This is something I’ve been pitching more and more ad networks to do: use their reach to promote branded content, be it product placement or integration. My idea was never an outright sale, but a partnership where the ad networks would pitch the ideas, we at WatchMojo.com would create the pieces and then the networks would blast the videos across their networks, in turn giving a piece of the pie to the publishers… who could then promote the videos in editorial placements (the content I envisioned would actually be informational).
With the economic slowdown affecting display advertisement, heavily-backed AdConion is diving into the space with the acquisition of a digital studio. I am sure many more will follow; while technically numbering hundreds if not thousands, ad networks have always historically moved in tandem and act as an oligopoly.
With video content being at the center of the Web for decades to come, and marketers rejecting UGC, I fully expect other players like Tribal Fusion to do something similar in the weeks and months to come.
I think the challenge here is to make content that is actually informational and useful, it is too easy to create simple ads as content pieces that no one will care about, let alone watch.
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