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打造下一個CNN:一家病毒視頻傳媒公司的創(chuàng)業(yè)狂想曲

打造下一個CNN:一家病毒視頻傳媒公司的創(chuàng)業(yè)狂想曲

Jonathan Weinberg 2014年06月16日
巴克洛夫特傳媒創(chuàng)始人山姆?巴克洛夫特堅信未來線上內(nèi)容的廣告環(huán)境會更加完善。

????他說:“線上視頻宣傳性和貨幣化功能的產(chǎn)生,以及新興杰出品牌的出現(xiàn),預(yù)示著新機(jī)遇正在靠近?!彼€補(bǔ)充說,這些品牌通常直接來自于詹姆森(Jameson)、捷豹(Jaguar)、耐克(Nike)和可口可樂(Coca-Cola)這類準(zhǔn)備自行建立 “新聞編輯部”的廣告主。

????“由這些大型視頻和社會化媒體平臺進(jìn)行傳播是一次獨(dú)一無二的、跨時代的轉(zhuǎn)變。它意味著企業(yè)可以借此掌控自己的聲音,隨時與觀眾打成一片,”他說?!斑@對營銷總監(jiān)們來說是一種解放,他們也可以與觀眾直接聯(lián)系?!?/p>

????因此,巴克洛夫特傳媒公司與它自己的廣告主在內(nèi)容上的競爭也越來越激烈。為了引領(lǐng)行業(yè)發(fā)展,這家公司將集中精力發(fā)展它認(rèn)為廣告主更青睞的內(nèi)容流上,同時還要確保這些內(nèi)容流適用于每種設(shè)備。

????“我們的競爭是為了獲得更多的關(guān)注,”巴克洛夫特說?!坝幸惶欤^眾會意識到我們的節(jié)目在和《廣告狂人》(Mad Men)競爭。將來,巴克洛夫特電視臺會出現(xiàn)在你的電視機(jī)里、電話上、平板電腦上、墻壁上以及任何你想看到的地方。”

????巴克洛夫特表示,盡管他的公司從宣傳規(guī)模上小有成就,但仍須以制作高品質(zhì)節(jié)目為己任?!拔覀兊慕K極目標(biāo)是希望巴克洛夫特電視臺成為全球事實性節(jié)目的最佳公司之一。在未來可預(yù)見的一段時間內(nèi),我們都將專注于這個目標(biāo)?!保ㄘ敻恢形木W(wǎng))

????譯者:張暾

????“The birth of online video advertising and monetization and the emergence of excellent new brands shows there is a new moment of opportunity,” he says, adding that those brands can often come directly from advertisers like Jameson, Jaguar, Nike , and Coca-Cola , which decided to create its own “newsroom.”

????“The distribution offered by these huge video and social media platforms is a unique generational shift that means it is a great opportunity for corporations to take control of their voice and really engage with their audience on a minute-by-minute basis,” he says. “It is a wonderful liberation for marketing chiefs to be able to connect directly in that way.”

????That means Barcroft Media is increasingly competing with its own advertisers for content. To stay ahead of the trend, the company is focusing on content streams that it believes are more friendly to advertisers, and making sure that those streams are available on every device.

????“Our competition is for eyeball time,” Barcroft says. “Our audience would see watching Mad Men as competition to watching us. You are going to expect to watch a Barcroft TV film on your TV, phone, tablet, on the wall, wherever you want.”

????Though the company made its name on scale, today it is more interested in premium content, Barcroft says. “Our ambition with Barcroft TV is to become one of the world’s leading suppliers of factual content. In the medium term, that is what we are concentrating on.”

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