What is product placement?
Product placement is a practice in which manufacturers of goods or providers of a service gain exposure for their products by paying for them to be featured in movies and television programs. It differs from traditional advertisement because it offers the possibility to integrated the product fully in the storyline.
The four types of product placement
Which one suits you best?
Classic
The oldest of them all, this type basically makes your product appear on screen, it is often used by the characters.
Institutional
This type promotes more your brand than your product. The brand is integrated in the scene in a subtil way so that the viewer can see all the elements that make the brand recognizable: its name, its logo, its symbols, its slogan, etc. This type is recommended to brands with a strong reputation.
Evocative
This type is known for its discretion. It does not mention the brand's name or logo, it's only recognizable by elements such as shape or clearly familiar attributes. This type is recommended to brands with truly distinctive characteristics.
Identification
Similar to the evocative type, this one is even more discreet because it integrates the product completely to the scene, without mentioning the brand's name. Its objective is to be fully part of the story and generate an impact of identification for the viewer.
Product placement brings more positive results than traditional advertisement
Product placement is known for being more effective than traditional advertisement: in average, it can increase up to four times the return on investment (ROI) than a traditional television commercial. In addition to that, the declared purchase intention is twice as high.
The strength of product placement lies in the effects of implicit memory: product placement activates brand preference without it being explicitly remembered. As we are living in an era of advertising saturation, the TV spot can seem intrusive. By fitting naturally into the storyline, product placement grabs the viewer's attention in a more subtil way.