As noted last month, Scripps is expected to launch today an online video destination with content from its HGTV, Food Network, DIY, and Fine Living cable networks, with GMC as the launch sponsor and other ads expected later this week, reports ClickZ. The video site, at Living.com, will features five-minute clips featuring cable-channel content. No ads will appear on these clips at launch, but :15 pre-rolls will be added.
The GMC sponsorship comes via custom-produced informational video content and pre- and post-roll sponsorship messaging, prominent product placement for GMC and a link where viewers can get more information about the vehicle showcased, ClickZ writes.
Though Scripps custom-produced the videos for GMC, the company will also use content that the advertiser or agency produces. The ratio of pure content video to custom-produced sponsored video will always be at least 3:1, according to a Scripps spokesperson.