 |
•TVMASNOVELAS |
Product positioning and integration
Viewers get bored with commercials, a situation that affects advertisers and, indirectly, the television media, which finds it increasingly hard to keep the incomes that diversify towards new media and alternative models adapted to the changes in consumers’ habits.
“If in the 90’s each commercial reached 2.7% of the population, in July this year the percentage has dropped to less than 1%, according to a leading media global agency,” states Guillermo Cusnaider.
“If in the 90’s each commercial reached 2.7% of the population, in July this year the percentage has dropped to less than 1%, according to a leading media global agency,” states Guillermo Cusnaider.
Guillermo Cusnaider
Marketing and Branding Consultant
and current Director of
ID. Marketing & Branding,
a company that
specializes in developing inspirational identity that generates an emotional connection between brands,
products and people.
From the growth in cable and DVDs to the arrival of TiVo and BitTorrent, new technologies have changed our habits of what we watch on television and when and how we watch it.
Advertisers are forced to look for effective ways of reaching the audience and provoke a reaction.
The Director of the consultancy agency observes that although Internet, mobile telephony and videogame media is taking up most of this advertising budget migration, there is great opportunity for those who are capable of integrating all these technologies and media by designing a combined platform to communicate with the audience.
The Director of the consultancy agency observes that although Internet, mobile telephony and videogame media is taking up most of this advertising budget migration, there is great opportunity for those who are capable of integrating all these technologies and media by designing a combined platform to communicate with the audience.
A form that has been developed with increasing success for years is Product Placement or Product and Brand Positioning in the contents. For instance, we have the case of the cinema, with pioneer and successful incursions of this method in movies like ET, which helped Reese’s Pieces candies increase their sales by 80%, or the case of Golden Eye, with an investment of 3 million dollars that helped BMW’s Z3 sell 240 million dollars in the United States during the months following the movie’s premiere.
Besides, this model has successfully moved to formats like reality shows (American Idol) and series (24 and CSI) that include creative and elaborate integration developments and brand associations like Apple, Ford, Cisco, with heroic figures and extreme and bold situations. There is also Audio RSQ concept in I, Robot, where Audio not only placed one of its cars, but also made a special one for it.
A story, an advanced technique and figures that increase opportunity. The United States is the larger market of paid product positioning and integration, worth 1.5 billion dollars in 2005 and with an annual growth of 48%, followed by Brazil and Australia, worth 285 million dollars in 2005, according to an agency called PQ Media.
The total value of the product positioning and integration market only on television media reached 1.429 billion dollars in 2005 and they forecast an increase in this advertising method of up to 5.561 billion dollars on the television media for 2010.
Besides, this model has successfully moved to formats like reality shows (American Idol) and series (24 and CSI) that include creative and elaborate integration developments and brand associations like Apple, Ford, Cisco, with heroic figures and extreme and bold situations. There is also Audio RSQ concept in I, Robot, where Audio not only placed one of its cars, but also made a special one for it.
A story, an advanced technique and figures that increase opportunity. The United States is the larger market of paid product positioning and integration, worth 1.5 billion dollars in 2005 and with an annual growth of 48%, followed by Brazil and Australia, worth 285 million dollars in 2005, according to an agency called PQ Media.
The total value of the product positioning and integration market only on television media reached 1.429 billion dollars in 2005 and they forecast an increase in this advertising method of up to 5.561 billion dollars on the television media for 2010.
Regulations in the sector
Advertising expressions are inherent to consuming cultures. And even though legislation promotes the division between advertising and information and condemns concealed advertising, there already are accepted models, like a previous notice telling the audience that there are products and brands sponsored in the content.
Advertising expressions are inherent to consuming cultures. And even though legislation promotes the division between advertising and information and condemns concealed advertising, there already are accepted models, like a previous notice telling the audience that there are products and brands sponsored in the content.
Opportunities for telenovelas and fiction formats
There are some incursions in the genre that make use of this advertising method. But there is much to do if we compare it with other formats’ development.
The influence of telenovela and fiction formats, along with the social responsibility to convey values and entertainment, allows the integration of products and suitable brands, providing not just a new source of income but also a realistic environment.
The real world is full of brands and advertisements everywhere – transportation, public highways, clothes, shoes, product labels, etc. so the integration of products and brands can add real content value besides providing a new source of income.
By Guillermo Cusnaider Co-President of ID. Marketing & Branding
For more information: guillermo@idmarketinginc.com
There are some incursions in the genre that make use of this advertising method. But there is much to do if we compare it with other formats’ development.
The influence of telenovela and fiction formats, along with the social responsibility to convey values and entertainment, allows the integration of products and suitable brands, providing not just a new source of income but also a realistic environment.
The real world is full of brands and advertisements everywhere – transportation, public highways, clothes, shoes, product labels, etc. so the integration of products and brands can add real content value besides providing a new source of income.
By Guillermo Cusnaider Co-President of ID. Marketing & Branding
For more information: guillermo@idmarketinginc.com