Friday, February 10th, 2012
As many marketers rethink their media budgets, it is quite clear the path Infiniti is taking with branded entertainment. Infiniti has closed branded entertainment deals with "Inside the Actors Studio" (Bravo Network), "Spectacle" (Sundance Channel), "The Colbert Report" (Comedy Central) and NCAA Men’s Basketball (ESPN / CBS).
Complex integration deals require clear and comprehensive analysis. "There is no margin for passive research metrics. Infiniti needed pro-active accountability and learnings for immediate strategic decisions," said Jon Brancheau, Director, Infiniti Global Marketing Communications.
"Today’s branded entertainment deals are utilizing multiple platforms to deliver a common brand message. iTVX is providing new tools and strategic learnings that will help Infiniti better understand the quality, value and recall of their branded entertainment campaigns. We are impressed with the integration quality Infiniti and its agencies are executing," said Frank Zazza CEO of iTVX.
In addition to TV and Film, iTVX has developed new technology to measure branded entertainment in web-video, creating a dashboard which standardizes metrics across a marketer’s multi-platform campaign.
Analysts agree that media spending in 2009 will decrease in most sectors however branded entertainment will increase by double digits, largely driven by web-video.
