Impact of product placement on the economic sphere of society. Product placement: benefits, risks, examples

With a flick of the hand, the trousers turn into ... elegant shorts! We didn't even knowthat this famous movie quote was not just a phrase. And it is not surprising, because then the Soviet citizen did not even know what it was about product placement.

By the way, this old movie is just filled with all sorts of marketing gimmicks. But they can be noticed if you understand the basics of the modern market. The only question is, did Leonid Gaidai (the director of the film) plan the product placement initially, or did it all happen spontaneously?

In the mid-nineties, it was simply impossible to watch a movie on TV. Every 20 minutes, it ended in the most interesting place for an advertising break, which could last half an hour.

During this time, you could walk on the street or eat fresh boiled pasta with a sausage, drink tea and return back to the blue screen. Advertising in those days was everywhere and everywhere.

Suddenly, everything changed ...

What is product placement or who orders the tune

Commercial breaks were reduced to 5-10 minutes. Anyway, the number of such breaks has become much less than it was before. The viewer breathed a sigh of relief. Now Brazilian TV shows are much more comfortable to watch.

But the joy was premature, because the ad hadn't gone anywhere. She simply changed her appearance and entered unnoticed from the front door of every average citizen's home.

Marketers suddenly realized that the consumer had become picky, and they would no longer be attracted to Lenya Golubkova. A new approach was needed, and urgently. And he was found literally right away.

Call me Bond, James Bond

What car did the famous special agent drive in the last film? What watch was given to him as a superweapon? What brand was he wearing? And he still doesn't mix his Martini?

Of course, Ian Fleming, the creator of the Bond image, in no way wanted his film to be a tool for ... Although there is no dispute - this reading is written exclusively for sales. But the fact is that the placement of all sorts of brands in Bond looks quite organic.

Product placement (English - Product placement) is the placement or mention of various brands, trademarks in works of art. These can be books, magazines, films, plays, and so on.

Mainstream, all around mainstream

Yes, marketers have taken notice of the Bond Phenomenon. Because a friend suddenly formed a crowd of people wanting to buy a Bentley or Aston Martin. Although a few years ago, before the release of the first episodes of the movie saga, most of humanity did not even dream.

But the audience wants to wish, but will they buy it? Here, after all, the trick is that product placement is based on mass following and the mainstream. That is, on what is popular. They will show some thing on TV, when suddenly everyone wants to buy it. But one small detail.

Ask any passer-by on the street how much Bentley he wants in his garage? Almost everyone will answer that at least two. But do they have money for at least one? That's it!

What is what in product placement

If you think that about Product placement this is only about cinema, then you are deeply mistaken, although cinema is the main platform for this .

In general, if you previously noticed the placement of brands on order only in films, then there is nothing surprising. Man is designed in such a way that he notices only what he wants to notice. It all depends on the focus of his attention here and now.

“Playboy figure, lingerie - Coco Chanel

And what is not a girl is just a new model ”

Ilya Lagutenko (Mumiy Troll)

I am sure that after this article you will have many more opportunities to say to your friends: “Oh, look, here is product placement!”. First, let's take a look at the main types of such "hidden" advertising.

Visual

The brand appears in the frame, but is not paid attention to. A typical example is the placement of the MacBook in various movies. By the way, if you didn't know, Apple even won the award for the best brand placement in 2010.

In general, the main character of a work of art in one way or another interacts with the object on which one or another is placed. the brand ... And for such an appearance in the scene, the famous are ready to pay, even if the branded item is not used in any way according to the script.

Verbal

Product placement in this form is based on the mention of a trademark in oral speech. The trick is that the product can be accentuated more strongly than the visuals. One form of the verbal look is the use of brands in music and lyrics.

Quite easily, the hero can say something about Walmart's seasonal sale or talk about a new line of women's perfumes. Some verbal product placement costs much more to their advertisers than visual ones.

Mixed

It's simple here. We take a visual series and add a non-verbal to it. It turns out something like a double blow to the subconscious of consumers. It is not enough to show the product, you still need to focus on it, or somehow highlight it. This technique is also called marking.

For example, a billboard of a taxi service appears in the frame, and the main character points at it with his hand or other organ of his body without saying the name. Or at the table, guests ask the hostess for mayonnaise and she carries her “favorite” brand and puts it on the table.

As you can see, this type of advertising does not yet use another channel of human perception of information. We are talking about kinesthetics, that is, about what you can touch, taste and smell. I am sure that in the future, with the development of technology, marketers will also use sensorics for product placement.

The rich cry too

Haters for placing branded products in movies are a thousand times right. Not only do you no longer know where to get away from advertising, but they also thrust it into the last outlet - in films and TV shows. Moreover, most viewers of this type no money to buy cool branded items.

To put it simply, the rich have the ability to offer and pay, while the poor don't even have the ability to touch, not to buy. It turns out that this type of advertising is not as effective as it seems at first glance?

Efficiency or death

It is not that simple. Long gone are the days when direct marketing and head-on sales worked well. Marketers have to invent such things as two-step sales, three-step marketing and product placement in order to somehow promote their product.

The first from the list above is a technology in which the consumer first buys a product at cost or at a significantly lower price. A kind of bait with which you can attract a client. After a trusting relationship is established with the buyer, he is invited to buy the product at a much higher price.

In this, the second step, the main profit of the seller is generated. The main idea is that from the first sale we go to a negative, and from the second - to a plus, which covers the previous losses. It is easy to guess that three-step marketing is the same technology, but with the addition of sales of another product at or below cost. In other words, the seller makes a profit not from the second sale, but from the third.

The longer the better

As for product placement, this is a game for an even longer shoulder. Several decades ago, Toyota companies foresaw that it would be impossible to sell cars just like that, competing in quality and basic technical characteristics.

Competitors began to produce a product that is almost the same, and is in no way inferior in additional parameters. The automotive industry has entered an era of competition between brands. The client started buying the brand, not the car itself.

Therefore, it was decided not to sell, but to educate. New clients. This is how the Toyota club system was launched. Various events, traditional holidays were organized in it, huge discounts were given for refueling, various promotions were carried out.

After several generations, children of Toyota owners grew up. They then became the main target of marketers. You can imagine how long it took company owners?

So yeah, the rich cry too. But not for long, because if the marketing strategy was carried out successfully, then all efforts, in the end, bring in much more profit than if you continue to advertise the product directly.

Major contradictions in product placement

If you think about it, placing brands in art products is a thankless task. On the one hand, this like any other, the goal is the same - sales. But its too intrusive nature can have the opposite effect on the consumer.

Why, there, your humble servant waited a long time for this to happen to Apple, because the number of MacBooks that shone in the movie "Sex and the City" exceeded all reasonable limits. Although, on the other hand, this entire series is one continuous product placement, so against this background of an abundance of brands, Apple looked like a black sheep.

On the other hand, if you place a brand in a frame unobtrusively, beautifully and natively, then there is a high probability that the effect of such advertising will not be perfect. The viewer simply will not notice the presence of the advertised object in the frame.

