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4 Comments

  1. 1

    Michelle Jacobs

    Hi Chris, clients are also insisting on very strong, blatant product integration and/or placement. Brand Managers need to realise that “in your face” product placement turns potential customers off. The most effective product placement and integration is subtle, natural and organic. It has to look like real life.

  2. 2

    Megan MacDonald

    Hi Chris, please tell me where you got this: “80% in the USA and 72% in Europe and probably more than 50% among upper LSM’s in South Africa avoid ad breaks”?
    I saw a Neilson figure last year that said that 95% of people are still watching live TV, which I then presume means that they will watch the commercials.
    Thanks

  3. 3

    Grant Pringle

    Hi Chris working for e.TV, when it comes to certain brands we just can’t do any product placement because it takes away from the authenticity of the story line (which ultimately is what gets us the
    ratings and gets your clients ears perked up…….) that being said, it all boils
    down to the product being in its natural environment and integrating it
    in a seaming less manner, however totally agree with you on this !! As per the lower LSM im sure you are aware of OpenView HD which will primaraly focus on 30 second ads and a bit of product placement/promotions relevant to the audience and programme.

  4. 4

    Grant Pringle

    Totally agree with you on this Michelle and it all boils down to the product being in its natural environment and integrating it in a seaming less manner…..

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