Top Agencies Team With ON Networks to Trial New Content-Based Video Advertising

Carmichael Lynch, TPN, GSD&M’s Idea City, Critical Mass and SicolaMartin Explore Integrated Video Advertising

AUSTIN, Texas--(BUSINESS WIRE)--ON Networks, Inc.™ (ON) (www.ONnetworks.com), a new-media company offering original, episodic HD shows across multiple platforms including Web, TV and mobile devices, today announced that leading advertising agencies have joined its partner program to test new forms of content-based advertising. Among them are Carmichael Lynch, TPN, GSD&M’s Idea City, Critical Mass and SicolaMartin. Unlike traditional video advertising where advertising is tied to the TV network, ON attaches advertisements to its shows and allows the ads to travel wherever a show goes – across on-line and off-line networks and devices – to capture the largest share of target markets.

“For Jack Link’s, we’re tapping into a relevant and hard to reach group of consumers in an authentic, targeted and effective way that is easily measurable”

“As content continues to move freely across digital networks and consumers are given more choice in how, when and where they view videos, content-based advertising will become the new advertising standard,” said Kip McClanahan, CEO of ON Networks. “The ad agencies we’re working with understand this shift and are actively experimenting with new models to help their clients stay relevant and reach an increasingly fragmented consumer base.”

The advertising offered through ON Networks content accommodates a hybrid of brand and response-based inventory that goes beyond pre- and post-rolls, and includes “presented by” sponsorships, interactive in-video surveys, click-to-purchase and click-to-learn messages that appear on the bottom of the screen. Each of these elements appears on the platforms that carry the content, whether it’s through the ON Networks embeddable video player widget, as a TV video-on-demand, or a downloadable video. This ensures that brands are associated with a show no matter where it appears, is distributed or accessed by consumers.

“We’re in constant pursuit of unique ways for our clients to make the most of the business opportunities new kinds of digital media, including online television, offer,” said Scott Shamberg, senior vice president of marketing and media at Critical Mass. “ON Networks’ content-centric advertising gives our clients a powerful and effective way to ensure brand integrity, no matter where their ads are seen.”

One of the first agencies to begin advertising with ON Networks is Carmichael Lynch, which will trial a Jack Link’s Beef Jerky campaign starting in September, with the popular ON show Stump the Chef.

“For Jack Link’s, we’re tapping into a relevant and hard to reach group of consumers in an authentic, targeted and effective way that is easily measurable,” said Craig Boyte of Carmichael Lynch. “What’s most compelling for us is the opportunity to choose a specific show and provide in-video messages, versus being relegated to traditional network inventory that runs between shows. We look forward to expanding our relationship with ON Networks and finding new programming opportunities for our clients.”

“We’re always looking for new, innovative ways to reach consumers on their terms,” said Mike Covert, account director at TPN, an Omnicom company. “The ON Networks flexible, built-in advertising and options for high-quality, viral content give brands next-generation tools to make lasting impressions.”

Covering a wide range of topics and lifestyles, the ON Networks show series are created by hundreds of professional producers from around the world who leverage the company’s ProSourcer™ Virtual Studio to streamline the management, creation and distribution of content. Today, ON delivers more than 25 original shows, including Play Value, The 5-Minute Drill, BackPack Picnic, Budget Health Nut, Cocktails on the Fly, Golf Tips, and Stump the Chef. The programming offered by ON Networks is unique in that it is all produced in high-definition so that regardless of where it is accessed or viewed – from an iPhone to a computer or 50-inch plasma TV – the quality is superior.

To request information about advertising on an ON Networks show, email [e-mail].

About ON Networks, Inc.

ON Networks is changing the way traditional TV programs are created, distributed, consumed and monetized. It's a new media company delivering original, high-definition shows on-demand across multiple digital platforms, including the Internet, digital cable, IPTV, and various mobile and gaming devices. Offering lifestyle programs for a variety of pastimes and pursuits, ON's short-form, weekly shows satisfy the growing demand for relevant, smart and entertaining programming that is available when, where and how viewers want to watch it. Based in Austin, TX, ON Networks is a privately held company with funding from Austin Ventures and AT&T. See tomorrow’s television programming today at www.onnetworks.com.

ON Networks is a trademark of ON Networks, Inc. All other names may be trademarks or registered trademarks of their respective owners.