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Digital Product Placement – Hype or Future?

Digital product placement is on everyone’s lips – at least it seems this way, if you are asking around in the industry. But even society, or at least the mass media seems to get interested in this exciting topic – see for example this article in the guardian: Click here.

 

What is it about?

For digital product placement, the placement gets digitally inserted into the final content after its production. For example, a banner ad for Levi’s jeans was subsequently integrated in a music video, as you can see in the following video:

 

 

This raises the question whether digital product placement is rather a temporary hype or the future of product placement. Therefore, let us first take a brief look at the advantages and disadvantages.

 

Advantages

  1. The integration of placements can take place without the usual time and organizational pressure, since the product is not integrated directly on set and the integration must not be synchronized with the usual film production processes.
  2. The artistic creation process is not disturbed. The director and the actors don’t need to adjust to the product and can devote themselves entirely to the film.
  3. Product placement can be controlled in almost every detail. While at classical placements, the design of the placement will be affected by many people and is rarely perfectly projectable, you can become the director at digital product placement.
  4. Because of these controlling possibilities, the placement can also be optimized perfectly. Thus, also the results of Placedise analyzes can be considered in detail to maximize the advertising effects and the impact of the placement.
  5. The product placement can theoretically be removed or updated at any time. Of course, already pressed discs can’t be changed later. However, to update the content in a broadcast on television or on the internet is quite possible.
  6. Theoretically, content can also be dynamically adapted to the target group (similar to search engine marketing).

 

Disadvantages

  1. Digital product placement can’t be integrated intensively into the plot (the story). A comprehensive interaction of the actors with the product is also usually not possible (simple view, touch, etc. excluded).
  2. The possibilities of forming the placement are limited by the already finished content. Additional content in the form of new scenes can’t be inserted. Example: If the car should appear in a car chase and not just simply stand in the background, digital product placement reaches its limits.
  3. Accordingly, the opportunities for placements are already given and can’t be created. If no cell phones are used in the movie, also digital placement has little chance of success. In classical placements you have the opportunity to create these situations.

 

Conclusion

Digital product placement can’t fully replace traditional placement, as it is very difficult to integrate more complex placements. Furthermore, it should be noted that digital product placement is only possible if the content producers and/or distributors make this possible. It will certainly take some more time until the issue is firmly integrated into all existing processes.

However, the vast potential in terms of detailed design and optimization is reason enough to say that digital product placement will gain more and more importance in the long term. If you have already dealt with our service, you know that the advertising success depends on many parameters, which can often not be controlled in detail at classical placements. A subsequent integration can better exploit this potential of advertising success.

Since the whole thing is not only exciting for advertisers, but also for marketers and content producers, digital product placement is certainly not a short-term trend, but will be an integral part of the marketing future.

The impressive opportunities can not only be seen in the above example, but also in the production of latest movies and tv shows as the following video demonstrates:

 

 

Picture by http://www.flickr.com/photos/intelfreepress/

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Digital Product Placement – Hype or Future?
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Jens Kürschner

Author: Jens Kürschner

Jens Kürschner is founder and managing director of Placedise. As an expert in the field of consumer behavior and media enthusiast, he is especially responsible for the product know-how. In our blog, this knowledge and the experience of many years of research and study will be shared with you.

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