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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.
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