So it is for marketers and to twist so that the advertisement is noticeable, but does not “pull the blanket over itself” much. There are not many such examples when product placement successfully interacts with the script of the film. Right now, only Keanu Reeves from The Matrix comes to mind with his already famous Nokia.

By the way, all free lessons are now in one place. Right here - ! Now you can watch everything at once! But remember that knowledge is not power, but power.

On the other side of the barricades

So it turns out that with all the success of the idea of product placement, only those who place the product make money on it, and not those who order the music. And in most cases, this is true.

Because using this type of advertising, none of the marketers will be able to say for sure what the , what to expect from the conversion, and in general how to know that the next jump in sales of Aston Martin is connected precisely with the release of the new Bond series?

And one more little detail. Product placement was originally created as a kind of additional motivator for influencing ... For example, in the film, according to the script, the main characters in one way or another use various gadgets.

And since they are already present in the plot, does it really matter which brand will be there? On such placement of the trademark, you can earn extra money and save the film from failure at the box office. In general, lower financial markets in case of failure.

Another side of the moon

Another situation is when films have recently been made exclusively for product placement, and only then they think over the script, directing and casting the actors. This is the case with when movies are made to sell brands and not for aesthetic pleasure.

This is sad. Sales do not increase from such an idea, and the plot of the film does not become more interesting and suffers from an abundance of advertising. In fact, we get a commercial for 1.5-2 hours, packed into a movie.

Robinson Crusoe today

Haters of product placement in the movies can be understood, the dominance of brands is the thing that prevents you from focusing on the fate of on-screen characters, understanding their motivation and the reasons for their actions, and empathizing in the end.

But on the other hand, what's the difference? All these beautiful wrappers and logos have become part of our lives for a long time. And if there are no ads on the screen at all, then it will look incredible.

If Robinson Crusoe had ended up on a desert island in our time, then he would have a story similar to the plot of the movie "Rogue" with Tom Hanks. At the same time, the quantity and quality of references to FedEx and Wilson in the script does not in any way affect the essence of what is happening and, to some extent, makes you empathize with the hero, divorced from modern civilization.

The brands in this film are some threads that until the end remained the only connection of the protagonist with the outside world, not letting him lose heart and forcing him to fight to the bitter end. Although evil tongues say that Robert Zemeckis, the director of the film, was never paid by any of the brands for the “placement”.

The main specialist in cinema

If we talk about those who are professionally engaged in product placement in the cinema, then there is no better specialist than Timur Bekmambetov. Not surprisingly, if you remember that he began his directorial career with the filming of commercials for Baltimore ketchup and Bank Imperial.

But what this comrade is doing now deserves special praise. And here it is not even a badly disguised advertisement in the Night and Day Watch. And not even the teeming mass of brands in the film "Irony of Fate - 2".

And the fact is that this “marketer” manages to hit the budget of the film even before the start of its filming! This happened with almost all parts of the epic "Fir Trees". Not surprisingly, every part of this series gets worse and worse.

It is softer and tastier ...

But such a trash in the domestic cinema was much earlier. Remember the TV series about Larin and Dukalis? The one about the cops? In one of the seasons, these brave guys drank only one vodka. Moreover, the Ukrainian manufacturer "Myagkov".

It even got to the point that while on a business trip in Tallinn, they grimaced when they were offered to drink Vana Tallinn liqueur. And immediately, seeing a bottle of "Myagkov", they began to drink it.

Well, the surprise that has been going on for several seasons of the series “Daddy's Daughters” with the Kinder chocolate egg does not fit into any gate at all. In each episode, the youngest daughter was eating this miracle of the Italian confectionery industry by both cheeks.

Marketing, marketing everywhere ...

The situation is the same on television. Manufacturers of all kinds of unnecessary goods suddenly realized that just like that, advertising on TV no longer works. And we decided to approach the issue of product marketing from the other side.

This is how the production of television programs on order was launched, in which the products of the desired brand were used in one way or another. We owe product placement to the appearance of such TV products as “Test Drive”, “Housing Question” and the like.

And even here product placement

Okay TV, everything is clear with him. It has always been a platform for advertising. But how do you explain books whose sole purpose was product placement? This includes the book "Generation P" by the author, Victor Pelevin, who is deeply revered by me. By the way, I seriously consider almost all of his work as a good base for pumping marketing skills.

But I must admit that Pelevin, in his works, does product placement with a presentation worthy of respect. What can not be said about such heroes of our time as Sergei Lukyanenko or Daria Dontsova.

These guys, in pursuit of additional profit, went to the greedy man. That only is "Fillet of the Golden Cockerel" authorship of the last of the above. Although some experts still call this work the “first civilized” product placement in the vastness of the former USSR.

Well, okay books, serials, programs. But the fact that the placement of brands on order will be noticed in the porn industry - already beyond good and evil. This is because this genre is suffering more and more losses from year to year.

So the representatives of this industry have to get out. Rumor has it that this is almost the last source of profit in this type of cinema.

What did you end up with?

Product placement, like any other marketing technology, is not entirely new. Celebrities of the Middle Ages, who posed for artists, were holding in their hands not ordinary things from the street.

It is rumored that many jewelers of that time were ready to give up half of their property, just for the sake of Rembrandt painting a picture of another beauty in jewelry made by his workshop.

I almost forgot. Even more useful tips for business and internet marketing in our Telegram channel. Follow THIS LINK ... Each signatory BONUS: "7 ways to make money quickly on the Internet"

Product placement, like other marketing tools, is changing and evolving. Today, this technology is part of such a phenomenon as native advertising, when, when watching a program, the author usesadvertises a product.

From whom to order product placement?

One of the coolest specialists in this genre is Yura Dudya. If you are or are just starting out mine then don't listen to his interview. Instead, pay attention to how he smoothly leads the viewer to the presentation of a specific product.

None of the advertisements in the program VDud looks intrusive. It's not hard to guess that this program lives solely thanks to product placement. It is not surprising that it is precisely in the advertising part that a masterfully directed script is felt. Interview and content - exclusively improvisation of the author and hero of the program.

But recently, Yuri has a worthy competitor. His name is Leonid Parfenov with the new-old project "Namedni". Sometimes, looking at the next series of this product, you notice direct ads only after 5 minutes of watching it, as soon as the call to action sounded.

What is the trick of the new format

This is the main secret of the popularity of such advertising among advertisers, pardon the tautology. If in cinema, music, literature and painting, product placement is limited, then in the format of a program on authors have one important advantage.

They can make a direct call to action! It has been proven that even a not very good call to action gives an additional increase in attention fornot to mention well thought out.

And yet, this format lends itself to analytics. With the help of UTM tags, you can quickly calculate where the visitor came from, what key request, and also quickly calculate the reach, engagement and conversion.

What was previously impossible to measure is now amenable to analysis and forecasting. Advertisers are heavily investing in product placement from YouTube bloggers. Therefore, it's just time to take care of starting your own channel on ... And yes, there was just a product placement).

