Many of you will have heard of Product Placement…particularly recently as it gain both positive and negative press in its attempts to renter the advertising world. In this sense Product Placement is a where branded products are placed within television programmes and reality shows to promote a particular brand.
You will all notice whilst settling down to watch a film that there are an abundance of brands displayed within the story. For example iRobot uses an excessive reference to Converse trainers, and Star Trek features the ever so loathed, yet popular, Nokia ring tone.
In television things were different. It was noted that the commercial element was distracting to viewers, and caused quite controversy over the years.
Well now the quandary is upon us once more…On 28th February 2011, branded products regained their share of the lime light. OFCOM recently reviewed the rules around product placement in UK TV and radio, concluding that commercial television channels are now able to clearly feature branded products in exchange for money. Up to now you may have noticed products being discretely positioned to avoid obvious placement of branded goods, or the not so discrete blurring that you may have seen in American Idol and such like.
The first to take advantage of this ruling was ‘This Morning’; the breakfast chat show with Phil and Holly; whereby Nescafé’s Dolce Gusto coffee machine features prominently in the set’s kitchen area. Will this distract views as has been noted in the past? Will it remain subliminal? Will it be worth the £100,000 investment? It seems slightly bizarre that Phil and the other presenters are explicity forbidden from mentioning the machine.
Alongside the relaxation of the rules, OFCOM presented a brand new logo to coincide with any featured brand. Commercial television channels must use the logo to inform views that they may be exposed to such brands blatantly promoting themselves. Along with information advertorials, the logo will be displayed for three seconds at the start and end of programs that have been paid to feature the branded goods.
With risen indecisiveness as to how successful the decision will prove, it’s made me recognise the importance of displaying products in any advertising. Not on behalf of other people, but on behalf of your own brand.
Product familiarity and recognition is hugely important in our industry, yet it is not fully taken advantage of. Whenever a product is being promoted is it not surely a good idea to show the product as a visual and get the product recognised?
I think this is a lesson learned from the recent OFCOM reflection and something that should be at the forefront of our minds when promoting our own products and brands.
Emma Dobson is a branding expert and Touch Point guru at Happy Creative, a full service marketing agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
