ZO, Google Units Collaborate On New VideoLab Offering

In a bid to help its clients sharpen their online video strategies, ZenithOptimedia has collaborated with Google’s YouTube and Wildfire operations to develop a new consultancy service called VideoLab.

VideoLab will present customized workshops in New York and London designed to help clients develop more effective content given their particular goals.

The agency said the workshops would address issues like how online video should deliver brand messages in a “social-led” environment; the type and length of content that is most relevant to particular brand categories; and how to maximize visibility and share-ability, among other issues.

The new service was developed by ZO’s branded content operation Newcast in collaboration with Google’s YouTube and Wildfire, the search giant’s social marketing software provider. Clients can access the services of both Google units via the VideoLab operation, which will be aligned with ZO’s digital agency Moxie.



Mark Waugh, Global CEO, Newcast, stated that video content is “one of the most effective ways to engage and excite consumers,” and that VideoLab will help clients “harness the power” of such content.

More than one billion people watch YouTube content each month, said Carlo D’Asaro, a vice president, sales and operations at Google. “YouTube has become an integral place for brands to reach their audience online,” he said. But in order to be effective, getting the right strategy and executions in place are key. Programs like VideoLab help clients get there, he added. 

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