Monday, May 21st, 2012
When was the last time you watched an entire commercial break? These days, consumers skip commercials and switch channels to find something more entertaining, something worth their time. This is why brands use product placement on TV shows. Commercial breaks don?t get watched anymore.
However, the brands need to improve how they present their products to the consumer. If a consumers suspects that he?s watching a paid placement, he?s more or likely to change the channel.
So, how do they do it? The most important thing to consider is how the product is integrated. It mustn?t be awkward or else the consumer will get discouraged from watching it. Or it it?s going to be awkward, make it intentionally awkward?like Wayne?s World product placements in the 90s.
The best way to do it is to integrate the product to the script in an organic way. Don?t make it sound forced. The consumer is smart enough to know if a product appearance is paid for, so brands should be smart enough to know how to present it to them.
Rather than looking for product integrations, producers should look for products that fit the content. Again, don?t force it.
