from Adweek: Interpublic Group’s Deutsch has established Media Bridge Entertainment, a product placement company that the agency said would be able to measure results for clients.
The new company, based at Deutsch in New York, uses a proprietary tool called Results Oriented Integration that measures and pays only for a product’s onscreen exposure.
The agency’s chief media officer, Peter Gardiner said, “Product placement is an increasingly important way to connect with consumers in content, but marketers demand return on investment. Our program takes the guesswork out of the equation by using the industry’s best and most rigorous measurement system to deliver results-oriented integration for the first time.”
Deutsch’s clients include Mitsubishi, Coors, Johnson & Johnson, Novartis, Bank of America, Expedia, Pier 1 Imports, Old Navy and Monster.
