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Advertising major Group M and Optimystix Entertainment promoted, O4 Digital Media, have announced a tie-up to harness the potential and create the country’s first digital video-led brand solutions company called MashUp.
The company will focus on ‘video-led sustained engagement’ for brands, a first of its kind in the country’s digital industry. Both the firms will work with brands to connect with consumers on the digital and social media platforms using customised and differentiated content.
With MashUp, Optimystix Entertainment, a TV production company, is now turning its focus to the rapidly growing online video space. Group M, the media agency network, is extending its online offering to include strategic content solutions backed with metric and measurement.
The Internet video use in India is growing, with nearly 80 per cent more video views in 2012 than 2011. The current market size in India is about 43 million plus monthly unique viewers and over 3.3 billion monthly total video streams.
To harness the potential of the untapped market, MashUp will create ‘rich media video packages’ and provide brands with additional effective touch points for sustained consumer engagement on social media platforms.
Sanjiv Sharma, CEO and Executive Chairman at Optimystix Entertainment, said, “India is the second largest consumer of online videos. Having produced TV commercials for some time and producing prime time TV programming, we understand and service brand needs at an industrial level.”
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