NEW YORK It appears that online matchmaker services aren't designed just for singles. PlaceVine, a Web-based platform, officially launches today connecting marketers to brand integration opportunities in film, television and online. The target market is significant. PQ Media recently put spending on branded entertainment at $22 billion in 2007.

PlaceVine's Brand Integration Service is an information network where content producers, such as film studios, TV networks and Web programs, can list opportunities for upcoming projects. Brands and agencies can then trawl for placements.

PlaceVine had been in beta for nearly a year. Given the growing focus on branded entertainment, the technology platform's executives determined that agencies and brands are focusing more energy on mining placement prospects. But, some of the findings raised interesting issues. One was that "brand integration deals are too creative and too complex to reduce to 'click-to-buy' transactions," said Adam Erlebacher, PlaceVine co-founder. "Most, if not all industry participants rejected the idea that integrations could be commoditized and sold like CPM advertising." For this reason, he said, PlaceVine is an information service, not a transactional platform.

The beta test also revealed that content producers are becoming more interested in partnering with a wider variety of brands (so, for instance, Coke doesn't appear to be the only beverage people drink in a movie). "They recognize that attracting a broader selection of brands is important as organic integrations are most successful when content is both creatively and strategically aligned with a brand, not when a placement is sold to the highest bidder," said Erlebacher.

Some marketers see the efficiency of the service. "The PlaceVine platform simplifies what was once a very labor-intensive and arbitrary process predicated on extensive content relationships. By leveraging a scalable technology solution, our agencies now have a macro view into the opportunities available for our clients into content," said Brandon Berger, vp of digital innovation at marketing communications company MDC Partners.

While the value for content producers lies in offsetting production budgets, said Greg Neichen, PlaceVine co-founder, "forward-thinking brands and agencies are beginning to recognize that they can work with content producers early on in the development process to create entertainment that better engages their communities," he added.