'DadLabs' Gets Six-Figure Ad Deal

Baby Bjorn Supports Web Series

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Original Web show "DadLabs" inked a sponsorship deal with Baby Bjorn that will run for six months, the show's producers announced today.

"DadLabs" Chief Creative Officer Clay Nichols said the deal is in the "six figures," which is high for independent online video shows. To date, DadLabs has produced more than 325 videos that have generated more than 3 million video views.

"We also think that our success points to an emerging trend in Web video: that niche players can find advertisers, even in tough times," Mr. Nichols said.

Under the deal, Baby Bjorn will be the "exclusive name sponsor" of all four of the "DadLabs" weekly shows for the first half of 2009.

The show is slated to break even by Jan. 1.

"DadLabs" is an advice show about parenting. The show counts five employees and is shot in Austin, Texas.

"Our shows are hardly a YouTube phenomenon, but we have a devoted and focused audience of active parents," Mr. Nichols said.
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