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Advertisers taking advantage of 0&0 group's online connection to local audiences in major markets
THE ABC Owned Television Station Group, already a quiet powerhouse in social media, has moved into the growing branded content business.
Earlier this year, the station group launched the ABC Full Circle Content Studio, which will take advantage of the stations' production know-how, stable of talent and network entertainment assets to create customized advertising content for clients.
The studio is spread across ABC's eight TV stations, which sometimes collaborate on projects. It is coordinated under Debra OConnell, president of ABC national television sales, and Wendy McMahon, senior VP of digital media for the ABC Owned Television Station Group.
Television networks, digital companies and even newspapers have formed content units to create video for clients who don't think enough people are paying attention to 30-second commercials that interrupt the viewers' experience.
"The ABC Full Circle Content Studio is a really great way to take authentic local voices that we know resonate with our viewers and allow our advertisers to harness the power of our audiences so they can amplify...