With the increased penetration of DVRs and clients looking for creative ways to weave their products and services into television shows and movies outside of the commercial break, product placement has been gaining traction as a popular form of advertising.
In the past, product placements were either integrated into a locally produced show or had to have the backing of a national client with a large budget to be considered. Today, however, the popularity of Virtual Placement is making its way to the local market.
The objective of product placement is to create a stronger connection to the product/service, by writing it into the storyline and surrounding it with relevant editorial content. Virtual Placement uses computer graphics after the television show or movie is complete to insert products and replace billboards and televisions shown onscreen.
KASW-TV, CW Channel 6, is now implementing Virtual Placement into its syndicated show How I Met Your Mother. The station is offering the ability to integrate logos or products into the syndicated show to only be seen in Phoenix. This allows placement within the already-produced program in a time slot that has limited DVR use – the show runs from 5-5:30 p.m. locally. Advertisers are embedded into the fabric of the show when the viewers are most engaged. The integrations are purchased in three, 10-second integrated product units per show, providing advertisers with a cumulative 30-seconds of logo and/or product placement. Accompanying 30-second commercials can run with the show as well.
As the options of the television media landscape change, advertisers will continue to look for new and creative ways to supplement, enhance and replace the 30-second commercial. As technology becomes more accessible, and more television stations are looking for new income sources, more new and exciting opportunities will become available at the local level.
What product placement have you seen that is good or bad? Let us know below.
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