ZenithOptimedia has launched a global programme which aims to help clients develop “more effective video content” as part of their integrated communications.
Videolab, which has been devised by ZenithOptimedia’s branded content network Newcast, will offer clients a specialist consultancy service designed to help them develop a “sustainable video content strategy”, that is more “relevant, compelling and authentic.”
The workshop will address key issues such as how online video content should deliver brand messages in a social-led environment; what type and length of video content is more relevant for a particular client category; the optimal publishing frequency for a YouTube environment, and how to maximise the visibility and shareability of content.
Through VideoLab, ZenithOptimedia clients will be offered a range of dedicated services provided by Newcast, YouTube and Wildfire – including a video content ‘health check’; data-driven insights to fuel video content planning and scheduling and expertise on new production and commissioning models for online video.
Clients will also gain access to YouTube content creators and channel founders and receive advice on creating a long-term social video strategy that delivers against business objectives.
“Brands that create and distribute ‘online-native’ video content, not just advertising, are discovering that it is one of the most effective ways to engage and excite consumers,” said Mark Waugh, global CEO, Newcast.
“Through VideoLab, we will help more brands harness the power of such content, by developing sustainable video content strategies that specifically build social engagement and deliver against hard business goals. We are delighted to be uniquely accessing the combined power of YouTube and Wildfire to build this important programme for our clients.”
Carlo D’Asaro, VP, sales and operations, Southern & Eastern Europe, Middle East, and Africa at Google explained the importance of YouTube when it comes to brands reaching their online audience, with more than one billion people tuning in to content on the video platform each month.
“Developing a presence on YouTube is very different from launching campaigns,” D’Asaro said. “Programs like VideoLab are integral to helping advertisers develop a digital strategy that deepens connections with consumers and leverages all the unique aspects of our platforms.”
Newcast will combine YouTube and Wildfire’s services and structure with content strategy thinking to create the bespoke VideoLab workshops for each client. The sessions will be hosted in YouTube’s London and New York offices.
