Over the weekend, the new Superhero flick Deadpool, broke box office records....
Product Placement News, published by MVL, is the leading publication for Brands, Networks, Producers and Executives involved in every aspect of Branded Entertainment and Product Placement. Product Placement News keeps everyone involved in the process of branded entertainment up to date on news that has real effects on their jobs.
It was 1982 when ET handed Reese’s Pieces to Elliot and sales of Hershey’s peanut butter candy increased by 80%. Since that film, the concept of modern-day branded entertainment has been on the mind of every brand manager and marketing whiz. With the explosion of American Idol?s ?in-your-face? integration in the summer of 2003, the product placement market exploded 30.5% to over $3.46 billion in 2004 and to over $5.00 billion in 2006.
Several years later, integration of brands into entertainment properties is now becoming the norm.
With the diminished effectiveness of traditional media, brand marketers continue to shift budgets from traditional advertising to alternative marketing strategies. Spending on branded entertainment marketing grew 14.7% to an all-time high of $22.3 billion in 2007, nearly doubling in size over the last five years. Now with the explosion of content viewing online, the Internet is now the marketers favorite playground.
Product Placement News was founded in 2002 by Jeff Greenfield, one of the early pioneers in branded entertainment that predicted the growth of the Internet, it’s impact on Television & how both networks and brands would need to make changes in their marketing practices. Jeff has been heavily involved in the development of the Branded Entertainment Industry and in technologies that allow brands to both better communicate and measure their messages to consumers.
Greenfield’s history of technology and marketing initiatives have served blue-chip clients including: GlaxoSmithKline (NYSE: GSK), Kimberly-Clark (NYSE: KMB), Sony BMG, Black & Decker (NYSE: SWK), Forest Labs (NYSE: FRX), Plum Creek (NYSE: PCL) and more. He is currently focused on the issue of media measurement and is the Co-founder and COO of C3 Metrics.
Cathy Schultz, Ph.D.
Cathy Schultz, Ph.D. is a history professor at the University of St. Francis in Illinois, and writes the syndicated column, History in the Movies, which runs in newspapers nationally.
Devin Cambridge is Chief Executive Officer of Cambridge and Smith, LLC, a project management and engineering consultancy servicing the entertainment and communications industries.
Cinematters is a nationally syndicated column that helps parents bring big-screen lessons to life in a way kids enjoy, understand, and can apply to their lives. Cinematters appears in newspapers, regional parenting magazines and on select parenting Web sites, capturing a combined readership of nearly 3,000,000.
iTVX is the global leader in branded content measurement and valuation to entertainment marketers. iTVX provides strategic tools and guidance to ensure brand objectives are met through branded entertainment in Television, Film, Short Form Content and Web-Video. For more information visit iTVX at http://www.itvx.com