Product Placement and Embedded Advertising

Advertising, Brand Recognition, Internet, Viral marketing

Or: How Google changed the face of modern advertising

Google Changing the face of advertisingThere was a “dirty little secret” in internet advertising for years. That secret was, every effective advertising campaign was modeled after an effective ad campaign for pornography.

And then came Google.

Google served up relevant advertising based on your current search, search history, or content in pages you sought. It was ground breaking. They used actual data to give you an ad you may be interested in rather than assuming because a user was on a computer they wanted to see raunchy pictures.

And it worked.

It worked so well that Google is capable of doing pretty much anything in the way of research and development with unlimited funding for their pet projects. All of which have been cleverly manipulated to be cool, user friendly, desirable, and deliver relevant advertising content.

Such as:

So here is the new development in advertising that may help to save the music industry. They are placing relevant products in content (songs and videos) for cash. If nothing else it will be an opportunity for recording executives to work for their living rather than profiting on artists dreams and hard work.

In this article we see that a dating website has a paid placement in a Lady Gaga video. And that company saw a 20% traffic spike as a result.

Paid placement in a premium position: Google may not have done it first. Companies have paid to have their products featured in movies and television shows for years. However, Google was the first to intuitively and dynamically show advertising relevant to the audience based on more than just their age demographics.

O.K. So product placement in movies and television has been going on for quite sometime (and ruined the Matrix Trilogy) but as the article concludes the added income of product placement will help to increase production budgets.

Product placement has become a staple in television as more people use a DVR to skip through advertising on their favorite weekly sitcom or “reality” show.

Luckily for me, I’ve never been much for commercial music, and my television viewing is a little more PBS in an MTV world, however it will be interesting to see how much more targeted product placement will infiltrate our entertainment in the future.

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