Is product placement taking the place of TV commercials

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Is Product Placement Replacing TV Commercials?


Summary


While product placement is gaining traction among companies with the resources to invest, it isn’t likely to replace TV commercials anytime soon. As technologies like TiVo allow viewers to skip ads, advertisers are exploring innovative ways to engage their audience.

Article


Is product placement poised to replace TV commercials? Not yet, but it's certainly capturing the interest of companies with deep pockets. With the advent of TiVo and similar technologies that let people skip commercials, advertisers are becoming more creative in reaching their consumers.

Companies like Staples, Home Depot, and Audi have made significant strides in this area. Staples cleverly utilized product placement with their Desk Apprentice, Home Depot showcased their brand on TLC's "Trading Spaces," and Audi's A8 saw a massive boost in visibility through its role in the "Transporter 2" movie trailer.

But is product placement a novel strategy? Not at all. The initiative is well-known in the industry. For instance, the launch of Reese's Pieces was significantly boosted by its placement in "E.T. the Extra-Terrestrial." In fact, the strategy dates back even further to a 1949 film featuring Harpo Marx, where Mobil oil was featured.

While large-scale product placement might be beyond the budget of smaller businesses, there are creative ways to leverage this tactic. For example, sports drink manufacturers could sponsor emerging athletes, furniture companies might lend items for independent film sets, or clothing brands could outfit artists in music videos.

What innovative strategy can your business explore?

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