Like advertising, the big money in branded entertainment deals is still on television, but marketers employing the practice say they're getting better results from the Internet. At least that seems
to be the conclusion from
The Hollywood Reporter's coverage of the Association of National Advertisers' "Forum for Branded Entertainment," which was held live on the Rockefeller Center
premises of NBC's "Saturday Night Live" earlier this week. Sarah Ross, senior director of partnership and integrated content marketing at Yahoo, cited the online portal's deal with "The Apprentice"
and the Pontiac Solstice, where contestants on the TV show made a brochure for the car, which viewers were encouraged to search for online via the keyword "Apprentice car." That linked them to
Yahoo Autos' homepage, where users were then redirected to Pontiac.com. The search generated a click-through rate of 98 percent, and sold 1,000 cars in 41 minutes, said Ross.
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