Burst Media today took the wraps off what it’s been doing since blinkx acquired it in April. The content publisher launched four channels designed to gather together like-minded people, then forge a connection between these consumers with the advertisers who love them.
The new channels are: Giant Realm, for all things gaming; MumIQ, for everything that interests mothers; Ignition, for car aficionados; and Ella, for fashionistas. Burst Media said these channels comprise thousands of top independent publishers and their audiences, and reach, in aggregate, 15.8 million total unique Internet users in the U.K. (according to comScore, July 2011).
Besides addressing these audience segments, Burst also addressed advertisers with a suite of video and social advertising solutions to enable deeper engagement, including Twitter parties, sponsored blog posts and custom video widgets, which Burst said let advertisers “join the conversation” and that add value by encouraging users to actively participate in the content.
“At Burst, we understand that independent publishers are the heartbeat of the web, and we’ve been working with these influencers for over 15 years,” said Burst chief operating officer Harry Klein. “The channels we’re introducing today, combined with our patented technology platform, enable us to create and roll out innovative ad campaigns at scale.”
When blinxx acquired Burst, blinkx CEO Suranga Chankratillake said: “Up until now, the primary barrier to further television advertising budgets moving online has been online video’s inability to match the sheer scale of audience that television can deliver. We are extremely excited about the acquisition as it will allow us to overcome that challenge: by fusing blinkx’s unique patented technology and large video index with Burst’s massive reach, we will have the potential to create personalized, online television that is watched by hundreds of millions of users.”
Photo shows a section of a blinxx video “wall”