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May17
NextMedium Platform for Branded Entertainment Ad-Buys
We talk about product placement and branded entertainment often, because traditional nextmedium.jpgtelevision advertising is on the wane. But placing branded entertainment on top television shows is a time-consuming pain without rules, regulations and standards. (Think behind the scenes smoozing instead.) Well, we learned from Brandweek, that a company called NextMedium is trying to standardize the process for product placements with an online ad-buying platform similar to Google AdSense. The tool is intended to allow content holders to post product placement opportunities, and advertisers to buy specific timing or demographics. Marketing Blurb has not seen this platform. We are skeptical this can work—but wish NextMedium success in bringing order to the branded entertainment placement nightmare. Photo Credit: NextMedium

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The idea behind the new Web-based buying platform is to bring some Google-styled automation to a process that is typically highly-involved for media types. According to NextMedium, the average product placement deals for TV shows are planned well in advance, executed one at a time and require a great deal of manual labor.
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