Original Content Not Paying The Bills At Internet Production House

The creators of lonelygirl15 and Bebo-backed KateModern are backing away from producing more original entertainment, at least for the time being. Greg Goodfried, who co-founded web studio EQAL in 2007 with partner Miles Beckett, says it boils down to costs and reach. “To build and sustain audiences and get [original shows] noticed you need an […]

Confused About Your Sexual Identity? Try Tampax.

According to AdAge, Zack16 and his missing man parts is an effort to sell more Tampax. “It was inexpensive for us to do this one little effort and kind of get a feel for how much pickup it gets, if it goes viral or if it doesn’t,” a P&G spokesman said. Leo Burnett is the […]

Cinematic Quality Vodka

42Below vodka is “an independent spirit that admires your own.” That’s why they dreamed up OneDreamRush, a film project that brought 42 notable directors together to make 42 shorts, each 42 seconds in length. Each short deals with a dream that “continues to haunt, delight and inspire” the directors. Visit 42×42.com for information on the […]

Content Investments Need Time To Mature

Adweek’s Brian Morrissey argues that “branded content has yet to take off” despite all the “hype, rounds of venture capital investment and a flurry of activity.” Mark Beeching, CCO at Digitas, which created a dedicated unit to produce branded content called The Third Act, said, advertisers have lurched from strategies that relied too heavily on […]

Can An Aspirational Web Character Sell Cognac in China?

According to The Wall Street Journal, “the line between advertisers and entertainment producers is rapidly blurring in China, as many brands go online with their own films and Web series, taking advantage of the shortage of popular shows on China’s state-controlled TV.” Among the latest to jump on the bandwagon is French liquor company Pernod […]

No Room At Bonnaroo For Verizon’s Network

AT&T’s live stream from Bonnaroo is a best-in-class example of brand-sponsored content. I just watched Animal Collective and later today I’ll drop back in to see Galactic perform. Bonnaroo.com also offers a stream from Radio Bonnaroo, 101.5 fm. Neither match the experience of being in Manchester, TN but I appreciate the offerings all the same.

Diller Disses “Internet Approach to Advertising”

The Web properties belonging to Barry Diller’s Interactive Corporation received 835 million visits across its network in April from roughly 194 million uniques. IAC is a company rolling in page views, serving huge audiences and yet they struggle to figure out how to make money. Here’s an excerpt from a Paid Content interview that touches […]

Nestea Plunges Into Web Series Product Placement

BrandFreak and The Hollywood Reporter are both pointing to a new branded entertainment deal between Nestea (a Coca-Cola product) and NBC Universal Digital Studio. The companies are teaming up on a “CTRL” a new Web series based on Robert Kirbyson’s Sundance short “CTRL Z.” Nestea, which was not involved in the initial short, is helping […]