Lionsgate advertises War on Next New programming
Tucked into this Wall Street Journal story on how advertisers are exploring the opportunities afforded by niche video programming is the fact that one of those advertisers is Lionsgate on behalf of their new movie War. The studio is the first major sponsor signed by Next New Networks, which acts as an umbrella site for some niche-video channels. In addition to banners that are running throughout the Next New Web site, various shows are mentioning the film’s trailers and other promotions, such as an “upload your best karate move video” contest. Shows can also just opt to run spots for the movie.
This sort of niche-targeting is going to get more and more common as two things happen:
- The audience size increases
- The metrics become universal
Right now, as the story states, #1 is just beginning to happen for the more popular shows on the Internet. These tend to be shows like Geek Entertainment TV and others that are professionally produced, but professionally produced by amateurs and enthusiasts like Irina Slutsky. When #2 starts to happen - and it will only come about if a trade group starts laying down the law with producers - then you’ll see some serious money start to go toward niche video.
If you enjoyed this post, please consider to leave a comment or subscribe to the feed and get future articles delivered to your feed reader.
thanks for the tip of the hat. what did u mean by “become universal” — you mean when we can trust the numbers?