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about
Brand AirTimeTM
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 About Brand AirTime™
Brand AirTime™ is a service that monitors, reports and provides
valuation for Product Placements on Television. Product
Placements, whether known as in-program placements, brand integration
or embedded marketing, are emerging as a mainstream advertising medium.
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What is Product Placement?
Product Placement is the display, use or mention of branded products
and services in programming. Placements appear today in
television, film, videos, video games and in other media. They
are negotiated as marketing deals, they occur at the discretion of the
director, or come about through other arrangements. They may be
featured or incidental. They may be paid or bartered. And
the attributes of product placement are varied: foreground, background;
positive or negative associations; used as intended or disparaged; as a
recognized product or as a logo.
In a marketing landscape that is increasingly fragmented by niche media
and controlled by restive, commercial-skipping channel-hopper, Product
Placement is recognized as a valid and valuable means to reach elusive
consumers.
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Why Brand AirTime™ is
different
We recognize the complexity of assigning values to Product Placements,
whether monetary or a measure of audience exposure. Even for
traditional advertising media for which there are well-established
audience measures, there is continuing debate on the true size and
value of the advertising audience. By comparison, the tools to
measure Product Placement are in the early stages, and we advertising
researchers have a unique opportunity to get it right early on. We
believe that the answer to important research questions about Product
Placement will be found through a unique, open-source approach to this
complicated problem of tracking and valuation – not through a
proprietary method of valuation.
We recognize that marketers have several choices for companies that
track and/or value Product Placement. We are committed to
advancing the industry’s understanding of Product Placement by:
- providing
reasonably priced access to the Brand AirTime™ occurrence database
- taking a
collaborative, best-practices approach to developing valuation models
- working
with researchers and marketers for partnerships that add value to Brand
AirTime™ data and promote understanding of the effect and value of
Product Placement
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