Product placements have become a burgeoning trend in TV movies, and now even video games. The reason for this is obvious: it allows advertisers to advertise their products in a way that doesn’t require a traditional ad. In fact, product placement doesn’t require ads because it is the ad itself. Instead of having to rely on ads that many consumers won’t even watch anyway, companies can now integrate products into the medium itself in order to sell the product accordingly. Product placement is the latest and greatest way to sell your product, whether that’s through the medium of television, movies, games, or even books.
In this article, we’re going to explore what product placement is, look at the peculiarities of it, and explore produce placement when it comes to California. Let’s begin.
What is product placement advertising?
The latest trend in advertising is to make the whole experience less like an advertisement and more like an interactive experience. The viewer or reader or player is immersed in the experience of the game or movie/TV show or book and somewhere during the experience, they are given an advertisement in the form of product placement.
The idea is to move away from in your face advertising and move closer to small vignettes or even larger and longer experiences where the product isn’t necessarily the star but still plays a prominent role in the experience. Really, here, this is an example of art imitating art imitating life where the ads are imitating product placement. It sounds confusing in practice, but it’s really not when you get down to the nitty-gritty of it.
Advertising through product placement is really a sort of reactionary advertisement. It’s reacting to the fact that consumers are sick of seeing ads everywhere they go, whether that’s through internet, TV, radio, newspaper, even ATMs. To respond to this, advertising through product placement cropped up to defend against this barrage of advertising by offering a subtler, simpler solution. And really, it is a solution for everyone involved. The company advertising gets great placement for their product, and the consumer gets a seamless experience where the ad is as unobtrusive as possible.
How do product placement companies use this?
TV shows have used this to great effect by providing episodes that are entirely free of commercial advertisements. You might wonder how it is that they can do this. Well, one way that this is done is by placing an extended ad spot at the beginning and ending of the show and then to fill the rest of the time by using product placement to pay for the episode. This has been done to great effect on shows like “24,” where both Apple computers and Ford vehicles have been used to help defray some of the costs of advertising.
It’s almost certain that you’ve seen cases where the TV show or movie you were watching felt like one long commercial for a product or set of products. This is an example of poor product placement. On the other hand, good product placement is achieved when the product almost fits seamlessly into the background. The key word here is almost because the product needs to stick out just enough to where it can be seen and recognised by the viewer without appearing too out of place.
When it comes to realistic product placement, there are three ways that this can happen. One is that it just happens to happen. The second way is that it’s arranged so that a certain amount of the product can be provided as compensation. The third way is that it’s arranged beforehand and financial compensation is provided as a result of it.
What about product placement marketing?
For marketing as it comes to product placement, it’s all about whether the product fits. Sometimes an actor or show producer will simply bring an item to the set and try to incorporate it in some way. In one case, a can of Raid was used on the set of “The Sopranos” as a weapon. The company that produces Raid said that they would not have approved the use of the product in the show if they were brought forward the idea, which they weren’t. This is one example of the product placement working without the consent of the company in question.
In the example of a character who maybe has a quirky habit of drinking a certain drink, there’s the case of being able to incorporate the drink into the show or whatever the medium is, maybe even showing off the cap of the drink or the drink label throughout the show, since the protagonist will be regularly drinking and collecting this drink, only further adding to the playtime that this drink can provide. And since this would be conducive to compensation, the cast and crew can be compensated with this drink whenever they want. In certain other situations, compensation made this way isn’t feasible, such as if it were an appliance or something like that, so then financial compensation would be used.
Another example would be to accessorise the leading man role. In this case, you would see something like a man wearing a Rolex in scene, just long enough in shot for the audience to see that it’s a Rolex without overtly shoving it in your face. This way everybody’s happy: The set designers and showrunners get to have financial compensation for the use of the product, and the makers of the Rolex watch are just as happy with the product placement. It’s product placement like this that blurs the line between outright advertising and seamless integration into the placement of a film or TV show.
There used to be a great deal of difficulty in getting product placement into things like movies or TV shows, with most showrunners and producers having to simply figure it out themselves and hope for the best. Now, there are entire agencies dedicated to getting product placement effectively done. These people will scout out television shows, movies, and video games to find properties that would fit their own product placement purposes.
What about product placement in TV shows?
TV shows such as “The Sopranos” and “24” have both used product placement to great success in the past, and there have been a number of other TV shows who have similarly had success. The next time you turn on your TV, try to notice product placement in your favorite shows. Chances are you’ll find something.
Product placement in a TV show is one of the most common forms of product placement that there are. Localized product placement is specifically targeted to a certain show and is carried out to directly impact the audience’s perception of the show going into the future.
What about brand placement in the movies?
There are plenty of instances where product placement is used in the movies as well. One of the most obvious of these is in “Wayne’s World.” The two main characters bemoan product placement, insisting that they would never bow to corporate sponsors, all the while eating Pizza Hut right out of the box and smiling towards the camera.
The movie “Josie and the Pussycats” takes this joke even further by satirizing brand saturation by saturating their movie with brands. Just their trailer alone has over two dozen brands showcased in a two-minute spot, an absolutely maddening amount of brands in that short space of time.
This concept of product placement in the movies was taken to a whole new level in the film “I, Robot.” Here, the Audi RSQ concept car played a very central role in the action of the film. What makes this any different than the DeLorean in “Back to the Future” or the BMW Z8 in “The World is Not Enough”? Well, Audi didn’t place the car in the movie, Audi created the concept car for the movie.
In this case, the prop designers didn’t simply create a new car and slap on the Audi logo after Audi footed the bill, Audi built this car from the ground up. Audi’s direct involvement ensured that the car as it was built was built with care and concern. It has a fully developed interior and exterior and was designed with the same care and attention that Audi would put into any of their other concept cars.
Product placement has become a burgeoning trend in TV movies, and now even video games. The reason for this is obvious: it allows advertisers to advertise their products in a way that doesn’t require a traditional ad. In fact, product placement doesn’t require ads because it is the ad itself. Instead of having to rely on ads that many consumers won’t even watch anyway, companies can now integrate products into the medium itself in order to sell the product accordingly. Product placement is the latest and greatest way to sell your product, whether that’s through the medium of television, movies, games, or even books.