Meredith Video Studios, the branded entertainment division of magazine giant Meredith Corp. and AlphaBird, a click-to-play video syndicator, have partnered to distribute advertisers' branded video across the Meredith Video Network. Chase Norlin, AlphaBird's CEO explained that the company will become Meredith's branded video sales agent, and MVS will offer video production as part of packaged deals.
Branded entertainment, in which the ad is positioned as content itself, is seen by a growing number of advertisers as a supplement to traditional in-banner or pre-roll video ads, due to higher engagement potential. AlphaBird's click-to-play model is performance-based with advertisers only paying for play starts or completed views.
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