June 16, 2008

Branded Content hits Cannes Lions 2008

MindShare's Breaking The Mould: New Models For Branded Entertainment just kicked off in Cannes. MindShare Entertainment President David Lang will reveal a tell all in-depth case study on agency clients Unilever and Sprint, which last year created the branded entertainment smash, ‘In the Motherhood’, a ground-breaking, multi-platform, online comedy series. David will be joined by Unilever’s VP of Global Media, Laura Klauberg and Sprint’s VP of Media and Digital Marketing, Anita Newton. If you miss this seminar, make sure you attend 60 Frames sponsored event on Tuesday Hollywood + The Internet: Creating More Engaging Branded Entertainment.

June 10, 2008

STB Data System Proving Ad Efficient

Make no mistake, set-top-box (STB) data will prove to be a godsend for the future of media buying decisions in television that will ultimately make it easier for brands to buy, use and measure advanced advertising product, such as addressable and interactive ads. Google has access to STB data from EchoStar, and DirecTV is working with TNS. STBs provide the necessary "click-through" data stream for broadcast and cable TV that online media has enjoyed entirely on its own up until now. The resulting analytics are expected to be a potential goldmine for content distributors.

June 02, 2008

ITV's Product Placement Strategy

Since his ITV board appointment in September last year as MD of Brand and Commercial, Rupert Howell has been quick to seize on the EU's recent dergulation of product placement under the Broadcast Directive by lobbying local UK broadcast regular Ofcom (namely the Department of Culture, Media & Sport) to loosen its restrictions governing product placement in Britain. Such a move by Howell and ITV will greatly position the broadcaster to tap new branded content and advertiser-funded programming revenues at a time in which U.S. broadcasters such as Fox TV are shortening the ad breaks increasingly through the use of monetising ad-inventory in programming.