National Lampoon Dons Toga for Broadband Content

College-focused media company National Lampoon brought back images of “Animal House”-style fraternal toga parties with the launch of its new broadband site, National Lampoon’s Toga.

The site acts as a 24-hour on-demand video service with content from National Lampoon College, a television network distributed to students. It’ll also feature video from as well as current and archival content from the brand’s motion pictures, DVD titles and television programming.

The National Lampoon brand originated and had its heyday as a magazine spin-off from the Harvard Lampoon in the 1970s. Now the company that uses the trademark has interests in a number of National Lampoon-branded movies and other media properties.

“There’ll be thousands of clips and a never-ending supply that will continue to grow,” National Lampoon EVP Barry Layne told ClickZ News.

Advertising will be sold in-house by the company’s sales team with representation on both the East- and West coast. Advertisers can opt to buy just on Toga, or assemble a package of National Lampoon properties.

“We can migrate [advertisers] and move them through the platform, such that if they really take advantage of it there’s a 360 degree view of the life of an 18 to 24 year-old in a highly compelling and highly efficient way,” said Layne. “This is the great part of having an internal sales organization.”

Advertisers on Toga get “100 percent voice on each execution,” according to Layne. Each video remains exclusive to one advertiser. When a video ad is played, a user sees a rich media unit on the right side of the browser window. Then a “leave behind” stays beneath the video until the next ad appears in subsequent video watching.

Charter sponsors include Pepsi, Warner Bros., AT&T, Rohto eye drops and mobile dating service ZOGO.

“We’re open for business and we’re talking to every advertiser and agency that has a need to reach the 18 to 34 year-old audience with a focus on 18 to 24 year-olds,” said Layne.

Video and advertising is powered by Brightcove. National Lampoon is currently using the provider for video, ad-serving and asset management. “Over time,” said Layne, “we’ll augment and grow the offering.”

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