GroupM and Optimystix Entertainment promoted, O4 Digital Media have launched a digital video brand solutions company – MashUp.The partnership details have not been disclosed as of yet. We have contacted GroupM and would update the post once we receive a response. MashUp will provide video led engagement for brands. It claims that brands can use its solutions to reach out to consumers on digital and social media platforms using customized content to create engagement. MashUp will also provide other digital services such as evaluation of the brand and its competition in the social media space, social media management and marketing, online media planning and buying, analytics and measurement of brand progress. It currently has some of GroupM's clients including Airtel, Ford, Mercedez Benz, Shoppers Stop, Streax, Citibank, Skoda, Gillette, among others. It will work with other players as well. What this JV brings to both companies This JV will allow Optimystix Entertainment, a TV product company to foray into online video space. While GroupM claims that it will provide digital expertise and understanding of online consumers to MashUp. It’s important for pure play TV video companies to focus on the online medium as well, since the video consumption seems to be significantly increasing in India. In India, video content based startups such as Box TV, YouTube India or Bigflix can provide digital agencies with a platform for ad campaigns. Note that monetization of video content is still in the nascent stage in this market. Considering video is an expensive business, this could improve the monetization…
