NINEMSN ANNOUNCES LAUNCH OF BRANDED VIDEO CONTENT HOUSE PIXELS PRODUCTIONS
Friday, October 8, 2010
Australia's largest online publisher announces video production unit to create brand-funded content
Sydney, Australia, 8 October 2010: ninemsn has further strengthened its commercial video offering with the launch of Pixels Productions – a new in-house creative division focused on developing brand-funded video content for advertisers.
ninemsn becomes the first online publisher in Australia to provide an in-house video production service for advertisers that can produce high definition, broadcast quality video. Building on the success of ninemsn's in-house creative division ninepixels, Pixels Productions now provides a complete in-house creative and video production service for clients – delivering everything from creative, filming, casting, production, post-production, media planning and implementation, campaign optimisation and post campaign reporting for video.
ninemsn will focus on leveraging its brands, such as The Fix, ACP and Nine brands as a key cornerstone to the content focus, meaning that advertisers can integrate their brands with content tailored to the ninemsn audience.
Currently delivering more than 15 million video streams a month across its network, ninemsn has created the new division in response to the increasing demand for video content in Australia. Pixels Productions gives advertisers new ways to communicate and engage with their audiences by creating targeted brand-funded content in exchange for naming rights or product placement through content genres such as entertainment, lifestyle, fashion, sports and travel.
ninemsn National Sales Director Nicholas Gray said: "ninemsn already has the strongest video offering in the Australian market and we are thrilled to take this to the next level with Pixels Productions. We are now able to provide an end-to-end solution for advertisers looking to include high quality branded video content, leveraging our great brands, in their advertising mix.
The new video unit also expands ninemsn's content capabilities. ninemsn Content and Audience Director Todd Forest adds "Video is the most engaging content on our network, and we are seeing an increasing demand for brand-funded storytelling. With the launch of Pixels Productions, we will continue our content leadership while also creating high quality integration opportunities for our clients."
Pixels Productions has already created a video entertainment series for Procter & Gamble and Volkswagen, both launched in September. Procter & Gamble brand Gillette, has sponsored Venus, a six-month campaign providing weekly entertainment updates from TheFIX, hosted by TheFIX presenter Kylie Speer.
Volkswagen has also partnered with Pixels Productions to create a five episode series called Live for the Weekend as part of the launch of the Volkswagen Tiguan. The series, targeting young-at-heart men over 30, follows an extreme-sports themed road trip down the east coast of Australia and will be housed throughout the ninemsn network including ninemsn Motoring and Wide World of Sports.
Jutta Friese, General Manager of Volkswagon Marketing said: "We are always looking for new ways to engage with our audience and are excited to be launching Live for the Weekend. We are able to integrate the Volkswagen Tiguan seamlessly into our campaign as well as deliver something entertaining for our target audience
As well as short form video, ninemsn's current video offering includes FIXPlay, which launched in April 2010 providing catch-up TV from Channel Nine and Go!, and library content from international distributors including BBC Worldwide, Warner Bros, DRG, Target Entertainment and The Movie Network Channels. To date, FIXPlay alone has recorded more than 2.6 million video streams*.
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* Source: Omniture Site Catalyst Aug’10