When brands purchase traditional media, detailed schedules with exact dates and times are provided. The process of planning and scheduling media buys for brands is pretty straight forward. Not so much with most brand integration and product placement opportunities.
Timing is everything! For example, let's say a product is placed on CSI for the first episode of the season. While that episode is filmed in July, it will not air until the end of September. Fast forward to December for another CSI placement and the episode could air as early as January.
The Primetime network schedule runs from September through May, with most productions filming July through March. Now, supposed the product is integrated into a mid-season replacement show in August. Well, the brand will usually have to wait until at least February before episodes begin airing. Don't even get me started on movies!
The key for brands is partnering with an entertainment marketing agency that will be able to manage the product placement marketing process.
Timing is everything! For example, let's say a product is placed on CSI for the first episode of the season. While that episode is filmed in July, it will not air until the end of September. Fast forward to December for another CSI placement and the episode could air as early as January.
The Primetime network schedule runs from September through May, with most productions filming July through March. Now, supposed the product is integrated into a mid-season replacement show in August. Well, the brand will usually have to wait until at least February before episodes begin airing. Don't even get me started on movies!
The key for brands is partnering with an entertainment marketing agency that will be able to manage the product placement marketing process.
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