Gail Chiasson, North American Editor
New York-based Adspace Digital Mall Network has announced a partnership with NowThis News to bring short form video news content to mall shoppers.
As a major media company providing video news for the mobile and social generation, NowThis News’ content will be available in 200 malls in the top DMAs, reaching 24 million individuals per week. The partnership builds on the success NowThis News has seen as the first news organization to create a video channel exclusively on Instagram.
The NowThis News team will create three types of features for the Adspace large format Smart Screens:
- 12-second breaking news headlines, automatically updated in real time;
- 15-second Instagram edition videos that capture the essence of current and feature news;
- 30-second news video teasing version, which can be accessed on a smart phone by tapping or scanning an NFC/QR Code enabled “mTAG” on the Smart Screen enclosure.
With marketers spending 26% (on average) of their marketing budgets on branded content, Adspace will work with NowThis News to develop innovative new branded content packages distributed across Adspace large format SmartScreens and NowThis News social and mobile outlets.
“We are committed to delivering the news that matters most to the social and mobile generation wherever they are,” said Frank Kavilanz, NowThis News senior vice-president of strategy and business development. “This partnership allows us to reach into malls across the country with timely video and offer brands the opportunity to influence purchase decisions of shoppers through branded content.”
Adspace’s core programming has focused on the shopping experience, such as highlighting fashion trends and deals within the mall. With this partnership, Adspace is expanding its content offerings targeted directly at Millennials. These mobile-savvy, increasingly social shoppers are accustomed to accessing content where and when they want. Now, they have the ability to view the NowThis News social videos anywhere at will.
“NowThis News helps us target Millennials with content that grabs their attention, and is shareable because of our ability to connect with their smartphones,” said Bill Ketcham, executive vice-president chief marketing officer of Adspace.
Sue Danaher, executive vice-president chief revenue officer, says, “Importantly, this partnership will create branded content for our advertising partners that will more effectively connect with this skeptical target.”
NowThis News is the first mobile and social video news network. NowThis News delivers original content specifically created for each platform, social network, and mobile device including Vine & Instagram editions, Twitter, Facebook, iOS, Android, and Kindle Fire apps. NowThis News is headquartered at Studio 560 in SoHo and has a bureau in Washington, D.C.