A new partnership between Edemol USA, the largest independent production company in the world, and media network Access360Media could be marketers another way to reach the youth market. The companies are partnering to create a new online, mobile and in-store series called "Waiting for a Ride", which has the potential to reach millions of youths.
by Kristina Knight
The programming partnership will launch in April and will be served through Access360's network as well as in more than 12,000 young adult retail stores across the US. The content will include episodes as well as behind-the scenes footage, cast chats and blogs; all of which should bring young people back episode after episode.
"Our partnership with Access 360 Media allows us to offer exclusive, engaging content to a vast youthful, community via in-store, online, and mobile," said Joerg Bachmaier, Senior Vice President, Digital Media and Branded Entertainment, Endemol USA. "Short-form television is a format in which we've built a successful foundation . . . [t]hisdeal further establishes our commitment to Digital Out-of-Home and working with leading media partners, as well as top brands and advertisers."Endemol has launched hit series such as "Deal or No Deal", "Big Brother" and "1 vs. 100"; the new series will follow a group of young people on a road trip in California.
With news that young people continue to turn to online avenues rather that watching traditional television, more marketers should take note. Advertising in programming such as this is a good way to engage this youth market.
Tags: Access 360 Media, Endemol USA, in-store advertising, mobile video, online content, online video
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