Commentary

Fullscreen Acquires A Social Media Studio

Later today  at its NewFronts presentation in New York, Fullscreen will announce its acquisition of the McBeard social media studio, giving it new ability to acquire, distribute and promote content for its brands and for advertisers.

McBeard, located in Los Angeles, works for just about every media and movie brand out there — from ABC Family to Netflix to Warner Brothers — as well as Coca-Cola and Mattel.  Its business would seem to be the breadbasket of the content business as it evolves, creating custom content for social media sites.

As consumers increasingly access and share video from places like Facebook, Twitter and Instagram, Fullscreen can leverage McBeard for its own content advertisers. In the folder marked Perhaps A First? put down this acquisition which Fullscreen says was inked (sorta) this morning via Snapchat. (Don’t those things disappear?)

That should come in handy as Fullscreen endeavors to produce real-time content for Twitter Video, a move that allows Fullscreen to sell advertising around tent-pole events like concerts or sporting events.

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Fullscreen, led by CEO George Strompolos, is one of YouTube’s mega-multichannel networks. It claims 600 million subscribers and 70,000 creators, from Grace Helbig to the Fine Brothers and Jack and Jack.  

And like other content creators working with other agencies, Fullscreen was due to announce today that it is working with Nielsen and Millward Brown to deliver data that is comparable to figures linear networks give advertisers. Most recently, Vevo (at its upfront Thursday) said it was working on the same idea.

On the content front, Fullscreen said it was working with Legendary Digital Media. Fullscreen has rebooted the old Sid and Marty Krofft 1976 kids TV series “Electra Woman and Dyna Girl” and the remake will starring dynamic duo of online superstars Helbig and Hannah Hart, best buddies and frequent collaborators.

Fullscreen is also promoted Rooster Teeth’s "Lazer Team," based on the film about four small­-town guys who are forced to save the world when they stumble upon on an alien crash site. On the programming front, it said Eva Gutowski (“MyLifeAsEva”) is joining the MCN as a fashion and lifestyle blogger. She brings 2.38 million subscribers and advertising relationships with TRESemme, Kohl’s and Proactiv among them.

pj@mediapost.com

 
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