Microsoft - Drinks Chivas, Drives Volvo
Microsoft Corp. is facing a rising competition in the video footage realm. To boot, MSN video currently is the sixth place video destination in the country and that spot is much behind Google's YouTube, AOL's Time Warner, and News Corp.'s MySpace. That's why the software giant is expanding affiliations to cover the wine maker Chivas Brothers Ltd. along with the Swedish automaker Volvo Cars.
Microsoft has signed refers to Chivas and Volvo to support two new web series from Reveille, the company behind "The Office" and the "Ugly Betty" tv programs. The two new shows add "Driving School" which would be coming for a comedy about a approved driving instructor who shares life lessons to his students. The show will be hosted by actor Craig Robinson, who plays Darryl on NBC's Your place of work.
The other show titled "This will be the Life," is concerning travel and adventure connected to a Chivas Regal strategy. The shows will arrive on MSN Site in the next six months, Microsoft announced Tuesday at an advertising industry conference. Microsoft wouldn't disclose the financial or product-placement arrangements of the deals.
Last month, 11.5 million people visited MSN video, and spent generally five and a half minutes on the webpage as compared with the 45 million those who each spent about 41 minutes on YouTube, according to Nielsen/NetRatings.
It could be recalled anytime the acquisition of Google Inc. of YouTube, an on-line video Web site, exactly the same has become a white-hot topic. Advertisers and ad brokers rushed to convert the trend of web equivalent TV ads into dollars. Subsequently, short spots before or after the video clip online became a quick success.
According to Gayle Troberman, the normal manager of branded entertainment at Microsoft, those will stay a staple of Microsoft's video advertising inventory. But advertisers may also be experimenting with original series and user-generated videos when they venture to capture even deeper connections with online purchasers.
In 2006, Microsoft and Reveille produced a few MSN shows that fall anywhere between advertising and programming. Troberman touted "Chef to save the day," which is sponsored by Kraft Foods Inc., as one remarkable success story from the Reveille partnership. The software giant stated that after the cooking show's launch in December, over 250,000 viewers printed out related recipes featuring Kraft products.
While it can be tempting to label the shows advertorials as well as leaving it at that, Ben Silverman, Reveille's chief executive, said that he has attemptedto find more elegant tips on how to incorporate products and entertainment. "I don't want to be in something where you're ruining that content by stupid, clunky choices," said Silverman.
Microsoft said it planned to expand its resolve for developing original content built around branded entertainment opportunities, announcing throughout an afternoon session with the company's Strategic Accounts Summit (SAS) in Seattle, Wash., that it's going to extend its current relationship together with the production firm Reveille whilst launching several other new Web page projects.
"We are the leader of original web content writing online," said Joanne Bradford, the business vice president and the chief media officer for MSN, citing the 20 plus Web series the portal has launched before year. Among those original series is Chef to save the day, a result of a partnership between it and Reveille announced with the summit last year.
While others have speculated that MSN's partnership with Reveille continues to be slow to yield success, Bradford said the 2 companies had decided to extend their relationship, though she forgot to express the duration. During Tuesday's presentation, Bradford ardently greeted Reveille CEO Ben Silverman - the brains behind it hits The Office plus the Biggest Losers - using a pair of kisses before handing him happens.
Volvo has signed on as that show's charter sponsor. With the shows, the Swedish automaker could flaunt Volvo master cylinder, security measures, and other milestone innovations. Therefore, it is expected just for this trend to plague your entire Web. Silverman said that because still believed that TV was a great brand builder, his company's Web creations offer advertisers more complete access that is unusual in the TV business. "I'm always really annoyed that i am kept out of those conversations [with TV advertisers]," he stated. "[The networks] don't get it yet."
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Silverman hasn't been the only partner to talk about the moment at SAS. Allen Shapiro, the CEO of Dick Clark Productions and president of the Mosaic Media Group, discussed the success of a Golden Globes content program launched trapped on tape with MSN - one that TV partner NBC was cautious with. This year, his company - which owns the rights to several early TV performances of music stars like Prince and Madonna, is exploring launching an antique rock channel with MSN, along with a potential comedy network. "We're now going to step this up," said Shapiro.