By Ken Liebeskind
HERNDON, VA --Broadband Advertisements, a video ad network that launched early this month, will buck tradition by inserting advertising during Internet programming instead of prior to it with pre-rolls.
“I feel there is no one pursuing the long form video ad model on the net, and we’re trying to fulfill that,” said Marshall Eubanks, CEO of www.Americafree.tv, the streaming broadcast site that plays TV programs and full length movies. Eubanks co-founded Broadband Advertisements with Mike Smith and Americafree.tv will be the first client. Broadband Advertisements will sell ads that will be inserted into Americafree.tv content in the same way that ads are inserted into TV shows, Eubanks said.
He said the advertising will work because “there is a long standing tradition of people watching video on TV and that model isn’t going away.” He distinguishes it from the YouTube model, where video content can be searched, but not watched in a program format. “People want channels they can go to and turn them on and watch them. They like the surprise factor.”
Smith, a former executive at Euro RSCG, said the company will specializing in selling inventory on movie and entertainment sites. “We’ll focus on sites that offer longer form streams and entertainment for people who are moving from TV to Internet TV,” he said.
He said sites in the cooking and travel sectors have also been lined up as clients, including www.Funwithfilo.com, a Greek cooking site.
The company will sell video ads to “mid to large size companies that prefer to have a direct placement instead of going through the engines that exist for direct to content advertising,” Smith said. “And we’ll represent content providers that don’t have an ad department.”
The company will work with ad agencies to sell inventory on the sites it represents.
Broadband Advertisements will share revenue with content owners on a traditional commission basis, Smith said.
Peter Alsante Named Chief Creative Officer Of the community In New York
The community, a global creative agency, has hired Peter Alsante as chief creative officer, New York. He will be working in close partnership with the community’s founder and CCO, Joaquin Molla.
Within the New York Office, Alsante will help lead creative partnerships with clients such as Volkswagen, Perfect Bar, Bath & Body Work, and more. He will be leading a team of talented creative teams who have been supporting these brands for many years.
“Peter’s work speaks for itself. He’s an exceptional creative leader and I couldn’t be more excited to partner with him as he leads creative for our New York teams,” said Molla. “Peter is strategic, approachable, and has the right creative sensibility. His talent, industry expertise, and ability to connect with culture and the new mainstream align perfectly with our agency’s mission. He loves great work and building brands as much as we do. This is the beginning of a new chapter for us and I couldn’t be happier.”
Prior to joining the community, Alsante spent two years working as an executive creative director at Grey Group NY. While at Grey, Alsante oversaw the Pringles brand, where he led the team to create the brand’s most successful Super Bowl campaign ever. Before Grey, Alsante began his career at BBDO, spending almost 17 years at the agency and growing from creative assistant to ECD, where he worked with a diverse range of brands. Alsante’s work has been celebrated with numerous industry awards, including three Emmy nominations and two Emmy wins for his work with Sandy Hook Promise. His ability to inspire clients to create culturally relevant and talked-about work has earned him recognition across the industry.
“The chance to make work that resonates in culture,... Read More