But that's not all…

Exodus is not far off or winter is near

Placement of brands in art is a sore subject for contemporary artists. Some of the popular ones have declared a real war on product placement. Among them is Quentin Tarantino.

Loner heroes

Ever wonder what kind of Big Kahuna hamburger is in Pulp Fiction? Or Red Apple cigarettes? It took me half my life to find these products in the real world.

Until suddenly it was discovered that this was all. The director was not at all too lazy to come up with his own brands, just not to advertise real brands. By the way, old Quentin is not so alone in his endeavors.

After all, sometimes what is considered a product placement is not. Often in Soviet films, you can see Western brands used by movie characters. This can hardly be called direct advertising.

In those years, it was possible to buy a pack of Marlboro or Coco Chanel perfume by going to a regular store in the city, but extremely unlikely.

Did you not notice that almost purely by chance, we started the article with Soviet cinema, and we finish it with it)? Therefore, I wish you to take any brand appearance in art objects calmly.

Epic fail from HBO

In the wake of the hysteria over the release of the new season of Game of Thrones, I could not ignore the product placement from these guys. Consider this a regular update.

I'm sure someone at this studio got fired right after the release of the new episode with no severance pay. But if the props were paid for the placement, then maybe the game was worth the candle? What do you think? Write in the comments.

Everything can be completely random

You never know, but perhaps, thanks to a well placed brand, a movie was made, a book was written, a program was invented. Therefore, accept with gratitude everything that other people do and do not stand still and develop yourself.

To summarize: product placement solves such an important task for finding customers. But since this method is quite expensive, I recommend downloading my own

Sales Generator

Reading time: 20 minutes

We will send the material to you on:

Issues covered in the material:

What are the main goals of product placement
What are the pros and cons of product placement
What are the risks of using product placement
What are the features of product placement in Russia

Often, while watching a movie or regular advertising, we notice the logos of famous brands, such as Apple, Mercedes, Adidas or Marlboro, on the screen. It is not at all necessary to know the intricacies of the work of the television industry in order to guess the reason for their appearance in a given film or program. Of course, this is a carefully thought-out move called product placement. This phenomenon will be discussed in our article.

What is product placement

Based on the results of statistical and logistic studies, we can conclude that product placement is most popular in movies and TV shows. This technology is used by many world-renowned producers.

The basic methods of product promotion are as follows:

appearing in the frame of the product itself or the brand logo;
use of the product by the heroes of the show or film.

Some experts consider product placement to be one of the methods of guerrilla marketing, while others are sure that this is the most effective advertising tool, the use of which can significantly expand the client base and increase profits without serious upfront investments.

However, do not be deceived about the cheapness of hidden advertising in a top rated show or a popular movie. The use of this method can only be afforded by a large eminent company that is able to appreciate all the advantages of product placement and invest very large funds in it. For them, this "product placement" is the best advertisement. Back in 2010, Apple, for example, became the leader of the year in ad placement.

Product placement fulfills the following goals:

Increases interest in the product / brand, draws attention to it.
Makes the product / brand recognizable.
Through the formation of instant recognition, it influences the result of the decision to purchase a product / brand.
Affects consumer memory by increasing product / brand memorability.
Forms a loyalty to the product / brand.
Affects the motivation for purchasing a product / brand.

Advantages and disadvantages of product placement

Benefits of product placement:

Disadvantages of product placement:

It should be noted that in Russia and in the West, there are different approaches to product placement. In the Western film industry, these are really hidden advertising that acts unobtrusively, without focusing the viewer's attention on the brand. Here, you can often not only see the advertised product, but also hear the slogan calling for action.

It is not difficult to explain this difference: in Russia there is no legal framework regulating product placement, therefore, features of aggressive marketing are often inherent in it.

Types of product placement

Classic product placement is not the only way brand owners and the film industry can interact. There are other, no less interesting ways, for example, funding events (sponsorship) or cross-promotion. So, more about product placement options.

Classical. An option that provides for the participation of the brand even during the writing of the script. Moreover, the product / brand can be used in two ways: be part of the storyline (story placement) or simply appear periodically on the screen. One of the most striking examples of story placement is the film Taxi, which integrates the Peugeot brand. This is done so professionally that hardly anyone who has not been to Marseille can imagine a car of another model on its streets.

The series "House of Cards" (season 3). It clearly traces the product placement of the video game Monument Valley, which is integrated into one of the storylines of the season, and in one of the episodes, Frank Underwood (the creator of the program) offers a puzzle to the administration staff. In addition, the hero of Kevin Spacey regularly appears on the screen with an iPad in his hands.

The result of story placement exceeded all expectations: the game entered the top ten paid applications on iTunes and Google Play (3rd place). The creators of Monument Valley are honored with the Apple Design Award (2014).

There are also examples of successful story placement in Russian cinema. In the film "Horoscope for Good Luck", the L'Etoile logo appears very often "by chance", because the main character has tender feelings for the employee of this company.

Media placement is the next type of product placement. In this case, a media publication (magazine, television channel, radio station) appears or is mentioned in the frame. As a rule, such cooperation takes place according to the principle of mutual placement: partners organize media support for each other in their information media. For example, in the film The Incredible Life of Walter Mitty, the main character is an employee of Life magazine, and most of the action of the Russian film SOS, Santa Claus, or Everything Comes True takes place at the radio station, since its president is the father of the main character.

The painting "September Issue", dedicated to Vogue magazine, is the most striking example of media placement. The plot of the film tells about the work of the editor-in-chief Anna Wintour and her team on one of the issues of the magazine, about what they had to do to maintain their positions in the world of haute couture.

If we talk about what type of product placement has a greater impact on the audience, then we should pay tribute to story placement. The high efficiency of the method is easy to explain: the advertised product does not irritate the viewer, since there is no explicit advertisement for it; moreover, it is an integral part of the plot. After being shown in the cinema, the film continues to live on the Web and on TV screens, and the brand's popularization continues on central, regional and cable channels, as well as through illegal distribution (DVD and torrents). Thus, both the duration of the advertisement and the number of the audience increase by more than 7 times (instead of 1 million viewers, it becomes 7-9 million).

Speaking specifically about the Russian media business, the situation is as follows: the costs of a partner brand for 2 scenes in a film can amount to about 3-4 million rubles, and the target audience will increase by about 7 million people. The domestic film market is represented by many studios that have managed to form their audience and generate income. Before choosing a film for product placement that best represents a brand, you need to understand the specifics of the film market. Your main task is to choose a project, the support of which is associated with minimal risks. And we are talking not only about material costs, but also about the brand's reputation. Today, shooting one scene costs about one and a half to two million rubles. The final price depends on the following factors: the scale and rental potential of the project, the quantity and quality of brand integration.

Cross-promo is the next, no less interesting type of product placement, which consists in promoting a group of brands. This technique involves the use of the corporate identity of the film to create the image of the advertised products. This can be done, for example, by a popular hero of a motion picture.

Unlike product placement in its direct understanding, cross-promo does not require a decision in advance. This can be done even when the advertising campaign has begun, prior to the release of the film.

