Ketchum Entertainment Marketing Announces Relationship with Nielsen Media Research and NextMedium for Product Placement Measurement
Leader in entertainment marketing industry to use Nielsen Place*ViewsT software as standard for measurement of Product Placement
Los Angeles, CA (PRWEB) February 12, 2005 - Ketchum Entertainment Marketing has signed an agreement with Nielsen Media Research and NextMedium to become a charter subscriber to Nielsen's Product Placement measurement service.
The agreement between Ketchum Entertainment Marketing (KEM), Nielsen Media Research, and NextMedium reinforces the goal of Nielsen's Product Placement service to expand the rapidly growing Product Placement marketplace. Nielsen Place*ViewsT, the web-based application, will provide KEM with crucial brand occurrence information for any product that may appear on broadcast network television.
"We are excited to partner with NextMedium and Nielsen Media Research as they will provide our world class clients, such as Kodak, Levi's and Estée Lauder with quantitative 'back of the house' documentation of our KEM on-screen placement efforts," said Mark Owens, Managing Director, KEM. "This data will include brand visual and verbal representations, audience size, duration of placement and demographics of the audience, allowing us to determine a stronger ROI formula and 'buzz' value for the placements. With Place*ViewsT, we will also be able to determine KEM qualitative details about placements such as the match of brand strategy to story integration."
With the growth of non-traditional advertising in the media landscape, in particular Product Placement, a need for measurement standardization has risen. Nielsen's Product Placement service provides granular data for each monitored brand occurrence. This information is accessible through Place*ViewsT, the software deliverable from Nielsen Media Research's Product Placement service.
Dave Harkness, senior VP in charge of this new service said, "This demonstrates Nielsen's commitment to providing our clients with the quality information that they need to be successful in a rapidly changing and competitive environment. KEM will now be able to provide their clients with the most relevant brand occurrence information on primetime television."
"We are pleased to work with leading placement agencies, such as KEM, in the development of Product Placement as an ad form. This technology, which is the measurement standard, marks the first of many other enabling technologies and services that will help advance the industry," said Hamet Watt, CEO, NextMedium.
About Ketchum
An innovator in communication since 1923, Ketchum delivers seamless service around the globe through its 21 offices and 34 affiliates and associates in North America, Europe, Asia Pacific and Latin America. With its six global practice areas, Brand Marketing, Corporate Communications, Healthcare, Food and Nutrition, Technology, and Workplace Communication, Ketchum offers clients a unique breadth and depth of marketing and corporate communications expertise. Ketchum''s Brand Marketing Practice is proud to be recognized by the Council of Public Relations Firms and other industry observers as one of the top brand marketing practices in the public relations industry. A top ten global public relations firm and the PRWeek 2002 Agency of the Year, Ketchum is a unit of Omnicom Group Inc. (NYSE:OMC; www.omnicomgroup.com). Additional information on Ketchum, its award-winning work, and past press releases can be found at www.ketchum.com.
About Nielsen Media Research
Nielsen Media Research is the world's leading provider of television audience measurement and related services. In the United States, Nielsen's National People Meter service provides audience estimates for all national program sources, including broadcast networks, cable networks, Spanish language networks, and national syndicators. Local ratings estimates are produced for television stations, regional cable networks, MSOs, cable interconnects, and Spanish language stations in each of the 210 television markets in the U.S., including electronic metered service in 56 markets. Worldwide, Nielsen Media Research is active in nearly 40 countries, offering television and radio audience measurement, print readership and customized media research services. Nielsen Media Research also provides competitive advertising intelligence information through Nielsen Monitor-Plus in the U.S. and in 28 other markets worldwide. Through a network of affiliates, coverage is extended to more than 70 countries, representing 85% of the world's advertising spending. In addition, Nielsen collects Internet usage and advertising information through Nielsen//NetRatings. More information is available at www.nielsenmedia.com.
Nielsen Media Research is part of VNU Media Measurement & Information, a global leader in information services for the media and entertainment industries. The group serves the information and marketing needs of television and radio broadcasters, marketers, agencies, media planners, music companies, publishers, motion-picture studios, distributors and exhibitors, and the Internet industry. VNU is a global information and media company active in more than 100 countries, with headquarters in Haarlem, The Netherlands, and New York, USA. The company employs 38,000 people and had total revenues of EUR 4.3 billion in 2002. VNU is listed on the Euronext Amsterdam (ASE: VNU) stock exchange. For more information, please visit www.vnu.com.
About NextMedium
NextMedium - the industry's first information and application provider for entertainment marketing - is developing data standards and technology for embedded advertising (e.g. Product Placement, branded entertainment, product integration, etc.). These technologies provide new ways for entertainment companies to increase revenues, marketers and agencies to reach audiences, and audiences to make purchases directly via entertainment programming.
Entertainment represents the single strongest driver of consumer demand, and the company's mission is to understand, quantify, and provide information to assist in the utilization of entertainment as the next medium for advertising. NextMedium, in collaboration with Nielsen Media Research, is developing and marketing Product Placement measurement products including the industry's first syndicated Product Placement measurement service.
NextMedium has developed the largest, most comprehensive body of knowledge and information for the entertainment marketing community. Its analytic and information offerings will support the enormous growth potential of this new ad form into the future. For more information, visit www.nextmedium.com.