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BizReport : Viral Marketing : January 30, 2009

Platform allows marketers to produce branded content

A new tool from Break Media could make it easier for brand marketers to control the content associated with their ads. The online video programmer has launched an in-house production department which allows marketers to create branded content and original programming.

by Kristina Knight

Called the Creative Lab, the offering helps marketers create their own video content. By creating branded content, marketers can be certain that video clips don't go against their brand message. Break Media hopes to create 150 individual, original episodes of programming, which would be the equivalent of 40 branded campaigns.

As the economy continues to suffer marketers are looking for a bigger bang from each advertising buck; they are finding that rich media - branded content widgets, online video and other forms of rich media - give them the best ROI and campaign tracking. In fact, some studies indicate that marketers will begin cutting back on some online marketing, specifically traditional display, in favor of pushing more ad dollars into rich media and online video.

According to a recent PermissionTV study nearly 70% of marketers reported a new focus in online video for 2009. Consumers are leading the way to online video. According to comScore more than 12 billion video clips were downloaded in December 2008, an increase of 30% year over year.

Tags: branded content, Break Media, online video, video advertising, viral marketing, viral video

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