Buzzfeed Australia is pitching video to advertisers as it seeks more ad dollars. Just don't call them campaigns.
Keith Hernandez, vice president, international advertising told AdNews that Buzzfeed isn't in the business of producing video ads, but stories where the product pitch takes a back-seat. Effectively, native video ads.
“For us video is a huge priority, we just see the opportunity to tell a longer, deeper story there and we know brands have a really big appetite for it, so the conversations are happening right now,” he said.
Buzzfeed Australia already has native advertising partners in McDonald's, CommBank, Vodafone and more recently 5 Seeds and Vivid Sydney. But Hernandez would not be drawn on to whom the company is touting its video platform.
Hernandez is currently in Australia talking to commercial partners. He said that by the beginning of next quarter a local sales team will be in place. Until then, the commercial aspect will continue to be conducted remotely. Hernandez admitted it's no cake walk.
“It's a tough fit because its a very new product, in a very emerging market, so we're currently having those conversations with a few people,” he said. “We're looking to have a full commercial effort here sometime very soon.”
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