A new media company, VideoAnalytica LLC, is introducing dynamic or switchable product placement. If you’re like me and unfamiliar with this concept, VideoAnalytica describes dynamic product placement on its Web site as, “a low cost way of transforming product placement from a one time event, done during filming, to a series of slots that can be sold like traditional 30-second spots.” This new video technology allows media owners to sell product placement "slots" in their video content as if they were traditional advertising slots, which can be based upon time period, region, production run, computer hard drives and different customer profiles.
Aside from reduced production costs and efforts of brand marketers and content owners, and its ability to produce more targeted and therefore effective placements, VideoAnalytica also offers a list of other benefits offered by dynamic product placement. Its Web site lists them as:
1. Increased revenues from existing content where product placement can be inserted, experimented with and changed.
2. The ability to capture more value from video content that has been more successful than anticipated.
3. Updating of product placements where the product is no longer available or looks dated, e.g. with consumer electronic products.
4. Improved targeting in international campaigns where international consumer packaged goods (CPG) companies wish to promote different products in different markets.
5. Reducing the cost of product placement by enabling smaller audiences as a potential offering to advertisers.
Aside from reduced production costs and efforts of brand marketers and content owners, and its ability to produce more targeted and therefore effective placements, VideoAnalytica also offers a list of other benefits offered by dynamic product placement. Its Web site lists them as:
1. Increased revenues from existing content where product placement can be inserted, experimented with and changed.
2. The ability to capture more value from video content that has been more successful than anticipated.
3. Updating of product placements where the product is no longer available or looks dated, e.g. with consumer electronic products.
4. Improved targeting in international campaigns where international consumer packaged goods (CPG) companies wish to promote different products in different markets.
5. Reducing the cost of product placement by enabling smaller audiences as a potential offering to advertisers.
Due to the increasing use of DVRs and skipping of television commercials, VideoAnalytica seems to be arriving at the perfect time for advertisers. While the technology for dynamic product placement, provided by VideoAnalytica, is still patent-pending, I’m sure many marketers are anticipating its arrival. For more information on VideoAnalytica and the services it will soon be offering go to its official Web site or its “informal” site where it offers insights into the realm of product placement.
4 comments:
10 points extra credit - you always find such interesting links
Similarly, InShot's online video product placement marketplace the Copacabana will include dynamic digital video insertion for brand owner products to appear in online video content.
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