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THE MONEY SHOT
Future US Takes On TwitchTV Ad Sales to Reach 8 Million GamersThursday, August 11, 2011 The publisher of Mac|Life, Maximum PC and GamesRadar.com is partnering with online video property JustinTV to become the exclusive ad sales  team for gamer video site TwitchTV. The game site boasts 300 million monthly video views worldwide. Future US’s Digital Future ad team will get access to a wealth of coveted online video ad inventory aimed at the lucrative 18-34-year-old demo, and the Future US properties will help TwitchTV reach new audiences. Across the sites, the partnership will address over 8 million gamers. TwitchTV is a competitive video gaming broadcast community. It is comprised mainly of videos of great game play narrated by commentators. In addition to learning new gaming techniques from the videos, players can use chat features to contact one another directly. The audience taste for video of tournament and high level game play surprised even JustinTV, and it carved the genre into its own TwitchTV site in June. “There is one new live video produced every second,” says Rachelle Considine, vice president of sales and marketing, Future U.S. She tells minonline that the partnership will not only give the two companies greater scale, but it will serve as a larger platform for the custom ad campaigns Future already builds for more than half of its ad sales. Game maker Bethesda will be the first client to launch across the sites, but Considine says JustinTV was in part attracted to this partnership because of Future US’s success in growing non-endemic advertising 400% in the last year. Best Buy and 7-Eleven had launched campaigns with Future’s assemblage of online properties in gaming, tech and music it calls Digital Future. In addition to sales services, Future US will develop for TwitchTV new programming. The editorial staff will appear as expert commentators and reporters from events. Considine says that the Future gaming sites will be able to extract from the lengthy TwitchTV video streams short video strategy guides it can feature on its own sites. Future US properties already attract 5.1 million uniques a month, and JustinTV brings another 3 million to the pool.
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