Thursday, May 17th, 2012
MySpace, the social networking site, has developed new advertising tools to measure the true value of product integrations with its online video series collection. The site did this to encourage repeat spending and new investments.
Several brands have already partnered with MySpace, including Blackberry, Red Bull, and Tampax. These advertisers will receive a report detailing the value of their integrations on the site?s online series.
MySpace has partnered with Big Film Group, a product placement specialist, to measure 10 variables related to product integration. Some of these variables include: visibility, brand fit, scenario, and character match.
The site wants to encourage brands and advertisers to rebook and it also wants to bring in new partners by offering more information than simply the number of plays the content has had.
The new measuring tool is named Product Integration Integer. It was officially launched along with the ?Live and Lost? online series, which was sponsored by Blackberry. The site says that it plans to extend the service of Product Integration Integer to all future series.
?We?re working with Big Film on a more sophisticated way for brands to work out whether sponsorships or placements are successful,? said Michael Greenwood, MySpace director for content and marketing. ?We can build the market if we can show marketing directors what value they have so they can compare it with other spends such as natural search or display advertising.?
Source: nwa.co.uk
