Home  › Media › Video

HuffPost Live Shies From Video Ads in Live Stream

  |  July 10, 2012   |  Comments

Upcoming network is sponsored by Verizon and Cadillac XTS.

The upcoming HuffPost Live streaming network will help the AOL firm generate lots of video ad inventory, but don't expect in-stream video ads during live programming. The continuous live digital video initiative, set to launch August 13, appears to be chugging along as expected. Verizon and Cadillac XTS are already attached to the project.

When the AOL media brand announced it in February, the adventurous effort was touted as a live action version of HuffPost. Expect lots of opportunities for brands to integrate with the community-driven content. Correspondents will chat live with readers and viewers, breaking news will travel across a scroll linking to article pages or video, and editors and producers will crowd source headlines as stories develop.


HuffPost said in February the streaming network would generate thousands of video clips in the first year of operation. Those videos will be added to AOL's pool of pre-roll ad inventory, which could help bring in more brand dollars. Live programming, however, will not be broken up by video advertising, according to Janet Balis, publisher of The Huffington Post. Instead, in-stream ads will only be sold into that programming as it exists in archive form, chopped into digestible clips and syndicated on HuffPost and other AOL properties.

"We don't want to be constrained by the traditional notion of broadcast production and programming," said Balis. "We believe [TV ad-like video spots breaking up live content] are not a format that's endemic to the Internet." Brand partners, however, will be featured in an initial bumper that will appear when users initiate a viewing session on the streaming site, she said.

At launch, HuffPost Live will offer 12 hours of live-streamed content five days a week, shot from New York, Los Angeles, and Washington, D.C.

huffpost-livestreaming-cadillacRight now, HuffPost is soliciting participation and video content from users. The idea is to have topics bubbling up in HuffPost articles be discussed among site users in a live video format, via web cam. As those conversations take place, HuffPost producers can be expected to integrate brand messaging in various formats on the fly, choosing from a ready-made pool of creative. According to Balis, brands will also have a share of voice via display advertising and over-the-top TV platforms.

Deals with sponsors are "all constructed as long-term partnerships" that will last from launch through the end of the year, said Balis. "We're in active conversations with other partners."

HuffPost also plans to partner with a "major gaming platform" and enable mobile access in the future.  

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!


Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!



Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.




    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...