When the Yahoo-exclusive series Cybergeddon debuts later this year, it will open on some 50 million screens to a potential worldwide audience of 700 million people. Take that, Avengers.
No longer content to be a mere repository for clips from TV shows, internet companies like Yahoo and YouTube are increasingly getting into the content creation business – and marketers are coming along for the ride.
Yesterday, Yahoo announced that it has partnered with Anthony E. Zuiker, the creator of TV’s CSI franchise, to develop Cybergeddon, an exclusive scripted series about cybercrime and identity theft.
Cybergeddon will be shown in what Yahoo described as “sequential segments.” Dan Unger, head of Yahoo Canada’s media network, said that the Toronto-shot series – which stars Olivier Martinez (Unfaithful) and Missy Peregrym (Rookie Blue) – will likely be about 90 minutes long, broken into snack-sized segments lasting between three and five minutes.
“When people come onto our network, they don’t have the same time as when they’re watching TV,” said Unger. “We want to make sure we get them engaged in the content and have them come back time and again. We’ll be leaving viewers wanting to engage with more content.”
The series will also feature what Unger characterized as “very deep product integration” with the anti-virus software manufacturer Norton, and be accompanied by standard pre-roll ads promoting Norton products.
“We want to make sure our advertisers’ brands are embedded appropriately within the series,” said Unger. “With its focus on cyber-crime, Cybergeddon fits very well with [Norton’s] message for the need for more online security.”
Yahoo currently boasts nine of the top 10 online shows in the U.S. according to Unger. Its roster includes Primetime in No Time, a daily recap of the previous night’s TV shows, and a P&G-sponsored series called The Thread.
Yahoo also plans to launch a digital animated series featuring the voice of Hollywood A-lister Tom Hanks later this year, while actor Jeff Goldblum and news personality Katie Couric are also attached to future projects.
“They’re seeing the same trends that we’re seeing,” said Unger of the involvement of Hollywood talent both in front of and behind the cameras. “As more and more people are watching TV shows and other content online, I think they want to be where the audiences are.
“If you’re a producer who’s done films or TV shows, I think you want to be in this space to hit the audiences where they’re engaged.”
In addition to its own created content, Yahoo also continues to license video content from partners including ABC and CBS.
Online video is “very lucrative” for Yahoo from a revenue perspective, said Unger. The production costs are coming down as more companies gravitate to the space, while advertisers are also recognizing the benefit of attaching their brand to this content.
“We’re definitely in the black in terms of how we drive our revenue against the video experiences,” said Unger.
