Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Trends in Product Placement: Hyper-reality or commercial pollution?

2,137 views

Published on

Published in: Business, Health & Medicine
  • Be the first to comment

Trends in Product Placement: Hyper-reality or commercial pollution?

  1. 1. TRENDS IN PRODUCT PLACEMENT Hyper-reality, or commercial pollution? Grant Spanier University of St. ThomasUndergraduate Media Conference | 04/20/12
  2. 2. AGENDA 1. Research Purpose 2. Advertising Background 3. Product Placement 4. ResearchUndergraduate Media Conference | 04/20/12
  3. 3. PURPOSE  Study the value, effects and future of product placement.  Focused exclusively on millennials (18-29)  Designed to understand millennial opinions on product placement. Undergraduate Media Conference | 04/20/12
  4. 4. PURPOSE Answer these: How does product placement function? How effective is it? How bothersome is it to viewers? Is it morally objectionable? Undergraduate Media Conference | 04/20/12
  5. 5. PURPOSE Hyper-reality, or commercial pollution?Undergraduate Media Conference | 04/20/12
  6. 6. WHAT IS IT? -  Embedded Advertising -  Story Alteration -  Product Integration -  Booming Industry -  Marketing Solution -  Unavoidable Movies Television (offline/online) Music VideosUndergraduate Media Conference | 04/20/12
  7. 7. WHAT IS IT?Undergraduate Media Conference | 04/20/12
  8. 8. WHAT IS IT? E.T.Undergraduate Media Conference | 04/20/12
  9. 9. WHAT IS IT? 65% SALES INCREASEUndergraduate Media Conference | 04/20/12
  10. 10. BACKGROUND Most instances of Product Placement: The Biggest Loser – 6,248 American Idol – 4,636 Extreme Makeover: Home Edition – 3,371 Americas Toughest Jobs – 2,807 One Tree Hill – 2,575 Deal or No Deal – 2,292 Americas Next Top Model – 2,241 Last Comic Standing – 1,993 Kitchen Nightmares – 1,853 Hells Kitchen – 1,807 $60 million + 1
 1
 h"p://www.mediapost.com/publica4ons/ar4cle/120680/
Undergraduate Media Conference | 04/20/12
  11. 11. BACKGROUND $3.1 billion in 2006 $7.6 billion in 2010 1
 More than doubled in less than 5 years.Undergraduate Media Conference | 04/20/12
  12. 12. WHY THE INCREASE?Undergraduate Media Conference | 04/20/12
  13. 13. WHY THE INCREASE? Death of the 30 second spot:Undergraduate Media Conference | 04/20/12
  14. 14. WHY THE INCREASE? Death of the 30 second spot:  Snowball effect—ads, ads, ads  More media channels—more messages  Conditioned generationUndergraduate Media Conference | 04/20/12
  15. 15. WHY THE INCREASE? Death of the 30 second spot:  DVR / skipping commercials  Social Media  Multi-screen viewing habits 66%Undergraduate Media Conference | 04/20/12
  16. 16. WHY THE INCREASE? Death of the 30 second spot:  DVR / skipping commercials  Social Media  Multi-screen viewing habits 66%  Solution = Product Placement Undergraduate Media Conference | 04/20/12
  17. 17. ADVERTISING IS CHANGING.Undergraduate Media Conference | 04/20/12
  18. 18. ADVERTISING IS CHANGING. CHANGED.Undergraduate Media Conference | 04/20/12
  19. 19. CHANGING BEHAVIOR CHANGES MEDIA.Undergraduate Media Conference | 04/20/12
  20. 20. CHANGING BEHAVIOR CHANGES ADVERTISING.Undergraduate Media Conference | 04/20/12
  21. 21. PRODUCT PLACEMENT Effective advertising. Additional revenue generator. “DVR proof.” Pros Lower production costs. More realistic.Undergraduate Media Conference | 04/20/12
  22. 22. PRODUCT PLACEMENT More advertising messages. Ruins integrity of creative work. “Secret advertising.” ConsUndergraduate Media Conference | 04/20/12
  23. 23. REASEARCH METHOD  Anonymous 12-question survey  100 respondents  All between 18 & 29 years oldUndergraduate Media Conference | 04/20/12
  24. 24. RESULTS | Media Consumption 17.7
 6.5
 4.2
Undergraduate Media Conference | 04/20/12
  25. 25. RESULTS | Brand Awareness | TV 17.7
 71%
 29%
 6.5
 4.2
Undergraduate Media Conference | 04/20/12
  26. 26. RESULTS | Brand Awareness | Film 17.7
 71%
 73%
 29%
 27%
 6.5
 4.2
Undergraduate Media Conference | 04/20/12
  27. 27. WHAT DOES THIS MEAN? THEY KNOW IT’S THERE.Undergraduate Media Conference | 04/20/12
  28. 28. BUT HOW DO THEY FEEL ABOUT IT?Undergraduate Media Conference | 04/20/12
  29. 29. BUT HOW DO THEY FEEL ABOUT IT? NOT SO BAD.Undergraduate Media Conference | 04/20/12
  30. 30. RESULTS | Program Disruption | TV 72%
 17.7
 71%
 73%
 53%
 47%
 29%
 27%
 28%
 6.5
 4.2
Undergraduate Media Conference | 04/20/12
  31. 31. RESULTS | Program Disruption | FILM 76%
 17.7
 71%
 73%
 57%
 29%
 27%
 43%
 24%
 6.5
 4.2
Undergraduate Media Conference | 04/20/12
  32. 32. SO, WHAT WOULD THE RESPONDENTS PREFER?Undergraduate Media Conference | 04/20/12
  33. 33. A. LESS COMMERCIALS, MORE PP. B. MORE COMMERCIALS, LESS PP. C. NO CHANGEUndergraduate Media Conference | 04/20/12
  34. 34. RESULTS | Alternative System 17.7
 71%
 76%
 73%
 29%
 27%
 6.5
 6%
 4.2
 18%
Undergraduate Media Conference | 04/20/12
  35. 35. UNFORTUNATELY, THAT’S NOT GOING TO HAPPEN. Undergraduate Media Conference | 04/20/12
  36. 36. PRODUCT PLACEMENT IS OKAY. Undergraduate Media Conference | 04/20/12
  37. 37. PRODUCT PLACEMENT IS OKAY. USUALLY.Undergraduate Media Conference | 04/20/12
  38. 38. A PREFERRED, LESS-INTRUSIVE FORM OF ADVERTISING.Undergraduate Media Conference | 04/20/12
  39. 39. BRANDS THAT GET PLACEMENT RIGHT CAN RULE THE SPACE.Undergraduate Media Conference | 04/20/12
  40. 40. IF IT BENEFITS THE SHOW, THE BRAND WILL BENEFIT.Undergraduate Media Conference | 04/20/12
  41. 41. IF IT BENEFITS THE AUDIENCE, THE BRAND WILL BENEFIT.Undergraduate Media Conference | 04/20/12
  42. 42. IF IT BENEFITS THE AUDIENCE, WE ALL WIN.Undergraduate Media Conference | 04/20/12
  43. 43. THANK YOU! Grant Spanier grantspanier.com grantspanier@gmail.com @grantspanier Presentation can be found online: slideshare.com/grantspanierUndergraduate Media Conference | 04/20/12

×