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Digital Product Placement - MegaZone's Safety Valve — LiveJournal
The Ramblings of a Damaged Mind
Digital Product Placement
I spotted this here, Marathon Ventures. One of their offerings is "Digital Brand Integration" - aka digital product placement. Check out the slide show.

I knew it was just a matter of time until this kind of thing started to spread. Especially with the rise of the DVR and TiVo reducing the effectiveness of the 30-second spot. I've been saying for years that we'll see a rise in product placement. The technology has been there for a while - think of sporting events where there are ads on the field, or court. These days those ads are often not really there, they're digitally added to the image, often so seamlessly you don't notice. Over the field, but under the players - and that's in real-time. Working with pre-recorded content they can do a lot more to blend the inserted product into the image. The geek in me is impressed by the technology, but at a gut level this makes me profoundly uneasy. Seeing is believing - and you'll believe what they want you to.

Tags: ,
I am: disturbed
Current Media: office buzz

From: dirkcjelli Date: March 6th, 2006 07:16 pm (UTC) (Direct Link)
Uneasy like... Haliburton product placement of body armor onto soldiers, for instance?

(One of these days...)
frustratedpilot From: frustratedpilot Date: March 6th, 2006 07:25 pm (UTC) (Direct Link)
So what? In Europe, their soccer teams all wear jerseys with sponsors' names on them. They do a little of that in MSL here, too.

Remember the Civil War reenactor episode of The Jeff Foxworthy Show when the Rebel uniforms had sponsor patches on them? Don't look to TV for authenticity, they can't afford that anymore. :)
From: dirkcjelli Date: March 6th, 2006 07:29 pm (UTC) (Direct Link)
Sorry, I was unclear.

I meant to imply that the body armor wasn't real... that 'they' were paying for product placements in the news to alter the facts.

I wasn't stating that this had happened, for the record... just that it probably will "one of these days"
mackys From: mackys Date: March 6th, 2006 07:56 pm (UTC) (Direct Link)
Though I know they won't stop there (not by a long shot!), I don't mind the logos on the field thing. It's reasonably non-intrusive, and something that they can do anyway with field paint. If all advertising were only that level of intrusive, I'd be one happy camper. And if Tivos are forcing advertisers to consider less intrusive forms of advertising, then Tivos rock even harder than I thought!
zonereyrie From: zonereyrie Date: March 6th, 2006 08:41 pm (UTC) (Direct Link)
Did you look at the links? This is beyond logos on the field, this is putting boxes of crackers on the table in a shot - that wasn't there in the shot originally. Swapping in a can of Coke for something else - or where there was no can originally, etc.
frustratedpilot From: frustratedpilot Date: March 6th, 2006 09:32 pm (UTC) (Direct Link)
Back in the 1980s there was a really dreadful movie called Looker based on the same theme, only even more insidious. Computer-generated fashion models, actors, spokesmen for commercials...politicians...who needs real life?
cyber_pagan From: cyber_pagan Date: March 6th, 2006 10:51 pm (UTC) (Direct Link)
yes, I was having a 'Looker' moment too. But I wouldn't call it dreadful, any movie that gives you a full 360 nude shot of Susan Dey isn't all bad :) (oh god I just showed my age again didn't I...)
hnybny From: hnybny Date: March 6th, 2006 10:29 pm (UTC) (Direct Link)
I would guess the shows in question would need to give approval for product placement in their shows. If I were making a show and a Splenda packet were put on my counter without my consent, I'd be pissed.
zonereyrie From: zonereyrie Date: March 6th, 2006 11:23 pm (UTC) (Direct Link)
It really depends on who owns the rights to the show. If you're making a show for a network, the network can own the rights and do what they like.
hnybny From: hnybny Date: March 7th, 2006 03:45 am (UTC) (Direct Link)
Yeah, that worried me. *shudder*