Placing products

The recent news that the Government is going to consult on the introduction of product placement on British commercial television for the first time is undoubtedly good news for those broadcasters who have watched their advertising revenues slowly but determinedly diminish over the past few years.

How it will ultimately look on-screen remains to be seen but it is clear that the more subtle the operation the better it will be for the sponsoring brand.

One of the most often used examples to demonstrate what product placement might mean is from the 'Simon Cowell and Friends Show: USA' with their branded beakers in front of them. There is nothing subtle or classy about this at all. Some may say that this reflects the programme perfectly.

Simply to replicate this model and slap brightly branded products in as many shots as possible just won't do. It smacks of desperation and destroys the very visibility that it sets out to achieve. Less is often more.

Brand managers have to think carefully about where they will want to place their products and programme producers will also have a fine balance to strike between generating valuable exposure while maintaining the integrity of the programming.

Some will get it right, other will get it badly wrong on both sides. Should be fun finding out.

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