TradeBriefs Editorial

From the Editor's Desk

Product placement is a $23 billion business and growing. Here's why brands keep betting on it

Product placement is ubiquitous, but there are some tactics that work far better than others.

In "The Variant," an episode from the Disney+ hit streaming show Loki, it's tough to miss the barrage of product placements, with fast-paced action and dialogue taking place in front of Charmin toilet paper, Dove soap, and Arm & Hammer deodorant. At one point, Loki barrels down an aisle with vacuum cleaners and fights off an opponent with a corded vacuum while iRobot vacuums are prominently featured on the shelf.

As someone who studies such advertising techniques as product placements, I'm starting to notice them crop up more and more.

With viewers migrating to streaming services and web videos, this trend makes sense. (Who actually watches the full ads that appear at the beginning of a YouTube video?) But not all product placements work as intended, and my research has shown that advertisers need to engage in a delicate dance with viewers to effectively influence them.

Continued here


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