The internet is awash in oceans of robo-content optimized for maximum SEO, views, engagement and shareability, then distributed through automated networks that use finely-tuned algorithms based on millions of pieces of data to calculate proper placement.
New York-based content studio Magnet Media is taking a slightly different approach with its Native Video Content Network, a distribution platform for brands, agencies, content creators and publishers, officially launching today.
It involves a telephone.
“We’ll look at our network [of publishers] and curate a sub-segment that has the target audience that the brand is trying to reach and then we’ll go and pick up the phone and have conversations about how we have a really great video or series of videos and this brand is looking to be on your site, because the audience would be engaged with it,” says Magnet Media CEO Megan Cunningham told VideoInk. “Then we talk about about how to negotiate a premium placement and have their editors write adjacent editorial, so it’s featured in a full-episode player, above the fold, and it’s being promoted on their social channels and homepage carousel, so it’s a very natural or native feel. And it’s not using an ad server, so it’s not getting ad-blocked.”
Magnet’s Native Video Content Network includes 400 media publishers and social influencers, from mom bloggers to big names such as Yahoo, Business Insider, Huffington Post, Forbes and Slate. Today marks the network’s official launch, but the company has already been beta testing it with clients including Mattel and Adobe.
“With these publisher agreements, they use us as a source for premium video,” explained Michelle Vince, Magnet’s senior director of business development and syndication. “Some of that video is coming from our brand partners, and some of it is non-branded [content] coming from our own team or creators.”
While the placement of the videos is analog, Magnet takes pains to point out that each video distribution strategy is customized to achieve campaign-specific performance goals, including view time, completion rate, awareness, engagement, brand sentiment, lead generation and purchase attribution, and optimized daily towards performance.
But the key to Magnet’s Native Video Content Network is personal contact, as demonstrated by its recent work for Mattel’s “Bob the Builder” (pictured) YouTube channel.
“We went to some parenting sites and worked with their editors to say, ‘How can we make this interesting?” Vince said. “So they wrote an article that said, ‘Can Bob the Builder teach your kids good work ethics?’ It made sense on a parenting site, and it was also able to have the brand right in front of the moms they were trying to reach, so their kids would watch and they’d subscribe to the YouTube channel. It was an intuitive way to distribute the video.”