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NBCU Employs Product-Placement Firm NextMedium

NBC Universal has made a deal with NextMedium, a company that lists product-placement opportunities in television shows for advertisers.

Under the deal, product-placement opportunities on NBC Universal properties, starting with the NBC series “Life” and USA Network’s “Psych,” will be made available to NextMedium’s 250 advertiser clients through its Embed system.

“Partnering with NextMedium allows us to create a marketplace for organic product-placement inventory, making it easier for our clients and creative partners to manage the process from beginning to end,” said Mike Pilot, president of NBC Universal sales and marketing. “This is an additional capability we can now offer our advertising partners as they evaluate what works best for their overall marketing campaigns.”

On Embed, advertisers can examine what product opportunities are available and judge how well they match up with the product or service they are selling, get additional research information and buy a placement. It replaces an often ad hoc system of matching advertisers and programming.

“Product placement is the only traditional media outpacing the growth of online, and we’re thrilled to help NBCU attract incremental revenue and expand its relationships with advertisers,” said David Bluhm, CEO of NextMedium.

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