21 6 / 2010
Embedding Brand Promotions in TV/Web Content
Producing TV commercials and buying airtime can be so expensive, Branded content and program sponsorship of non-traditional advertisement is the way to go for more cost effective advertisement.
What’s nice about product placement is it’s non-interupting to viewers and provides a captive audience for advertisers (they can’t change the channel on remote or click ‘x’ to close box online). It’s also very complimentary and pairs very well with traditional TV commercials… since it is a way of ‘priming’ and make audience more receptive to messages of traditional commercials.
Product placement can be done in a few ways… the brand is visually present (explicit) or it can be mentioned but not present (implicit) and it can have a brief appearance (implicit) or it can be integral to the story (explicit).
Implicit techniques includes subliminal messaging and generally works better with ‘impulsive buy’ products. Whereas, ‘explicit’ techniques works better on products people have to ‘consider.’
Some of the measurements metrics for effectiveness that should be taken are:
- recall of placement context
- top of mind awareness
- brand recognition
- brand recall
- brand familiarity
- brand evaluation
- brand choice
- brand attitude
Explicit techniques can be measured by surveys. While Implicit techniques is more difficult because the consumer may or may not be conscious of their decision; has to be measured by observing behavior.
Using the 3 screen rule, and tying in TV branded content, sponsoring social web communities (social web or social games) and repeated visual cues and reminders on Mobile gives consumers more touch points to engage with brands.
