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Archive for the ‘Branded Entertainment’ Category

TV’s 2009 Branded Entertainment Deal Style: Crew Cut Or Mullet?

Posted by Mort Greenberg on May 4, 2009

Article Link:  Media Post

Article Author: WAYNE FRIEDMAN

Article Date: 4-May-09



From the Article :

“I don’t feel that we really are in the hands of the sponsors,” Cowell recently told The Hollywood Reporter. “Let’s put it this way: We don’t get any orders. So I’ve got a Coke cup in front of me. Who cares? I don’t like Coca-Cola.”

But here’s the deal: If more TV networks take on more reality shows — due to reining in TV production costs — you can bet there’ll be more product placement this fall. That’s just a fact.”


Posted in Ad Products, Ad Spending, Ad/Behaviroral Targeting, Brand Advertising, Branded Entertainment, Marketplace Trends | Leave a Comment »

What Talent-Agency Merger Could Mean for Brands

Posted by Mort Greenberg on April 29, 2009

Article Link: AdvertsingAge


Article Date: 28-Apr-09


From the Article :
“So with the declining influence of movie stars and plunging ratings in network TV, Ogilvy’s Mr. Scott said, “agents from all the [Hollywood talent] agencies are getting more and more involved in the brand deal-making process,” entering territory that was once the provenance solely of corporate-advisory agents.”

Posted in Ad Spending, Brand Advertising, Branded Entertainment, Marketplace Trends, Multi-Channel, Television & Video | Leave a Comment »

NBC Local Mines Web for ‘Golden’ Cities

Posted by Mort Greenberg on January 27, 2009

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Article Author:  Katie Bachman

Article Date:  26-Jan-09

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The award, established in conjunction with New York creative agency, Mother New York, is part of NBC Local Media’s marketing strategy for its newly relaunched sites
Jan 26, 2009

-By Katy Bachman

NBC’s local TV station Web sites, recently relaunched in October as city sites, added Monday (Jan. 26) a new award to honor the best of what cities have to offer, from the best hot dog to the best dry cleaner.

Called the Golden Local, the award, established in conjunction with New York creative agency, Mother New York, is part of NBC Local Media’s marketing strategy for its newly relaunched sites.

In December, NBC Local Media kicked off the marketing of its new city sites in Chicago, Los Angeles and New York, by holding underground concerts featuring hip-hop artist Common.
Golden Local winners will be determined by debate among visitors to the city sites, who will also place votes for the best in their city.

“The Golden Locals are a great opportunity to create a community for ‘Social Capitalists,’ the group we’ve specifically targeted since the launch of our new city sites,” said Brian Buchwald, senior vp of NBC Local Integrated Media. “We think this is a fun and interactive approach in engaging locals and giving them the authority to decide on what’s hot in their city.”

To promote the Golden Local, NBC Local Media plans to launch an irreverent advertising campaign across its owned-and-operated stations and the Web sites.

Winners of the Golden Local will be awarded “human trophies” that can be prominently displayed outside the local establishment.

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Posted in Branded Entertainment, Consumer Behavior, Content, Digital Out of Home, Marketplace Trends, News Highlights | Leave a Comment »

Brands Embrace Online Video, But Play It Safe

Posted by Mort Greenberg on July 25, 2008

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Article Author: By Anna Maria Virzi

Are Big Brands Risk Averse?

Some brand advertisers are establishing microsites on the Web and developing their own YouTube channels. Others are running ads accompanying streaming television shows and movies appearing on Hulu, a joint venture between NBC Universal and News Corp.

“Most of my clients are fairly conservative,” explained Chris Allen, vice president/director of video innovation, Starcom USA. “We have not seen a rush to support user-generated content.”


Posted in Ad Agencies, Ad Products, Brand Advertising, Branded Entertainment, Online Video News | Tagged: | Leave a Comment »

Web video advertising: awaiting the boom

Posted by Mort Greenberg on May 31, 2008

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Article Author: By Kenneth Li and Paul Thomasch, (Additional reporting by Kate Holton in London and Nicola Leske in Paris; Editing by Braden Reddall)

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Thu May 22, 2008 7:44pm EDT

NEW YORK (Reuters) – Any conversation about hot spots in advertising inevitably swings toward online video, with marketers anxious to reach a huge audience watching their favorite TV show or homemade videos on the Web.

