Entrepreneurship, Leadership and Life by Sam Huleatt

Hmm. The Future of Product Placement

 

ad-placement-blogs-buy-advertisement-space-ashton-kutcher-movies1Initially I was very annoyed that Ashton Kutcher’s company was selected as one of the 50 most innovative startups at TechCrunch50 and I largely still am. However, after I learned that the primary monetization for the site’s video content was via product placement, it really got me thinking.

If the future of media is video and content creation on the web, and if said distribution necessitates use of many different sites (i.e. not walled gardens), than the future of advertising could really be product placements.

What does this mean? I think it means opportunity.

One of the great things about product placements is that there is almost unlimited potential for availability; a movie script could literally have hundreds of placements if folks were willing to invest the time to tweak sets and wardrobes. Alternatively, an entrepreneur could just automate the process and help to set market rates.

As an example, take a look at the image up top. It’s a blueprint showing areas where advertisements could be served on a blog. Why couldn’t this same blueprint idea be applied to scripts, or even spontaneous daily web shows? It would sweet if I could go to a marketplace and buy spots for product placements; maybe actors wearing LeveragingIdeas T-Shirts? As a buyer, I could look at stats for demographics, traffic, etc for syndicated shows, or I could be more risky and take a chance on a one-off event or viral video. Maybe it gets huge traffic, maybe it doesn’t. Of course product placements can’t be as precise as web ads where you only pay when someone clicks. Still the opportunity could be huge for targeting, engagement and the long tail.

Seems to me like there is big opportunity here for someone, if such things don’t already exist.

  • http://jamtoday.org jamtoday

    Not nearly as automated as serving ads.

    In particular, image recognition technology isn't good enough yet to recognize products in video, or even pictures.

  • http://www.leveragingideas.com Sam Huleatt

    Definitely not as automated, but there is a lot more room to have
    products placed…issue is too time consuming as of now.

    What are you suggesting is the role image technology would play?

  • http://jamtoday.org jamtoday

    Well, I'm interested in services that scale really well. Without some
    kind of image recognition, then you're just putting a new interface on
    top of old behavior, product placement.

    That in itself could be successful, but hardly revolutionary.

  • http://www.leveragingideas.com Sam Huleatt

    Got it. There is some image recognition service I hear of…I'll have
    to look it up

    It would also be interesting if premium video content was made
    available free as long as users watch with product placements being
    called out (like pop-up video from VH1, maybe). That was you could
    watch a movie, or a 'premium show' like Entourage for free and the
    distributor get something too

  • http://jamtoday.org jamtoday

    I think when product placement is called out, it ruins it. Isn't it
    supposed to be covert?

    I think theres much more likely to be an informal system.

    Imagine on facebook, my name is Markie Mark, and I have 3,000 friends
    and 10,000 fans because I have nice abs.

    Maybe I'll agree to get free stuff, from high-end brands, in exchange
    for that to be broadcast to my network. This way, we don't have the
    poor intermediary of pictures and video. Of course, if I'm getting
    free underwear from Calvin Klein, that's probably what I'll wear.

  • http://jamtoday.org jamtoday
  • http://www.gpsfortoday.com Joe

    It seems like what is being discussed here is how product placements in videos could be used in tandem with the adsense heatmap to generate a new advertising model for web-based content. Am I getting that right?

    If I am, I think that it is right in saying that there is nothing really revolution here – but there really hasn't been anything revolutionary in terms of advertising in ages. The goal is always to make a sale and I don't see that changing anytime soon!

  • http://education.brainbloggers.com/2008/09/11/strategy-to-help-you-pass-calculus/ Learning Calculus

    I think you're right. When it comes to ads there isn't anything very new. Who knows what might happen in a few years though. Maybe google will add something new within a few years.

  • http://education.brainbloggers.com/2008/09/11/strategy-to-help-you-pass-calculus/ Learning Calculus

    I think you're right. When it comes to ads there isn't anything very new. Who knows what might happen in a few years though. Maybe google will add something new within a few years.

  • http://www.gpsfortoday.com Joe

    It seems like what is being discussed here is how product placements in videos could be used in tandem with the adsense heatmap to generate a new advertising model for web-based content. Am I getting that right?

    If I am, I think that it is right in saying that there is nothing really revolution here – but there really hasn't been anything revolutionary in terms of advertising in ages. The goal is always to make a sale and I don't see that changing anytime soon!

  • http://education.brainbloggers.com/2008/09/11/strategy-to-help-you-pass-calculus/ Learning Calculus

    I think you're right. When it comes to ads there isn't anything very new. Who knows what might happen in a few years though. Maybe google will add something new within a few years.

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