Corbis Entertainment, a company founded in 1989 by Bill Gates, has launched the Branded Entertainment Network, a new platform aimed at helping brands and media buyers gain access to branded integration and product placement opportunities across traditional and digital entertainment. The interactive platform will look to make it easier for brands to find the right TV shows, movies, digital productions, and celebrities to help showcase their goods.
BEN has partnered with the Producers Guild of America to bring clients “first look” access to prime placement opportunities. Upon its launch, BEN can already boast over 600 placement opportunities from content providers like Netflix, Discovery, Amazon, Bravo, and Sony Pictures, just to name a few.
Using a CPM model (made with years of placement deal data analysis in mind), the Bill Gates company branch will provide customized planning for brands and media agencies via third-party vendors Nielsen and Motion Picture Group. Brands will also be able to keep track of their integrations’ performances, with access to analytics on target audience reach and other marketing goals.
“Through BEN, we are delivering scale, efficiency, and measurement science to the world of branded integration,” said Gary Shenk, CEO of Corbis in a statement, “solidifying our leadership position in the fast-growing, $8 billion-a-year global entertainment marketing and product placement marketplace.”