Wrap up of Product Placement

Product Placement is the integration of a brand into a form of media. This form could be a television show, a full length movie, an interactive video game, a song, or virtually any form of media. However, most people think of movies and television when they hear "product placement" and it is these types of placement that recieve the most media coverage and the most buzz from consumers, analyists and critics.

Due to changes in technology such as TiVo, the 30 television second commercial is losing it's effectiveness and therefore it's popularity with advertisers. Product placement is just one of many alternative forms of marketing on the rise due to the falling out of the 30 second commercial. Also, products can now be digitally placed into shows, another way in which technology is aiding the rise of product placement. There have even been websites created such as brandcameo.com and Affina that document and evaluate placements.

Not all placements are paid for. In fact, screenwriters will sometimes request to have a product used in the final production. Many advertisers feel that placements are more natural and therefore more effective when the writer takes the initiative to include a product, instead of being forced to include it under specific stipulations. However, many advertisers want to have control of how their brand will be presented and ensure that it will not be eliminated in editing rooms. They are therefore willing to pay the money it takes to get what they want.

Some groups are angry about the growth in the number of product placements. Consumers feel that their favorite shows are being turned into commercials. Other groups that are upset are the actors and screenwriters. They feel that their creativity is limited by paid for product placements and that they should have a say in the extent of product integration in creative media forms. They have even created a website making fun of the number of placements called "Product Invasion". Others have even gone so far as to regulate product placement. For instance, the Olympic Games Committee regulated logos worn by athletes in this February's winter games.

The most important thing for advertisers to keep in mind when making the decision to place their product is to match the product to content. In order for a placement to be truly successful the product must be relevant to the media it is in. Producers and screenwriters need to keep in mind that there is a limit to the number of placements that media consumers will tolerate. If media becomes overly saturated with advertisements then consumers will tune out and advertisers will not pay to have their products integrated. It is a fine line and consumers and advertisers will help keep each other in balance.

Product placement is contributing to the replacement of the 30 second commercial. While methods of calculating effectiveness for product placement are not as developed as those for traditional media, advertisers are obviously confident enough to shell out millions of dollars for placements in television and movies.