The advantages of this method are as follows:

In other words, connecting at the last moment, the advertiser becomes a participant in an advertising campaign that is in full swing on all target sites: in social networks, in the media and in the cinema. In this case, the brand comes into contact with an already prepared viewer who is waiting for the appearance of the event film. There are similar pictures in the domestic cinema, for example, "Viking", "Hardcore", "Icebreaker" and some others. What's more, cross-promotion is a method to open up access to Hollywood franchises.

Event sponsorship is another great marketing tool that allows you to take part in the premieres of large-scale Hollywood projects. The first screening always takes place in the most popular cinema, the stars of the screen walk the red carpet under the flashes of cameras and cheers from fans. The brand has a great opportunity to become one of the attributes of the "life of the stars" by joining the advertising campaign at the last moment. The simplest and most effective way can be considered a press wall (guest stars are photographed against its background). In addition, other branding can be used, such as drinks and gifts offered to guests or vehicles on site.

The price of this type of product placement depends on the scale of the event and the site on which it is held. Usually the minimum amount of sponsorship participation is 1 million rubles. This option of interacting with the audience can be considered the most profitable for a number of reasons. First, after investing this amount, the brand is guaranteed to be mentioned in the press and in other media at least 50 times (text, photo and video publications). Secondly, when organizing a premiere under your own brand, not only costs increase, but also the return. In any case, the cost of one contact is minimal. The main thing that an advertiser should consider is the relevance of the target audience of his brand and film.

The premiere of the painting "Personal Shopper" was carried out with the sponsorship of the Audi concern.

Advertising format in product placement

Risks of using product placement

There are many known projects when the profit from product placement exceeded all advertisers' expectations. But there are many more unsuccessful attempts to integrate a brand into a media product. If an ordinary TV advertisement turns out to be a failure, then this is most often easily explained and is associated with the professionalism of employees: a good marketer will be able to identify these shortcomings. The situation is completely different with identifying the reasons for the ineffectiveness of advertising, if the success depends not only on advertisers, but also on many other factors.

So, most often, product placement is exposed to the following risks:

Examples of product placement from practice

House of Cards TV series and Monument Valley paid app

Product placement is not always costly for the advertiser. It happens that a product is initially of interest to content creators or consumers. In the third season of House of Cards, the protagonist plays on an iPad in Monument Valley. The puzzle game formed the basis of one of the plot lines of the series: Frank Underwood offers to write a book about the president. The author of the review of the game agrees and begins work on the book and PR of his program. The work on the book lasts for the whole season.

Frank Underwood can hardly be called a positive hero, but he gathered a whole army of fans who, in just a few days, brought the Monument Valley puzzle to the top ten paid apps on iTunes and the TOP 3 paid games on Google Play. Ken Wong (Lead Video Game Designer) at the GDC said that the conversation with the producers of the series was very short: “They called to see if I agreed to use the game. I didn't mind. " 2017 brought the game another recognition - the Apple Design Award.

The Big Bang Theory Series and Purell Antibacterial Gel

This collaboration also cost the advertisers nothing. The protagonist of The Big Bang Theory is the physics genius Sheldon Cooper. Thanks to his peculiar character and strange rituals, he became the favorite of millions of viewers. Sheldon is convinced that "the only point of consistency" is his place on the couch, he has developed a system of "strikes", which he uses as penalties for breaking the rules. One of the main quirks of the hero is the constant struggle with germs and aversion to touch. This Sheldon trick has been successfully used by GOJO Industries to promote their Purell brand.

In the story, the hero of Jim Parsons puts a snake in a desk drawer to scare his friend. Having committed the atrocity, Cooper hastily applied Purell Gel to his hands. This scene made the audience smile. The results of sociological research provided by the company Nielsen showed that it was this implicit ad that consumers remembered better than anyone else. Once one of the creators of the series, Bill Prady, admitted that they are using actually existing brands to make the viewer believe in the reality of what is happening on the screen. Moreover, he had never heard of the product owners paying for product placement.

Wild and REI store

Sherrill Strayd's female autobiographical novel, Wild, provided free product placement to REI's Sports & Outdoors Store. Their cooperation was not limited to the print edition; implicit advertising is also in the film version of the novel. The heroine Reese Witherspoon's mother dies, problems begin in family life, and she begins to seek oblivion in alcohol and drugs. Cheryl wants to find peace of mind, for which she goes on a journey. She chooses a difficult and unusual route for a woman - a pedestrian crossing of the Pacific Ridge, the length of which is 1,770 km. Gear and equipment purchased from the REI store help her cope with the difficulties of such a journey. On the way, she loses a shoe, orders a new pair by phone and gets it at the next stop.

Today, Danner boots, which were used by the heroine of the novel, and then the film, can be purchased on the REI website. Once the author of the novel said that during her trip along the Pacific Ridge, she really used goods from REI, which is why she mentions them in her work.

The Matrix Trilogy and the Nokia 8110

Nokia 8110 comes out in 1996, and 3 years later the phone appears in the Matrix trilogy. The main character of the picture (Neo) receives an envelope from Morpheus with a mobile phone. Throughout the film, Neo uses Nokia to connect the illusory and real worlds. During the evacuation from the ship, it was through Nokia that the heroes received instructions from the crew.

The "Matrix" used a modified phone model: the slider was moved by pressing a button. The product placement in The Matrix, which had 2 sequels, turned out to be very profitable: more than 8 million Nokia 8110s were sold. signatures. Today Nokia 8110 can be purchased in online stores, and the sellers draw the attention of buyers to the fact that this is a phone from the "Matrix", and it costs the same as the new models. On eBay, the cost ranges from £ 10 to £ 2,500.

Top Gun Drama and Ray-Ban Aviator Glasses

Ray-Ban's product placement dates back to the 1950s. During this time, many Hollywood stars appeared on the screens wearing the brand's glasses, including Bruce Willis and Jack Nicholson. The most significant Ray-Ban advertising campaign can be considered the release of the drama "Top Shooter" (1996). Tom Cruise, the performer of the role of a cadet of an elite US Navy college, already had experience advertising this brand in the "Risky Business". The hero of the picture preferred jeans, a white T-shirt and a leather jacket, thanks to which the aviator glasses organically fit into his image.

Fight Club and IKEA catalog

In the movie "Fight Club", perhaps the most unusual product placement. The heroes of the picture draw the attention of viewers to the senselessness of the consumer attitude to things. The protagonist (Narrator played by Edward Norton) makes his first order of furniture from the IKEA catalog, sitting on the toilet. Gradually, his apartment is filled with all sorts of things: chairs, paintings, wardrobes and more. The hero got so carried away, trying to compensate for the lack of warmth that he turned his own home into a catalog (price tags hung on all purchased goods).

The release of the film made the IKEA brand recognizable, despite the fact that there are not very many products shown, and the image is far from the best.

