Runaway success of the original comedy series creates first-of-its-kind ad deal for Yahoo!
It’s an original advertising deal for an original series. The U.K.-based ad agency PHD has agreed to buy all ad inventory for the second and third seasons of Yahoo!’s original comedy series “Burning Love,” which kicks off season two this Thursday, Valentine’s Day. The deal, facilitated by MediaLink, marks the first time that Yahoo! has exclusively committed all inventory for a premium program to a single agency. Yahoo! will work with PHD to determine the best placements for the agency's clients, which include HBO, Foot Locker, Safeway and Lord & Taylor.
Yahoo!'s Erin McPherson, vice president of video programming and originals, spoke to Ad Week about the success of "Burning Love," commenting "There's no question that "Burning Love" is a hit by any standard, Web or TV. Its viewer numbers are right up there with record-breaking numbers in cable." McPherson continued "We really want to develop a brand identity with young taste maker comedy. We are remaining committed to this space."
A spoof of TV reality dating shows, season one of “Burning Love” was a smash hit with both viewers and critics, and season two brings back many of the key actors, writers and producers, including Ben Stiller.
Yahoo! produces more than 50 original video programs a month, which provide advertisers a wide range of opportunities to get in front of a growing audience of video viewers (188 million in the U.S.). Research shows online video viewers engage deeply with their content and are receptive to advertising.
For more information, check out the article in Ad Week.