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Frank Zazza

Member since June 2016Contact Frank

Frank believes that the future of advertising in the metaverse will be the strategic positioning of embedded virtual content aka virtual product placements. However, in order for advertisers to do business in the metaverse, they will need an accurate "virtual branded content measurement system." The system should provide result-oriented solutions while eliminating ad fraud. In 2018 Frank became the registered inventor of patent # 10,049,379 “Quantitative Branding Analysis.” The branded content measurement system (iTVX) acquired by ComScore is also used by Nielsen and Microsoft among others as the de facto methodology to measure branded content in TV, Film, Sports, Streaming, and Gaming. Adding to the rule sets from that patent he is currently working on a new and unique virtual branded content measurement methodology that will address the advertiser's concerns.

Articles by Frank All articles by Frank

  • 'And Just Like That,' Mr. Big is Up And Running Again in MediaDailyNews on 12/14/2021

    With the recent Peloton product placement debacle, I decided to share my experience and provide some guidelines and thoughts on how product placements should be executed in the future.

  • The Perfect Branded Entertainment Placement (Hint: It 's Not On Television)  in MediaDailyNews on 01/22/2008

    Striking television writers may have a lot to grouse about, but if they took some notes from the creative way one Hollywood production has handled product placement, the picket lines might not be that long - if at all. Last week, "The Bucket List" topped Hollywood's box office sales, pulling in 19.5 million moviegoers, which according to Variety, marked the best opening weekend ever for the film's director, Rob Reiner. Credit marquee names of Jack Nicholson and Morgan Freeman, but for those media gurus who are involved with branded entertainment the true star of the movie was Chock full o' Nuts coffee. Now how did that happen?

Comments by Frank All comments by Frank

  • Consumers Haven't A Clue About The Metaverse, Study Shows by Ray Schultz (Email Marketing Daily on 04/22/2022)

     I am all in on the metaverse yet this report mainly focused on shopping in a virtual world something we have been doing for the past 15 years.The report doesn’t address the main benefit of the metaverse that of meta-learning and its ability to bring online learning environments to life.Imagine students as avatars ready to move backward and descend into the year  300 BC—a year in which they will encounter a new reality.No doubt there will be more games and you can clothe your avatars much the same as you clothed Barbie and Ken. However, the real benefits are realized in meta-education and emersion in every field from pre-school to rocket science.

  • Or: How Putin Learned To Stop Worrying And Love The Bomb by Joe Mandese (Red, White & Blog on 02/25/2022)

    Hey Joe, all you have to do is just listen to these characters to gauge sentiments. Your numbers were quite generous. In the future I'm hoping they don't move their mouths when they speak.

  • 'Billions' TV Character Has Heart Attack After A Peloton Ride by Wayne Friedman (Television News Daily on 01/23/2022)

    Thanks for the correction. Didn't notice the Peloton tweet. I have a little experience in product placement and took a stab beyond what Peloton’s response was. 

  • 'Billions' TV Character Has Heart Attack After A Peloton Ride by Wayne Friedman (Television News Daily on 01/23/2022)

     This is totally inexcusable. Peloton has got to take credit for its actions - meaning a $4,000 bike doesn’t just appear on a production when the set decorator could have gotten a $200 bike for the scene. None of my colleagues in branded entertainment would have delivered the bike if they didn’t read the script first and knew exactly how the product was going to be used. Product placement is a very powerful media sword, however, it’s a sword that can cut both ways. Peloton is a great professional product and they should have employed professionals to handle its product placement initiatives.

  • End-Of-Year-Reflections: What I've Learned From Handling Marketing Challenges by Mack McKelvey (Marketing Insider on 12/21/2021)

    Well stated and to the point- agree 100%

  • Info Is King: Study Finds Americans Simply Want Ads To Tell Them About Products by Joe Mandese (MediaDailyNews on 03/08/2021)

    Unfortunately, no matter how creative or humorous or informative a commercial is we all have a built-in cognitive rejection that leads to “ad nauseum” after seeing the same commercial multiple times. Be it on Linear or especially on Stream a better ad mouse trap will soon surface.

  • Gaming Is Emerging As Next Dominant Tech Platform by Dave Morgan (Media Insider on 10/22/2020)

    I agree 110% with Dave. The gaming world has changed since the pandemic. What's important gamers are a captive one-on-one audience, so you need to first capture their trust before you sales pitch them. The revolving, irrelevant banner ad will soon be a prehistoric relic. Soon, new forms of permission base reward advertising that is fun and memorable will engage gamers. This in turn will increase ARPDAU benefitting game developers and publishers.

  • Netflix May Become All-Original Streaming Service by Wayne Friedman (TV Watch on 11/19/2019)

     At some point someone has to pay for this "original content."  There are only three options.  Subscriptions, without raising the price to obscenity.  Advertising which is counter intuitive for what Netflix viewers have paid for. Or, the next generation of product placement where brands spend big for co-producing. I'm impressed with Netflix producing "The Irishman" actually, can't wait to watch it. However, being realistic, can Netflix  continue producing this quality of original programming without aligning itself with any of these  options...?

  • Fewer Branded Product Placements Appear On Broadcast Networks by Wayne Friedman (Television News Daily on 10/04/2017)

    What Nielsen has not measured is the multi-million dollar brand integrations with Streaming,  i.e  Netflex , Hulu, Amazon and a slew more to come. Taking the magnitude of those deals into consideration more dollars are shifting to such. Contrary, these deals are measured and there is a waiting list for advertisers who have recognized success.

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