Find Me, I "m Yours and Sweet'N Low artificial sweetener

Literary works are not often used for product placement, but if a book promises to be a successful media project, then advertisers take a serious interest in it. A similar story happened with the novel by the American writer Hillary Carlip. Find Me, I "m Yours has two main characters, Mags, who works for an online magazine, and Sweet'N Low, an artificial sweetener from the Cumberland Packing Corporation. The plot is based on Mags trying to find true one love in Los Angeles. Implicit advertising can be traced throughout the entire work: the heroine paints her nails pink (like a sweetener package), then she tells her friends about Sweet'N Low, referring to research data (obtained from the advertising company).

The integration of the artificial sweetener into the plot of the novel cost Cumberland Packing Corporation $ 1.3 million. But it was worth it - the myth about its harm was dispelled. Today Find Me, I "m Yours is a large-scale project implemented on the Web (33 sites and Internet shows). The heroine of Hillary Kalyp has her own world, created by the efforts of the author: work (Bridalville site), a former boyfriend who posts photos of her dogs (Freak4mypet) The writer managed to combine the art of words and commerce, creating a model that would benefit all of her participants.

Examples of shameless product placement

Features of product placement in Russia

Russian TV viewers in most cases use advertising in order to go about their business, without being distracted from watching their favorite program, or simply switch to another channel. This fact once again testifies to the low level of trust in commercials (or rather, to its complete absence). Thus, product placement is a great way for advertisers to tell a loyal audience about themselves. Moreover, if this product is used by a favorite actor, then the credibility of the brand increases several times.

The benefits of product placement are obvious, but don't forget about the disadvantages of implicit advertising:

Expensive accommodation.
Lack of opportunity to highlight accents, for example, when placing advertisements in a film.
The inability to predict the effectiveness of the campaign, to set the exact release date of the project, to anticipate the reaction of the audience.

In addition, a distinctive feature of implicit advertising in the Russian media in most cases is its openness. It is absolutely not veiled and not hidden in the plot, so you can often hear how during the film your favorite actors openly pronounce advertising slogans or clearly demonstrate the advertised product.

In April 2010, the Office of the Federal Antimonopoly Service (FAS) fined TNT TV channel 200 thousand rubles. The incident stemmed from an advertisement for the Nintendo Wii game console on the reality show Dom-2.

Such a reaction of the FAS to product placement once again indicates that this is an advertisement. The TNT case was discussed for a very long time, the channel challenged the order in court. As a result, the court decided to cancel the punishment. The reason for this decision was the lack of evidence. Based on the materials available in the case, it was impossible to make an unambiguous conclusion about the presence of advertising: it was impossible to establish exactly the time when the episode began and ended, in addition, this fragment did not fall under the definition of hidden advertising.

Despite all the difficulties, Russian product placement is developing. Russian TV series: "Peculiarities of the National Hunt", "Peculiarities of National Fishing", "Daddy's Daughters", "Molodezhka" and many others are vivid proof of this fact.

Legal regulation of product placement

There are people who are sure that often the customer, paying for implicit advertising, formalizes it as sponsorship.

Most often, a potential consumer is well aware of the impact of implicit advertising.

Most advertisers are attracted by the fact that product placement of alcohol is not prohibited by federal law. But if programs or films in which alcoholic or tobacco products are shown are aired before 22.00, then this is already a violation of the law "On the Prohibition of Advertising of Alcohol and Tobacco".

The legal framework of Western countries best regulates the practice of product placement. It achieved the greatest efficiency in the EU countries. The Television Without Borders directive, for example, states that the RR is banned from programs for children, documentaries and news bulletins. This issue was raised in December 2006 at a meeting of the governments of the EU member states, and the leaders of the states were able to find a solution that satisfies everyone. It should be noted that the directive is a recommendation, not a mandatory postulate. The highest level of loyalty to film producers is seen in the US legislative framework.

Product placement efficiency

Despite the high efficiency of using product placement, its return does not always meet the customer's expectations. Therefore, it is so important to be able to assess the quality of a TV product at the stage of its development. This approach will help you choose the right ad platform. But only specialists can do this.

The interests and goals of the advertiser should be clearly stated in the terms of reference. In addition, the cooperation agreement should provide for clauses that allow the customer to participate in the work on the script and be present at the shooting of the scenes in which his product is integrated, view the edited material and, if necessary, make his own changes.

The placement of TV products containing product placement should be carried out on sites that are interesting to the target audience of the advertised brand, since the communication component of this process is one of the main factors that increase the effectiveness of implicit advertising. The viewer must be interested in the product that is being offered to him.

The fact of participation in the film of a certain brand is already a good informational occasion. And if good preparatory work is done even before the premiere screening of the film, then brand recognition and demand will surely increase.

Array (=> 25 [~ ID] => 25 => 22.10.2019 21:33:47 [~ TIMESTAMP_X] => 22.10.2019 21:33:47 => 1 [~ MODIFIED_BY] => 1 => 22.10. 2019 21:33:47 [~ DATE_CREATE] => 22.10.2019 21:33:47 => 1 [~ CREATED_BY] => 1 => 6 [~ IBLOCK_ID] => 6 => [~ IBLOCK_SECTION_ID] => => Y [~ ACTIVE] => Y => Y [~ GLOBAL_ACTIVE] => Y => 500 [~ SORT] => 500 => Articles by Maxim Pushkarev [~ NAME] => Articles by Maxim Pushkarev => 12012 [~ PICTURE] = > 12012 => 9 [~ LEFT_MARGIN] => 9 => 10 [~ RIGHT_MARGIN] => 10 => 1 [~ DEPTH_LEVEL] => 1 => Maxim Pushkarev [~ DESCRIPTION] => Maxim Pushkarev => text [~ DESCRIPTION_TYPE ] => text => Articles by Maxim Pushkarev Maxim Pushkareva [~ SEARCHABLE_CONTENT] => Articles by Maxim Pushkarev Maxim Pushkareva => stati-maksima-pushkareva [~ CODE] => stati-maksima-pushkareva => [~ XML_ID] => => [~ TMP_ID] => => [~ DETAIL_PICTURE] => => [~ SOCNET_GROUP_ID] => => /blog/index.php?ID=6 [~ LIST_PAGE_URL] => /blog/index.php?ID=6 => /blog/list.php?SECTION_ID=25 [~ SECTION_PAGE_URL] => /blog/list.php?SECTION_ID=25 => blog [~ IBLOCK_TYPE_ID] => blog => blog [~ IBLOCK_CODE] => blog => [~ IBLOCK_EXTERNAL_ID] => => [~ EXTERNAL_ID] =>)

“Martini with vodka. Shake, but do not mix, ”- this phrase is known to all fans of the secret agent James Bond.

Especially zealous admirers even know in what proportions this cocktail is prepared (150 ml. Vodka and 30 ml. Martini).

But few people know that Bond drinks not only this drink. For example, he also actively drinks Veuve Clicquot and Dom Perignon champagne.

And since 1997, he fell in love with Heineken beer, which he began to drink in “Quantum of Solace” on an obscene scale.

And all because his preferences are influenced by the marketing tool - product placement. You can also influence your customers.

