Blogging from the launch of Firebrand, a new media company focused on entertaining ads in multiplatform environment - Web, TV (on Ion), and mobile. Official launch: October 22
Targets Millennials, 30% of US population.
Firebrand: QVC for the MySpace generation, or doing for ads what MTV did for music/music videos.
Bottom line: advertising supported by ads, especially for ecommerce so you can buy right from the ad.
NIce perk for me: Bloggers got new iPod Nanos. I thought they were reaching to give me a press kit. This is much better. Two people next to me were debating whether they'd have media kits on the iPods, and we were skeptical. Sure enough, a couple videos were loaded on, and there's some digital messaging in the menus that say it's from Firebrand. Really well done there from a marketing perspective, which I'm writing as objectively as possible now that you know about the schwag.
Goal for Firebrand: 1 million unique visitors by year's end. Aim to get 4-5 clicks per user per month to monetize site (rough estimate, they need to confirm).
Not said at this event:
Very competitive marketplace - notably TBS's VeryFunnyAds, NBC's didja. Advantage for competition: major media companies backing them. Advantage for Firebrand: dedicated focus on making this work in new way cross-platform, heavy integration.
