Meredith Launches Video Network For Women
by Gavin O’Malley
As video presents ever-greater ad opportunities online, Meredith Corporation on Wednesday launched its own female-focused video network.
The network includes video from Meredith brands Parents, Family Circle, More and Fitness, among other properties.
With the official formation of a network, Meredith will allow consumers to navigate branded content by selecting specific channels, browsing playlists and watching videos on topics like strength-training workouts, nutrition for newborns, and holiday fashion tips.
“Meredith is one of the first media companies to aggregate thousands of video assets from across Meredith brands according to the passions and affinities of our audience,” said Kieran Clarke, EVP of Meredith Video Studios.
The network should work to the advantage of advertisers, added Clarke, as it “provides our advertisers a new way to reach their target markets.”
The video network also lets users comment on videos, share with friends via Facebook and Twitter, add Meredith-branded video to their favorites, and produce video with a Web tool.
The Meredith Video Network is operated by Meredith Video Studios — the company’s branded entertainment division.
Its existed portfolio of content includes “Better,” a 60-minute daily lifestyle show currently airing in more than 80 markets, along with broadband channels, including BetterTV.com, Parents.com and MyFirstBaby.com.
Meredith Corp. has pursued various strategies to bolster its digital assets.
This summer, it bought out mobile marketing firm The Hyperfactory, which now supports Meredith Integrated Marketing — the company’s business-to-business unit that provides corporations and brands with custom services.