Los Angeles Business Journal

Fullscreen Launches Service for Brands

By Natalie Jarvey Tuesday, October 29, 2013

Culver City YouTube network Fullscreen has launched a division to help brands and media companies tap into the growing audience on YouTube.

Called Channel+, the service provides clients with a dedicated team to oversee the day-to-day operation of the brand's YouTube channel.

Customers will be able to tap into Fullscreen's technology platform to manage their channel, including everything from uploading videos and analyzing its performance to increasing the frequency and volume of videos produced. Fullscreen will also help connect its brand customers with its slate of YouTube stars and other creative talent.

Fullscreen has been working with brands for the last two years and has built up a roster of clients that includes NBCUniversal, AARP and Cartoon Network. The company said its brand clients have generated more than 3 billion views and 12 million subscribers on YouTube.

Ezra Cooperstein, Fullscreen's chief operating officer, said the Channel+ launch formalizes the service.

"What we've learned is that brands need a partner that has a strategy and operations experience to help them roll up their sleeves and build their YouTube channel," he said.

Fullscreen is not the only YouTube network that works with brands. Maker Studios artist Mike Tompkins last week released a baseball-themed video for Pepsi. AwesomenessTV announced this month that it would manage the YouTube network for teen magazine Seventeen.

By growing this side of the business, the networks have found an alternate revenue stream that doesn't rely on YouTube’s advertising revenue share agreements.

Cooperstein said it's a logical transition for the network to use its analytic tools for brands as well as YouTube artists.

"We saw that there was a natural synergy between these two businesses," he said. "We could use our network of content creators to help brands and brands could help support content creators."