Embedded advertising is the way to go in the meltdown scenario when ad revenues have shrunk. P9 Integrated, MirriAd and Repucom International have joined hands to offer a way out. Here’s how it works in the context of cinema and television programmes – logos, props, backdrops or signage can be inserted into existing video content. It works to the advantage of the advertiser because the risk can be minimised - logos and visuals of a product can be inserted in a video content that has proved successful (in the case of films, one that has already seen box-office success). This works particularly well in case of home entertainment where such branding can be carried out on film DVDs. According to Ankush Patel, Endemol, “An awareness about content provides the ability to help one make purchase decisions.”
According to estimates, return on investment could be between 3-12 per cent. Navin Shah, CEO, P9 Integrated said, “Through branded entertainment, brands get the opportunity to achieve maximum reach.” Moser Baer, a well-known player in the home entertainment segment, has come forward for the initiative, which also allows a lock-in for the ad so that it can’t be fast-forwarded by the viewers. Unlike full- blown campaigns that are expensive, the entry point for such advertising is a reasonable Rs. 2-5 lakh. A few brands that P9 has in the kitty for embedded advertising are Ponds, Mango Slice, HDFC Life Insurance, Sunsilk, Reebok, Dabur Honey and Clinic All Clear.
Repucom International is an Australia based company with its presence in major countries around the globe. According to Danny Townsend, President, EMEA and South Asia, Repucom International, “It provides evidence-based accountability quantifying brand exposure in various content. MirriAd Limited provides the technology and integrated service to embed advertising in video content. As such, the offering sure sounds like a win-win combination.”
