Web Series Product Placement, Is Anybody Watching? By Ian McQueen

During September of 2012, 181 million US viewers watched over 39 billion online content videos, while video ad views totalled 9.4 billion. 39 BILLION!!! The answer is a resounding yes! People are watching more than ever, and I believe the shift is on for how consumers view and consume content.

Options, options and more options. Cable companies and satellite providers are doing their best to to accomodate today's viewer who want access to content anywhere, anytime. They are playing a serious game of catch though, as viewers are flocking to the Internet. With the connected TV revolution well under way, watching online content is happening in living rooms, not just on iPad's and laptop's (although those methods are preferred by many). This changes the game, as viewers who had no interest in online content before can now easily access and watch as they do with cable or satellite TV. Hulu, Apple TV, Roku, KoldCast TV, YouTube, BlipTV...There are so many viable options now and the quality of web series programming has improved drastically.

Klick-To-Buy Engages Viewers With Brands On KoldCast TV

Do these series make for effective product placement? Absolutely, and with cutting edge Interactive Integratiion Technology allowing for non-disruptive consumer engagement (link directly from the show you are watching to purchase products with a single click), product placement in web series has become more valuable than ever. 

Branded Online Content: Should Companies Be Jumping On The Bandwagon? By Ian McQueen

Product Placement has certainly involved over the years, or should I say "brand integration." Sure, it's been around since the '30's, got a major boost with E.T. in the 80's and again with the reality TV revolution that Survivor kick-started. DVR ad skipping? Yes, that has spurred the branded entertainment revolution as well. So what about Branded Online Content, should brands be adding it their marketing strategy?

Original online content has seen tremendous growth in recent years. The likes of YouTube, Yahoo, AOL, Koldcast TV, Blip TV and Yahoo (to name a few) have all stepped up their game when it comes to the quality of content available for viewing. Gone are the cheesy videos made in your neighbors backyards, replaced by full fledged productions---some of which are backed by major Hollywood stars and productions. Can brands realize capitalize on developing and producing Branding Online Content?

The answer is a resounding yes! Look, Primetime and cable programs are great, offering brands more viewers and higher production value.; However, implementing and executing a branded content deal with a traditional network vs. online counterparts is night and day. From concept to online broadcast, it is a much simpler process that requires a fraction of the budget needed to produce a similar network show. Don't even get me started on all of the red tape and countless pitches, meetings, etc. you have to endure with network productions.

The bottom line is that companies have the ability to develop Branded Online Content and re-purpose it worldwide to millions of consumers as part of their on-going advertising and marketing initiatives. This is a strategy that should be seriously considered by brands investing in network product placement marketing as well as traditional advertising. 

Is Free Product Placement Worth It? By Ian McQueen

Is there such a thing as free product placement? Can you obtain anything of value for free in this day and age? What does free product placement look like and is it worth it?!

Well let's start by clarifying that "free product placement" is not free. At the minimum, if the opportunities requires product (usually does unless you are promoting a service or it is a signage opportunity), the cost of the actual product that is need plus shipping has to be factored in. Then there is time. How much time will it take to coordinate the deal from start to finish? Is it ok to just ship products and hope for the best or will there need to be some follow up to make sure the production is moving forward as agreed?

You see, when you factor all these things in, it really isn't free. In fact, if the person coordinating is not familiar with the product placement process, it could become a tedious task. That being said, is it worth it for a company to take advantage of these opportunities without the assistance of an experienced entertainment marketing agency?

My opinion is no. Most companies do not execute their advertising and marketing initiatives by acting on random phone calls from media agencies offering them free opportunities. There is usually a strategic plan---a proactive approach vs. reactive. Should product placement be any different? Not at all. "You get what you pay for" certainly comes to mind, and without an agency to manage  placements those efforts most likely will be fruitless. 

