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| Accountability & Experience in Product Placement | |||||||
NMG sets out strategy for net TV product placementProduct placement agency NMG has invited online TV networks, advertisers and content providers to meet at Pinewood Studios next month to thrash out plans for a commercial model for internet TV. Evaluating the impact of product placement is set to become a battleground in web TV and the meeting will examine the model pursued by Bebo dramas such as Kate Modern, which feature prominent product placement. The agency aims to help position the industry for changes in online viewing habits as web users move towards watching more professionally produced content. The concern is that compared with films and TV, the measurement of the effectiveness of product placement in online video content lacks a coherent strategy. NMG non-executive chairman John Barnard said big brands would also increasingly try to reach consumers with their own targeted TV channels over the next three to five years. "With any new medium, experience is a valuable asset and brands need to get in early before it becomes too regulated," Barnard said. The NMG sees a particular challenge in how advertisers cope with spoofs of their campaigns on the web, some of which attack their core values. YouTube currently hosts more than 4,000 such parodies. "It seems the only practical route is for the operator to censor brand appearances, but that restraint will upset end users who were sold the open sharing web community in the first place," Barnard said. by Robin Parker - 4th October - This article also appears on the Broadcast Now website |
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| Tel: +44 (0)1753 655 866 Fax: +44 (0)1753 655 118 Email: info@nmgproductplacementltd.co.uk |
| NMG Product Placement Ltd, Pinewood Studios, Pinewood Road, Iver Heath, Buckinghamshire, SL0 0NH |