NEW YORK Spike Digital Entertainment, a unit of Viacom, has re-designed Spike.com, which will debut on Friday. In its latest iteration, the site places a greater emphasis on video.
Erik Flannigan, evp of digital media for the MTVN Entertainment Group, underscored that while “video is still the center of online, having a voice really matters.” This includes a text-rich homepage with articles written by Spike.com’s newly formed editorial staff. The site offers users a chance to offer up their opinions on the content, as well. “We don’t want a drive-by audience. We want [them] to invest in their points of passion,” added Flannigan.
In terms of video, eight channels have been created: games and gadgets, girls, movies/TV, music, Spike TV, Ultimate Fighting Championship, wheels and viral videos. The content spans 10 seconds to six minutes, depending on the segment.
Dario Spina, svp of integrated marketing, pointed to various sponsorship opportunities in and around the site, including customized skins designed at the network or traditional 30-second spots, interstitials and ample branded integrations through entertainment. Spina also pointed to online and on-air advertising opportunities, such as with Game Trailers Television, a show that revolves around the gaming industry that has also has an online component.
Spike Digital has already struck up a development deal with Playboy Enterprises to develop original content. Spina declined to elaborate on details.
All of Spike.com’s content can be embedded onto other sites and Flannigan added there will be a Facebook application, in addition to deals with other sites.
Spike Digital’s intent is to become the “premier destination site” for the younger end of males 18-34. The site takes “an unapologetic male view of the world,” said Flannigan.