Everything hidden becomes apparent

If you translate the phrase "product placement" literally, then it translates as "product / product / product placement".

And this is true product placement in movies, clips or games. But the list does not end there, so it can be supplemented with everything that is produced for use by a huge number of people (books, radio, music).

And it's not done just like that, to fill the site with unnecessary props or to show the status of the hero that he is also involved in cool companies.

And because product placement is a type of advertising that works very positively, especially for well-known companies.

It goes without saying that this props either represents a specific product, or the logo of the brand that invented and sells it is shown.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

I am sure that after seeing the examples below, you will say that this is not for you, although it looks cool.

But I want to warn you and say that these are the most striking examples of the implementation of such a tool.

In fact, you do not have to fit into such large projects, you just need to think with your head and find something in the price = quality category.

1. The film "Coordinates of Skyfall"

In the article, I gave quite a few examples of product placement in a James Bond movie.

And of course I couldn't get around the example of successful product placement in this movie. True, I will show the implementation from the “Skyfall Coordinates” part and the protagonist of Macallan whiskey (by the way, one of the most expensive sorts of whiskey).

In this film, Macallan whiskey was named by James Bond as one of his favorite brands.

As a result, in the week after the movie, searches for the title “Macallan” grew by 150%. It is difficult for us to say what was in the sales.

Film "Coordinates of Skyfall"

2. Our client

Here I will not voice who our client is and how much this placement cost him. I'll just show you a clip so that you try to guess the very advertised product.

In terms of efficiency, this also increased the number of hits. I can’t say anything else, because it’s a commercial secret.

3. PES soccer game

For example, the Puma company successfully manages to promote its brand in games, namely in a football simulator on a computer and consoles.

Most often in games, either players come out in uniform with their logo, or around the football field is fenced with a wall with their name.

Naturally, Puma isn't the only company to advertise successfully in games.

PES Football Game

4. Film "Best Shooter"

In 1986, a film was released with the then young Tom Cruise. In this film, he wore Ray-Ban aviator glasses.

And they very organically fit into his image of a military cadet of the elite college of the US Navy.

5. Songs of rapper Eminem

Eminem is not only one of the most famous rappers in the world, but also a champion in promoting brands in his songs.

In one of them, he even promoted Tampax tampons. This is done by the usual mention in the text.

For us, it seems like a good rhyme, but in fact, this is a sponsor who paid for his participation in his composition.

Eminem

6. The book "Fillet of the Golden Cockerel"

I do not know a single person who has not heard about the novels of Daria Dontsova. Personally, I have never read it, but I know that she has more books than I can imagine.

And the most interesting thing is that she prints them not only for income from sales, but also from advertising.

Namely, this book she named not just like that, but in honor of the company "Golden Cockerel" (food). Moreover, in the course of the book, she also devoted several pages in different chapters of this product.

The book "Fillet of the Golden Cockerel"

7. Irony of Fate 2

Remember I split that product placement in Russia is more aggressive? This is exactly what the film “Irony of Fate. Continuation ”from the 4th minute of the film.

And at the end he says a phrase that very much resembles the slogan: "If there were another car, I would have crashed." The true face of product placement in Russia is intrusive and aggressive.

Irony of Fate 2

8. The whole country

In 2013, one of my favorite Disney cartoons, Frozen, was released.

The cartoon amazes the imagination with the beauties of Norway, plus accents are repeatedly made on this in the film itself.

As a result, 4 months after the release of the cartoon, the number of tourists to the country has tripled, and the number of those who bought flights through the Skyscanner website increased by 153%.

9. Macbook laptop

You can also remember Apple and its products, which often appear in films and TV shows.

For example, laptops from this company can be seen all the time in Sex and the City.

This company, surprisingly, just like everyone else pays for placement, and even achieved some success in this, taking the award in 2010 for the "best placement" of the year.

Macbook laptop

Briefly about the main thing

If we talk about product placement, then it is extremely unpredictable. This is not to say that by investing a lot of money and placing your brand in the film, its sales will inevitably go up.

Unfortunately, this cannot be predicted. Indeed, in fact, product placement is something that has never given and will not give a quick effect.

However, I can say with confidence that if your company has grown to the possibility of placing this type of native advertising, then it must be used.

But it shouldn't look like "Here's the money, do it well." You need to think through every frame and moment. This is a whole lot of work with preliminary analysis.

For example, it's not for nothing that when James Bond gets out of his car, a super-beauty in a revealing dress also leaves the car with him.

Marketers want potential buyers to also imagine themselves with a long-legged model in its place. And that supposedly without such a car you will not have it.

Friends!
We never tire of delighting you with useful articles. And today - another tasty offer from TurboBloga. This time we bring to your attention the material of the guest author - Olga Vysotskaya, an independent PR-consultant. In her first work for our blog, Olga shared her knowledge about such an interesting phenomenon in the advertising world as Product Placement.
We read, fix important thoughts and ask Olga the questions of interest. Enjoy reading .

“Effective advertising is rational arguments in a rational envelope. People first react to the envelope, and only then read the letter, listen to the arguments that encourage them to purchase this particular product. "
John F. Jones, interview with Consultant Magazine

Product Placement(abbreviated - РР) is a technology of hidden advertising, a technology of communication between brands and end consumers as unobtrusively as possible. Product Placement is possible on a screen (TV, cinema, or, what is most interesting to us, a computer), it is possible on stands with holiday cards in a restaurant, it is possible in a fiction book or a computer game. The main content of the dialogue is that we do not impose anything. You decide everything yourself. You just watch our story, because it is interesting, and everything that the heroes of our story use, what they eat, what they drink, what they brush their teeth, what they ride, what they wear, what they put to their ear and when they raise what flag get up - it's unobtrusive. This is the second plan. And the more unobtrusive, the more effective. Because it happens inside entertainment, pleasure. PP does not annoy viewers like traditional advertising, because PP does not interrupt the flow of the plot and therefore is perceived loyally.

If the consumer has a positive attitude towards the hero (the carrier of the advertisement), he also has a positive attitude towards the advertised product itself.

Was it a coincidence or a planned campaign? Cinema is considered to be the birthplace of Product Placement. And to be absolutely precise, this kind of cinematography is animation. It is the cartoon character - Sailor Popeye - who is credited with the hidden promotion of spinach, which is the first mention of an advertising campaign in the Product Placement format. Also, you can often find statements that the US Department of Health became the customer of such advertising:

Considering the fact that the need for spinach as a kind of doping is a feature that Popeye developed exclusively in cartoons (in comics, where, in turn, Popeye himself came from, he was strong enough without him), this information looks quite convincing. Nevertheless, there are many sources indicating that the theme of spinach in the animated epic about Popai owes its appearance to Dr. Avon Wolf, who published a number of studies in 1870. According to his data, as a result of a typo, the iron content in spinach was indicated as ten times the real value. This error was discovered only in 1937, but information about this discovery was made public only in the 80s. The high popularity of Popeye among adolescents and children made it possible to popularize the consumption of vegetables and, in fact, spinach itself. And therefore, even the publication of this information for spinach producers no longer mattered in the least. Regardless of the data on this score, the audience has already associated the beloved character with spinach, and, as a result, the strength and health that it gives. The established association is still alive today. A number of American spinach growers have even erected Popeye memorials to commemorate his contributions to the spinach industry.

