PRODUCT INTEGRATION IN MOVIES & TELEVISION

Product or brand placement in movies or in television shows is not new but has taken on more significance in the last few years. Normally, story lines involving a specific product (say a car) are pitched to a company that will then pay for having their product appear in a scene. The auto manufacturer may be willing to pay several hundred thousand to show a quick look of their product or millions if its brand is an integral part of the scene.

Although no studies have proven that product integration works as a marketing tactic it has become more and more prevalent, as advertisers feel viewers, particularly younger viewers, mostly ignore traditional commercial messages. The danger is that there will be too many placements in too many shows and movies which would, in effect, then mimic the low impact straight commercial. This is important, as over 50% of the 8-to-28 age group, in a recent poll stated they would be more likely to buy a video iPod and watch a 30 second ad in return for a free download of a favorite TV show. Meaning: that the alternative would be to PAY for downloads which were commercial free.