The original Internet television show, DadLabs - Taking Back Paternity, produced in conjunction with New York City based online media company For Your Imagination, has secured financial sponsorship deals with a trio of national baby product brands, targeting DadLabs’ key demographic, dads.  

Baby Bjorn, Graco and Sittercity.com have signed on for fully integrated DadLabs advertising campaigns including elements of product promotion and placement as well as brand awareness.  Each company sponsored a full week of the series’ programming, which includes new daily episodes Monday through Thursday.  The sponsored videos are distributed on DadLabs.com with video partner Viddler and syndicated across the top video and social media networks including YouTube, MySpace and Facebook.

“Through a variety of advertising tools, including online banner ads, text links to the sponsor’s website, product giveaways and branding, we’re confident that all parties have truly benefited from this partnership,” said Paul Kontonis, For Your Imagination’s CEO.  “The Dads produce such incredible content and we’re thrilled to see the show get increased exposure to their audience.  Ultimately, the success of these and future campaigns will be based on the number of impressions, time of engagement, e-mail click-through-rates and community interaction.”

“Reaching out and securing these sponsorship deals is important to us because we really want to continue to broaden the conversation about modern fatherhood,” said Clay Nichols, one of the hosts of DadLabs’ Monday and Tuesday installments, “The Lab” and “The Lounge,” respectfully.  “Not to mention that the dads here at the Lab love getting up in the morning and going to work and we know that with the help of our sponsors that we'll be doing that for just a while longer.”

Created by three former teachers and originating from Austin, Texas, DadLabs clearly stands out among other parenting content available online by providing its unique perspective. The show has an obvious male slant, targeting 25-44 year old current and future fathers.

Moving forward, DadLabs and For Your Imagination will continue to explore other sponsorship opportunities, particularly those involving a long-term brand partnership.