Dynamic ad integration through instructional, how to, and DIY videos

Brand-integration is one model that many large and small producers look at as a feasible revenue stream for the financing of their content. DIY, how to, instructional, and general personal interest and non-fiction content all provides a very easy platform to be able to integrate brands as part of the process through a form of soft sell that does not feel like a commercial. While this has been done for awhile on many different platforms, on-line videos are becoming a sort of brand ambassador for specific products while the audience is gaining hopefully useful information.

The one area that this could get better is if a sort of exchange was set-up where content producers could pitch for the opportunity to use a specific brand in a DIY/How To/Instructional video.

Web video production dollars and branding both moving up!

Vogue has commissioned a web video series focusing on three up and coming models that is aiming to be a great example of what the future holds, if you get all the key people to the table at the same time. Coming in at around 31k per minute, and with advertisers clamoring for a spot to be a lead advertiser on the series, Vogue has moved forward with a great fashion series that has brand integration throughout but is always interesting and educational , while having the potential to move to TV effortlessly.

Greta example of what internet video has to offer if done right.

What to think of ABC's branded video move?

ABC today provided a little more information on their advertising and brand-integration intentions by stating that they will be partnering with AOL by way of a branded media player. What does this move say about a large media company promoting their original content on a partner/strategic platforms site?

Lots.

With so many people waiting to see what the big media giants do in terms of partnerships, both strategic and experimental, it is positive to see some long overdue initiatives unfold. With ABC choosing AOL as one of their first partners to roll out their branded media player, people like my self, independent producers and consultants, feel it shows that the signs of big things coming are closer than expected.

AOL having just released their Truveo video search engine a few weeks back, and now a branded media player from one of the largest media companies, look posed to become one of the leaders of the pack in terms of taking the big first step of putting their organizational machine behind embracing video online with a free-view model.

I feel that ABC has gotten it right by first choosing a targeted strategic partnership that will be open and provide their users with high quality free video, and second, allow smaller companies a unique look at what might be a catalyst towards a working and sustainable revenue model for viewing content on-line.