Archive·September 2005·Quoted as EVP, 1st Approach
VNU unit site launches guide to branded entertainment
Trade coverage of the launch of Jeff's Branded Entertainment Monthly and Annual Guide, a 175-page calendar of about 130 upcoming film/DVD integration opportunities, published with VNU's InsideBrandedEntertainment site on a revenue-share.
We let the brands know when entertainment opportunities are available that work within their schedule,
It’s designed to be a planning calendar for them.
He said other companies that provide a similar service do not organize branded entertainment opportunities in the calendar format that’s most suited to advertisers.
Greenfield said the guide includes only opportunities he would recommend to his own clients, and that he also will be available to subscribers via e-mail for questions and answers throughout the year.
Hollywood has not done a good job at marketing these opportunities to smaller companies that can afford them,
This is geared towards medium-size companies that don’t have agencies so they can do branded entertainment by themselves. For large companies with agencies, we present opportunities that we consider to be important in a format they’re used to dealing with.
Greenfield said the guide mostly lists opportunities in film and DVD because the networks are trying to link integration opportunities in television to huge ad buys that are not feasible for medium-size companies.
