Editor ©RapidTVNews | 15-09-2011

Following its acquisition by video search firm blinkx, online channel provider Burst Media has now launched four community–focused channels to offer advertisers reach previously only available through TV advertising.

The basic intention of the channels is to connect advertisers with channels based around common interests and passions, connecting like-minded communities in a wider ecosystem through shared content and conversations.

The channels comprise Giant Realm, MumIQ, Ignition and Ella, based around common interests. MumIQ is geared towards 25-54 year-old women with children at home; Ignition delivers a base of automotive consumers; young women 18-34 years old interested in fashion makes up the core Ella audience; and Giant Realm aims to draw Millennial men who are said to be passionate about gaming, entertainment and lifestyle content.

This claims blinkx will enable advertisers to access an unprecedented level of audience reach and sophisticated targeting for their online video advertising campaigns that was previously only achievable through TV advertising.

At the heart of the deal will be the assets gained through the Burst Media acquisition. And to complement the channel launch, Burst has unveiled a suite of video and social advertising solutions designed to enable brands to connect with audiences across web communities including Twitter parties, sponsored blog posts, and custom video widgets.

Burst claims a reach of 37.4% of all UK Internet users and 767 million page views per month. This says blinkx will allow marketers to engage with communities all across the Web, and to add value by participating in the content, as opposed to sitting on its periphery. Moreover it believes that premium and performance advertisers to tap into highly-sought communities of loyal viewers that seek out original, and often niche, web content.

blinkx will embed the relevant video channels into Burst Media’s network of publisher sites bringing online video and TV content to an audience of over 130 million unique users globally with 20.98 million in the UK alone.

Said Burst COO Harry Klein: “The channels we’re introducing today, combined with our patented technology platform, enable us to create and roll out innovative ad campaigns at scale. We know how to implement smart, interactive solutions which allow brands to join the conversation and add value to the audience experience across thousands of sites in an integrated way.”