Talking about a product placement revival does not seem very appropriate, because it never really got to go. Turning on the TV on any given day at any time allowed us to see brands of all kinds in content for all possible audiences. In the breakfast tables of the series there were boxes and briks of all kinds of products (you just have to try to visualize a Family Doctor table ) and the protagonists of others raised some products almost apart from the plot (for example, Sex in New York and ‘los Manolos’).
However, in recent years product placement has become a kind of recurring element when analyzes are made and future holdings are prepared. Changes in content viewing models and the avalanche of media that do not have traditional ads has meant that the ‘usual’ opportunities for brands have been reduced. They need to position themselves no matter what, and product placement is one of the ways that seem perfect to achieve it.
Analysts do not stop talking about its great potential. Marketers are already beginning to have it more than clear. Large American productions, the gold standard that drives audiovisual content in the rest of the world, have already changed the pattern of how things are done. As they publish in Insider, advertisers are not the only ones who welcome this change. The producers also do it without much doubt.
The reasons for one and the Austria Email List other are different, but the end result will be the same. Viewers must assume that the next big productions – and those that are not so – will be a showcase for brands and more brands.As explained from within the industry to the American milieu, marketers are migrating to product placement for the conjunction of a few reasons. On the one hand, there is the question that the prices of television advertising have risen (up to 30% in some cases).
On the other hand, there is the fact that, as much as televisions have increased their prices, television means less and less a certainty of viewers. They are abandoning ad-supported content and favoring ad-free streaming services. The 30-second spot, no matter how well done, is running out of ‘eyes’.
Brands are no longer looking to sell them advertising minutes or seconds, but new formats that make their messages reach those consumers who no longer see ads. That’s where sponsorships come in, co-marketing and co-branding actions and, of course, the emerging product placement.
The production companies of series and movies are not making you disgusted. Nothing is further from the truth: Hollywood is, right now and always according to sources in the American media, very receptive to collaborating with brands. They do so because they are resuming content production, but at much higher costs than before the pandemic.
Not only are production costs (hours of work or goods used) higher on average, but they must also bear the cost of all the extra measures that the coronavirus has generated. A movie or series now has an extra cost of over a million dollars. Someone has to pay for it and the producers want them to be the marketers.