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| Indiantelevision.com's Media,
Advertising, Marketing Watch |
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| Sony
Pictures' Crackle ties up advertisers |
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Indiantelevision.com Team
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(20 November 2007 3:00 pm)
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MUMBAI:
US film production company Sony Pictures' Crackle has announced
the first round of advertising partnerships developed and
signed since its mid-July launch.
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Crackle
is a multi-platform video entertainment network and studio
that distributes work from emerging talent on the web and
beyond. Crackle's channels and shows reach a global audience
across the Internet, in the living room, and on devices including
a range of Sony electronics.
Crackle
VP partnerships Mike Sitrin says, "We started by bringing
the best available content to Crackle and now some of the
biggest and best advertisers are lining up. By continuing
to combine global advertising opportunities with the assurance
that advertisers' brands will be showcased alongside editorially
chosen video content, we're confident the big names will keep
on coming."
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Crackle
has created a global ad network to monetise international impressions,
and enable international advertisers to reach their viewers,
in their language, with relevant, localised advertising. It
claims to offer the capability to easily deploy ads across the
global viral syndication network is the result of Crackle's
custom-built player -- a player that provides an easy user experience
and delivers media rich ads to millions of viewers in targeted
markets within short time frames, making it attractive to a
variety of advertisers.
Crackle adds that it is expanding advertisers' global reach,
and providing the opportunity to pair video content originating
in the US with relevant advertising for international audiences.
Sony Pictures Television senior VP, digital sales Travis Howe
says, "There is demand in international markets for US
video content; however, with current video penetration levels
abroad, there are limited opportunities for local advertisers
to be cutting edge with online video advertising. At Sony, we
are constantly looking for new audiences and new opportunities
for our advertisers." Adds Howe' "Crackle offers opportunities
to uniquely integrate international brands with content -- all
through Crackle's new global syndication."
In addition to its programmed content and global syndication
network, Crackle also offers advertisers sponsorships of channels
and contests, full screen skins, and media rich 300 x 250 video
banners that can be instantaneously distributed across the network
to get in front of the most relevant audiences around the world.
Crackle is also working with agencies and advertising networks
such as 24/7 Real Media, Adconion and Ozone Media, who sell
across international markets including India, Europe, Australia
and Canada. With growing video penetration and the demand for
US content in populated territories like India and Mexico, Crackle
says that it is well established to be among the first to market
with local advertising.
A slew of US advertisers have joined Crackle's entertainment
network, finding opportunities to join their brand with videos
and channels that are germane to target consumers. Crackle states
that by combining its player, global reach and focus on premium
content, it has attracted brands like Pepsi, Honda, Epson, Sony
Electronics, Vodafone and others to the site.
Pepsi, for example is taking its global restyle initiative to
the new Minisode Network channel on Crackle. Pepsi branding
appears on the channel's homepage along with custom video ads
and rich media banner ads that run across the site. In addition,
over the next few weeks, Pepsi's packaging will be sporting
a 'retro' look, featuring a variety of Pepsi logos from the
past 100 years. Each Pepsi can features the web site http://www.throwbackapepsi.com,
which directs consumers to Crackle's Minisode Network channel,
where they can enjoy classic TV programs in an all new way.
Epson will be running a campaign across Crackle on various channels.
The campaign includes both video and banner ads that live next
to Crackle's content.
As the lead sponsor of the Shorts Channel, which airs short
films, Honda Fit will be integrated into the look and feel of
the channel through a full screen skin, and throughout video
play lists from top new filmmakers. This relationship signifies
the marriage of appropriate content with the appropriate brand
combining Honda Fit's compact humorous attitude with Shorts'
compact whimsical films.
Proving that they can target and link advertising opportunities
to content, Crackle is enabling Sony Electronics and its HDNA
marketing campaign to put branded 'watermarks' on selected Crackle
HD content. This fully integrated marketing campaign, which
already includes Blu-Ray, Sony Handycam camcorders and Bravia
TVs, will now stretch across Crackle's videos.
The Mr. Deity series, which has garnered over six million views,
is one example of the type of video shot and encoded in higher
quality and viewed in higher bit content that will bear the
HDNA stamp. Additionally, HDNA will have a landing page on Crackle
that will serve as the central portal for all things HD. |
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