Branded Entertainment News: Starcom's broadband embrace

Wednesday, February 11, 2004

Starcom's broadband embrace

New York - Faced with a declining pool of commercial TV rating points, Starcom, one of the top buyers of children's TV advertising inventory, is making broadband video a part of its 2004-05 kids' TV upfront buying strategy.

Starcom has already begun planning to replace at least part of its kids' TV GRP (gross rating points) goals with ad buys on broadband video outlets, many of which include the sibling Web sites of top kids' TV players such as Nickelodeon, Cartoon Network, and Disney.

Read the article: www.mediapost.com

What comes first?

The brand or the entertainment?
The answer to that depends on whether your objective is "product placement" or "branded entertainment".

Use the branded entertainment team that puts who, what & where before the content development; the team who's creative development starts with understanding the business, the audience, their world and where they consume their entertainment.

The team that creates games, film and TV that is motivationally relevant to it's audience. www.cocojambo.com

Branded Entertainment News

Wednesday, February 11, 2004

Starcom's broadband embrace

What comes first?

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