June 29, 2009

Paid distribution on the Ad Network

The ad network is there for you to buy your audience impressions. Brands increasingly expect distribution guarantees from WebTV producers. Paid distribution and distribution guarantees — where shows cut deals to get placement as if they were ad campaigns — are phenomena we’re seeing more and more these days. To be distributed like an ad, a video doesn’t necessarily have to be branded content, though any integrated sponsorship would travel along with the video itself. This guarantees a minimum number of viewers and appeases the demands of sponsors, easing the process of finding investment.

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