Tuesday, March 25, 2008

Adidas Superstar

Video seeding and distribution is becoming increasingly more valuable for agencies and advertisers who are looking for predictability of views within campaign flights. A ecosystem with content production + advertising + distribution will eventually emerge for online video as well. To date, distribution has been the name of the game, but the others won't be too far behind.

Here's an example of a video seeded by Riottt, my old company, for Carat / Adidas. For Carat, the seeding made sure the right people saw it first and kicked off the viral distribution.