Above: Mark Waugh, Global CEO at Newcast
ZenithOptimedia has launched a major global programme to help clients develop more effective video content as part of their integrated communications. Called VideoLab, the initiative has been devised by ZenithOptimedia’s specialist branded content network Newcast in a unique collaboration with YouTube and Wildfire, Google’s social marketing software provider.
VideoLab will offer selected ZenithOptimedia clients a specialist consultancy service designed to help them develop a sustainable video content strategy. At the heart of this is an end-to-end workshop process that will enable clients to make better decisions about their online video strategy and activation. The workshop will enable them to create more relevant, compelling and authentic content that builds a sustainable audience across all of a client’s owned channels.
The comprehensive workshop addresses key 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, the optimal publishing frequency for a YouTube environment and, how to maximise the visibility and share-ability of this content.
Through VideoLab, ZenithOptimedia clients will benefit from a range of dedicated services provided by Newcast, YouTube and Wildfire - including: a video content ‘health check’, data-driven insights to fuel 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.
Newcast will combine YouTube and Wildfire’s services and structure with content strategy thinking to create the bespoke VideoLab workshops for each client. The sessions will be hosted in YouTube’s London and New York offices.
Mark Waugh, Global CEO, Newcast, said: “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. Through VideoLab, we will help more brands harness the power of such content, by developing sustainable video content strategies that specifically build social engagement and deliver against hard business goals. We are delighted to be uniquely accessing the combined power of YouTube and Wildfire to build this important programme for our clients.”
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Carlo D’Asaro, VP, Sales and Operations, Southern & Eastern Europe, Middle East, and Africa at Google said: "With more than one billion people tuning into content they love on YouTube each month, YouTube has become an integral place for brands to reach their audience online. At the same time, developing a presence on YouTube is very different from launching campaigns. Programs like VideoLab are integral to helping advertisers develop a digital strategy that deepens connections with consumers and leverages all the unique aspects of our platforms.”