Trends in Product Placement: Hyper-reality or commercial pollution?
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Trends in Product Placement: Hyper-reality or commercial pollution?
- 1. TRENDS IN PRODUCT PLACEMENT Hyper-reality, or commercial pollution? Grant Spanier University of St. Thomas Undergraduate Media Conference | 04/20/12
- 2. AGENDA 1. Research Purpose 2. Advertising Background 3. Product Placement 4. Research Undergraduate Media Conference | 04/20/12
- 3. PURPOSE Study the value, effects and future of product placement. Focused exclusively on millennials (18-29) Designed to understand millennial opinions on product placement. Undergraduate Media Conference | 04/20/12
- 4. PURPOSE Answer these: How does product placement function? How effective is it? How bothersome is it to viewers? Is it morally objectionable? Undergraduate Media Conference | 04/20/12
- 5. PURPOSE Hyper-reality, or commercial pollution? Undergraduate Media Conference | 04/20/12
- 6. WHAT IS IT? - Embedded Advertising - Story Alteration - Product Integration - Booming Industry - Marketing Solution - Unavoidable Movies Television (offline/online) Music Videos Undergraduate Media Conference | 04/20/12
- 7. WHAT IS IT? Undergraduate Media Conference | 04/20/12
- 8. WHAT IS IT? E.T. Undergraduate Media Conference | 04/20/12
- 9. WHAT IS IT? 65% SALES INCREASE Undergraduate Media Conference | 04/20/12
- 10. BACKGROUND Most instances of Product Placement: The Biggest Loser – 6,248 American Idol – 4,636 Extreme Makeover: Home Edition – 3,371 America's Toughest Jobs – 2,807 One Tree Hill – 2,575 Deal or No Deal – 2,292 America's Next Top Model – 2,241 Last Comic Standing – 1,993 Kitchen Nightmares – 1,853 Hell's Kitchen – 1,807 $60 million + 1 1 h"p://www.mediapost.com/publica4ons/ar4cle/120680/ Undergraduate Media Conference | 04/20/12
- 11. BACKGROUND $3.1 billion in 2006 $7.6 billion in 2010 1 More than doubled in less than 5 years. Undergraduate Media Conference | 04/20/12
- 12. WHY THE INCREASE? Undergraduate Media Conference | 04/20/12
- 13. WHY THE INCREASE? Death of the 30 second spot: Undergraduate Media Conference | 04/20/12
- 14. WHY THE INCREASE? Death of the 30 second spot: Snowball effect—ads, ads, ads More media channels—more messages Conditioned generation Undergraduate Media Conference | 04/20/12
- 15. WHY THE INCREASE? Death of the 30 second spot: DVR / skipping commercials Social Media Multi-screen viewing habits 66% Undergraduate Media Conference | 04/20/12
- 16. WHY THE INCREASE? Death of the 30 second spot: DVR / skipping commercials Social Media Multi-screen viewing habits 66% Solution = Product Placement Undergraduate Media Conference | 04/20/12
- 17. ADVERTISING IS CHANGING. Undergraduate Media Conference | 04/20/12
- 18. ADVERTISING IS CHANGING. CHANGED. Undergraduate Media Conference | 04/20/12
- 19. CHANGING BEHAVIOR CHANGES MEDIA. Undergraduate Media Conference | 04/20/12
- 20. CHANGING BEHAVIOR CHANGES ADVERTISING. Undergraduate Media Conference | 04/20/12
- 21. PRODUCT PLACEMENT Effective advertising. Additional revenue generator. “DVR proof.” Pros Lower production costs. More realistic. Undergraduate Media Conference | 04/20/12
- 22. PRODUCT PLACEMENT More advertising messages. Ruins integrity of creative work. “Secret advertising.” Cons Undergraduate Media Conference | 04/20/12
- 23. REASEARCH METHOD Anonymous 12-question survey 100 respondents All between 18 & 29 years old Undergraduate Media Conference | 04/20/12
- 24. RESULTS | Media Consumption 17.7 6.5 4.2 Undergraduate Media Conference | 04/20/12
- 25. RESULTS | Brand Awareness | TV 17.7 71% 29% 6.5 4.2 Undergraduate Media Conference | 04/20/12
- 26. RESULTS | Brand Awareness | Film 17.7 71% 73% 29% 27% 6.5 4.2 Undergraduate Media Conference | 04/20/12
- 27. WHAT DOES THIS MEAN? THEY KNOW IT’S THERE. Undergraduate Media Conference | 04/20/12
- 28. BUT HOW DO THEY FEEL ABOUT IT? Undergraduate Media Conference | 04/20/12
- 29. BUT HOW DO THEY FEEL ABOUT IT? NOT SO BAD. Undergraduate Media Conference | 04/20/12
- 30. RESULTS | Program Disruption | TV 72% 17.7 71% 73% 53% 47% 29% 27% 28% 6.5 4.2 Undergraduate Media Conference | 04/20/12
- 31. RESULTS | Program Disruption | FILM 76% 17.7 71% 73% 57% 29% 27% 43% 24% 6.5 4.2 Undergraduate Media Conference | 04/20/12
- 32. SO, WHAT WOULD THE RESPONDENTS PREFER? Undergraduate Media Conference | 04/20/12
- 33. A. LESS COMMERCIALS, MORE PP. B. MORE COMMERCIALS, LESS PP. C. NO CHANGE Undergraduate Media Conference | 04/20/12
- 34. RESULTS | Alternative System 17.7 71% 76% 73% 29% 27% 6.5 6% 4.2 18% Undergraduate Media Conference | 04/20/12
- 35. UNFORTUNATELY, THAT’S NOT GOING TO HAPPEN. Undergraduate Media Conference | 04/20/12
- 36. PRODUCT PLACEMENT IS OKAY. Undergraduate Media Conference | 04/20/12
- 37. PRODUCT PLACEMENT IS OKAY. USUALLY. Undergraduate Media Conference | 04/20/12
- 38. A PREFERRED, LESS-INTRUSIVE FORM OF ADVERTISING. Undergraduate Media Conference | 04/20/12
- 39. BRANDS THAT GET PLACEMENT RIGHT CAN RULE THE SPACE. Undergraduate Media Conference | 04/20/12
- 40. IF IT BENEFITS THE SHOW, THE BRAND WILL BENEFIT. Undergraduate Media Conference | 04/20/12
- 41. IF IT BENEFITS THE AUDIENCE, THE BRAND WILL BENEFIT. Undergraduate Media Conference | 04/20/12
- 42. IF IT BENEFITS THE AUDIENCE, WE ALL WIN. Undergraduate Media Conference | 04/20/12
- 43. THANK YOU! Grant Spanier grantspanier.com grantspanier@gmail.com @grantspanier Presentation can be found online: slideshare.com/grantspanier Undergraduate Media Conference | 04/20/12