This trend of unplanned placements can be seen throughout the history of the RR. For example, authors of books and songs often include this or that product in their plot at their own discretion and preference.

Thus, it is rather difficult to draw unambiguous conclusions about the origin of PP. This technology was able to get further development only by the 80s. The first planned Product Placement is considered to be Steven Spielberg's film "Alien" (1982), where the protagonist non-stop devoured Reese's Pieces chocolate bars. this marketing tool. And by the beginning of the 90s, all large Western film studios had already organized departments that specialized exclusively in Product Placement. By the way, the matter was not limited to one film. Subsequently, a huge number of products were released with the symbolism of the picture (toys, sweets, games, books):

For example, product placement in feature films has gained widespread acceptance as a viable and highly effective way to promote merchandise. Since then, interest in RR has grown from both theorists and marketing professionals and the media. Today, in the conditions of oversaturation of the modern market with traditional, annoying advertising, the development and use of new, effective and comparable with the budgets of domestic clients tools is a necessity.

In my opinion, the PP is just such a tool. And in order to apply it in practice, you need to understand the basics of this advertising technology.

I propose to do this in two stages:
1. The concept of types, types of Product Placement.
2. Distribution channels of the plot itself and, as a result, product mentions.

I see, I hear, I empathize It is customary to distinguish 3 main types of Product Placement:

1. Visual product placement(visual product placement) - when a product, service or logo can be easily seen by viewers. In the motion picture, it is usually represented in this way: the heroine walks down the street, her attention is drawn to a bright sign with the logo of a certain company that used this type of PP. An example of this type of PP is the dietary Coca-Cola ad in the Meat Girls diet episode:

2. Auditory(spoken product placement). This type of PP is divided into 2 subspecies:

Oral (or verbal) - A phrase (dialogue) that advertises a product, service or company when an actor or "voice-over" mentions the advertised product. An excellent example of such placement is Forrest Gump's line from the movie of the same name in the episode after his visit to the White House: "The best thing about meeting with the President was that you could drink Pepper as much as you want!"

Not oral (or non-verbal) - sound, which is an integral property (sometimes - USP) of a product. It is rarely used.

As an example of this type of PP, a scene from the film epic about Indiana Jones is perfect. In several films, the protagonist used a Zippo lighter, which the audience perceived by a characteristic click:

3. Kinesthetic(usage product placement, the interaction of an actor with a product) - this type of placement has always been the most in demand, since it is not always easy to create an image using only an image or a sound series. A good example of such a PP is an advertisement for Amazon.com in the beloved TV series "Sex and the City":

The last type of placement (kinesthetic) includes both visual and auditory types. The kinesthetic type is usually the best for brand companies. This is confirmed by the data of the leading European RAs:

With the help of the types of PP described above, specific advertising tasks are solved, the success of which depends on the degree of participation of the product (service) in the film. For convenience, we will call such degrees and forms of manifestation types of Product Placement.

They are:
1. Product placement. This type of PP means advertising a product of a certain brand in order to confirm its popularity and reputation, as well as the association of a product with a certain way or lifestyle:

2. Corporate placement. It is the placement of advertisements with the aim of maintaining and enhancing the image of a company or service. In Big Daddy (1999), the protagonists take part in a whole adventure in order to catch the McDonalds breakfasts. To begin with, the son of the hero Adam Sandler asks his father to take him to fast food. On the way, the father tells his son how he himself first tasted breakfasts at McDonalds. Then, already in front of the entrance to the restaurant, the heroes linger against the background of its facade, talking to the tramp:

Then they go to McDonalds:

Finally, they contact personnel wearing branded uniforms:

3. Placement of new items... This is the placement of a product that has just appeared (or is planned to launch), in order to create a positive image of the new product. Further participation in the advertising campaign of the film (books, games) is possible. The classic of the genre is the use by the hero of the story of a car model, phone and other products that have just appeared on the market or are planned for mass production:

4. General accommodation. Placing a product or a group of products of the same type from different manufacturers in order to confirm the popularity and reputation of a certain group of products. A very interesting type of accommodation, which is rarely used in today's competitive environment. However, it can be very effective in promoting government and sponsored educational, health and other programs. In fact, the pioneer of the RR - the sailor Popeye with spinach - belongs to this type of placement.

5. Location of country or region... This is an advertisement for tourist resorts, additional benefits and other advantages of a country or region. It is used to create a positive image of the country with the possibility of participating in a further advertising campaign. An excellent example is the use of the Phi Phi Lei island in Thailand in the plot of the film "The Beach" with Leonardo DiCaprio, especially Maya Bay. Since the release of the film worldwide to this day, almost no travel guide in Thailand is complete without mentioning this fact, and Maya Bay is one of the 5 most popular beaches in the world, where it takes second place:

6. Placement of ideas. Practical demonstration of the essence of the idea. Advertising of legislative advantages, commercial or political idea based on the example of the plot of the film. It is most often used in the political and ideological spheres, less often in the fields of insurance or other types of commercial activities for the provision of services. For example, we can recall the MedClub company, in which the hero of one of the novels of the French writer Michel Houellebecq worked.

7. Neutral placement. Inactive presence of a product, service in a movie or TV series. Formation of a lifestyle and "binding" to this product or service. This type of PP is used primarily by tobacco companies, since cigarette advertising is prohibited in many countries. In the case of neutral placement, when the hero of the picture smokes a certain brand of cigarettes, it is almost impossible to prove the manufacturer's connection with the filming process.

8. Creative placement. The product (service) is creatively integrated into the plot and becomes an integral part of it. Advertising of specific benefits from the use of a product (service), constantly repeated mentions about it. A good example is the monologue of Buldakov's hero, as well as some other episodes in the film "Peculiarities of National Fishing" about Vrozhay vodka:

9. Placing a product image. The plot of the film is entirely devoted to a product, service or idea. It is advertising of an idea, product benefit or idea throughout the story. It is used in combination with further advertising of both the story itself (film, game, book) and the product, which is the basis of the scenario idea. Books, comics, cartoons about the Barbie doll - an example of such a PP:

When it comes to placement delivery channels, it's not just the film industry that should be mentioned. Currently, a lot of shows and competitions are broadcast on radio and television, the name of which (for example, "Ali J's Show") can already be attributed to Product Placement. Not without Product Placement and animated products, where the heroes constantly chew a certain brand of chewing gum.

Product Placement is sometimes included in well-known music hits that are occasionally listened to by the consumer. The famous song "Sugar Free Orbit" can be seen as an illustration of this type of PP. Although in some songs there may not be an advertising intention, on the contrary, a well-known product that the author loved becomes the guarantor of the song's success.

Gifts to famous people at anniversaries and competitions, including awards of patrons, participation of sponsors, demonstrative lighting of only a certain type of cigarette, scandalous stories from the life of popular figures - all this is nothing more than various forms of Product Placement.

