Sony Crackle to use BEN as its exclusive platform of choice for branded integration campaigns within Crackle content
LOS ANGELES, CA – May 24, 2016 – Crackle, Sony’s ad-supported streaming network, today announced it has formed a strategic partnership with The Branded Entertainment Network (BEN), a world-leading marketplace for branded integrations in popular global entertainment.
Under the terms of the partnership, Crackle, a unit of Sony Pictures Television, will provide BEN exclusive, first look access to its global slate of Hollywood movies, popular TV shows, original series and feature films for the worlds connected audience. Crackle will use BEN’s technology, database of content, and planning and analytics, to enhance Crackle’s access to advertising, marketing and branded integration opportunities.
“We are thrilled to be partnering with Crackle, a recognized innovator in the OTT space that has a wide reach and full-bodied library of programming. We’ve had great success working with Crackle on brand integrations in their productions, including Art of More, and this partnership is a natural extension of our combined work,” said Gary Shenk, CEO of BEN. “In today’s rapidly evolving media landscape, global brands and agencies are seeking innovative marketing solutions. As a result, global brands and agencies have increasingly invested in branded integrations in premium content, and in working with BEN, Crackle will be able to build upon its marketing and advertising capabilities and add immense value to its original content.”
BEN is an interactive platform that provides end-to-end access to the world’s most premium film, TV, OTT, digital, music video and celebrity content. This provides advertising agencies and brands with the ability to find branded integration opportunities based on budget, demographic and other variables within Hollywood films, top-tier premium cable and OTT networks, as well as highly-valuable and difficult-to-access opportunities with leading digital influencers and content creators on YouTube, Vine, Facebook, Snapchat, Twitch, Instagram, and other digital and social media platforms.
As OTT content is continuing to gain popularity amongst consumers, branded integrations and product placement are a logical next step for the advertising and marketing industry. Crackle and BEN are proud to be working together in this new and innovative space.
86% of branding marketing professionals feel that branded integrations, such as product placements, are an effective way of reaching target audiences. Among those who have invested in branded integrations in the past, more than three quarters (77%) would recommend/ invest in product integrations again as a medium to increase brand awareness.