Questions brands ask
Direct answers on how BRANDVIEW works with brands, from product placement to producing content.
What does BRANDVIEW do?
BRANDVIEW is a Los Angeles entertainment marketing agency that integrates brands into, partners with, and creates TV shows and films. We offer four services: product placement, storyline integration, promotional partnerships, and premium brand-funded content.
Does BRANDVIEW represent studios?
No. BRANDVIEW represents brands exclusively. We never represent studios or IP owners, which keeps our advice aligned with the brand's interests.
What is product placement?
Product placement is the bartered inclusion of physical products into film and television, without guaranteed exposure. Since there is no guarantee it will be used or make it to the final edit, the work is to put the right product with the right character in the right story, and to build the relationships that make it easy for a production to say yes.
What is the difference between product placement and storyline integration?
In a placement, the product appears in the story. In a storyline integration, a contracted deal makes the brand or product part of the narrative itself, often including brand messaging. Both are valuable, and they carry different commitments, rights, and costs.
Can BRANDVIEW guarantee a placement?
No. Placement is a creative decision made by the production, and a brand can do everything right and still land on the cutting room floor. What we control is the quality of the pitch, the relationships, and the preparation.
What is brand-funded content?
Brand-funded content is original entertainment, in any length or release format, fully or partly financed and co-produced by a brand. The brand has a meaningful say and participates in development and production, rather than buying an ad slot next to someone else's show or film.
How do you measure the value of a placement?
BRANDVIEW measures a placement by calculating the screen time, on-screen prominence, audience size, context quality, comparable media value, and the lifetime value of being embedded in content audiences return to. Third parties such as Concave Brand Tracking use a version of this methodology as well. Brand outcomes in entertainment are familiarity, affinity, memory, credibility, and trust, which click-based metrics do not capture.
Why not just buy advertising?
In our view, advertising rents attention for the length of the buy, and entertainment partnerships can keep earning it as audiences rewatch the content. Many brands do both. BRANDVIEW focuses on the entertainment side.
Why do most brands never try brand-funded content?
In our experience, most brands don't understand what brand-funded content is (and isn't), or how to benchmark and measure it. It's a different asset than a paid ad or campaign.
For the thinking behind these answers, read The BRANDVIEW Playbook. To talk about your brand, contact us.