Is Sponsoring A Web Series A Good Investment For Brands? By Ian McQueen

The web is exploding with content, with shows being produced and distributed in every genre imaginable. In addition, online networks such as Blip.tv, KoldCast.tv, Yahoo and YouTube have joined the party as well. The question is, should brands be as excited as the networks and producers behind these shows?

https://www.facebook.com/thebreaksseries

Well, it depends... As with traditional network and cable productions, some shows are worthy of brand partnerships and some are not. First and foremost, potential brand partners need to review the project to determine if it is a fit for them (demographics, storyline, rating, etc.). Secondly, find out what type of distribution is in place and how the series will be marketed and promoted. The next step would be to discuss key sponsorship opportunities---brand integration, consumer driven cross promotions, social media initiatives, webisodes, etc. For major sponsorship, brands need a production team that is willing to be flexible and open to their marketing and branding initiatives.

There is great content on the web that is packaged and distributed to millions of viewers, offering brands afforable and attractive partnership opportunities. Compared to traditional television series, the barriers of entry are much lower while still delivering "win, win" results. Apple's iPad has revolutionized how consumers view content, further advancing the web series model. Not to mention the fact that several web series networks are now available on connected TV's, allowing viewers to watch in their living rooms as well.

The right property combined with a comprehensive entertainment marketing campaign will deliver incremental sales, millions of consumer impressions and invaluable branding for web series sponsors.

Can Instagram Influence Consumers With Branded Photos? By Ian McQueen

Instagram has taken the social media world by storm, making such an impact that they were recently acquired by Facebook for 1 billion dollars. Interestingly enough, many Facebook'ers are giving up their accounts and going with Instagram instead. Sharing personal photos is one thing, but can brands capitalize on this phenomenon as well?

The answer is yes! Delta and Volvo recently initiated Instagram specific promotion programs. Delta gave Instagrammers a behind the scenes look of Madison Square Garden during the NHL playoffs. For the 2012 Volvo Ocean Race, the auto company utilized Instagram to promote the race. 

These branded photos are another form of product placement, capitalizing on Instagram and the millions of users with hand held devices. As with product placement and brand integration, companies implementing and executing Instagram programs need to monitor the photos to make sure they do not come across as paid media advertising. The photos should be exclusive, offering consumers looks they will not be able find anywhere else. The branding does not have to be in your face-some photos can be without logo placement. 

The social media revolution has made it possible for Instagram to carve out a niche with consumers who love sharing their photos. Brands can do the same and achieve success with carefully planned campaigns. 

Is social video sharing the next big thing to follow the Instagram craze?! That's for another blog discussion... Stay tuned!

So What If James Bond Is Drinking Heineken? By Ian McQueen

Maybe you've heard, James Bond will be seen drinking beer --- Heinken beer in the new movie Skyfall being released this coming November. That's right, not a "shaken and stirred" Martini, just plain old beer. So what's all the fuss about?

“We have relationships with a number of companies so that we can make this movie. The  simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is," said star Daniel Craig in a recent interview. Is it really that bad? Even though we've only seen Bond drinking his signature Martini, is it that far fetched that he would have a beer every once in a while? I know, it's not just that he's drinking beer, but the fact that it's product placement. 

Well guess what, over the years there have been many product placement's in Bond movies. It would be impossible to make a Bond movie without real life products. The fact that companies pay for these pay for these placements and integrations should not be an issue. The branding and implied celebrity endorsement they receive is usually well worth their investment. Think about it, would you like to watch a Bond film where there are no logos or branded products?

The truth is, showing Bond only drinking martini's for all these years is much less realistic than mixing it up with other types of spirits. Besides, he's drinking an upscale beer, it could of been a lot worse!

Is Interactive Brand Integration The Way Of The Future? By Ian McQueen

First social media, now interactive brand integration. Facebook and Twitter have become staples in our living room, with viewers tweeting and posting while watching their favorite shows. Interactive Brand Integration takes things to a new level, allowing viewers watching a Television show to click on an item (sunglasses, computer, car, etc.) and be directed to the brands website for additional information and/or purchase. Is this a good thing?

