Marketing as a tool

Product placement, brand integration or embedded marketing,[1][2][3][4] is according to Business Dictionary, “an advertising technique used by companies to subtly promote their products through a non-traditional advertising technique, usually through appearances in film, television, or other media.”[5]
Product placement stands out as a marketing strategy because it is the most direct attempt to derive commercial benefit from “the context and environment within which the product is displayed or used”.[6] The technique can be beneficial for viewers, since interruptive advertising removes them from the entertainment.
In April 2006, Broadcasting & Cable reported, “Two thirds of advertisers employ ‘branded entertainment’—product placement, brand integration—with the vast majority of that (80%) in commercial TV programming.” It said, “Reasons for using in-show plugs varied from ‘stronger emotional connection’ to better dovetailing with relevant content, to targeting a specific group.”
According to PQ Media, a consulting firm that tracks alternative media spending, 2014 product placement expenditures were estimated at $10.58 billion,[7] rising 13.6% year-over-year and global branded entertainment growth is now at $73.27 billion.[8] The firm noted that brand marketers are seeking improved methods to engage younger audiences used to ad-skipping and on-demand media usage, and branded entertainment provides omnichannel possibilities to more effectively engage post-boomers, particularly Millennials and iGens. A major growth driver is the increasing use of digital video recorders (DVR), which enable viewers to skip advertisements that interrupt a show.[9][10]

Pius Ratugi

Data Analyst – Sopa Cargo