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Douglas MacMillan is one of the Ninja Hamsters at ADOTAS aka an intern. He previously spent several months working as a dutiful intern under the dictatorship of Jann Wenner at Rolling Stone, only to be set free by our own Kiran. He does not get Jaime skim lattes in the morning.

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Media Matchmaker Plays Cupid for Advertisers, Producers

Written on
Mar 24, 2006 
Author
Douglas MacMillan  |
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Media Matchmaker Plays Cupid for Advertisers, Producers

Spring is here, the time when a young television production studio’s fancy for an up-and-coming brand manager turns to love. Forget what you know about the birds and the bees; it’s time we sat down and had a talk about the advertisers and the TV producers, and that warm bond for one another known as product integration. The perfect match is not always easy to find, but with the right product, content, and demographic, and a little bit of tender loving care, a beautiful lasting relationship could be yours to cherish.

Since it began operations in January, Media Matchmaker has been recognized as the “online dating service” for producers, agencies, and marketers, attempting to take the guesswork and power-brokering tactics out of product integration deals. On Tuesday, March, 20th, 45 days after its official launch, Media Matchmaker has produced its first “Media Match,” a deal between media-services agency Palisades Media Group of Santa Monica, Calif., and television production company StarGames, LLC, of Lynnfield, Mass. Sure, it’s a long distance relationship (we know those never work out), but they look so cute together when they hold hands and talk about their plans for the future.

Media Matchmaker turned what is usually a tiresome search and negotiation process lasting several months into a simple four-week contract drawing for these two companies. First, each company created a data-rich listing in either the Advertisers or Producers section of the mediamatchmaker.com. Here, they fill out forms detailing what they seek in a perfect match: what kind of demographic they are trying to reach, what kind of product they are trying to sell, when they need to undertake this project, and how much they can afford to spend on it. Sadly, there’s no section to note your fondness for “Long walks on the beach.”

Next, Media Matchmaker’s search engine will use the hundreds of listings in its database to play cupid and seek out an advertiser or producer with similar interests. The matching listings include information and links to the product or program being offered, and their all-important contact information—so you can pick up the phone and take the relationship to the next level.

Through Matchmaker, Palisades Media Group’s come-hither look earned its client, Quick Drop International, a complex multi-platform sponsorship of StarGames’ April 15-29 syndicated program “Countdown to Draft Day.” Quick Drop, which sells people’s items on eBay for them, will run 30-second spots opening and closing the sponsorship messages, a “Quick Drop Quarterback Report,” an appearance by a spokesman, and a featured eBay auction for charity during the NFL Draft preview. The deal looks to be hugely profitable for both parties, but someone might want to suggest the idea of pre-nuptials before the happy couple rushes into things.

Though the site has only been up and running for about two months, and showing signs of steady growth, it already appears to be plagued by one of the main problems encountered in traditional product integration deals. A handful of production companies still hold nearly all the power. Advertisers can enter the site and pay the monthly subscription fee, but they better hope to get lucky and have their message sifted through the filter of a producer who has the perfect opportunity for them. Producers on the site, on the other hand, can expect to delve through hundreds of potential advertisers to slim down the field.
The site’s search engine will take time to perfect, and rightly so. As we all know, true love is hard to come by.





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