Cygnus launches its first sponsored video channel

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Cygnus Business Media on Monday unveiled its first Cygnus Video Network channel on its (FCP) portal, which links to the publisher’s construction titles Equipment Today, Pavement, Rental Product News, Concrete Contractor and Asphalt Contractor.

The company said the FCP Video Channel will be one of 15 industry-specific video channels in the major markets the company covers. The time-frame for the rollout was not disclosed.

The FCP Video Channel is sponsored by heavy-equipment giant Caterpillar Inc., whose logo appears at the bottom of the player, but other advertisers will be able to submit video content, according to a Cygnus spokesperson. The channel will not have any content created by Cygnus editorial teams.

“Like many of our customers, Caterpillar was looking to reach their customers and dealers in a unique way,” Carr Davis, co-CEO of Cygnus Business Media, said in a news release.

Davis added: “The Cygnus Video Network of channels becomes part of a strong and powerful medium that has taken hold across the Internet. Business-to-business consumers are no different.”

Vickie Szombathy, VP-media director at StarLink, Caterpillar’s media services partner, said, “The video component of the FCP Video Channel creates an environment where our clients can run online commercials that are ‘on-demand’ for consumers, which is particularly helpful in the highly mobile construction industry.”

Cygnus has partnered with Waltham, Mass.-based PermissionTV to create the channel. One of the features of the model is a desktop application that enables viewers to play DVD-quality video. But, understanding that users are reluctant to download applications, PermissionTV is designed to build a relationship with viewers by allowing them to immediately view video content in the noninstalled, streaming Flash mode.

Among the key benefits of this application is the ability to share the video content with others. “Video can be viral,” Davis said. “The ability to forward video of a product doing specific tasks in a natural, working setting to a team of buyers within one company is revolutionary, cost-effective and makes good business sense.”

“We believe buyers will download these videos onto their personal mobile devices and take them directly to tradeshows or to dealers,” added Dave Davel, who heads the construction equipment media group for Cygnus. “The videos not only demonstrate products, they include voice-overs done by professionals who navigate the buyer through all the bells and whistles.”

PermissionTV, which is focused on media companies, provides a variety of ways to monetize video, including pay-per-view, subscription and online and video advertising. For example, the player is designed to incorporate Flash advertising, such as the Caterpillar banner on the FCP Video Channel player.


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