By Sahil Patel
Omnia Media has partnered with Channel Factory to launch a new YouTube advertising joint venture, which they hope can be a one-stop shop for advertisers seeking to run campaigns on the world’s biggest video site.
Called Content Labs, the venture combines the media-buying services of Channel Factory with the branded content capabilities of Omnia Media’s multi-channel network.
Channel Factory says its YouTube media-buying solution allows clients to run campaigns with “video-level targeting” while ensuring that the ads are running in front of brand-safe videos.
Omnia Media’s multi-channel network currently spans 1,000 channels, altogether generating 1 billion views per month. Top channels/talent signed to the network, which skews primarily toward music, gaming, and style creators, include iHasCupquake (1.8 million subscribers) and PlayClashofClans (1.1 million subscribers), as well as channels for “mainstream” musicians Tyga and Wyclef Jean.
Top brands “want performance, which means optimizing earned media and engagement in addition to custom branded content from influencers with strong followings,” says Omnia Media CEO Tamoor Shafi. “We joined forces with Channel Factory to create Content Labs so we could deliver the complete package.”