NBC Universal and NextMedium are partnering to help improve the process for identifying, marketing and fulfilling product-placement opportunities across several NBCU properties, officials said Monday.
In the initial phase of the partnership, NBCU will make two of its scripted programs—USA Network’s Psych and NBC’s Life—available to NextMedium’s Embed technology platform, a full-service management system that helps better connect clients to the production-level product placement opportunities within those shows.
NBCU will use the Embed technology to help define, manage and sell organic product placement opportunities to the more than 250 advertisers who are members of the NextMedium ad network. The Embed platform also allows NBCU to provide advertisers with additional research that measures the performance of their product placements against their intended branding objectives.
Advertisers registered in NextMedium’s Embed platform are immediately able to begin viewing and placing offers on NBCU’s available product placement inventory via the system.
NextMedium has created a marketplace for integrating brands into entertainment content. It maximizes branding opportunities in TV, music and film through the fusion of technical innovation, marketplace insight, and performance analytics.
NextMedium’s platform, Embed, enables entertainment companies to increase revenue and decrease transaction costs associated with selling product placement inventory. Embed also allows marketers to access and secure inventory relevant to their campaign objectives, and provides analytics to assist in the pricing and value received from their integration campaigns.