Deutsch Gets Serious About Product Placement

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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.