Absolutely! From a brand prospective, it allows companies to truly measure the effectiveness of their integration efforts. One of the biggest challenges with product placement and brand integration is measuring ROI (return on investment). With Interactive Brand Integration, brands will have solid data tracking consumer engagement and sales.


What about viewers? Since this is a choice, I believe it will be well received. The "second screen" has become very popular during TV viewing, from tablets to smart phones. When you see something you like you just point and click! If you are not interested in disrupting your viewing experience, then you don't have to participate. 


So when is this new technology coming? It's already here, with several companies already in beta/launch mode as I type. My prediction is that Interactive Brand Integration will forever change the world of entertainment marketing!

Is Jeremy Lin A Sure Bet Or Risk For Brand Partners? By Ian McQueen

If you haven't heard of Jeremy Lin, you must be living under a rock with no access to modern day media. He has taken the sports world by storm, from New York Knicks bench warmer about to be cut from the team to starting point guard. Oh, and the Knicks had lost 7 in a row pre-Lin and has won 9 of 11 with him in the starting lineup. Coincidence? Not at all!

Lin is handling the pressure of being an NBA starter and delivering on the biggest stage, New York City! So the million (most likely several millions) question is... Should brands be jumping on the "Lin-sanity" bandwagon? 

"We're talking a little bit of everything," Roger Montgomery, president of Montgomery Sports Group and Mr. Lin's agent, told CNBC last week. "A variety of categories. All the big ones, small, intermediate ... everybody is interested in Jeremy Lin." Are brands jumping the gun by trying to sign Lin now? What happens when the "Lin-sanity" dies down, will he still be a good pitch person? What if he leaves the Knicks next year for another team? What happens when NBA teams make adjustments and his off the chart numbers come back down to reality? 

It is difficult to gauge the shelf life of NBA players, not including superstars like Kobe Bryant and Lebron James. What we do know about Lin is that the kid can play---in the NBA! Will he be able to keep up his averages of 24 points and 9 assists? Probably not. Is Lin a sure bet as a brand spokesperson? At the moment (and in the foreseeable future), the answer is a resounding yes! 

Has DVR Technology Helped Product Placement Marketing?

Can you imagine living without a DVR player? The first DVR shipped in 1999. Now, close to 50% of American households have at least one DVR player. Has the DVR helped to move product placement marketing forward on television shows?

For those of you who may not know, DVR stands for Digital Video Recorder. Much like a computer hard drive, DVR players record and save shows with the touch of a button. Prior to DVR's, consumers recorded shows on VCR machines (Video Cassette Recorders). When DVD players (Digital Versatile Disc) replaced VCR players, DVD recorders were also introduced although did not catch on in popularity.

What effect has the DVR player had on how television productions and brand partners approach TV show product placement? DVR technology has had an impressive impact, with many brands concerned about consumers easily skipping commercials when watching their favorite shows. In the late 80's/early 90's, product placement was alive and well but the focus was distinctly different than it is today. Brands were content with on-camera exposure, as long as there was "implied endorsement" by lead actors. As DVR players have made their way into our homes, brands have pushed network productions for product placements (now known as "brand integration") which are more integral to show story lines.

So what's the bottom line? You can fast foward through commercials (not counting the Super Bowl), but you cannot ignore products that are organically woven into your favorite TV shows. Product placement marketing will continue to evolve as technology becomes everymore integrated into our television viewing experience. 

High Profile Network Shows VS. Cable Programming, What's Better For Product Placement? By Ian McQueen

NCIS or Californication? Modern Family or Dexter? Two and a Half Men or True Blood? When considering product placement and brand integration on television shows, should the overall ratings of the program be the main reason for participation? Why would a brand even consider the small audience of Showtime's Californication (barely 1 million viewers per episode) over NCIS, seen by over 20 million viewers weekly?

