ADOTAS – As video marketing online trends harder, Sharethrough, a platform devoted to ferreting branded video content to high profile publishers that drive organic, viral sharing via social media, has launched Shrethrough.tv to aggregate exemplary branded video. Sharethrough’s new database aims to collect cutting-edge video content from the last few years, enabling brands and agencies to both share and search their work. The company intends the curated database to be a tool for brands and agencies to take away lessons from each other’s work and to learn about who’s responsible for certain viral videos.
On the site’s homepage, there are videos between one and a half and three minutes long, but that aren’t immediately identifiable as advertising — they subtly insert a logo for the associated brand. That shift is defined by Sharethrough CEO Dan Greenberg, who described it in a statement from the company as “an explosion of branded content over the past few years… As more publishers integrate native advertising placements into their sites, we’re seeing a sharp increase in advertiser production budgets for branded video content to fill that new inventory.”
They’re doing this by going beyond the 30-second TV-style ad in favor of more substantial — but, because of the nature of virality, not always easy to trace back to its source — clips like the one DDB did for Volkswagen, where viewers are admonished to consider one of Anthony Hopkins’s mannerisms in Silence of the Lambs in a new context, or the video Weiden + Kennedy did for Nike, a spoken-word style narration over one-to-three-second clips of manufacturing activity that urges viewers to reconsider the “Making of Making,” which is also the video’s title.
Sharethrough.tv makes these videos searchable by brand, agency, industry vertical or video type. Searches can be refined by keyword. There are approximately 1,500 videos at Sharethrough.tv today, from agencies like Mekanism, Heaven and JWT, whose clients together include Samsung, Charles Schwab and Band-Aid.
In a brave new world of marketing that prizes engagement over conversion and invention over proven techniques, addictiveness is an attribute to be prized. Sharethrough.tv’s sidebar announces the company’s wish that the site be “informative, fun and somewhat addictive,” and so far it appears to deliver.