The Attack Of Branded Content: Who Will Control TV On The Web? (TCTV)

I've got to admit, the concept of "branded content" on the Web makes me cringe. It is generally used to refer to Web videos created and packaged specifically for an advertiser . Maybe I am old-fashioned, but I like my videos created for the audience first, not advertisers. And yet, in the budding Web video industry, branded content is bringing in some serious dollars and even some serious talent. There is a lot more going on here than advertisers bankrolling the production of their own videos because there isn't enough professionally produced Web video to show their ads against (although that is part of it). The rise of advertiser-produced video entertainment is but a sign of a much larger shift that is happening as people consume more video on the Web. Advertisers love broadcast and cable TV because of its massive reach into every home. They are finding it nearly impossible to replicate that reach on the Web. The only way they can do it is by spreading ads across tens of thousand of sites through video ad networks. Many of those video ad networks also create their own content for their own sites, but some are also starting to become broader video distribution networks as well. One of the biggest video ad networks that specializes in creating branded content is Digital Broadcasting Group (DBG). Last week, I met with COO Rick Kleczkowski, who told me about a few of the Web video shows DBG is producing, including the upcoming ControlTV , Built Green , and Family Versus Chef . We also got into a spirited discussion about why branded content seems to be taking over the Web, and whether or not that is a good thing I ask him if guys like him are going to put guys like me out of business (see videos below).