Videocasting Fathers Create Ad-Friendly Online TV Station

DadLabs is That Rare Parenting Outlet -- One Targeted at Fathers

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YORK, Pa. (AdAge.com) -- Every week Ad Age Digital's Media Morph looks at how emerging technology is changing the way consumers get their information and media companies and advertisers present their messages. This week: DadLabs.

What It Is: An internet TV station with humorous parenting insights, advice and tips, subtitled "Taking Back Paternity," DadLabs targets 25- to 44-year-old parents (or soon-to-be parents) of children younger than 11. Founded by three former teachers in Austin, Texas, the daddies have created more than 90 episodes. They run four original shows a week -- the Lab, the Lounge, Daditude and Gear -- at dadlabs.com.

Where to Find It: While the dads began videocasting online a year ago, they only recently launched as a true online TV station, said Brad Powell, DadLabs chief operating officer. They broadcast on their own site as well as a syndicate of about nine sites including Viddler, Revver and YouTube. Initial results after two weeks on-air put DadLabs on track for 150,000 views in November with projected growth of about 42% each month, Mr. Powell said.

The Ad Angle: DadLabs has just begun soliciting video advertisers, but banner and button advertisers have included Hertz, Capital One and Wal-Mart. Mr. Powell said video ad opportunities include typical pre- and post-roll but also integrated product placement and sponsored content. A recent Lounge discussion about whether or not to have beer for grown-ups at a child's birthday party could have been sponsored by a beer maker, he said, as the two hosts sipped while they discussed pros and cons. CPMs range from $25 to $40.

Why You Should Care: While there is plenty of parenting content on the web, not a lot of it is specifically targeted to men, and even less in the video space. That said, DadLabs also has broader appeal. Mr. Powell said the site attracts women who find the content first and then pass it along to their husbands. DadLabs' audience is 55% male, 45% female.
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