AOL Networks has launched Be On, a new global branded content business.
Be On incorporates leading video distribution service, goviral, AOL Studios production expertise, and a new insights offering to advertisers – providing an end-to-end platform for long-form branded content across all devices.
Be On launches with a new campaign from AS Roma, celebrating Francesco Totti’s 20-year career with the football club.
The film, which will be syndicated in Asia, North America and Europe, has been created by the Be On team and features a parallel day in the life for Totti and Pepe, an AS Roma super-fan.
Be On provides brands with the tools to create, syndicate at scale and measure premium content that people want to watch and share.
“As branded content is playing an ever-more strategic part in advertising campaigns, we are seeing an explosion in video everywhere. At the same time we are seeing a paradigm shift from social video to real storytelling by brands,” said René Rechtman, SVP AOL Networks International. “As the campaign with AS Roma demonstrates, brands want their story told through branded content so they can start conversations at scale. The global launch of Be On marks an exciting evolution of our business, enabling us to provide an end-to-end platform for advertisers.”
“AS Roma has a rapidly expanding global fan base and we look forward to sharing this special milestone with fans worldwide,” said Jim Pallotta, President of AS Roma. “We are excited that Be On chose AS Roma to be part of their launch. Their platform and approach shares our vision, and is well aligned with our objective of maximising global fan and corporate engagement through content and technology.”
The launch of Be On was announced today on stage by Rene Rechtman at AOL’s 2013 Digital Content Newfront in New York, where more than 750 brand advertisers, marketers, agencies and digital and TV media buyers came together to see AOL’s new offerings in video and advertising.