Wednesday, May 23rd, 2012
In India, P9 Integrated, MirriAd, and Repucom International have forged a partnership to create a new revenue stream?branded entertainment through embedded advertising.
The companies will insert branded icons?logos, props, backdrops, and signage?into existing video content. This approach will work well in film as well as home entertainment, like DVDs.
?Through branded entertainment, brands get the opportunity to achieve maximum reach,? said Navin Shah, CEO of P9 Integrated. P9 is planning to embed advertising for the following brands: Ponds, Mango Slice, HDFC Life Insurance, Sunsilk, Reebok, Dabur Honey, and Clinic All Clear.
?It [embedded advertising] provides evidence-based accountability quantifying brand exposure in various content,? said Danny Townsend, President of Repucom International?an Australia-based company that has a strong global presence.
Townsend continued, ?MirriAd Limited provides the technology and integrated service to embed advertising in video content. As such, the offering sure sounds like a win-win combination.?
