Category: Online & Mobile video
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Publicity Release Posted: December 15, 2008 14:30:02 EST

One Minute Media combines professional content, guaranteed audience and complete accountability.

NEW YORK, December 15, 2008 | SHOOT Publicity Wire | --- One Minute Media, LLC (OMM) has introduced an advertising medium that combines the production values of television with the speed and accountability of the Internet. Called "Know it in a Minute," the company's one-minute, brand-integrated videos provide practical solutions to common issues (e.g., massaging a baby, the difference between cold and flu, or gardening with allergies). Marketers pay for each unique viewing of their videos on www.knowitinaminute.com.

This marks the first time that advertisers can combine professionally produced (not user-generated) television programming, speed to market, real-time accountability and affordable cost-as little as 1% the production cost of a typical 30-second TV ad ($381,000 average, according to The 4As). OMM segments are developed for specific brands and produced in a third the usual timeframe.

In the past two months, OMM produced and is now airing more than two dozen 60-second sponsored videos for brands including Zyrtec, Simply Soothing, Johnson's Head-To-Toe Bedtime products and Desitin. Each video has averaged tens of thousands of views in each of its first two months.

"We've closed the gap to making online video a viable advertising medium while moving a step closer to a marketer's 'Holy Grail," said Andrew S. Pakula, co-founder and CEO of OMM. "To work online, video needs to be one minute or less, maintain editorial credibility, offer a controlled audience with complete accountability, and be profitable. We've figured out how to do this systematically and repeatedly, so advertisers reach tens of thousands of self-selecting, sub-targeted segments of people who are interested in specific information."

Second act for media entrepreneurs

This is the second time that Pakula has pushed the boundaries of Internet advertising. In 1996, he founded Orb Digital, the company that helped introduce the pay for performance culture in online advertising by introducing the technology to track consumer actions and evaluate media based on the results.

Two years ago, together with Bill Teitelbaum, former CBS King World executive and founder of University Television Network, Pakula sought a reliable model for making online video an advertising medium. The two did extensive research on what was working online-for consumers, for publishers, and for advertisers-and found the greatest opportunity in providing relevant, branded information fast. What emerged was an integrated service model with streamline production, where OMM provides strategy, creative, execution, audience, tracking and reporting in one service.

"This is the form TV needs to take online," said Teitelbaum. "We had to reinvent the production model to Internet scale in order to make a business in it. These videos feel like TV, and the website feels like TV. It's really the only viable way to do this going forward."

Internet's destiny

Because OMM controls the entire process from production to viewership, the company can provide real-time reporting including video views by daypart - a depth of analysis that is not available in real-time for conventional TV. In addition to controlling the message and environment, advertisers can adapt videos and advertising with one phone call.

"This is what the Internet was destined to be," said OMM Director Mike Drexler, Founder & Chairman of DrexlerGellerAssociates, and former CEO of Optimedia, a Publicis Company. "We're seeing the future of TV advertising online-a self-selecting, immediate audience for professional, branded information."

Contact Info
Fred Pfaff at Fred Pfaff Inc.
(o) 212-572-8353
(m) 917-902-6883
(e) fred@fredpfaffinc.com