Contextual
Now I know this isnt such a new statement – but consider these clues…
When the folks who created ET the movie (I hope I am not dating myself here) wanted to use M&M’s as the candy that ET was most attracted to – Mars said no but Reese’s Pieces said yes. Following the release of the movie Reese’s Pieces sales went up 65%. That’s no small feat to move the needle of a candy manufacturer that much! And some might say that’s just good product placement (read Contextual).
How about Pontiac, who decided to launch their new car the Solstice on The Apprentice. By using a clever call to action on the ads featured in The Apprentice, ads that said something to the effect of – register to be one of the first few able to buy this car (not register to win). They were able to drive sales and search traffic went through the roof (like 4X that of normal traffic to the Pontiac site), again I would argue good, smart product placement (read Contextual)
Product Placement and Content Placement
In thinking about this post tonight, I was considering the effect of TiVo and DVR, lets face it, its a game changer for the 30 second TV spot. And when (as I predict) you can get search on TV like you can on the web to watch whatever you want when you want – the 30 second spot is toast. Ok, then the only advertising will be within the TV shows themselves – hence product placement or contextual.
If we learned anything from Google and their business model it’s that contextual ads work and they work really well. I think the strategy going forward is for TV – product placement, Print – Contextual (ie I wont advertise unless this issue addresses something I am really hard core about) otherwise I am going to spend online where I can place my content where I want as an attraction vehicle or where someone else has content I would like to located near.
Hat Tip to Bill Tancer author of Click
Tags: Advertising, Branding, Content Marketing, interactive marketing, Online Advertising
Good post Paul!
I think you are absolutely correct about product placement and contextual ads. The landscape will change very soon regarding the 30 second ad spot and I am surprised more companies are not pushing and implementing product placement style ads.
I also think a huge untapped market is more than one advertiser sharing the same 30 second spot. It would be along the lines of the same concept as product placement but they would share in the cost of the TV ad. For example the main advertiser pays for 80% of the cost of the ad and the smaller featured company pays the other 20%. UPS could promote their shipping services and show one of their drivers delivering a package that has the Amazon logo on the outside of the box.
There are tons of other ideas I can think of, and I am sure you could too, and it would help defray some of the expense for the main advertiser without diminishing the message and effectiveness of the ad, and give the smaller featured company the opportunity to get in front of a large audience for a small investment. Amazon is probably not the best example, but I am sure you get the gist.
Jason Coles
3 Dogs Marketing