Digital media and entertainment company Betawave Corporation has released a syndicated, ad-supported video platform, BetawaveTV.
The Betawave portfolio, which focuses on kids and their moms, reaches more than 25 million unique users and consists mainly of independent gaming, entertainment, faith community and creative endeavor sites, including CartoonDollEmporium.com, GameGecko.com and Hallpass.com.
The TV platform has launched on several of those publishers’ sites and currently has a reach of about 6 million unique users.
“Essentially, we collect really immersive independent sites,” explained Jim Moloshok, executive chairman of Betawave. “There’s no way an advertising agency could have the time to meet with every site that has 1 million to 1.5 million uniques. But we roll those sites together and give the agency creative execution that can go across all of our sites, or give them a homepage takeover of a certain number of these sites, we’re able to give them scale as well as efficiency.”
He went on to say that while the sites had compelling user engagement, many did not have relationships with content community, numerous engineers or an active broadband strategy because of their size. Betawave TV has a centralized Brightcove video infrastructure, so it can re-skin video players to match the creative on the publisher’s site. Opportunities for advertisers also include pre- and post-roll video as well as overlays.
Moloshok hopes to reach 20 million unique users across the Betawave portfolio by the end of the year.
Betawave Corporation was previously called GoFish and was rebranded along with the launch of BetawaveTV.