Web-based marketplace for product placement and brand integration
The present invention describes an online, electronic marketplace for brand integration and product placement. The system provides entertainment companies the opportunity to present their available brand integration inventory, while providing advertisers and their agencies a single source to monitor brand integration options, as well as a forum in which to transact directly with entertainment providers. The system preferably leverages both historical and forward looking data. The platform enables a buyer or seller to view or offer brand integration opportunities across multiple mediums (e.g., television, film, music, video games, and the like), to search opportunities by product category, demographic, or entertainment medium, to sort opportunities by price or date, and to validate post-deal brand integration effectiveness using a defined set of product placement-specific metrics. The system provides brand integration opportunities to be bought and sold throughout an entire lifecycle (pre-production, production, post-production, broadcast/distribution and post-broadcast) of a given program.
1 . In a computer system that provides a web-based hosted service, a method comprising:
providing a marketplace through which participating entities can create, respond to, and transact on product placement and brand integration opportunities; and
generating a set of one or more metrics associated with a given opportunity.
2 . In the computer system as described in claim 1 wherein the set of one or more exposure metrics include a brand integration unit that is a function of exposure duration, a given audience size metric, and a given product placement type factor.
3 . In the computer system as described in claim 2 wherein the product placement type factor is selected from one of: a foreground placement, a background placement, a brand mention, a dialogue mention, a dialogue mention by a given character, use as a prop, use in wardrobe, use in a storyline, and use as the storyline.
4 . In the computer system as described in claim 3 wherein a given product placement type factor has an associated weight.
5 . In the computer system as described in claim 2 wherein the set of one or more metrics include an aggregate of brand integration unit values.
6 . In the computer system as described in claim 5 wherein the brand integration unit values are aggregated over a set of one or more media types.
7 . In the computer system as described in claim 6 wherein the media types are one of: television, film, music and video games.
8 . In the computer system as described in claim 5 wherein the set of one or more metrics include a media value, wherein the media value is a monetary amount that is a function of the aggregate of brand integration values and a given audience metric.