Archive for November, 2007

It was Lark Cigarettes. Did you answer correctly?

OVER LUNCH RECENTLY, AN ONLINE publisher shared with me an RFP that he had received.  The advertiser wanted to know how many impressions they could get for a million dollars.

The publisher looked at me and said, “See, they still aren’t getting it, are they?”  When I asked what he meant by that, he said, “Broadband isn’t about building reach.  It’s about building relationships.  Broadcast is all about how many saw the advertising.  Broadband is all about how much time they spend with the advertising.

“What advertisers should be asking is not how many impressions they can get for $1 million, but how much involvement they can get for that amount.”

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The Donald is back. NBC debuts “Celebrity Apprentice” in January, seeking as much as $2.5 million per episode for integrations. That’s less than the asking price during previous “Apprentice” seasons. Getting the price tag is no small feat–ratings have slid since its debut in 2004.

Read the whole story on the MediaPostPublications.com website.

The Brussels plenary session was opened by Rodi KRATSA-TSAGAROPOULOU , Vice-President of Parliament, who announced a number of changes to the agenda that had already been agreed by the political groups:

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One of the answers is product placement, which has proved successful in the US Industry executives like to call it branded entertainment, since it extends …
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MADRID — Ibermedia, the multi-million dollar pan-regional film fund for Spain, Portugal and Latin America, will launch a new funding initiative targeting distribution companies.Latin American distributors often distribute on a multi-territory basis, buying rights for not only Argentina but also Chile, Uruguay and Paraguay, for example.

The new scheme recognizes this, awarding coin to distributors that handle a set number of Spanish, Portuguese or Latin American titles in large countries or zones of the Spanish and Portuguese-speaking world.

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iTVX’s Jon Chattman traveled to NYC today in the hopes of getting striking writers to comment on product placement’s influence in a new deal. Unfortunately, today of all days, there wasn’t a picketer to be found. Jon documented his day on video. Stay tuned for it in all its uneventful glory.

SINGAPORE — Par’s new tech division, Paramount Digital Entertainment, has struck a deal with Hungama Mobile to develop and distribute Paramount-branded mobile and interactive content in India.Move is seen as a sign that the studio, a late-bloomer in Asia, is getting serious about expansion in one of the world’s biggest growth markets. Hollywood movies have a market share less than 10% of total B.O. in the world’s second most populous nation.

Hungama Mobile gets access to a package of library, current and upcoming studio movies and is expected to develop a range of new media content that ties in with Par’s theatrical releases in India. Par and Hungama Mobile will also work closely with United International Pictures.

“This deal is really all about synergy and having Hungama Mobile do for us what they do for Bollywood releases,” Paramount Digital Entertainment VP, Interactive and Mobile Entertainment, Asia Pacific, Pradeep Mittur, said. “At this stage, this relationship is more about promotion of our movies, than trying to develop a new revenue stream.”

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ONLINE BRAND ADVERTISERS KNOW ABOUT the power of engagement–the more time a user spends with a brand the better–and that engagement potential increases with both the size of creative unit and opportunity for interaction.

Ideally, advertisers should avail themselves of some of the larger creative units and many emerging forms of integration that take advantage of the unique interactive opportunities of the Web, e.g., home page re-skins, microsites, product placement, advertorials, promotions, etc. But the cost of these results in reducing the overall budget for audience reach.

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