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Digital product placement creates adverts out of thin air
http://x404.co.uk/forum/viewtopic.php?f=3&t=18684		 Page 1 of 2
Author:  paulzolo [ Tue Apr 09, 2013 8:31 am ]
Post subject:  Digital product placement creates adverts out of thin air
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Quote:
Digital placement firm MirriAd has taken advantage of the growing appetite for this service, having just raised £3.6m from investors led by Indian media tycoon Subhash Chandra.

"These are not just logos, they can be video, signage and products, even cars," explains Mark Popkiewicz, the company's chief executive.

"When brands are integrated they are placed in such a way so it is clear to the audience that they were always there and are part of the scene.

"For example beverages are placed as open cans or bottles with glasses containing the beverage alongside - that way they look like they are being consumed.

http://www.bbc.co.uk/news/business-22066153

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This is what the top image looked like before the advert was added.
Author:  cloaked_wolf [ Tue Apr 09, 2013 8:45 am ]
Post subject:  Re: Digital product placement creates adverts out of thin air
I saw that and you know what irked me? This paragraph:

Quote:
Of course, product placement isn't new; Pontiac would not have sold nearly as many Trans Ams if that had not been David Hasselhoff's crime-fighting car of choice in the 1980s phenomenon, Knight Rider.


So many things wrong with it.

The choice of T/A was last minute. Glen Larson was originally going to go for a Corvette (like Face drove in the A-Team) but there was a train derailed which had been carrying T/As. So GMC let Larson buy them cheaply (IIRC with the proviso that they must be destroyed thereafter and not sold to the public) and I think he bought 11 of them.

Further, people started going to Pontiac dealerships and asking for T/A's like the one in Knight Rider and were disappointed when they couldn't buy one with all the stuff fitted like Turbo Boost! In turn, GMC asked Larson to stop referencing the car as a T/A. Hence in Season 1, KITT was referred to as a "trans-am" and from season 2 onwards, as a "T-top".
Author:  Amnesia10 [ Tue Apr 09, 2013 9:33 am ]
Post subject:  Re: Digital product placement creates adverts out of thin air
Product placement happens a lot. Look at the numbers of Apple iMacs, MacBookPro or iPads that appear in TV shows.
Author:  oceanicitl [ Tue Apr 09, 2013 9:41 am ]
Post subject:  Re: Digital product placement creates adverts out of thin air
Amnesia10 wrote:
Product placement happens a lot. Look at the numbers of Apple iMacs, MacBookPro or iPads that appear in TV shows.


Macs have appeared in films and TV shows for years as they dominate the media industry and the look good. This is not a new thing.
Author:  Amnesia10 [ Tue Apr 09, 2013 10:16 am ]
Post subject:  Re: Digital product placement creates adverts out of thin air
oceanicitl wrote:
Amnesia10 wrote:
Product placement happens a lot. Look at the numbers of Apple iMacs, MacBookPro or iPads that appear in TV shows.


Macs have appeared in films and TV shows for years as they dominate the media industry and the look good. This is not a new thing.

Yes they do look good, but that was not why I bought mine. ;)
Author:  paulzolo [ Tue Apr 09, 2013 11:17 am ]
Post subject:  Re: Digital product placement creates adverts out of thin air
oceanicitl wrote:
Amnesia10 wrote:
Product placement happens a lot. Look at the numbers of Apple iMacs, MacBookPro or iPads that appear in TV shows.


Macs have appeared in films and TV shows for years as they dominate the media industry and the look good. This is not a new thing.


I believe it was LA Law that used Acorn machines because their displays could be tuned easily to match the sync rate of the cameras. The result was that the CRT screens at the time did not flicker horribly when on TV. At the time, this was a feat that most other computers could not do (helped by the fact that Acorn systems were designed for output to TV as well as other forms of display).

