Infiniti Revs Up Branded Entertainment Deals, Will Measure Their ROI
The deals include integrations with Bravo's "Inside the Actors Studio," Sundance Channel's "Spectacle," Comedy Central's "The Colbert Report" and both ESPN's and CBS's coverage of NCAA Men's Basketball.
Given the complex nature of the deals, Infiniti Global Marketing Communications Director Jon Brancheau said the auto marketer will be utilizing iTVX to understand the ROI that is generated.
"There is no margin for passive research metrics. Infiniti needed pro-active accountability and learning's for immediate strategic decisions", he explained.
iTVX CEO Frank Zazza said other big brand marketers are utilizing similar research to help justify and account for their branded entertainment spending at a time when every marketing expenditure is being scrutinized even more closely than usual. He predicted branded entertainment deals will actually grow at "double digit" rates during 2009, driven largely by increases in online video integration deals.
Recent MediaDailyNews Articles
-
Scripps Launches TV Everywhere With TWC June 17, 6:01 p.m.
Scripps Networks has a TV Everywhere deal with Time Warner Cable, allowing viewers access to on-demand ... -
Cannes Lions, Gates Foundation Partner For Global Initiative June 17, 5:51 p.m.
It sounds like a cliché from a beauty pageant, where the contestants talk about the lofty ... -
After TV, Sports Fans Up Coverage On Mobile, Social Nets June 17, 4:27 p.m.
While TV remains the No. 1 platform for sports fans, the second-screen TVs of sports -- ... -
Public Trust In Newspapers Dips Again June 17, 2:19 p.m.
In addition to their well-publicized financial woes, newspapers have a credibility problem, as Americans’ confidence in ... -
Speculation About TWC, Charter Merger Continues June 17, 11:30 a.m.
Strong speculation on Friday about a possible merger between Time Warner Cable and Charter Communications -- ... -
Second-Screening Posts Modest Results In Sports June 17, 7:15 a.m.
Second-screening remains slow out of the gate for sports viewers, according to new research. Results show ... -
Weber Departs AT&T Role Overseeing U-Verse Content June 14, 9:58 p.m.
Jeff Weber, president of content and advertising sales at AT&T, has left the position. Weber oversaw ... -
Univision Expects 15% Upfront Gain, Could See $2.1B June 14, 5:40 p.m.
U.S. English-language broadcast networks continue to suffer under the weight of slightly lower upfront volume overall. ... -
Bauer To Launch 3 New Titles In Fall June 14, 4:21 p.m.
Amid declining ad pages and stagnant or declining circulation, you don’t hear much nowadays about big ... -
S&F Appeals WPP Suit, Sues NDTV June 14, 4 p.m.
The law firm Sabharwal & Finkel, which last month lost its libel suit against WPP CEO ...
Be the first to comment on "Infiniti Revs Up Branded Entertainment Deals, Will Measure Their ROI"
Leave a Comment