Effective as of yesterday, SlideShare became the next social network to deploy a branded channels approach. For Microsoft Office, SlideShare implemented the Parent Toolbox channel. Targeted at family use of Microsoft Office products, the channel offers solutions for the home and the family. SlideShare’s move indicates that more brands recognize the value of building branded channels as an integral part of their social marketing strategy. Continue reading »
It’s all about metadata baby. That certainly applies to video marketing. Until search engines are able to really read audio or video (if ever), we depend on the data that describes the data. With the introduction of the beta version of Adobe Story, Adobe starts recording metadata where it should – in the pre-production phase of video. Interesting development, but not a panacea. Continue reading »
Last week, I held an interview with Mascha Driessen of Google The Netherlands, following her presentation at the Broadcast Business Club. Since 1 February 2009, Mascha is responsible for sales on YouTube and Display advertising at Google. She is a veteran in the media industry with previous jobs in broadcasting (RTL, Endemol) and online (WebAds). Although she was not at liberty to make any specific promises (see how she evades my questions in the video below), Mascha talks about some of the things Google is looking into with respect to YouTube. For example, possibilities for designated sponsors around a brand channel and in-video advertising on brand channels. Enjoy.
Following his keynote speech this week at The Next Web Conference 2009, I had a chance to interview Jeff Jarvis, author of the book “What Would Google Do?”
As of February 1st 2009, Richard van den Boogaard will start as independent consultant in Branded Channels: content syndication via external networks.
Until this time, Richard works for QNH Interactive. Managing director Bart Termorshuizen from QNH Interactive: “In the past year, Richard has specialised in this relatively new field of expertise. In his role as communications manager at Rabobank Nederland, he was responsible for project content sharing. This involved syndication of video content from Rabo SportTV on external platforms, with an objective to broaden reach for the video content. With QNH Interactive, we have developed the first branded channel in the Netherlands on YouTube. This has generated more than a million video views for Rabobank.”
“Branded channels means thinking outside-the-site”, says Richard van den Boogaard. “The strategy is straightforward: bring content to platforms that attract many users, rather than using display advertising to drive traffic to a brand site.” Aside from a branded channel on YouTube, QNH Interactive was also closely involved in realisation of a commercial hyve and hyves gadget, as well as a pilot with Brabants Dagblad (part of Mecom).
Richard van den Boogaard will offer this expertise to other brands and media owners but remains available for QNH Interactive on a project basis.
Unlike the previous crisis (remember when that bubble burst back in 2001?), in this crisis, online marketing is not going to suffer. Why? Because of ROI.
Aside from UGC content YouTube features a great deal of content from well-known media brands. Recently, Dutch advertisers have begun claiming attention with a branded channel on the world’s most popular video platform. This article focuses on the differences between partner and branded channels, provides a feature overview as well as a few practical tips. Continue reading »
Welcome to Branded Channels
Branded Channels is a video marketing consultancy founded by Richard van den Boogaard.
Branded Channels provides fresh thinking on video content syndication, as well as creative video content development & production and channel management services. Also available: (competitive) video tracking reports.
Effective as of yesterday, SlideShare became the next social network to deploy a branded channels approach. For Microsoft Office, SlideShare implemented the Parent Toolbox channel. Targeted at family use of Microsoft Office products, the channel offers solutions for the home and the family. SlideShare’s move indicates that more brands recognize the value of building branded channels as an integral part of their social marketing strategy. Continue reading »
It’s all about metadata baby. That certainly applies to video marketing. Until search engines are able to really read audio or video (if ever), we depend on the data that describes the data. With the introduction of the beta version of Adobe Story, Adobe starts recording metadata where it should – in the pre-production phase of video. Interesting development, but not a panacea. 
Aside from UGC content YouTube features a great deal of content from well-known media brands. Recently, Dutch advertisers have begun claiming attention with a branded channel on the world’s most popular video platform. This article focuses on the differences between partner and branded channels, provides a feature overview as well as a few practical tips. 
