Why do product placement

Product placements can be subtle or more obvious. Ranging from an unobtrusive appearance within the setting, or more prominent incorporation and acknowledgement of the brand as part of the plot. The product itself does not have to be shown; it could be a logo, signage or brand name for example.

More subtle product placement could avoid showing the brand itself but instead showing a distinct colour scheme or other feature synonymous with that brand. Product placement on television has grown rapidly to try and combat people skipping traditional commercial breaks. Although the term product placement was only created to describe this practice as recently as the s, it is not a new practice.

Products could be moved as well as selling movie tickets. Commercial product placements were integrated into the creation and marketing of mass media content as early as the s. The first spurt of popularity came in the s, where tobacco companies tried to glamorise smoking cigarettes in TV and film. In the s, product placements became widely used after E.

This fusion of advertising and entertainment helps brands to reach and engage with many of their target audience. Because many people find traditional ads are annoying or irrelevant, it is estimated that two-thirds of TV viewers mute or skip ads. The brand is often associated with the characters or context of the placement, so they must match to create a compatible match, which usually achieves positive evaluations.

Viewers can become emotionally invested in the storyline in which a brand is presented. Because of this, the placement can encourage purchase intent. When a placement is integrated seamlessly into a piece of media, the brand is seen in context, so it markets to consumers less directly.

The final major benefit is that movies and TV programs can be watched many times over several years, so their value is not limited to when it is originally aired. Product placement is all about context. This connects with the audience in a more natural way than advertising when consumers are marketed to directly.

Some companies and agents work as an intermediary to match companies with product placement opportunities. The brands in placements should be matched as closely as possible with the projected target audience of that piece of media. Because of this potential influence over an audience, product placement should be ethical.

The placement of brands of tobacco or alcohol for example can be viewed as unacceptable by much of the audience, especially in content created for youth.

There are two main forms of product placements: visual and verbal. A visual placement involves placing a brand into a piece of media, so it is viewed. It could be an advertising hoarding in the background of a shot, or it could be of more importance in a scene, such as a cast member eating a packet of branded potato chips. A verbal placement refers to the brand being mentioned in dialogue. At one point, Loki barrels down an aisle with vacuum cleaners and fights off an opponent with a corded vacuum while iRobot vacuums are prominently featured on the shelf.

With viewers migrating to streaming services and web videos, this trend makes sense. Who actually watches the full ads that appear at the beginning of a YouTube video? But not all product placements work as intended, and my research has shown that advertisers need to engage in a delicate dance with viewers to effectively influence them. Product placement is a form of advertising in which a company pays a content creator to place its product on the set of a movie, TV shows or music video.

But as streaming has become more popular, product placements have become an even more attractive option for advertisers. At the same time, marketers plan to decrease their spending on traditional advertising, like TV and print ads. They can also make people more likely to talk about the products and search them online. Not all product placements are equally effective, though. We have often created programs solely for this reason — there is such a positive feel-good when something you spend your life doing day in and day out gets recognition through an entertainment vehicle.

We have had numerous brands leverage this with company screenings, internal newsletter, blogs and social media - and even Hollywood trips to premiere parties as incentives. Incredible CPM cost per thousand people reached in comparison when measuring against actual engagement to any other type of advertising.

There are instances where there are million dollar deals, but that is still not that common. A lot of consumers — and brand marketers - think everything is sold and paid for on screen. But there is a natural reason for placement in film and TV, and that is a very practical one — it saves productions a lot of money, and allows them to produce better content when they have that cost savings, and can direct the money into the production.

In the case of FLIR, the thermal camera technology is extremely unique — and the cameras quite expensive. Product Placement also offers brands the opportunity to build a comprehensive off-screen campaign around the film.

This can include co-branded advertising run by the brand with key artwork from the film, sweepstakes, retail point of sale, premiere party sponsorships, website takeovers, social media and more.

Not only does product placement work to increase sales from viewers — as well as from those who become familiar with the brand on set! Market to niche consumer groups. For a brand like FLIR, they have a very strong B2B product line — and their authentic usage of FLIR products in military movies, as an example, is an effective way for FLIR to showcase technologies to military decision making buying personnel as they sit at home, feet on the couch, relaxing and watching their favorite movies.

The variety factor.