Crackle has inked an agreement with Publicis-owned media agency Spark in the Web publisher's first NewFronts deal this week. Financial terms were not disclosed.
Spark services clients such as ConAgra brands Chef Boyardee, Orville Redenbacher’s, Slim Jim and Hebrew National, in addition to names like Hanes, E*Trade and Ace Hardware. Its partnership will give it early dibs on Crackle digital video programming such as Throwaways, a new original series headlined by Breaking Bad star Bryan Cranston that's being officially unveiled today.
Shelby Saville, evp and managing director at Spark, and John Muszynski, chief investment officer at the agency, led negotiations with Crackle.
"Our partnership also gives [Spark] a way to buy, integrate and measure video advertising on over-the-top platforms, in the same way they do with linear TV," said James Smith, svp of advertising sales for Crackle.
Crackle, founded as Grouper, a YouTube clone in the early 2000s before rebranding years later, is trying to maintain momentum after a seemingly strong 2013.
For instance, last year, it struck an unusual partnership with comedian Jerry Seinfeld for what proved to be a popular Web series—Comedians in Cars Getting Coffee.