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NEW YORK Interpublic Group’s Deutsch has established Media Bridge Entertainment, a product placement company that the agency said would be able to measure results for clients.
The new company, based at Deutsch in New York, uses a proprietary tool called Results Oriented Integration that measures and pays only for a product’s onscreen exposure.
MBE is wholly owned by Deutsch and reports to the agency’s chief media officer, Peter Gardiner.
In a statement, Gardiner said, “Product placement is an increasingly important way to connect with consumers in content, but marketers demand return on investment.
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