TVN brings YouTube influencer network Fullscreen to Australia

TVN brings YouTube influencer network Fullscreen to Australia
SHARE
THIS



EXCLUSIVE: TVN has partnered with global YouTube influencer network Fullscreen, a move that could prove a “hell of a threat” to traditional television down the track.

The partnership will allow Australian brands to demographically target viewers across Fullscreen’s 5,000 strong YouTube channels that attracts more than 1.5 million Australian views per month, according to ComScore.

California-based Fullscreen was launched in 2011 by former Google executive and co-creator of YouTube’s Partnership Program, George Strompolos.

Peter Ostick (pictured), managing director of internet TV network TVN, said the partnership would allow local advertisers to integrate their products into the content of key YouTube influencers.

The partnership, which launches officially next week, could pose a threat to television network’s ad dollars, asserted Ostick.

“If you can create content for cheaper and reach the same audience that is a hell of a threat,” Ostick told B&T.

The challenge facing the business now is convincing brands that the average Joe Blow with a large following can be just as aspirational as sports stars and celebrities.

“The guys in these communities creating content have a massive following as well, it is just a different language that they speak in,” Ostick said.

“It will take a couple of years for brands to get their heads around it and the biggest challenge will be educating brands.

“They are used to buying spots in traditional TV programs – because that is what they watch – but for the next generation coming through they are watching less TV and spending more time digitally.

“You only need to look at the new CEO of Channel Ten who has been out in the press saying the same thing.”

Advertisers need to come to grips with talking in a language that audiences understand, according to Ostik who said the rise of social communication is challenging the 30-second spot.

“If you are not integrated into these influencers and you are not finding the voices of these influencers – that could create problems for the future.”

Top local influencers are found in the beauty and fashion categories while overseas music is key source.

Fullscreen has segmented their audience and their most popular verticals are music and dance, lifestyle, mobile technology and gaming.

Ostik said the network would be made up of roughly 30% local talent with the remaining 70% coming from overseas. But he said this matched Australian’s online viewing habits.

Influencers in the network include local YouTube channel Lauren Beautyy [sic] which has more than 378,000 subscribers and has amassed over 17.9 million views.

Greg’s Kitchen is another featured channel which was 18,692 subscribers with more than 2.45 million views.

International influencers include Teddie Films with 66,389 subscribers and 18.5 million views.

James Veraldi, senior vice president of business development and strategy at Fullscreen, said: “As a global network of creators and influencers, Fullscreen is constantly looking to extend our innovative advertising solutions to better serve brands and marketers in every country.”

“TVN has proven to be the strongest video ad seller in Australia and key surrounding territories, and we look forward to partnering with them to connect local businesses with our highly engaged audience on YouTube.”

Fullscreen invites the stars of popular YouTube channels to film their content in professional studios and pays them to integrate advertisers into their videos. 

Please login with linkedin to comment

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.