Metacafe, a veteran in the video sharing community space, has appointed Publicitas Digital, a Mediascope Publicitas company, for the management of its digital advertising sales in India. Advertising opportunities on the website include in-stream video, sponsored video options including branded channels, along with the traditional banner ads. As part of this agreement, the agency will oversee promotion, sales and management of Metacafe’s digital advertising space on the website.
Commenting on this development, Neville Taraporewalla, CEO and Online Media Director for APAC, Publicitas Digital, said, “This is surely the beginning of a wonderful relationship, and I am extremely thrilled to be associated with Metacafe. Metacafe.com has some great video advertising opportunities on the website. We are currently engaging with Indian brands to consider this factor, thereby enabling a connection and dialogue with target consumers at the right places, using in-stream video and sponsored video options, including a branded channel.”
Gil Shoham, Head-International Sales, Metacafe, added, “Metacafe’s audience in India is growing vastly, with more than 1.6 million visitors each month. At Metacafe, we are committed to delivering an exceptional entertainment experience. Part of this effort includes the implementation of integrated advertising solutions, with a prime focus on new video formats. Together with Publicitas Digital, Metacafe is aiming to deliver an effective online marketing vehicle to local brands, as well as explore new business development opportunities in the Indian market.”
Elaborating more on the development, Ramakrishnan Laxman, VP-Business Development, Publicitas Digital, said, “Advertisers can brand a channel on the portal to showcase the launch of their new product or service, and even get user feedbacks. This branded channel will be promoted within the Metacafe site.”
Agreeing that video advertising was at a nascent stage in India, Laxman noted that it was picking up with the increasing broadband penetration. “The video ads can be targeted based on the channel or homepage only as of now, as there is no contextual placement of video ads possible on the Metacafe site,” he added.
Stressing that Internet was also a good medium for brand promotion, and clickthroughs needed sufficient brand awareness to work well, Laxman pointed out that Metacafe was ideal for brand promotions.
Brands such as Universal Pictures, adidas, Samsung, Sega, Sony Pictures, Adobe, Warner Bros, Unilever and many more are already using the Metacafe advertising platform in the US and Europe.