Branded Video

COLOGNE — BuzzFeed’s recently-inked $50 million advertising deal with WPP was a validation for its branded video efforts led out of Hollywood. Now those efforts are due to expand overseas. Online video production veteran Ze Frank leads BuzzFeed’s video content efforts in Hollywood, but they are set to get an expansion. “Branded video will be coming […]

CANNES — Over the last year, Beet.TV has been reporting on BBC Worldwide’s growing branded content initiative. Now the organization is formalising its offering in a new unit. Announced at Cannes Lions, BBC StoryWorks is the name of the content marketing that will have offices in Singapore, Sydney, New York and London and will be headed by […]

FORT LAUDERDALE — Since launching in 2011, video aggregator VideoElephant of Dublin has built some traction in the UK and Israel; now it wants to beef up its US operations. “Later this year, we’ll be opening an office in New York,” head of business development and partnerships Brian Cullinane tells Beet.TV in this video interview. Marketers […]

LAS VEGAS — Tastemade, a food and travel publisher and community whose producers and users publish video reviews, has steadily built up over 350,000 video subscribers on its YouTube channel. Now it is hoping more brands will take an opportunity to leverage that audience. Programming head Oren Katzeff tells Beet.TV the company has a studio, a […]

LAS VEGAS — A just-announced new video series on health innovations presented by a TV news anchor will not be the only foray WebMD makes in to video this year. Earlier this month, the health publisher previewed “Future of Health with Robin Roberts”, a digital mini-series fronted by the Good Morning America co-host. It will be […]

LAS VEGAS — The New York Times has intrigued many with sponsored articles it has run under the “Paid Posts” scheme it launched in 2014. Now it is finding that branded articles carrying video are consumed most. “A lot of our best-performing stories have had video as part of them; many of them are multi-media,” Times […]

Branded video has evolved from a “post and hope” approach to a data-driven strategy, says Mark Book, VP and Director of Social Content at Digitas LBi, in an interview with Elaine Boxer, Director of Industry Initiatives at the IAB. “It’s about using data to be strategic about how you reach people in a contextual way,” he […]

Branded content goals vary widely by client, but can be used to deliver on a range of marketing goals, says Jill Langan, Senior Partner and Strategic Planning Director at Maxus, in an interview with Elaine Boxer, Director of Industry Initiatives at the IAB. Some Maxus clients lean on branded video to change brand perception. “We […]

CHICAGO — Fast food brand McDonald’s says it has an opportunity to produce marketing video that both educates and entertains consumers, as its online video ambitions evolve from modest origins. “About a year ago, we hired a chief digital officer with intent to build and staff a team,” says the group’s digital brand engagement global […]

Lifestyle digital publisher Say Media is gung-ho about producing branded content for advertising partners on its content sites – but that doesn’t mean it thinks it should have exclusivity over the ensuing material. “We give the partners rights and permissions to use that video content on their own (channels) – it needs to have a […]

CHICAGO — In the age of viewer impatience, creative agencies may no longer have the luxury of stringing marketing messages out over even something as short as 30 seconds, says a chief from IPG’s media planning and buying agency BPN. “You have to think about the first few seconds. We have to think about modularity of […]

CHICAGO — Branded content still plays best as a brand awareness tool, rather than as a direct sales driver, says Vincent Geraghty, EVP and Executive Director of Production at Leo Burnett, in a panel discussion for Beet.TV. “Purchase and sales is a tough thing. When you’re talking about starting a conversation about a brand, that’s a […]

CHICAGO — What are the key ingredients to a making a video that works both as editorial and marketing? One big barbecue food maker mixed entertainment, education and a healthy dose of passion. IPG’s BPN chief strategy officer Chris Hiland tells Beet.TV in this recorded panel interview how his agency helped food client Hilshire appeal […]

CHICAGO – Put your money where your mouth is. That’s the new mantra of digital ad execs who believe gaining free audiences by building viral social audiences is over. “There is an urban myth of organic reach, of something going viral,” Mindshare digital innovation and strategy MD Jim Cridlin says in this interview with Beet.TV. “If you’re […]

LONDON –Media agency ZenithOptimedia is one of those now helping clients produce branded video – and it reckons tapping in to existing talent with large audiences is the way to go. The agency has a division, Newcast, dedicated to creating TV and online video content opportunities for its clients. “It’s become much richer than ‘just […]

Already considered a leader in real-time brand content creation on a per-campaign basis, Oreo maker Mondelēz International in April announced a partnership, Blink Studios, in which it would try to habitualize the practise using editorial expertise from new-wave mobile news service NowThisNews. Now Mondelēz’s global media and consumer engagement VP B. Bonin Bough reveals progress in this […]

Branded video has emerged as the hottest marketing approach for advertisers. At the  Cannes Festival, the “branded entertainment” track was the fastest growing with submissions. Media agencies, creative shops and new boutiques are lining up to produce digital-specific video content. But in the midst of this expansion, there are questions and challenges: how and where […]

At this point, many brands will have heard enough about the “branded content” craze that they might seek out a “native” campaign. But decisions about which campaign tactics are used are best left to agencies, says one agency division exec. “Clients want to tell brand stories – they’re more open to us helping them figure […]

The wall between editorial and and advertising is lowering a bit at  Time Inc, as writers and ad salespeople collaborate on native advertising, says the publisher’s video and mobile sales director Mark Marvel. “The two can function in a way that’s meaningful,” Marvel tells Beet.TV. “There’s no longer that separation – there’s a little bit […]

Nevermind your product, what do you stand for? That’s what OgilvyEntertainment’s senior strategy and operations director Abby Marks tells her clients, channeling her agency’s late founder. “David Ogilvy was always about research and treating the cons as an equal, thinking about what’s of value to them,” Marks tells Beet.TV. “We work under the creative umbrella of […]