- Product Placement -
What is Product Placement?
Product Placement is placing products &/or services in the media as a method of advertising, began in the early 1940’s but has greatly increased since the late 1980’s. Product placement is well known and wide used in film or TV productions as a high efficiency way to obtain funds. In recent years, online media made a huge leap to a new level. At this time, product placement started been introduced to this area. In my research, I will focus on what is product placement; how it works in online individual content as a funding way; some interesting examples show the successful and un-successful of product placement of this part of media industries.
Product placement is a form of advertisement, which to put brands or good into media productions to achieve the advertising effect based on the exposure in media productions. Advertisement is not always related to the media theme. Therefore audiences cannot easily detect it as a marketing tool. Product placement is also defined by AMA (American Marketing Association) in four conditions:
1. Pay for media space or time.
2. Message must be spread through the media to show and sell.
3. Marketing subject matter for specific goods, services or ideas.
4. Express sponsors.
On online media platforms the product placement still follows these features.
Why is product placement better than old-fashioned advertisement?
Product placement is best known in movies, but it also happens in TV shows, music videos, stage plays, video games and even books. While online video develops, product placement appears on this new area and shows its higher potential. Mike Elgan explained why he hates movie and TV product placement. First, it is sneaky, because advertisers arrange to influence brand perception without disclosing the arrangement; second, product placement feels like an artistic sell-out (Mike E, 2008). However, when original banner ads been not welcomed on web content, the positive of product placement shows up. For years, we were used to watch big page ads online or 30 seconds ads before video, and those kinds of ads are just letting audience step back and lose interests. In Mike’s opinion, online product placement is so great, because online product placement is not sneaky. It works best if the placement is "outed" as a paid advertisement. Advertisers turn placed products into doorways to their online catalogs. So when you see a product you want to buy in an online content you can just click and buy. This is great for advertisers, because they are not just improving brand recognition, but also actually selling things. At this point, product placement will send more help for online content development by funding, also benefit advertisers themselves.
Online product placement is more effective than old-fashioned TV commercials. Internet content is typically very short. A show in which the episodes are typically two or three minutes long. Miles Beckett (Youtube channel Lonelygirl15 owner) said, ‘If you try to put and ad in the beginning or middle of and Internet movie, it destroys the viewing experience, and those ads normally cannot be fast forwarded (David, 2007).
Opinions by Eric Melin(from Digitalcontentproducer.com), web videos simply cost less to produce and can make it easier to control when the audiences see ads, especially when those companies aren't even trying to be sneaky about it (Eric, 2009). Brands are also engaging viewers by presenting online web content that relates directly or indirectly to their products.
Product placement is a form of advertisement, which to put brands or good into media productions to achieve the advertising effect based on the exposure in media productions. Advertisement is not always related to the media theme. Therefore audiences cannot easily detect it as a marketing tool. Product placement is also defined by AMA (American Marketing Association) in four conditions:
1. Pay for media space or time.
2. Message must be spread through the media to show and sell.
3. Marketing subject matter for specific goods, services or ideas.
4. Express sponsors.
On online media platforms the product placement still follows these features.
Why is product placement better than old-fashioned advertisement?
Product placement is best known in movies, but it also happens in TV shows, music videos, stage plays, video games and even books. While online video develops, product placement appears on this new area and shows its higher potential. Mike Elgan explained why he hates movie and TV product placement. First, it is sneaky, because advertisers arrange to influence brand perception without disclosing the arrangement; second, product placement feels like an artistic sell-out (Mike E, 2008). However, when original banner ads been not welcomed on web content, the positive of product placement shows up. For years, we were used to watch big page ads online or 30 seconds ads before video, and those kinds of ads are just letting audience step back and lose interests. In Mike’s opinion, online product placement is so great, because online product placement is not sneaky. It works best if the placement is "outed" as a paid advertisement. Advertisers turn placed products into doorways to their online catalogs. So when you see a product you want to buy in an online content you can just click and buy. This is great for advertisers, because they are not just improving brand recognition, but also actually selling things. At this point, product placement will send more help for online content development by funding, also benefit advertisers themselves.
Online product placement is more effective than old-fashioned TV commercials. Internet content is typically very short. A show in which the episodes are typically two or three minutes long. Miles Beckett (Youtube channel Lonelygirl15 owner) said, ‘If you try to put and ad in the beginning or middle of and Internet movie, it destroys the viewing experience, and those ads normally cannot be fast forwarded (David, 2007).
Opinions by Eric Melin(from Digitalcontentproducer.com), web videos simply cost less to produce and can make it easier to control when the audiences see ads, especially when those companies aren't even trying to be sneaky about it (Eric, 2009). Brands are also engaging viewers by presenting online web content that relates directly or indirectly to their products.