DECA, best known for women’s video sites like Momversation, is expanding its available ad inventory with the launch of a new online video syndication network called Her Channel. The network, which already has more than 200 syndication partners, was built to match up its owned and operated video properties, along with those of its partners, with a wide range of publishers across the web.
DECA has had lots of success developing video properties like CoolMom and Good Bite. And so, the company is now bringing on partners to allow them to not just publish video into the broader Her Channel network, but also to create an opportunity for text publishers to leverage third-party videos on their sites and attain incremental video ad revenues.
Like AOL’s 5min and other online video syndication networks, Her Channel provides a platform to match up video creators and web publishers, all the while serving high-value video ads. Participating publishers can leverage the network with a Her Channel-branded media bar that runs across the top of the site, an interactive channel widget, embeddable video players that can be added to their sites and through customized partner pages that are hosted on HerChannel.com.
While DECA is trying to attract individual web publishers to be a part of its syndication network, Her Channel has also partnered with women’s blog network BlogHer, which gives it a potential reach of more than 35 million users. Already, after just a few months in existence, Her Channel has attracted more than 3.5 million unique viewers a month in March. Perhaps more importantly, the network amassed 17.5 million video views in that time.
But the key to making it all work is ensuring that the network can get high-value video ads against its videos. DECA CEO Michael Wayne said the network keeps the CPMs high, with a $20 CPM on the low end for a run-of-network ad campaign. The ad revenue is then split evenly between the video creator, the website publisher and DECA for providing the platform.
For DECA, the focus on women is tantamount to growing its business, especially after a few failed attempts at capturing new audiences. The company tried to appeal to young male audiences with investments in Smosh and projects like BushLeague.tv. But those investments have failed to pan out: Bush League was shut down about a year after launch and Smosh, while still around (and immensely popular) doesn’t really fit into DECA’s broader video ecosystem.
While the company is now focused almost entirely on the female audience (and plans to continue to do so), Wayne acknowledged that there’s an opportunity to bring in content that appeals to a wider group of people. Most of DECA’s — and Her Channel’s — content is built for women and young moms in their mid-to-late 20s and early 30s, but Wayne sees an opportunity to go beyond that by adding more fashion, style and even perhaps some entertainment content.