Refining the Video-Aggregator Model

Media Morph: ZoogaTV

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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: ZoogaTV.

WHAT IT IS: ZoogaTV is an online video news aggregator. The site, set to launch Jan. 30, has distribution deals with the Associated Press, Reuters and TV Guide and is in talks with TV and movie studios. The goal: Create a one-stop online shop for premium news, sports and entertainment videos.

THE HOOK: Websites such as YouTube, Yahoo and CNN.com can and do offer video news clips, but ZoogaTV is hoping to refine the video-aggregator model by offering only premium, licensed and staff-edited content. It will have 10 primary categories -- including weather, spots, entertainment, politics and news -- with more than 70 subcategories such as money, home and garden, fashion, celebrity interviews, health, and Iraq. Users also can submit videos for editorial approval in the "U-Report" section.

BUSINESS MODEL: ZoogaTV will be ad-supported but will launch using ad-network services only. Founder and President Keith White said he plans to add a direct-sales force. Initial ads will be traditional banners and rich-media ads, but pre-roll and post-roll ads are under consideration.

AD ANGLE: Search-engine optimization will be key to driving traffic. Mr. White said ZoogaTV's content partners also will help promote the brand, which will get an "aggressive" SEO, viral-marketing and public-relations launch campaign.

WHY YOU SHOULD CARE: While the buzz in online video has been around user-generated material, consumers are watching more news online. A recent Burst Media study ranked news clips as the No. 1 type of content online users say they watch, at 44%. Music videos and comedy spots followed at Nos. 2 and 3, and movie trailers/advertising captured the fourth spot, with 34% , followed by TV-show clips (33%), entertainment news (30%), and sports and sports news (22%). User-created videos were viewed by only 15% of the audience.
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