At the end of the day (or show), most companies are looking for good on-camera exposure to potential consumers via product placement and brand integration (incremental sales is the ultimate goal, but that's a discussion for another blog). There are several reasons a brand may want to consider a lower rated cable program for product placement advertising.

Companies need to evaluate the potential exposure. 20 million viewers weekly is great, but is the placement simply set dressing in the background of the Primetime show? Are the demographics of the show a fit? Does the integration make sense? Sometimes consumers react negatively when brands are arbitrarily included in shows.

On the flip side, the lower rated cable show may not only offer a more organic integration, but multiple airings during an episodes first week of release sometimes leads to greater numbers (True Blood averaged over 12 million viewers weekly last season due to multiple airings of each episode).

All things considered, when making the choice, the more impressions the better. The reality is, all things are not equal when it comes to choosing between placement on one of the Big 4 networks vs. a cable  show (with programming that has improved tremendously in recent years). Companies need to be sure they thoroughly evaluate each opportunity, consulting with an entertainment marketing agency if necessary to determine the best fit for their brand. 

Apple Product Placement, Do They Have An Advantage Over Other Tech Brands?

Apple products have long been a favorite in Hollywood. From movies to TV series to music videos, Apple seems to be everywhere. Even before the iPod, iPhone and iPad, their products got more screen time than their competitors. Unfair advantage?! Depends on who you talk to!

Apple's Mac SE on Seinfeld

Before "i" products were even launched, Hollywood was in love with Apple, as their computers were starring behind the scenes. Art departments loved Macs, so deals were being brokered featuring Apple products on camera while also being utilized by production personnel for design work. Even when Apple's computer market share was hovering at 2%, their computers still dominated Hollywood productions. Of course, it is a huge bonus that Apple products have always been a step ahead of the competition when it comes to design-when it looks good on camera it just looks good on camera! 


Starting with the iMac series and fast forwarding to iPads, Apple not only created consumer demand for their products but Hollywood followed suit. It was a natural progression, having and iPod on camera became akin to drinking a Coke (or Pepsi).


So do you think it is unfair that Apple benefits from stylish products that are easy to use?

Junk Food Product Placement: Are Brands Still Advertising To Kids On TV Shows?

Many of America's largest brands have pledged not to advertise unhealthy food and beverages to kids. But what about also those product placements on television productions, do they count as advertising?!

Coca-Cola Cups On America Idol

I would say yes, some studies would tell you these placements are not as impactful as a traditional :30sec spot so it shouldn't be cause for concern. I strongly disagree!!! For the most part I would agree that most product placements and brand integrations are not designed to put products front and center as commercials do; However, the implied celebrity endorsement that is transferred to consumers is invaluable, making it just as much of an advertisement. When kids see the American Idol judges sipping from their Coke cups during the show, should it be classified as as an advertisement for the brand? Absolutely!

So if brands truly want to stop marketing their unhealthy consumables products to America's youth, entertainment marketing should be taken off the table as well. 

Did J-Lo Go Too Far With Fiat On The American Music Awards?

J-Lo On Stage At AMA's In Fiat 500

The fact that I'm blogging about this, some people would say that's success for Fiat. Not so fast... Let's delve into this integration further!


First of all, I question Fiat's choice of having J-Lo be their primary spokesperson. Don't get me wrong, she's at the peak of her career right now (very high consumer recognition), but I'm not sure she's the right fit for the brand. Anyway, that's a discussion for another day. Looking at the integration on Sunday, I would have to say it was definitely over the top and not effective. 


Why, you may ask? When it comes to brand integration and product placement, you want the consumer and expert reaction to be positive. If people are talking about an integration, you want the discussion to be a favorable one. The NBC series Seinfeld is a great example of how to make over the top brand integration's seem ok. When you are strategic about it, weaving it into the storyline and using humor, it becomes a "win, win" situation for the advertiser and consumer. Seinfeld was great at this, so consequently consumers did not feel that brands were being forced down their throats. Sunday night at the AMA's? Definitely not strategic, definitely not integral to the storyline and definitely not funny!

