The company's consultants have spent a few years categorizing
and tagging the clips so brands can do searches based on what they
want to find. Fishbowl will also offer what Ms. Black calls
"guidance and consulting services" to advertisers to help them find
the right video for their need. The clips are classified by emotion
("funny," "cute"), age range ("babies," "seniors,") and
Gabe Gordon, managing partner at Reach, said the agency is using
it because it gives brands access to content "that has resonated
with broadcast audiences."
There have been a slew of campaigns recently that are using
home-video style YouTube clips. For example, 72andSunny's latest
Chrome work featured a well-known YouTube video of a baby gumming a
laptop, while Hostess created a digital campaign for the Olympics
using videos of people failing at sports. "The beauty of our
service is we've been doing it for 23 years and there's certainly a
theme in the marketplace of leveraging real-life moments in
campaigns," said Mr. Gersh.
What types of clients might be a good fit for that video of a
baby tripping over a dog? Insurance companies, said Ms. Black,
"because a lot of our great clips are of fails."