Rentrak acquires iTVX

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Updated: August 20, 2013
iTVX

Rentrak, a company that analyzes viewership for films and television shows, is extending its analysis to product placement and branded entertainment. Experts say that the extension emphasizes the importance of how audiences consume branded productions.

Rentrak has acquired iTVX, a business that analyzes product placements in television programs and movies.

“Advertisers care about the exposure they’re getting across all of these screens, and the strategy they should deploy in the future,” explained Bill Livek, vice-chairman and chief executive of Rentrak in a related interview.

Livek continued, “Advertisers care about the exposure they’re getting across all of these screens, and the strategy they should deploy in the future.”

As more and more consumers choose to skip traditional ads, branded entertainment and product placement increases become more ripe opportunities for brand-to-consumer engagement. These days, more and more brands and companies are investing in these types of projects.

Source: Variety

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