A new company, appropriately named NextMedium, is trying to make it easier for marketers to develop branded entertainment advertising deals. Such arrangements are usually highly customized and
require extensive negotiation involving agencies, marketers and media executives. But NextMedium's goal is to bring a level of standardization to the process. NextMedium wants to create a new
Web-based buying platform that the company says will add both efficiency and scale to the process by aggregating a wealth of potential buying opportunities in one place. Networks or producers can
pre-populate the Web interface with any number of potential placement opportunities from within their shows' content (such as scenes featuring particular characters using a cell phone or drinking a
soda). Buyers can then enter criteria such as timing and demographics, and then automatically receive a listing of potential ad buys. Purchases can be secured using either flat fee pricing or through
some sort of cost-per-exposure model. To lend legitimacy to the new service, NextMedium has partnered with Nielsen Media Research to provide audience data for participating shows, including helping
buyers manage campaigns to set performance goals.
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