UpstreamPOP: Helping clients secure product placement on streaming sites

Did you know that nearly 75% of viewers under 55 prefer to consume content on streaming platforms in place of linear TV, per data cited by R&CPMK CEO Mark Owens.

Presenting a holistic solution for clients looking for brand integration opportunities, IPG’s UpstreamPop combines the audience intelligence of Mediabrands and the entertainment industry expertise of R&CPMK.

Interpublic Group subsidiaries Mediabrands and Rogers & Cowan PMK (R&CPMK) on June 30 launched UpstreamPop, per a press release. The tech platform provides end-to-end solutions for clients seeking brand integration opportunities with content creators and media platforms across the entertainment industry.

“UpstreamPop not only provides brands the most accurate tool in the market to find the best integration opportunities to reach their target audience, whether on linear or streaming, it also provides our clients the ability to secure their deals in real-time,” Owens said in the press release. Interestingly, the launch of UpstreamPop comes as the streaming wars enter a new phase as platforms consolidate and shift previously ad-free platforms. Disney+ and Netflix are set to launch ad-supported tiers later this year. Still, many viewers pay for ad-free experiences on these platforms, making brand integrations and product placement a key way to reach consumers that are difficult to reach with traditional advertising.

Even as it prepares to finally open its platform to ads, Netflix’s most popular shows still demonstrate the power of brand integration. Coca-Cola and Lacoste saw $1.83 million and $1.8 million of product placement value, respectively, with their integrations in the first volume of the fourth season of “Stranger Things.”

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