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Brand Management Derrick Daye

Marketing Alternatives: Product Placement

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Increasingly, consumer product companies are using product placement as a part of their overall marketing efforts. According to a recently released PQ Media study, Global paid product placement grew 37.2% to $3.36 billion in 2006 and is forecast to grow 30.3% to $4.38 billion in 2007, driven by relaxed European regulations, emerging Asian markets and shifting American models.

Key drivers of global product placement growth in 2007 and beyond include the relaxation of rules governing paid television placements in European countries through the “Television without Frontiers” directive, particularly in the United Kingdom, Spain and Italy; the evolution and growth of product placement markets in Asia, especially in China, India and Australia; and the continuing transition from non-paid to paid placement models in the Americas, primarily in the United States, Mexico and Brazil.

“As a new media order has emerged in recent years, our research indicates that we are entering an era of alternative advertising and marketing strategies,” said Patrick Quinn, President/CEO, PQ Media. “Brand marketers are seeking to better engage consumers with emotional connections and media companies are searching for new revenue streams as traditional advertising methods suffer from negative perceptions. As a result, product placement has emerged from a novel marketing tactic just a few years ago to a key marketing strategy worldwide.”

Sponsored By: Brand Aid

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Marketing Alternatives: Product Placement