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UK Production Lounge: Robert Hicks


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Robert Hicks, ITV, Digital Sales Manager, Commercial and Online, TV, Television, Production, Product Placement, AFP, Advertiser Finded Programming, Sponsorship, Branded Television

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UK Production Lounge: Robert Hicks

  1. 1. ITV Product Placement Roadshow
  2. 2. Historical Context and The Market <ul><li>US - long history, PP existed before spot advertising </li></ul><ul><ul><li>Ability to write products into scripts, e.g. whole episode of Lost about a Samsonite case that could not be opened </li></ul></ul><ul><ul><li>On screen pp clutter in many shows </li></ul></ul><ul><ul><li>Traded as part of wider media deal </li></ul></ul><ul><ul><li>Producers often share in revenues </li></ul></ul><ul><li>UK Prop Placement </li></ul><ul><ul><li>Controlled by 13 Brand Placement Agencies </li></ul></ul><ul><ul><li>Active since mid 1980s </li></ul></ul><ul><ul><li>Handling £7m> £10m of placements pa </li></ul></ul><ul><ul><li>Delivering £ 25m> £30m pa of media inventory </li></ul></ul>
  3. 3. Regulation <ul><li>Ofcom consultation period complete and new code was published 20 th December 2010 </li></ul><ul><li>On air start of Feb 28 th 2011 with period of on air marketing across all broadcasters to raise awareness of PP with viewers </li></ul><ul><li>On air warning logo requirement </li></ul><ul><li>Editorial justification test to apply. Clear approval process from editorial, commissioning & compliance teams. </li></ul><ul><li>No products can be written into the script (as per US scripted drama) </li></ul>
  4. 4. Regulation <ul><li>No PP allowed in – </li></ul><ul><ul><li>News and Childrens (whether produced in the UK or acquired from abroad) </li></ul></ul><ul><ul><li>Current affairs, consumer advice, religious shows </li></ul></ul><ul><li>PP allowed in – </li></ul><ul><ul><li>Films </li></ul></ul><ul><ul><li>Series made for TV </li></ul></ul><ul><ul><li>Sport </li></ul></ul><ul><ul><li>Light Ent </li></ul></ul><ul><li>No PP of the following products – Tobacco, alcohol, HFSS, gambling, baby milk, medicines, any product that can’t be advertised on TV </li></ul><ul><li>ATVOD due to publish their VOD position for PP now Ofcom guidance is out </li></ul><ul><ul><li>“ TV-like” content likely to include long form catch up but clips excluded </li></ul></ul>
  5. 5. Tracking and Evaluation
  6. 6. Repucom <ul><li>Founded in 2003 to create an industry-standard currency to quantify brand exposure in broadcast (speciality in sports sponsorship) </li></ul><ul><li>Appointed as ITV’s partner to measure and value all PP placement deals </li></ul><ul><li>Combination of 2 scores will be used: </li></ul><ul><li>Brand Placement Score </li></ul><ul><li>+ </li></ul><ul><li>Contextual Integration Score </li></ul><ul><li>= Product Placement Score </li></ul>
  7. 7. Radiuss: Technology Location Location on Screen Duration Logo Time on Screen (seconds) Multiple Exposures No. of times the brand appears. Size Size of brand exposures on screen (% of total screen size)
  8. 8. The Contextual Integration scoring system is based upon 7 distinct criteria- from a low end passive, unbranded experience to a high end value combining full Brand active integration coupled with an audio reference. Contextual Integration Scores -Value Chain Passive Brand Exposure Active Branded Product Integration + Audio Reference Passive Unbranded Product Integration Audio Reference only Passive Branded Product Integration Active Branded Product Integration Active Unbranded Product Integration
  9. 9. Making it Happen
  10. 10. Product Placement DNA (learnings from Around the World) Creates emotional attachments Creates fuel for wider Marketing activity Can endorse a Brand’s attributes and educate through usage Can create a “bridge” for promotional activity Allows for greater contextual intensity of communication Vector of positive image Heightens Brand Awareness
  11. 11. Proposed Sales Strategy <ul><li>ITV open to trade with any Client representative (Media / Brand Placement / PR / Creative Agencies) and / or Client direct </li></ul><ul><li>Two way process </li></ul><ul><ul><li>Editorial teams will present Commercial with PP opportunities in advance (pre cleared by Commissioning and Compliance) </li></ul></ul><ul><ul><li>Regular briefings from Clients on “Brand Essence and Products” for future consideration </li></ul></ul><ul><li>Gary Knight leading with Katherine Marlow and Rob Hicks </li></ul><ul><ul><li>Hiring Product Placement Liaison staff to manage deals across ITVS produced shows (based North and South) </li></ul></ul><ul><li>* Talks ongoing with PACT for PP within Indie shows </li></ul>
  12. 12. Placement Plus
  13. 13. Placement Plus <ul><li>Next generation “click to buy” tools </li></ul><ul><li>Short form Branded Content clips to widen association </li></ul><ul><li>VPAID and VAST VOD activity linked into PP </li></ul><ul><li>Interactive Companion Display Ads </li></ul><ul><li>Licensing packages </li></ul><ul><li>The above elements are just part of the wider commercial franchising elements that we propose to offer as a wider PP sell. </li></ul>