What is product placement?

Product placement is a non-intrusive form of communication where branded products are placed within movies, TV shows, commercials for advertising purposes.

The activity of product placement has higher costs compared to traditional advertising , with the difference being that product placement is more effective than classic advertising because the message is embedded within a film or TV program, often making the viewer unaware of the company's intent to advertise.

Unlike a commercial spot where the viewer can instantly identify the source of the message as being commercial in nature, in product placement, however, the viewer is not necessarily led to recognize the advertising but identifies the actor who uses that product or who simply talked about it.

The identification of the message by the consumer can vary depending on the degree of integration of the product with the context and narrative structure of the film.

The product can be attributed an active role in the movie when it characterizes characters or situations, or a secondary role when the product is used as set decoration.

What are the types of product placement?

There are three ways in which a product can become part of a movie:

• Screen placement: the visual representation of the product, positioning the brand prominently making it easily visible and recognizable, just a few shots are enough to keep the memory of the product etched in the viewer's mind.
• Script placement: the verbal mention, the brand is recalled by actors through audiovisual tools capturing the viewer's attention.

Plot placement: Integrated, it is the most used form of product placement and differs from advertising with an insertion born from the collaboration between company and production, such collaboration has allowed the product to adapt adequately within the plot.

In some cases, the product integrates into the film becoming part of the plot or even the main protagonist, thus receiving good publicity and significantly increasing sales.

What are the elements of product placement?

Product placement has four fundamental elements:

• The object: the brand, product or service.
• The narrative-expressive context: where the product is placed in a scene of an audiovisual work.
• The consideration: monetary compensation, or a supply of products that serve production or even participation in promotional expenses of the works.
• The promotional objective: the aim of the brand when placed in an audiovisual work is to advertise a product or service.

The subjects of product placement

The main subjects of product placement are:

• The producer
• The company: owner of the brand to be placed
• The product placement agency: advertising agencies that manage strategies and modes of insertion

Product Placement & Social Media

Thanks to digital evolution, product placement has expanded, thus beginning to advertise its brands and products also on social media.

Advertising your brand on social networks costs less compared to TV and cinema, so even small businesses have had the opportunity to carry out their own advertising campaigns, thanks also to the inclusion of influencers who post their photos or stories on social media featuring the advertised products.

In conclusion, thanks to social media, product placement is still very widespread. It is very important to monitor the performance of the results achieved and to choose the right representative for the product sponsorship, who already knows and appreciates the brand to make advertising more natural and effective.