
DBG currently has 12 shows in production, pre-production or currently running across the network of sites it partners with such as Heavy, Alloy and Pandora. DBG counts about 2600 sites in its portfolio including 300 owned-and-operated sites. "We are focused on premium content," he said. That's why DBG has partnered with Hollywood entities such as Sony Pictures Television, which handles international distribution for DBG's Kiefer Sutherland show "The Confession" and now Hello Giggle's for DBG show "The Single Life," a how-to guide for online dating.
In 2012, DBG is focused on analytics and providing more detailed views into how branded entertainment fares compared to typical 30-second spots, Young said. He added that DBG prices most of its programs on a CPM basis, but will also sell cost-per-click, cost-per-completed and via other measurements.