Infiniti Revs Up Branded Entertainment Deals, Will Measure Their ROI

In a healthy sign for branded entertainment marketplace, luxury automaker Infiniti has cut a new round of deals to integrate its brands into a spate of high-profile television programming, and has retained product placement tracking firm iTVX to measure their impact.

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.



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