Honda the Power of Dreams Video

Automakers have continued to push forward with their digital campaigns, making significant investments in web video. Honda is the latest to develop original video series wrapped in a branded content portal with their Dream The Impossible documentary web series.

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.

CSR Is The New 'Branded Content'

Diana Verde Nieto, CEO of Clownfish in London had a great blog entry last month in MediaPost on Corporate Social Responsibility (CSR) and Branded Content which I forgot to add, but it stayed with me. In it she writes, "CSR provides a goldmine of stories that can form the basis of branded content. The benefits of using CSR as part of branded content are endless; foremost it helps to build a brands reputation and is a point of differentiation. It also encourages consumer interest and helps to build consumer trust and loyalty. If consumers see that brands are addressing the issues that are important to them, it follows that they are likely to continue to buy their products".

Online Video rivals Traditional Broadcasting

Over 70% of US web users watch video clips on the internet, making online video the leading social media platform, ahead of blogging and social networking, according to the Global Web Index. The US data from the Global Web Index has been released ahead of the full report, which covers 16 countries. It is compiled by Lightspeed Research for social media research consultancy Trendstream. According to the data, in the US online video now rivals traditional broadcasting and is the fastest growing media platform in history.

Unilever's Alchemist for Lux

Unilever has rolled out a seven-minute Hollywood-style mini film starring Welsh actress Catherine Zeta-Jones to market its Lux shampoo in China and Japan. The film, called 'Alchemist', features a motorcycle chase at a high security laboratory where a youth-enhancing beauty product is being produced. The product turns out to be Unilever's Lux Super Rich Shine shampoo and its benefits are demonstrated by Zeta-Jones's shimmering hair when she attends a red carpet ball. 'Alchemist' was created by agency JWT from an original screenplay by Jeffrey Caine, who also wrote the screenplay for James Bond film 'GoldenEye' and thriller 'The Constant Gardener'.

Microsoft pitches new Web series

Microsoft presented a handful of new online series concepts to a gathering of media buyers on hand for the company’s second annual digital showcase event at Le Parker Meridien Hotel in New York last week, as the company’s sales executives looked to send a clear message that Web video is core to the software giant’s ongoing media strategy. Microsoft plans to let whatever advertiser that comes on board guide the direction, storylines and format of the shows, based on that brand’s target audience.

Scorched scoops digital Emmy

Australian online interactive drama Scorched picked up an International Digital Emmy Award for the best multi-platform production at MIPTV in Cannes last month. Set in 2012 in a world ravaged by an environmental crisis that leaves 2 million Australians without water. When Scorched aired on the Nine network it won the ratings in the 25-54yr demographic group. The online component, scorched.tv boasted 300,000 video views in less than 8 weeks.

YouTube comes to TV

There's a blizzard here in New York, but something tells me YouTube for TV is already warming the hearts of fans worldwide. If you're a gamer like me, YouTube for TV can be accessed via your Wii and PS3 console and watched on any LCD TV screen. Right now, YouTube for TV is broadcasting beta in 22 regions and 13 languages worldwide.

MySpace Gets Hitched

MySpace has tapped Endemol, the producers of "Deal or No Deal," to create a 13-episode reality Web series, "Get Married on MySpace." Slated to debut on MySpace TV this spring, the show will bestow a free wedding upon one lucky couple in exchange for letting MySpace users--and several brand sponsors--plan and experience the big day with them. MySpace is in discussions with a number of advertisers about brand integration opportunities for the show, which will debut on MySpace in May.