What Hinders UK Product Placement Growth: Rules, 'Free Prop'-aganda

Posted by Abe Sauer on February 29, 2012 11:01 AM

Product placement in the US has never been bigger. Meanwhile, in the UK, product placement is exploding… in 2013.

Since the UK authorities opened up the media market to product placement in February 2011, little action has been taken. A flood of product choking British screens, the very thing critics warned about, has not happened. In fact, nothing remotely close has occurred. Fewer than 20 paid placements have been arranged in the last year. But don't despair!Continue reading...

brand news

In the News: J&J, PepsiCo, Kenneth Cole and more

Posted by Dale Buss on February 24, 2012 09:01 AM

In the News

AIG reports a profit.

Apple CEO Tim Cook says company has more money than it needs and moves to appease shareholders as Proview brings China iPad trademark spat to US.

Best Western launches Facebook hotel reservations.

BP Gulf spill settlement looms.

Burger King eyes India's fast food market.

Cadbury Dairy Milk promotes fair trade chocolate in UK campaign.

Chevy-Ford rivalry heats up via NASCAR.

Chrysler and Carhartt discuss clothing collaboration.

Clorox CEO targets healthcare brands for acquisition.Continue reading...


Study Finds TV Product Placement Travels Well, Creates Halo Effect

Posted by Abe Sauer on December 13, 2011 12:01 PM

Years ago, John Barnard says, a senior Anheuser-Busch executive told him the brand was puzzled that, even though they were not yet in East Asian markets, Budweiser had a high level of brand awareness in the region.

Barnard says that "eventually they tracked it down to the Bud product placements in Hollywood movies… even though Budweiser was not available in those markets, viewers were absorbing the imagery and brand values, and were ready to embrace the brand when it was launched in their market."

A new study by NMG Product Placement, the UK agency Barnard chairs, indicates that product-placed brands may be receiving significant added value in foreign markets where programming is being exported.Continue reading...


With Nationwide on its Side, Coronation Street is Open for Business

Posted by Mark J. Miller on October 31, 2011 10:06 AM

It’s taken more than six months since the rules of British television changed for it to happen, but product placement is finally coming to prime-time television there. The Guardian reports that the nearly 51-year-old evening soap, Coronation Street, will be the first British program to feature product placement in primetime.

With a pub and a store prominent settings for the longrunning ITV series' characters to convene, it seems fitting that its first deal is a Nationwide-branded cash machine, as product placement is expected to eventually bring in some big bucks for British TV companies.Continue reading...

social marketing

Can UK Really Curtail Brand-Happy Tweeting Celebs?

Posted by Abe Sauer on July 13, 2011 11:30 AM

Celebrities getting paid for tweeting brand mentions is nothing new in the US.

Last year we looked at sponsored tweets middleman Sponsored Tweets and its stable of ready-and-tweeting celebs. We found famous names such as NFL star Nick Mangold and Lindsey Lohan getting, respectively, $1,764.75 to $2,985.80 per tweet. Even Kim Kardashian was available for the right price.

Twitter, meanwhile, is opening the floodgates to brand marketers by ramping up "promoted tweets" next month — a move that will, according to All Things D, "give marketers a chance to place their message directly in front of users who follow particular brands, via ads that will show up when a user first logs on to"

But over in the UK, they're still struggling with product placement tweets from celebrities. Now, the ISBA, which represents British advertisers, is pondering producing a guide on celebrity Twitter endorsements for its members. But how enforceable could any rules possibly be?Continue reading...

celebrity brandcasting

Coronation Tweet: Do TV Stars' Social Brand Mentions Cross Product Placement Rules?

Posted by Mark J. Miller on July 6, 2011 11:00 AM

The UK is clearly still grappling with its new product placement rules, with a new arena now causing consternation: TV stars' off-air product mentions.

Case in point: The long-running British soap opera Coronation Street, which has been on the telly for more than 7,600 episodes and has a fiercely loyal fan base. That’s one of the reasons show producers reportedly got their knickers in a twist when some of the cast members mentioned particular brand names on their Twitter accounts.

One in particular, the show's socially chatty 19-year-old actress Brooke Vincent, who has more than 77,000 followers, has mentioned a number of brands in her tweets about what's she's up to with her mates, including hitting McDonald’s (above), Domino’s pizza, and Sienna X fake tan, according to the Daily Mail.Continue reading...

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