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NBC Universal to Launch All-Ad Website Didja.com

by Susan Gunelius on August 10th, 2007

I’m not sure who would really enjoy an all-advertising website other than marketers, but I guess NBC Universal thinks there are enough to roll one out early next year.  Didja.com will be NBC Universal’s attempt to compete against YouTube and other viral, video-sharing sites. 

According to an article at Variety.com, Didja.com is expected to encompass a variety of features, including:

• “Current and classic TV spots, movie trailers and other ‘brand-related content’ will be uploaded by the advertisers themselves via their ad agencies.”
• “Advertisers will eventually pay for prominent placement on the site or create microsites within Didja focusing on their brand (an all-McDonald’s channel, for example).”
• “Five to 10 ‘charter’ advertisers will help launch Didja. Those companies will get premium positioning on the site as well as access to planned on-air cross-promotion of it.”
• “Sponsors also will get the chance to create customized online environments for their Didja-hosted spots. A page filled with classic Kraft Macaroni & Cheese ads from years past could also include links to Kraft coupons or recipes, for example.”
• “NBC Universal plans to supply Madison Avenue with a host of data gleaned from Didja, including the results from virtual focus groups.”
• “Didja will feature extensive social-networking features (so fans of, say, classic kiddie cereal commercials can geek out together), as well as a mash-up kit that will allow consumers to make their own tributes to brands.”
• NBC Universal’s USA network, “is looking into the idea of an on-air commercial showcase linked to Didja.com.”

NBC Universal expects the site to be popular and profitable.  What do you think?  Will Didja.com become “the go-to destination for on-demand advertising content” as NBC Universal expects?  Will it be able to compete with YouTube? 

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