DoubleBounce looks to simplify branded content creation
Notes from the mediascape: Former MTV exec Matt Barber tells MiC how his new company will help create high-quality branded content for less.
There’s no question the opportunity for branded video content online is huge. Recent research from Google indicates that video is the biggest growth driver of mobile internet traffic and YouTube sits as the #2 search engine worldwide.
Creating high-quality original branded content, however, can be an expensive, and intensive, endeavour. But that’s something former MTV exec Matt Barber says he’s hoping to change with his just-launched digital content company, DoubleBounce Media.
“There is a missing level of premium content, produced by professionals who have a proven track record,” says Barber. “There are a lot of original series being created for the web by some of the best names in Hollywood but companies can’t afford to pay even $10,000 for branded content on the web. And on the other end there are how-to style videos, which are fine but might not be done with professionals with experience.”
Barber says DoubleBounce Media effectively operates as a content middleman, providing media agencies and advertisers access to its database of content from 16 lifestyle production houses, including Pie Town Productions, Original Media and Gelman Productions who have created and produced shows for networks including TLC, Animal Planet and Bravo.
This keeps costs low, while maintaining a professional standard, Barber explains.
“Digital content for the web is a different type of viewing experience – it needs to be short form,” he says. “Two to seven minutes, bite-sized stuff. The exciting thing is that if one of the branded content videos become a hit then we can go back and do it as a long-form television series.”
According to a release, DoubleBounce Media is in early conversations with OMD in the US regarding custom branded content, but Barber said that since the company only officially launched this week, no deals have yet been signed.