the demand appears to be there. "Numerous international clients have approached us," said Annie Touliotis, Nielsen's director of product development and marketing.
The product-placement analytics offered by Place*Views and competitors such as TNS Media Intelligence focus on exposure metrics, such as recall and intent to purchase. They don't try to equate a placement's monetary value to traditional ads like iTVX and Center Stage.
China isn't the only market that lacks branded entertainment metrics. India has similar issues, said Atul Phadnis, a partner in Media e2e, a Mumbai-based media consulting company that helps clients put together branded entertainment offerings. Like China, commercial clutter frequently runs 25 minutes per hour on Indian TV, he said. And marketers there have also been reluctant to try integrations without metrics. "Product placement is something very new to us," he said, suggesting that it really only began in 2004. As in China, marketers in India want to know "how much should a product be worth in monetary terms," says Phadnis.
A few months ago, Media e2e entered a joint venture with iTVX to provide product-placement valuation metrics to Indian clients for the first time. Since the venture was launched, Phadnis said he's signed Unilever, as well as several TV networks and movie producers as clients.
Phadnis believes the availability of placement metrics will bring some order to what he describes as the "chaotic" way in which the branded entertainment industry has evovled in India up to now. It's not unusual to see hundreds of different brands integrated into a single televised cricket match, he said. "What does that do to viewers or brands?" he asked. Hopefully, he said, the new metrics will help "clean up" and bring some rationality to the placement process.