Kellogg’s interest in more online ways to reach children with ads for breakfast products was the impetus for Warner Bros. to extend its content deal with streaming video ad sales network Broadband Enterprises. The ad network partners with various content providers to bundle content with ad inventory and place it. Warner Bros. started with Looney Tunes shorts over the summer on Kaboose.com sites and is now adding video from three former WB kid shows as well as expanding placement beyond the realtively small Kaboose.com to more of Broadband Enterprises’ 400 sites.
It’s not as flashy as the Disney-iTunes deal but it’s more evidence of interest in making an online market. Darryl LaRue, vp-sales, Warner Bros. Online, told MediaWeek: “This is the first step toward real digital distribution of content. This was a deal to prove the ad market. … We have a ton of content that is not in syndication that has really strong fan bases.”
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