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Interactive Brand Integration takes things to a new level, allowing viewers watching a Television show to click on an item (sunglasses, computer, car, etc.) and be directed to the brands website for additional information and/or purchase. Is this a good thing?
Absolutely! From a brand prospective, it allows companies to truly measure the effectiveness of their integration efforts. One of the biggest challenges with product placement and brand integration is measuring ROI (return on investment). With Interactive Brand Integration, brands will have solid data tracking consumer engagement and sales.
What about viewers? Since this is a choice, I believe it will be well received. The "second screen" has become very popular during TV viewing, from tablets to smart phones. When you see something you like you just point and click! If you are not interested in disrupting your viewing experience, then you don't have to participate.
So when is this new technology coming? It's already here, with several companies already in beta/launch mode as I type. My prediction is that Interactive Brand Integration will forever change the world of entertainment marketing!
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