Advertisers to media content producers:
Stick it in!
From MediaPost’s Center for Media Research:
Product Placement An Emerging Brand Marketing Solution
According to the PQ Media Global Product Placement Spending Forecast 2012-2016, US marketers continue to up their investment in product placement to connect with harder-to-reach, multitasking consumers who are using digital and wireless technology to consume content more often and to view advertising less frequently . . .
The total US product placement spending is expected to finish in 2012 to $4.75 billion, fueled by strong growth in paid integrations on TV, internet, mobile and music media, as brands pursue alternative marketing solutions.
Product placement, as defined in this study, is a marketing tactic used by advertisers in which the objective is to integrate brand names, logos or products into non-ad content of media, such as TV, film, internet, mobile, videogames and music.
[Executive summary here.]
Of course, one man’s marketing solution is another man’s marketing intrusion.
Case in point:
You might think, “That’s just too egregiously awful to be real.”
You’d be wrong.
From the MediaPost report:
Patrick Quinn, CEO of PQ Media, concludes that ”… technological advancements… fast-moving, 21st century end users… increased accessibility to content and faster media consumption… (are) driving brands to invest in alternative media tactics…”
Hardtracking staff prediction: Alternative media tactics by brands will drive end users to . . . alternative media.
File under: The law of diminishing returns.
John Carroll, who also writes at Campaign Outsider and It's Good to Live in a Two-Daily Town, is a media analyst and mass communication professor at Boston University.
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