Alphabird, the social video syndicator, today announced that it has acquired the PlaceVine Corporation for an undisclosed amount. The PlaceVine Brand Integration Platform automates the sourcing and management of brand integration opportunities for leading advertising agencies, marketers, and producers.
The acquisition of Placevine represents another step in Alphabird’s strategy of building scale and depth within the rapidly expanding social video category, both organically and through strategic acquisitions. “Social video syndication is really about creating massive engagement with branded video content,” says Chase Norlin, CEO of Alphabird. “It’s the reason why social video campaigns are delivered on a click to play basis and why brands are increasingly gravitating towards engagement-based pricing models. Advertisers don’t want impressions, they want to connect to consumers and know that during that connection they have their attention. Attention is the emerging currency of digital advertising.”
Under the new Placevine umbrella, Alphabird is launching new products that help brands and producers create these connections with consumers. The first is the new PlaceVine YouTube Platform, launched with the famed music label The Royal Factory. The PlaceVine YouTube Platform enables any producer to submit a video (or videos) in response to the brand’s creative brief and get paid for each view they generate on YouTube. PlaceVine is offering an award pool of USD $20,000 to the producers who respond to this brief.
“With Alphabird’s acquisition of PlaceVine, we are offering our marketing partners a way to create authentic engagements with target audiences that will lead to real results,” said Alex Rowland, COO of Alphabird. “By creating an online video event specifically for artists of The Royal Factory, PlaceVine is providing our client with branded content that is conceived and delivered by people with reputation and influence. Just as marketers have had great success with ‘sponsored celebrity tweets’ on Twitter, PlaceVine provides marketers with the ability to connect with consumers through a much richer medium than the tweet.”
“Alphabird’s ability to deliver content to the right audience makes it a natural home for PlaceVine,” added PlaceVine Co-Founder Adam Erlebacher.
“The Royal Factory is committed to creating and maintaining a strong and genuine bond between its artists and their ever-growing fan bases,” states Chester Aldridge, CEO of The Royal Factory. “This YouTube Platform is truly a dynamic opportunity for producers and our artists’ fans to be a part of. We wish the best of luck to all who participate!”
PlaceVine was launched in 2008 by Adam Erlebacher and Greg Neichin and currently serves over 250 marketers and more than 600 top content producers in film, television, web video, and gaming.
AlphaBird (alphabird.com) guarantees engaged audiences for social video campaigns across a transparent network of premium website publishers, social networks, and YouTube. Alphabird specializes in ‘editorial’ syndication of social video, believing that delivery of social video campaigns through banners results in less valuable engagements. AlphaBird was founded and is managed by online video industry veterans from ValueClick, InfoSpace, and Sony. The AlphaBird investor group is led by Joe Abrams. Abrams co-founded Intermix in 1998, the predecessor company to MySpace, which was sold to News Corp. in 2005 for $580 million.
PlaceVine (placevine.com) is a web-based matchmaking service that facilitates brand integration transactions across film, television, gaming, and the web. The company specializes in connecting entertainment content producers with product placement and sponsorship opportunities to agencies and brands seeking these opportunities. PlaceVine's award-winning web-based Brand Integration Service™ takes the costs out of monitoring, accessing and managing integration deals, freeing brands and agencies to execute a greater number of high-impact, multi-platform marketing programs. Co-founded by Adam Erlebacher and Greg Neichin, and winner of The Wharton Venture Award, the company is privately funded by NYCSeed and leading angel investors with offices in New York and Los Angeles.
About The Royal Factory
The Royal Factory is a music label headquartered in the San Francisco Bay Area. The Royal Factory focuses on artist development, recording and branding. The Royal Factory was founded and incubated by the management team of US Equity Holdings.