BuildTV consists of 32 three-to-five-minute videos debuting on a weekly basis, with 16 segments each on BuilderOnline and RemodelingOnline. Andersen Windows is sponsoring the series.
"We worked very closely with our editorial teams to identify topics and experts," said Patricia Kelly, product manager-webcasts, for Hanley Wood Business Media.
A small BuildTV video player now has a fixed position near the top center of the home pages of Builder and Remodeling. When the user clicks on a video thumbnail on the home page, a larger player launches in a new window.
On the player page, the video screen appears on the upper left-hand side with a text description of that particular video to its right. Below that text are links to related editorial content.
The sponsor controls the right-hand column of the player window. "We loaded up on the advertising," said Alec Dann, general manager-magazines online for Hanley Wood Business Media. "In addition to the 15-second preroll and post-roll ads, we have a prominent sponsor logo with a standard rectangle display unit below it. Then, there's room under that for sponsor links."
The name JLC Site Solutions comes from Hanley Wood's Journal of Light Construction. The video program is linked to JLConline, as well as Builder, Remodeling, Tools of the Trade and eBuild, Hanley Wood's searchable product database.
The 12 JLC Site Solutions video segments are five to eight minutes long and cover four topics—drywall, tile, framing and carpentry—with three segments within each. Each category has a recognized expert presenter. Sponsor GMC wanted advertising to flow almost seamlessly into the content, so it asked the four expert presenters to appear with its GMC trucks in ads, which say the trucks are "engineered to the ultimate professional standard—yours."
Dann welcomed GMC's creativity, saying, "I think it says to our audience that the advertiser put in some extra effort for them."
Hanley Wood customized the BrightCove video platform for both BuildTV and JLC Site Solutions.