What: ZenithOptimedia’s Newcast has launched VideoLab, an initiative to help clients optimize their online video content strategies.
Why is it important: Brands that create and distribute online-native video content, not just advertising, are discovering that it is one of the most effective ways to engage and excite consumers, says Mark Waugh, global CEO of Newcast.
Newcast, the specialist branded content and experience division of ZenithOptimedia, has launched VideoLab, a new consultancy service that –in collaboration with YouTube and Google’s Wildfire social marketing software– will help clients make better decisions about their online video content strategy and activation, by means of a workshop process.
VideoLab’s workshops will help clients create more relevant and authentic content that builds a sustainable audience across a client’s owned channels, and will also address issues such as how online video content should deliver brand messages in a social-led environment; what type and length of video content is most relevant for a particular client category; optimal publishing frequency for YouTube and how to maximise content visibility and shareability.
VideoLab will also offer a video content “health check”, data-driven insights to enhance video content planning and scheduling, expertise on new production and commissioning models for online video, access to YouTube content creators and channel founders and advice on creating a long-term social video strategy that delivers against business objectives. Sessions will be hosted in YouTube’s London and New York offices.
“With more than one billion people tuning monthly into content on YouTube, [this website] has become an integral place for brands to reach their audience online”, says Carlo D’Asaro, VP, sales and operations, Southern & Eastern Europe, Middle East, and Africa at Google.
Source: M&M Global.