Reality shows also make extensive use of this tool. According to various sources, the most successful (from a commercial point of view) reality shows live not so much on advertising inside and around the program, as in all other segments of the air, but on the so-called "hidden advertising" woven into the fabric of what is happening. The record for income from advertising within the program was received by the show "Dom-2" of the TNT channel $ 6.5 million. The second and third places are shared by the projects of the first channel "The Last Hero" and "Star Factory", which earned $ 3 million each.

Studios that create computer games and applications for social networks and other platforms also take an active part in the development of Product Placement. According to the company Double Fusion, brand awareness among gamers increases 60 times out of 100 after the placement of PP. 54% of respondents believe that in-game advertising attracts attention, and this is given the fact that visualization is not so important for gamers! One of the latest examples: after the release of Night Watch, a game of the same name appeared in stores, where an advertisement for Alfa-Bank was placed.

Mass literature also did not stand aside. D. Dontsova became one of the flagships of Product Placement. Her book "Fillet of the Golden Cockerel" contained in the title the brand of semi-finished products "Golden Cockerel". The logo of this brand was present on the cover, and the book itself contained a story about frozen semi-finished products. According to Moskovsky Komsomolets in St. Petersburg, such an order cost $ 50,000:

The position of the RR in the modern media market and its place in marketing communication The specificity of the Product Placement campaign is that it is always carried out on a wide scale and with numerous subjects. In most cases, Product Placement is not considered a standalone product promotion. If a secular get-together was chosen as a format for PP, where branded products are used as gifts, then their brands should already be well known to the consumer. This is due to the fact that this type of advertising does not provide detailed information about the product, because the PP is preceded by primary commercials and projects designed to highlight the product long before the advent of Product Placement.

Thus, we can conclude that Product Placement technology can be used to conduct campaigns on an absolute variety of sites, including the network.

Digitall PP has been steadily gaining momentum in recent years. Blogs, social networks, branded platforms, postal services, online shows and series - all these channels are used to convey a message (plot) to a user on the network. Moreover, it was the digital format that made it possible to obtain new opportunities for using the PP with an existing and previously popular offline storyline, but already online. This technology is called digitall product placement in Western markets, and the first campaign to use this technology is SeamBi.

One example of DPP (digitall product placement) performed by SeamBi is an online campaign for the comedy My Zoo Boyfriend (2011) with Kevin James, which was integrated into an episode of season 3 (2007) of the hit series How I Met Your Mother. (2005-2013):

After the product was technically integrated into the plot (by SeamBi), RA got down to business, which disseminated information with the message “Kevin James found a time machine and got into an old episode of“ How I Met Your Mother ”on the network:

It is also worth noting that, despite the rather attractive format of PP exposure, in Ukraine (as well as in other post-Soviet countries) there is a tendency among marketers, PR specialists (and especially advertising sales managers), primarily on TV, in print media. The media and the Internet sell to their clients under the guise of placement a rather aggressive format of sponsorship of certain stories.

This is due to the fact that the majority of Ukrainian specialists do not fully understand the essence of such advertising technology as PP, or underestimate its effectiveness. This fact should be understood both by client companies and companies that build their marketing communications with the consumer on their own, and by advertising agencies.

This article is a material designed to assist professionals in making a decision to conduct an advertising campaign using Product Placement and its format. And finally, a good selection of moments with the RR in the chronological order of his appearance in the global media space.

Product placement (PP - product placement) is one of the types of native advertising designed to take into account the characteristics of the site on which it is hosted, not to be identified as advertising, to meet the interests of users and not to cause rejection in them.

Product placement is the integration of commercial content into non-commercial content. Translated from English PP means "product placement". At the same time, it allows not only to demonstrate the product, but also to focus on its capabilities and features. The main thing is to choose the right place, time when this product will be shown to the audience, and create the necessary associations.

For example, PP is permeated with all James Bond films, which are considered classics of product placement in cinema. Thanks to this, most people know everything about 007's habits and tastes: James Bond drives a BMW, wears suits from Brioni, Omega watches, prefers a mixed but not shaken cocktail of vodka with Martini, Philips electronics, British Airways, etc.

What are the main advantages of product placement?

Such native advertising is hidden. It does not interfere with the consumption of content, as it harmoniously fits into the plot of a book, video clip, film, program, TV advertisement and any other video.
PP messages do not follow one another, as happens during commercial breaks. Thanks to this, a person has the opportunity to remember the product / brand he has seen or heard, in contrast to advertising blocks, in which information changes so often that each subsequent advertising message displaces the previous one.
The effectiveness of product placement is due to the following:

on the one hand, such native advertising is forced to hide in the shadow of a plot, film, video clip, video clip and the fame of an actor / TV star;
on the other hand, it is the brand that is professionally and subtly integrated into the plot, which is in sight or is used by the hero in everyday life, and is remembered by the consumer, although initially he may not notice it.

What are the goals of product placement?

Draws attention to a product / brand, arouses interest in it.
Increases product / brand awareness.
Forms instant product / brand awareness at the moment of making a purchase decision.
Improves product / brand memorability, affects consumer memory.
Forms the necessary opinion about the product / brand.
Changes or corrects the motives for buying a product / brand.

What are the different product placement formats?

1. The product appears on the screen, it is accentuated, it is used. As an example - a frame from the movie "Jurassic World":

2. The product appears on the screen, but there is no emphasis on it, it is not used. Here's an example of such a native TV ad (shot from American Idol TV show):

3. The product appears on the screen in the context of the scene, but is not used. Here is a shot from the movie "Shop Cop 2":

4. The product is mentioned in a speech, in a broadcast correspondence. We have also selected such an example of native advertising, see:

According to Hollywood Branded statistics, 85% of people notice products and brands in non-commercial content. And 57% of people are willing to buy a product based on what they see on the screen.

But this is in the West ...

And what about Product placement in Russia?

In Russia, 100% of people notice products and brands. But only because it is simply impossible not to notice them (in Russia they have not yet understood that PP is precisely hidden advertising).

There are a lot of examples of product placement in Russian cinema. Take, for example, the film "Irony of Fate 2. Continuation". There are advertisements for Toyota, Faberlic, Beeline, etc.

1.png

2.png

7.png

4.png

5.png

6.png

And these are just not all PP examples. And how many times Soviet sparkling wine is advertised in the film, the fingers of both hands are not enough to count. Is it so bad?

On one side of the scale is the advertiser, who still believes that it is best to show the product with a person, and take up most of the screen. On the other, there is a consumer. He still has a stereotype in his head that only expensive and useless products are advertised. All hope is for marketers who can balance these scales!

As you can see, the makings are there. Yes, and the possibilities today are darkness: films, TV series, shows, video games, vlogs, clips ...

Among the Russian product placement, clips are, perhaps, a tasty morsel for advertisers. We have selected 5 examples for you. We suggest you digress a little, plunge into product placement on YouTube and try to count the number of brands advertised.