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Automated Product Placement Disruptive To World�s Most Powerful Medium

The roughly $50 billion spent last year on TV ads is at risk because of the advent of commercial-skipping digital video recorders, as well as the lure of the Internet and video-games. And now technology is playing a role, enabling new business models to displace the market that previously existed for the 30-second ad spot.

Although product placement (estimated at $2 billion) is a relatively small, ad hoc segment of advertising, it�s become the focus of

NextMedium, a new company that automates and standardizes the process of product placement in TV shows, movies, and video-games.

On their web site, movie studios, TV networks, and video-game producers can upload excerpts of scripts or specific product placement requests...without relying on agents who cut back-lot deals.

Advertisers can search through the requests to evaluate and bid on the available placement opportunities. Before a transaction is completed, NextMedium�s site also allows for the director or other creative professional to approve and sign off on each placement.

Then, in collaboration with Nielsen Media Research, NextMedium will measure the exposure of that placement by determining how many people saw it and how a brand�s total exposure compares with that of competitors.

The beauty of product placement, a.k.a. brand integration, is that viewers can�t TiVo past it because it�s part of the show, and it lives on in any reruns or DVDs.

With this new technology, marketers can place a dozen placements for every hour of television and potentially disrupt the most powerful medium in the world...television ads.



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