Question

Topic: Advertising/PR

Tv Station Buy-in For Product Placements?

Posted by Anonymous on 3/16/2012 at 10:02 AM ET 25 Points
Hi all.

Practical and philosophical quandary!

Encountering tremendous resistance from content providers to (the fantastic potential of) Product Placement/Brand Integration in my country. It seems to me that, as ever, a buy-in from senior management is the only answer. The resistance however seems solid, in what is our vibrant, established and multi-dimensional TV industry. I'm intent on the opportunity, plus sincere in using it to benefit all stake-holders (content providers, brands, acting professionals, etc).

Some feedback i've had: "effects the story; value we offer far outweighs the benefit to the brand, etc". Seems to me that those are very practical issues that can be solved relatively easily. Attitude! Perhaps it's purely a "philosophical resistance"? Any advice in re-shaping closed mindset(s) please?
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RESPONSES

  • Posted on 3/29/2012 at 6:11 AM Author
    Hi Karen.

    Thank you for your response.

    I'll try to be clearer. Simply put, regarding content providers, especially TV stations, what can you advise to encourage these to be more open to the benefits of product placement/brand integration? It seems that their resistance is strongly related to a perceived threat to their existing revenue stream (traditional advertising - commercials). Also, feedback i've had so far is that TV stations perceive that brand benefits more than the TV station themselves. Surely this is all about negotiating a better deal? Any suggestions on calculating the value of a particular product placement since this falls outside the realm of existing rate cards?

    Marketing strategies need to evolve since ad spend is being affected by technology (digital recording skipping commercials, digital marketing channels, etc). In that regard, product placement/brand integration is a highly beneficial, additional "string to the bow of traditional strategies". Perhaps you can suggest helpful ways to motivate, thus changing mindset?

    Sincere thanks.

    Jonathan.
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