J-Lo Performing At AMA's

You can click on the link about to watch her performance on the show if you haven't already. Having the Fiat on stage was nothing more than a blatant integration that did nothing to move the brand forward (and it didn't help things that J-Lo could not get the door open to get in the car). The car was a useless prop that most people saw as an excessive plug for the Fiat brand. Fiat was already an advertising partner (several commercial spots) for the ABC telecast, and the integration I'm sure was sold as "added value" for the brand. Unfortunately, in my opinion, some of the value that had been established for the Italian car makers re-entry into the US market was diminished on Sunday night. 

Do Brands Have Control Of What Shows And Movies Their Products Are Placed In? By Ian McQueen

Yes... Providing they implement and execute an organized product placement marketing program. So what does that look like?


Well what it doesn't look like is sitting by the phone, waiting for a movie studio or TV show to call and then sending product out, hoping to get good exposure. First of all, productions call on companies because of their needs, which may not necessarily match the brands marketing and promotion objectives. Second, when reacting to "random" calls, companies do not have the opportunity to review and compare with other potential projects that may be a better fit. What's the solution?


Brands need to work with an agency that has the Hollywood connections and the ability to review and propose projects that fit their advertising and branding initiatives. Develop a plan-whether it's a long term comprehensive program or project by project review, set the foundation and stick to it. These simple steps will bring structure and organization to the program, as well as realistic expectations.

Will Tablets Replace Laptop Product Placement In Hollywood Productions? By Ian McQueen

The first notable tablet placement was Apple's iPad on Modern Family-before it became available for consumer purchase. FOX's hit series 24 was still in production and crew members began tweeting about using the iPad on the show during the final season. So with Samsung, Lenovo, Asus and others storming the tablet marketplace, will we be seeing more tablets in starring roles than laptops?

Copyright ABC Studios, All Rights Reserved

Hollywood productions are definitely ramping up their requests for tablets for use in movies, television shows and music video productions. But we are a long way away from tablets replacing laptops. First of all, computer playback technicians (those are the folks in charge of the graphics you on camera) still love the power laptops provide for behind the scenes use. Also, there are a lot of "old school" directors around who are not ready to   make the tablet switch. The Dell's, HP's and Acer's of the world all still very much want to see their laptops in the hands of top Hollywood talent (Samsung and Apple too, but they are the leaders in the tablet market). From a reality standpoint (real life, not those scripted reality series), laptops are still a big part of our everday lives, so that also factors in when making movies and TV shows.


What's the bottom line? Tablets will continue to carve out screen time, but they won't replace laptops anytime soon. 

If We Pay More, Will Our Company Get Better Brand Integration? By Ian McQueen

We all know you get what you pay for, right?! Does that apply to brand integration in Hollywood productions? It depends...

There are so many things that factor into a good brand integration. Is the project the right fit demographically for the brand? Is the integration organic (seamless fit with the storyline) or forced (consumer reaction: they paid big $$'s for that)? Can the released date of the property be leveraged to create incremental sales? Is the studio or production company just looking for a straight fee or a partnership involving a co-branded cross promotion? These are a few of the many questions and considerations that must be addressed when considering brand integration in movies, television shows and music video productions. 

It really isn't as simple as "the more you pay, the better the integration." Brands need to thoroughly evaluate every opportunity and determine potential ROI before moving forward. Can you get more by spending more? Yes, but more of what? If a brand partners with a project that does not sync with their advertising and branding strategies, they could be throwing their money away.

Take brand integration opportunities seriously. Hire an agency or an entertainment marketing expert to review potential opportunities before opening up the checkbook! 

