You already know that consumers are tuning out television commercials—especially GenY viewers. Marketers are recovering, to a degree anyway, with product placements, subtle or overt inclusion of their products in show content. Some media industry critics call this sinister; some advertising pundits call it genius. Of course, either characterization is hyperbole. Marketing Blurb reminds you that a mindless television
script is worthless for your product placement.
But that aside, there is a new online service called Media Matchmaker which brokers product placements between movie and television producers, and advertisers hungry for “editorial” exposure. According to Variety, advertisers can supply detailed information regarding what they are looking for in terms of appropriate content for the placement. While Marketing Blurb welcomes such a marketplace, we wonder whether the really hot product placements are negotiated over dinner.
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