Author: Bree Brouwer / Source: Tubular Insights Everyone has something they geek out over, and for the audiences at The Enthusiast Networ
Everyone has something they geek out over, and for the audiences at The Enthusiast Network (TEN), that topic is anything to do with the automobile and action sports industries. The media brand routinely pulls in over three billion monthly video views from more than 160 million fans across all its platforms. In fact, TEN is the #1 auto-related video content brand in the United States by every metric we measure here at Tubular.
How has TEN, which says it’s “powered by passions,” tapped into its audience’s deep love of cars and action sports to create such a thriving media brand? We spoke to Jonathan Anastas, Chief Marketing Officer at TEN, to find out exactly how the network approaches its video strategy and why it’s so successful.
What Running a Popular Auto Network Looks Like
Tubular Insights: How did you get your CMO position at TEN? What was your previous experience in online video?
Jonathan Anastas: My most recent experience was all in video game marketing, a category that relies heavily on digital video. In fact, today gaming is the number two category on YouTube, behind only music, and one might argue Twitch was built by video game content. Prior to my role as CMO of the Enthusiast Network, I ran all things digital globally at Activision, including our online video strategy. We were early investors in the space.
During my tenure, Call of Duty’s YouTube channel was named the #7 brand channel across all brands, not just gaming, and we became the number one console gaming channel. Several years in a row, we held multiple “top trailer” spots. These video wins aligned with the game’s rise to a $10 billion dollar franchise. At TEN, I’m now tasked with growing not just the #1 auto channel in the US, but also growing our SVOD product, Motor Trend OnDemand. Basically, I’m still using innovative digital video content to sell things to guys under 50.
TI: What does an average day look like for you after this, step-by-step or process-by-process?
JA: One of my favorite things about a career in marketing is there is no such thing as an “average day.” Today, we are focused on how we’re going to market the expansion of Motor Trend OnDemand onto Chromecast, as well as figure our the best way to…
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