Archive notice: This article was originally published on November 2, 2009. Links and embedded videos are preserved as part of the historical record.
Since its foundation, sevenload has focused on relevant premium content as well as marketing and distribution partnerships with leading content providers and media companies. sevenload’s international TV programme portfolio continues to grow with new content partnerships including World Wrestling Entertainment, NBC Universal, BBC, Fox, Disney, Deutsche Welle, DMAX, MTV, NICK, Big Brother, Verbotene Liebe, Polylux, Kaya Yanar and numerous other content partners across more than 1,200 WebTV channels. By launching vertical networks such as sevenload Music TV, featuring music videos from Universal Music and Sony Music, sevenload develops its own special-interest offerings under its brand label. This makes the social media network the leading provider of broadcaster-independent premium TV content in Europe.
“Social video works. We have focused on premium content from the outset because it is equally attractive to users and advertisers. Users spend comparatively long periods in our WebTV channels and actively consume the premium TV content. Our targeting builds on these environments and, despite above-average conversion, still enables sustainable branding. For us, performance-oriented approaches and branding are not opposites,” says Axel Schmiegelow, CEO of sevenload.
Through efficient targeting, sevenload lowers the frequency cap used to control advertising delivery without reducing user acceptance of in-video advertising. This measure triples sevenload’s total marketable video inventory in the premium TV segment compared with the same period of the previous year. According to Google Ad Planner and Alexa, sevenload is Germany’s second-largest video platform and, with more than 1,200 WebTV channels, offers the largest volume of qualified content.
“For advertising companies, efficient targeting enables an above-average conversion rate. At the same time, advertising via social video makes TV-like contributions to branding by combining moving images, social relevance and premium environments. In times of budget cuts and shifts towards online advertising, this dual effect of branding and lead generation is becoming increasingly important,” Schmiegelow continues.
In sevenload’s WebTV channels, advertising bookings take the form of 7- to 15-second video spots shown exclusively before, during or after the actual videos or clips. sevenload offers expanded booking options for the entire marketable inventory: in addition to pre-roll commercials, sevenload uses mid-roll video ads in target-group-relevant environments. Where individual videos have sufficient running time, sevenload inserts several commercials during the delivery of premium TV content and high-quality WebTV productions.