However, having Acorn’s kit on prominent display on a popular USA TV show didn’t do much to help their fortunes.
Author:  ProfessorF [ Tue Apr 09, 2013 11:20 am ]
Post subject:  Re: Digital product placement creates adverts out of thin air
I really couldn't be fussed about this.
If it's being written into the script, then I'd be bothered by it.
As it is, it's just set dressing.
What would grind my gears is if they start inserting placement into older shows. A digitally remastered X-Files perhaps, with things comp'ed in. Bah and humbug to that notion.
Author:  paulzolo [ Tue Apr 09, 2013 11:26 am ]
Post subject:  Re: Digital product placement creates adverts out of thin air
ProfessorF wrote:
I really couldn't be fussed about this.
If it's being written into the script, then I'd be bothered by it.
As it is, it's just set dressing.
What would grind my gears is if they start inserting placement into older shows. A digitally remastered X-Files perhaps, with things comp'ed in. Bah and humbug to that notion.


I think there is a spot of dishonesty about them. Those items were not there at the time of shooting. They do nothing for the set dressing other than provide a place for adverts to be hung. The objects can be swapped around so that transmission A could differ from transmission B, or even from territory to territory.

If done well, they could match the shadows and lighting and camera movements, but I expect it will be done as cheaply as possible, so they will be obviously placed.
Author:  ProfessorF [ Tue Apr 09, 2013 11:31 am ]
Post subject:  Re: Digital product placement creates adverts out of thin air
paulzolo wrote:
I think there is a spot of dishonesty about them.


Well, it is advertising after all.

paulzolo wrote:
Those items were not there at the time of shooting. They do nothing for the set dressing other than provide a place for adverts to be hung. The objects can be swapped around so that transmission A could differ from transmission B, or even from territory to territory.


Looking at the example in the OP, there's nothing that offensive about it. It's a bus shelter in the background. If it was a large A1 ad for Pfizer being given prominence in something like Doctors, or if an banner for Michelin tyres suddenly appeared in the Top Gear studio, then it all depends on how it's framed and so forth. High in the background is rather different to being draped across the front of their staging for the interviews, for instance.

paulzolo wrote:
If done well, they could match the shadows and lighting and camera movements, but I expect it will be done as cheaply as possible, so they will be obviously placed.


Maybe, maybe not - that'll need to be seen. Certainly this is an area that needs addressing and regulating.
Author:  Paul1965 [ Tue Apr 09, 2013 1:03 pm ]
Post subject:  Re: Digital product placement creates adverts out of thin air
More advertising?! Yes please!
Author:  JJW009 [ Tue Apr 09, 2013 1:12 pm ]
Post subject:  Re: Digital product placement creates adverts out of thin air
It would be lovely if they could target my own personal tastes, and perhaps text me a link while I'm watching the show so I can find out more :D
Author:  paulzolo [ Tue Apr 09, 2013 2:07 pm ]
Post subject:  Re: Digital product placement creates adverts out of thin air
JJW009 wrote:
It would be lovely if they could target my own personal tastes, and perhaps text me a link while I'm watching the show so I can find out more :D

This from the article:

Quote:
Viewers of Cerco Casa Disperatamente, a house hunting show, might have noticed the car appearing on signage, PC monitors, and magazines - all of which was added in post production.

But if they also had the dedicated 'Lancia INTERACT TV' app on their smartphone an inaudible soundtrack from the TV would activate the device offering promotions related to the car.
Author:  JJW009 [ Tue Apr 09, 2013 2:12 pm ]
Post subject:  Re: Digital product placement creates adverts out of thin air
That's awesome! I must get the app now.
Author:  big_D [ Wed Apr 10, 2013 3:46 am ]
Post subject:  Re: Digital product placement creates adverts out of thin air
Amnesia10 wrote:
Product placement happens a lot. Look at the numbers of Apple iMacs, MacBookPro or iPads that appear in TV shows.

All the programs I've seen lately, the computers, whether Apple, Dell or whatever, have had custom logos placed over the manufacturers logos... You can see it is a MacBook or an iPad, but there is no Apple logo in sight, silly.

The soaps over here aren't allowed to use product placement, so they actually have a whole department that takes common brands and "skins" them with new names that don't exist, whether it is a cereal, a phone or a computer..
Author:  ProfessorF [ Wed Apr 10, 2013 7:42 am ]
Post subject:  Re: Digital product placement creates adverts out of thin air
big_D wrote:
The soaps over here aren't allowed to use product placement, so they actually have a whole department that takes common brands and "skins" them with new names that don't exist, whether it is a cereal, a phone or a computer..


Much like a lot of The Big Bang Theory props then.
A lot of the US shows cover or mask the manufacturer logos.
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