Ashton Kutcher's Branded Laptop On Two And A Half Men, Accident Or Intentional? By Ian McQueen

So we are expected to believe that CBS executives somehow missed the HUGE stickers on the laptop Ashton Kutcher was using on the 2nd episode of season 9 on Two and Half Men. Foursquare, The Hipp Munk, GroupMe and Cheff were all visible in the scene. CBS claims they did not know about the laptop until it was too late? Really?!?!

Copyright CBS Television, All Rights Reserved

Was that the best they could come up with? See, having been around Hollywood for a little bit, I happen to know for a fact that network executives are a big part of the process when it comes to the finalizing episodes. Believe me when I say they saw the episode early enough to make the revisions (edit out the logos) if they wanted to. So what gives?

Having not been on the set or privy to any of the actual conversations or discussions surrounding the brand integration of the laptop, my guess is it came down to star power. Many years ago (1987 to be accurate) I was working on the then NBC hit series Family Ties. The show was in its final season, and brands were lining up to get their products in the hands of Alex P. Keaton (that's Michael J. Fox for those of you too young to know). Uniden had just come out with a cell phone (could of qualified as a boat anchor the way phones were back in the day) and desperately wanted to have the phone appear on Family Ties. After discussing with the show's Propmaster and Producers, we were told that the only way it was going to happen is if Mr. Fox approved the deal. So we went directly to him and cut a deal. After we finalized things, he went to the show's Executive Producer and said (and I quote): "This phone, it's in the shot." End of discussion. Yes, the phone indeed did make the final cut, in the hands of Alex P. Keaton.

Now, I'm not saying that's what happened on Two and a Half Men... And I'm not saying it didn't! What I'm saying is that CBS knew about the the integration and had enough time to greek the logos in post. Why didn't they do it? I'm guessing Mr. Kutcher had a say in the final decision. 

Restaurants & Movie Brand Integration: Have They Gone Too Far? By Ian McQueen

Branded movie toys, tray liners, bags, cups... Even special menu items are created when restaurants and Hollywood get together for brand integration deals. Is it overkill?!

                          Captain America Coolatta at Dunkin Donuts, Copyright Marvel Entertainment, All Rights Reserved

Not at all! From a consumer standpoint, they relish the opportunity to receive branded items from blockbuster movies, especially young kids and tweens. The perception is they are receiving limited edition items that are cool (or "sick" as the tweens like to say). As far as menu items go, that's just more added value in the eyes of restaurant patrons. The "special item" is something new to try that will only be on the menu for a short period of time.

For the restaurants, the key initiatives are usually branding and incremental sales. From a branding standpoint, having the integration and extended affiliation via a cross promotion is extremely valuable. Partnering with high profile feature films position their brand as "entertainment savvy," driving consumer awareness and impressions up for the duration of the program. At the end of the day, creating incremental sales is how these programs are judged. Were they creative enough to drive traffic to their locations?

More so than not, both the restaurant operators and motion picture studios end up hitting a home run!

What If My Logo Isn't Visible, Can Product Placement Still Be Effective? By Ian McQueen

The creative process of producing a television show or feature film usually takes precedence over making sure a specific brand receives the perfect "logo" shot. "Organic integration" is a term that is used often in Hollywood when describing brands that receive starring roles (think Mad Men, Entourage, Sex and The City movie). So what do you think, can you still leverage an integration if you do not receive name or logo branding? 

Well that all depends... There are a lot of instances where the answer is yes. A Porsche Boxter could have 90 seconds of camera time with a lead actor but no name or logo exposure. You don't even have to see an iPhone, but could hear the trademark Apple ding and know what phone is being used. What about part of a Pepsi or Coke can, just the colors alone will tell you what it is without seeing the full name. These are just a few of many instances where there is still a lot of media value for brands without name recognition. 

So for the most part the answer is yes. Taking it a step further, you can use social media and traditional PR to promote these integrations, talking up the fact that your product is going to be featured on screen in a movie or TV show. Unlike when athletes say "It's not about the money," with product placement and brand integration it's not always about the logo. 

How Soon Will I See My Product On A TV Show? By Ian McQueen

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.