Archive for June 1st, 2008

On a recent episode of NBC comedy “My Name is Earl,” arguably both the best and worst of branded integration were showcased. The best: a somewhat dormant brand was thrust back into viewer consciousness. The worst: it was accomplished with a story arc that was largely gratuitous–if it had been lifted from the script, the impact would have been minimal at best.

Full Story

Share This

With an increasing number of advertising dollars moving to Web video, spending on product placement and other forms of integrated ads is becoming a bigger factor on the Internet.

That has created a demand for a way to measure the effectiveness of branded entertainment in digital video, and research company iTVX says it has developed a system that quantifies the quality of product placements.

“Advertisers and content providers needed to have a tool and currency to do business in this multifaceted digital world that includes webisodes, user-generated content, Web music videos, Internet broadcast TV and interactive product placement,” said Frank Zazza, CEO of iTVX.

ITVX claims it is the first to measure the quality of branded entertainment in digital video. It also has similar measures for movies and TV. Among other companies measuring branded integration on TV are the Nielsen Co, and IAG Research.

Like its tools that measure branded entertainment in TV programming and movies, iTVX’s new product, In Web, examines 60 aspects of a piece of content at intervals of 100 times per second. For Web video, iTVX has added two new factors: One looks at the duration of brand exposure relative to the shorter duration of content on the Web, the other adjusts for the background environment surrounding branded content.

When all the factors known to contribute to the effectiveness of branded entertainment are taken into account, iTVX uses predictive analytics to compute a ratio that allows marketers to compare the strength of placement from media to media.

Full Story

Share This