Product placement, or embedded marketing, is, according to the European Union “any form of audiovisual commercial communication consisting of the inclusion of or reference to a product, a service or the trade mark thereof so that it is featured within a programme”
I think we’ve all noticed this at least once, you’re watching your favourite movie, series or even a music video and all of a sudden you see a not so subtle placement of a product or brand. This can happen in multiple forms, the character eating a candy bar, putting down a bag of groceries from a specific store or any other “natural placement” of a product. But with the internet and Youtube gaining ground and getting more views than most TV shows, product placement is also adapting. bloggers and vloggers who are doing sponsored video’s with a subtle placement of or use of a product. But is this profitable for you as a marketer?
The meaning of product placement is actually quite straight forward, it’s the placing of a product in a TV show or movie. The trick is to do this as unobtrusively as possible so the viewer doesn’t feel distracted and the product isn’t too much in your face. This can be quite a challenge, it’s best if the product is used in a movement or in a natural flow. For instance Hugh Laurie working on a laptop on the TV serie House, that it just happends to be a Mac Book isn’t weird or obtrusive at all. And the fact that the judges on American Idol drink Coca Cola is completely plausible. However the subtlety of this placement is arguable.
Product Placement on Youtube
With bloggers reaching hundreds of thousands of people on Youtube, it isn’t that strange that marketers saw their opportunity. PR agencies have been sending products to bloggers for years in hopes to receive a response, but the product placement in Youtube video’s takes it to a whole new level, both for the brand as the blogger. Most bloggers have a huge base of followers who love to watch their videos so brands reach a lot of people at once plus it is extremely targeted. The people watching that video are already interested in the subject, or even in your product because otherwise they wouldn’t click on the link! But bloggers also get a lot out of it, in previous years they would get free stuff, but on top of getting the product to be placed for free they get a big paycheck. Last year alone there companies spend a total of 5.6 billion dollars world wide on product placement on Youtube. PLus, product placement on Youtube is way less intrusive, these bloggers and vloggers already do tutorials or record their every step, so it’s not that weird to see some brands pass by in the video. Therefore it is a more natural flow, people will remember your product more and won’t feel as bothered while watching the video.
A great international example of this product placement on Youtube is Ambrosia Malbrough’s video about “Love with Food Unboxing” video which can be found below. In this video she unboxes this snack package, great placement for Love With Food, and good money for Ambrosia. There are a lot of discussion about whether or not this change is good. Personally I feel like it’s not that big of an issue, as long as the same rules and guidelines exists on Youtube as these exist for product placement on TV and in movies.
Bloggers and vloggers have a big following, both on their website as on their Youtube channel. Their viewers seek for advice from these online “gurus”. Therefore it is a great idea for marketers to start with product placement on Youtube. Here a quick reminder of why it certainly is advisable for marketers to jump in on this new trend:
- You have a high reach
- The people you reach are already interested in the subject or even in your product. Otherwise they wouldn’t click on the video.
- The product placement feels natural in a Youtube video. Therefore people are more likely to remember it.
What is your opinion about product placement on Youtube? Please leave a comment with your thoughts!
House – http://www.slideshare.net/aidenyeh/product-placements-in-movies-28831852