Synaptic Digital unveils website comms product

NEW YORK: Digital media shop Synaptic Digital launched MediaCentre, its all-inclusive press and multimedia platform product for commercial websites.

NEW YORK: Digital media shop Synaptic Digital launched MediaCentre, its all-inclusive press and multimedia platform product for commercial websites.

Last year video portal service The NewsMarket bought Medialink, with the intention of rebranding the two services into one company this year. What resulted is Synaptic Digital, and MediaCentre is the company's inaugural product offering.

MediaCentre is a separately assembled press page on a company's website that aggregates digital content, including press releases, videos, embargoed content for reporters, and press coverage along with updates from sites such a Facebook, Twitter and YouTube.

Whereas traditional press pages on websites offer contacts and press releases to reporters, MediaCentre is more of a marketing and monitoring page where reporters can go for information and stories and bloggers and customers can access media.

“The market was looking for more components than distribution to journalists globally,” said Synaptic Digital CEO Jim Lonergan. “The whole intent is to merge all your digital assets in one place.”

Lonergan said this allows not just for more centralized interaction and placement of digital content, but also allows companies to proactively manage their content and message through distribution, monitoring, and measurement.  

The tool comes as brands look to streamline their print, video, and social media content in a rapidly changing digital world where maintaining a brand's message and reputation is that much more challenging. Lonergan expects video to be the dominate medium in this new brand messaging and interaction landscape.

"Companies all of a sudden are looking for ways to get people to come to their sites,” Lonergan said. “Building a website is different from building a media center.”

The tool includes a “Social Mash-up Panel” that aggregates social media sites, an all “All Media Panel” that houses multiple videos, images and audio files, and the ability to lock embargoed content.

Current Synaptic Digital clients include Adidas, Google, and Intel.

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