Tastemade Sees Success with Branded Originals, Plans to Do More

/ Mar 19, 2015

tastemade

For brands still on the fence about sponsoring or creating branded content with YouTube creators and networks, Tastemade, a network devoted to food and travel content, has some data for you: Sponsored content produced by Tastemade nabs higher brand recall, brand affinity, purchase intent, and “positive brand perception” when compared to 30-second pre-rolls and regular TV spots.

The data comes from Nielsen, which was commissioned by Tastemade to measure the effectiveness of itsnielsen sponsored content versus that of the more traditional forms of video advertising. In the study, 800 people were asked to watch two of Tastemade’s branded original series, a broadcast sitcom with a full commercial load, and online short-form content with 30-second pre-rolls interspersed throughout. They were surveyed twice, both prior to and after the viewing session.

According to Nielsen’s findings:

  • The number of viewers, on average, who “will definitely” recommend an evaluated product to a peer increased 12 times with Tastemade’s branded content versus ads for that brand running as pre-rolls or TV spots.
  • There were 31% more respondents who said they were increasingly likely to make a purchase after being exposed to a Tastemade video versus a TV commercial or digital pre-roll for the same brand.
  • 71% of respondents said that brands sponsoring Tastemade content were more memorable than a typical commercial for the same brand.
  • And, on average, Tastemade content generated double the brand affinity lift when compared to a digital pre-roll or TV spot for the same brand.

The results confirm what Tastemade already knew, says Oren Katzeff, head of programming at the network. “We create high-quality content, and we know it’s engaging and we know our audiences love it because we see the comments and the shares and the overall social activity around the videos,” he says, “but what we always suspected was that it also led to greater brand affinity and purchase intent. Our content does move the needle for brands, the way we tell them it’s happening.”

Tastemade is not unlike many other digital networks and publishers, which seek to work with brands to create original series — with the brand typically financing the effort. While there can be some issues with this development model, Tastemade has long touted its ability to create compelling programming that can stand on its own — it just so happens to have a brand sponsor on board.

tastemade grill iron 2For instance, the two series included in the Nielsen study, “Local Flight” and “The Grill Iron,” are more travel series than overt commercials for Grey Goose and Hyundai. “Local Flight” follows host Shawn Thomas as he travels to 12 different cities to seek out unique cocktails with a “local flair.” “The Grill Iron” follows host Jax Tranchida as she visits 13 of the top college football schools in the country and pairs a local chef with a top tailgate group to create interesting pre-game dishes.

According to YouTube viewership data provided by Tastemade, “Local Flight” has generated more than 1.9 million views and “The Grill Iron” has accumulated more than 5.3 million views to date.

With “Local Flight,” Katzeff has a few more interesting stats. Every episode of the series runs for 7-10 minutes. Tastemade, according to Katzeff, generally saw 25% of viewership dropping off after the first minute, which is pretty common. But after that first minute, “Local Flight” videos only saw a 3% drop-off the rest of the way, on average. “When you look at the value of someone engaged for eight minutes instead of a fleeting 30 seconds, this and the Nielsen data shows how huge of an advantage it is.”

The Nielsen data also validates an argument that many online video creators and networks make when pitching ideas to brands — that branded content on the web can work, if it’s done well. “What this data helps validate, at its core, is that if you can tell a great story, if you can be very authentic and organic in how you weave the brand into the story, then the length of the piece of content matters less,” says Katzeff. “If you do that, great results will follow.”

The results were strong enough for Grey Goose to option a second season of “Local Flight,” which is currently in pre-production, says Katzeff.

Overall, the executive says Tastemade’s branded originals program remains healthy. The network has another series in the works with Anheuser-Busch, which will center on “Budweiser and burgers.” Like some of the other series in Tastemade’s slate, this is both food- and travel-centric, as the network will pair with the brand to go around the country and explore burger culture, and how Budweiser as a brand fits into that community.

Tags: , , , , , , , , ,


zefr-alignment-report

Matching Ads to Videos Not So Simple, According to Zefr’s...

 
shomi

Plug Pulled on Canadian SVOD Service Shomi

 
Twitter

What’s Trending on the Twitter Sale

 
Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
Hearst

AwesomenessTV, Vice, Complex to Power New HearstLive...

 
dirty-30-hannah-hart-mamrie-hart-grace-helbig

VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...

 
facebook-thumbs-down

Facebook Says It’s Sorry It Vastly Overestimated Video...

 
craig-piligian-pilgrim-media-group

Pilgrim Media Group CEO Craig Piligian (‘The...

 
youtube-heroes-for-change

Heroes or Rats?: YouTube Unveils New Program for Creators Who...

 
Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...

 
jared-feldman-and-sam-hui-ph-d-at-the-2014-canvs-launch

How Canvs Media is Harvesting Emotional Insights on YouTube,...

 
marlon-wayans

Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall

 
huffpost-ryot-aol

HuffPost RYOT Launching Virtual Reality Comedy Series and News...

 
youtube-vote-irl

YouTube Launches #voteIRL Campaign Targeting Digital-First Generation

 
tyler-oakley-camp17

How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...

 
charlie-sheen-anger-management

Charlie Sheen to Star in Crackle Feature ‘Mad Families’

 
filmbuff_videoink_300x250

Gunpowder & Sky Buys Distributor FilmBuff As Vision for...

 
toy-freaks-youtube

Toy Freaks Top Viewed YouTube Channel in August According to...

 
jeffrey-tambor-transparent-amazon

Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...

 
Twitter

Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff

 
youtube-sad-face-error

Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

 
Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down

 
raised-firsts-branded-tv

Who Is Winning The Marketing Revolution And Why?

 
shes-gotta-have-it

Netflix Orders ‘She’s Gotta Have It’ Series...

 
swedish-dicks-peter-stormare-keanue-reeves-viaplay

What Is ‘Swedish Dicks’ and Who Is Selling It?

 
seamlessly-she-monica-potter-aol-partner-studio-gmc-acadia

How GMC is Using the AOL Series ‘Seamlessly She’...

 
Netflix_new

Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries

 
vincent-cacace-vertebrae

Getting to the Spine of VR’s Monetization Challenges with...

 
meredith_brandfront_videoink_300x250

Meredith Hosted Its Own “Front” Stacked with 20 New Series

 
complex-networks-hearst-verizon

Verizon and Hearst Move RatedRed.com and Seriously.TV Under...

 
Twitter

Twitter Launches Live Streaming Apps for Amazon Fire, Apple TV...

 
YouTube Community

YouTube Fights Back Against Social Media Rivals with Community Feature

 
Casual Hulu

Vimeo Opening Television Store with Lionsgate Content, Launching...

 
A Perfect Day in LA Tastemade Jaunt VR Virtual Reality

From Donuts to Malibu, Tastemade and Jaunt Get Immersive in...

 
Defy Media

Defy Media Close $70 Million Series B Funding Round

 
YouTube Space LA Halloween Set 2016

YouTube Spaces Team with Jason Blum (‘The Purge’)...

 
Yahoo Esports

‘Yahoo Esports Live’ Serves Up Reeses Puffs with...

 
univision

Univision and Lionsgate Team for SVOD Movie Service for U.S. Hispanics

 
People Entertainment Weekly PEN

People/Entertainment Weekly Ad-Supported OTT Service Preps for Launch

 
George_Kliavkoff Jaunt VR

Jaunt VR Hires Hearst Exec George Kliavkoff as CEO