Think of it as MySpace or YouTube for branded video. Sharethrough, the native video advertising platform, has announced the launch of Sharethrough.tv, which it believes is the industry's first interactive discovery application "designed expressly to find brand videos and the agencies that created them."
The idea of Sharethrough.tv is to enable marketers them to discover creative talent and find partners for branded video. It "quickly cuts through all the crap so you can get to the best work out there," described Jason Harris, President/CEO of the creative agency Mekanism, which has uploaded much of its video content to Sharethrough.tv.
Sharethrough describes searching for brand video content as a "slog," and pledges that the no-cost Sharethrough.tv application will enable brands and agencies now "have a highly-curated database of branded video content at their fingertips." Thus far the site has 1,500 videos uploaded, hardly a colossal database; but a colossal database is often the problem for marketers who troll through YouTube and industry trades trying to identify a creative agency. And those 1,500 videos are by such launch partners for the site as 72andSunny, EVB, Mekanism, Pereira & O'Dell and Seedwell.
Sharethrough.tv allows searching by brand, agency, video type or industry vertical. For example, a user can search for videos on the game “Call of Duty: Black Ops 2” and identify the creative agency as 72andSunny.
"Sharethrough is often asked to bring inspiration and ideas to creative agencies and brands to help them succeed with video content. Sharethrough.tv is our response to these requests and something we feel will further facilitate the creation of branded video content," said Allan Johnson, Content Strategist at Sharethrough. As a platform for native video advertising, “It is a natural step for us to be the company to power the public archive of brand videos,” said Johnson."I personally spend a few hours each week/month trying to find out who is behind a branded viral. It can get quite frustrating at times," says Michael Krivicka of Thinkmodo. "So, I think it's a great idea."
