Media agencies, public relations firms, and data outfits all track media hits on behalf of clients. But as more advertisers need to track product placement and sponsorship as well, Multivision Inc., a
broadcast monitoring service, is hoping to help and to snag business from Video Monitoring Services, its chief competitor, along the way. The California-based Multivision analyzes near-real-time
broadcast intelligence, as well as public opinion. How? Brent Bamberger, vice president of marketing, says Multi-vision's Digital Showroom 3.0 not only monitors hits, but also measures and
automatically provides reports on "tonality," whether positive, negative, or neutral. While this factor is obviously important for news media, it's also pertinent when analyzing the context
of paid product placement, Bamberger says. Company clients can either subscribe to Digital Showroom's Web software to conduct monitoring, or call Multivision for reports.