Why, then, did U.S. marketers spend just $471 million on online video advertising last year, according to Forrester, representing only 2.6 percent of all interactive marketing?

Executives attending the Reuters Global Technology, Media and Telecoms Summit this week cite inexperienced creative and sales staff and fear of the unknown among the roadblocks for online video advertising.

They widely agreed, however, that it was only a matter of time before it takes off.

“You have some terrible ads which we could be ashamed of and you have some great ads,” Publicis (PUBP.PA: Quote, Profile, Research) Chairman and Chief Executive Maurice Levy said.


Posted in Ad Spending, Brand Advertising, Branded Entertainment, Marketplace Trends, Multi-Channel, Online Video News, Television & Video, Traditional to Online, UGC | Leave a Comment »

Endemol UK Debuts Branded Entertainment Arm

Posted by Mort Greenberg on May 25, 2008

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LONDON, May 22: Endemol UK has launched New State, a new division dedicated to securing brand partnerships for the U.K. group’s programming output, to be helmed by Cody Hogarth as the managing director.

Hogarth was previously Endemol UK’s head of commercial partnerships. The new unit will work alongside Endemol UK’s production arms in pairing top brands with TV and digital-media content. New State is part of Endemol’s global strategy to increase its branded entertainment activities across all platforms, including TV, online and mobile. The launch of New State follows last week’s announcement that Marco Di Gioacchino has been appointed as the executive director of branded entertainment at the Endemol Group.

Endemol UK’s recent successes in the branded-entertainment arena include Channel 4’s flagship Vodafone TBA, which sees top artists performing free gigs in venues around the U.K. and The Vodafone Live Music Awards, a ceremony that celebrates the best of live music. Both of these have been commissioned for a third season on Channel 4, and will return later this year. Endemol UK has also secured sponsors for The Gap Year, its online reality series for social-networking site Bebo.

Other credits include ITV1’s music entertainment series Orange Playlist; international fashion event Armani One Night Only, which aired on Channel 4; Calling The Shots for Pepsi International and the charity event Soccer Aid for ITV1 and Unicef, which was sponsored by T-Mobile.

Lucas Church, the COO of Endemol UK, commented: “All the signs are that brand partnerships will play an increasingly important role in delivering quality content across TV and digital-media platforms. This is an area where we see significant opportunities for growth and one which we now plan to bring into the heart of Endemol UK’s business.”

Hogarth added: “Endemol UK already has one of the production industry’s longest and most successful track records in marrying content with leading brands. The launch of New State demonstrates how serious we are about further expanding our role in this rapidly growing part of the market.”

—By Irene Lew

Posted in Branded Entertainment, Online Video News, Television & Video, Traditional to Online | Tagged: , | Leave a Comment »

MySpace Develops Ziering Project

Posted by Mort Greenberg on May 18, 2008

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New series based on his comedic short film

May 16, 2008

-By Andrew Wallenstein, The Hollywood Reporter

NEW YORK MySpace TV is developing a short-form original series starring Beverly Hills 90210 alumnus Ian Ziering.

The series is based on Man vs. Monday, a comedic short film Ziering directed, produced and starred in that made the festival circuit in 2006. Ziering, who participated in a recent season of Dancing With the Stars, will co-produce with NuMedia Studios through his own iMan Prods.

“In the entertainment industry there remains one constant: change,” Ziering said. “I believe the digital world presents tremendous opportunities for the producers who understand it, and I am launching a digital production company, iMan Prods, to take advantage of this opportunity.”

Ziering plays a mid-level cubicle worker who commits some indiscretions over the weekend and faces karma in the form of a rough Monday morning where everything seems to go wrong.

MySpace TV has been stocking its site with original programming in recent months.

NuMedia is currently in discussions with marketers about brand integration opportunities for “Monday.”

NuMedia Studios is run by Michael Kernan and Huntley Ritter.

Posted in Brand Advertising, Branded Entertainment, Social Media, Television & Video | Leave a Comment »