Dominic Artzrouni

I'm a 32-year-old small business owner who gets to watch films for a living and works with some of the biggest brands in the world.

In 2013, following careers in data processing and market research in airline IT and fashion, I decided to apply my past experience to the field I was truly passionate about: entertainment. More specifically, entertainment marketing, more commonly known as product placement.

My idea was simple: offer a data-driven view of brands in film, TV, and music. I surmised that brands would be interested in knowing how many films they were in, how long they were on screen, the quality of their exposure, the demographics of their users, and the context in which they appeared. All, in comparison to their competitors. And I was right, to a certain extent. Thus Concave Brand Tracking was born.

I spent the first couple of years building a proof of concept, talking to people across the industry and generally learning the intricacies of this very particular world. Of course, a lot changed over time, but the fundamental idea of giving brands an analytical tool to quantify what they do in Hollywood remains at the core of what Concave does to this day.

After struggling for the first couple of years, I finally got my first big break when I signed Dell to an annual deal to analyze all their product placement across film and TV. Over the years, they have been joined by the likes of Moet Hennessy, Lexus & Toyota, Ray-Ban, Budweiser, and many other global brands. We also work with most of the world's leading product placement agencies, as well as movie studios and even academic institutions.

This success is built primarily on Concave's and my reputation as the world's foremost experts on product placement data. This was achieved through our work with our clients, various studies, articles, videos, and appearances in the press.