lawrence-wenner-blog

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Video Insertion

Thanks to technology, it has been possible for over a decade now to put an ad where there isn’t anything or replace something that’s there with an ad. Viewers do not realize that they are looking at post-production ads, they believe it’s been there all along. The goal is to deceive. Considered as ‘sneaky advertising’ and intrusive, retractors hope that it won’t become a ‘runaway train’. Those new technics raise a lot of questions concerning privacy, audience targeting but also authors’ and actor’s rights. The biggest advantage for marketers is that it gives them the possibility to sell the same program over and over again since the ad can be changed an infinite number to time.

#video insertion #product placement #hollywood

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POPP ( plain old ) product placement

According to EMA’s Past President Eric Dalquist, the general goal of the original conception of product placement is to help “ present a realistic picture of life as we’ve lived it, but not to the point of intruding into the dramatic content of the film”.

Since the audience is not expecting this marketed message, the ad is thus received in a receptive and happy state of mind. It adds a realistic feeling to a scene or a situation. Unbranded products, often used in movies not willing to use product placement, call attention to themselves by being unnatural. But it is also important to not overpopulate a movie or television program by using too many product placements which would turn the project into series of commercials. Over-exposure will also call attention to itself.

#product placement

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EMA

A trade association called Entertainment Marketing Association (EMA) has been created to link the three main groups interested in the practice. Those three groups are: 1: The corporations and manufacturers who are willing to get their brands displayed in the entertainment vehicles

2: The studios and production companies who are looking to place products into their projects in order to lower the costs of making such projects, and 

3: The product placement agency which is a general advertising or public relations firm that offers placement services to its clients.

#product placement

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In 1998, AOL payed between $3 and $6 million to become the Internet service provider linking Tom Hanks with Meg Ryan in You’ve got mail.

#historical context #product placement #hollywood

[lawrence-wenner-blog]

“Programming has become the Trojan horse, with product placements playing the role of the armed warriors lodged inside.”

Lawrence A. Wenner

#product placement #Wenner

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Virtual Product Placement

Virtual product placement technology allows products or images to be retrofitted or removed from existing programming. “It gives the seller the flexibility to sell the same program over and over again”

#product placement