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 »
Google’s Alexandra Levy, director of branded entertainment was interviewed by Beet.TV earlier this week at the Digitas New Front in New York earlier this week. She talked to Beet.TV’s Daisy Whitney about the partnership with Carl’s Jr. that rolled out this week. Google and YouTube are creating custom content for Carl’s Jr. to distribute across the Google content network and on a newly created brand channel on YouTube.
‘Why didn’t I think of that?’ That’s the thought that crosses your mind when you see the Google Maps/YouTube mashup that international real-estate company Coldwell Banker launched recently. Probably, we will witness other brands doing a similar thing. Think what localisation could do for job markets or anything you sell on eBay…
Coldwell Banker combines the features of YouTube with the power of localisation through Google Maps by enabling visitors to find real estate locations throughout the United States. Very smart move. The production quality of the videos shown on the channel varies substantially (compare this one with this one), but the idea is great. The channel already features more than 600 videos and new content is added daily from various locations. Mainly in the USA and a few listings from Italy.
“YouTube doesn’t offer the ability to find out what videos are local, but we geo-targeted the videos and populated them onto the map,” said Mike Fischer, Coldwell’s SVP of marketing. The goal for Coldwell, recognizing the popularity of YouTube, is to generate traffic outside of its own site. “Many go to YouTube first, instead of the normal site. It’s the place to engage people where they look for info,” Fischer said.
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.
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 »
