Text 100 to help Metacafe challenge YouTube in UK

Text 100 has been brought in to promote video site Meta-cafe in the UK as it attempts to unseat YouTube as the market leader.

Realff: heads the account
Realff: heads the account

Metacafe is currently the third largest video site on the net, behind YouTube and Google Video. In terms of site visits, Metacafe trails in eighth place behind ­competitors including Veoh and MySpace Video, according to Hitwise’s July 2007 rankings.

Text 100 will aim to capitalise on Metacafe’s video filtering system, which sets it apart from similar sites. ­Algorithms allow Metacafe’s administrators to pick out only the best videos to be displayed on the site – rival sites do not filter out duplicates or poor quality clips.

Metacafe also pays its most popular video contributors via its Producer Rewards programme. A Canadian martial artist hit the headlines recently by making more than £11,000 when his video was viewed 4.5 million times on Metacafe.

Text 100’s appointment coincides with a £15m investment by US venture capital firms Highland Capital Partners and DAG Ventures, adding to existing funding from Accel Partners and Benchmark Capital. Vicki Realff, Text 100’s UK head of consumer, leads the account.

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