Los Angeles, CA (Vocus) June 1, 2007
NextMedium, Inc., developer of the first centralized platform enabling the buying, selling and measuring of brand integration across entertainment media, announced today it will host the second annual upfront for brand integration. The event, taking place June 6, 2007, in New York City, will focus on educating marketers about what's possible for their brands in content. The event is also designed to provide marketers the tools and learnings to make brand integration a part of their media mix.
Last year, NextMedium hosted the industry's first-ever brand integration upfront, where the company unveiled Embed™, the industry's technology infrastructure for scalable brand integration. Today, Embed™ users include leading brands, ad agencies and media buyers, as well as major content providers across television, film, music and online content.
"Entertainment has such a strong influence on audience behavior that brands integrated into television, films and other media enjoy significant, quantifiable value," said NextMedium's founder and CEO, Hamet Watt. "Lack of measurement standards and a centralized marketplace have kept brand integration from becoming a scalable medium and part of the marketer's media mix. Working closely with the industry, NextMedium has developed the solution that unlocks the vast landscape of in-content branding opportunities previously locked behind market inefficiencies."
The event will give marketers access to the largest marketplace of brand integration inventory. The evening will also focus on the factors making brand integration necessary to the media mix in today's changing advertising environment - including the fact that technology is giving audiences more choice than ever to consume entertainment without interruptive advertising, and that brands integrated into entertainment can convey strong branding experiences to the right audiences.
Also slated for the event, Nielsen Media Research will discuss its latest findings on brand integration. The company's recent valuation study that sought to gain a better understanding of the impact that brand integrations have on brand recognition, attitude and purchase interest, represents the most comprehensive research of its kind.
As new empirical data demonstrates, brand integration is an effective solution to the changing needs of brand marketers. NextMedium has developed the infrastructure to allow marketers and content providers to cost-effectively scale in this medium. Watt added, "We're looking forward to another exciting event that celebrates advertising innovation and brings together marketers and content providers to help shape a powerful new medium."
NextMedium is the developer of the first brand integration management system - a technology platform that enables the cost-effective buying, selling and measuring of brand integration in entertainment content. With TiVo and other ad-skipping technologies becoming ubiquitous, the ways audiences consume entertainment are rapidly evolving, brand marketers and content providers are finding the need for innovative solutions to achieve the return on investment they demand. With its repeatedly documented ability to influence consumer behavior, brand integration represents such a solution.
NextMedium has partnered with the entertainment and advertising industries, as well as leading research firms such as Nielsen Media Research, to help establish brand integration - historically an ad hoc marketing tactic - as a measurable, tradable ad unit. NextMedium's on-demand marketplace helps marketers systematically find relevant opportunities to connect with increasingly hard-to-reach audiences, while enabling content providers to cost-effectively monetize their integration opportunities and generate incremental revenue. For more information, please visit http://www.nextmedium.com.
Media Contact: Robbie Hyman
310-839-3100, ext. 7005