Following Ofcom’s announcement to allow Product Placement in UK produced shows, one London based product placement agency has seen an increase in enquiries by over 80%.
“These enquires have not just come from blue chip brands wanting to secure exposure in high profile dramas,” says Darryl Collis, Director of Seesaw Media the UK’s leading product placement agency, “but also from production companies who are looking to tap into the potential revenue that product placement can bring.”
UK companies are now turning to product placement as a viable medium for getting their message across, through embedding their product or service into the content; something their US counterparts have benefited from for years, where the industry is said to be worth over £2.5 billionand rising.
“With audiences watching on various different platforms, it’s hard to know where to buy your media space.” Darryl continues. ”The one constant is integrating a brand into a film, television show or music video, that way no matter where they are being viewed they know their product is there”
If more and more brands commit their advertising spend – which many analysts predict will come from the on-line sector, PR and direct marketing budgets – the UK industry could follow the US model where product placement counts for 5% of the total UK TV advertising market which would value it at £150m, probably in the next 10 years.
Seesaw Media are meeting regularly with brands, production companies and media agencies to brief them on what the new Ofcom regulations on product placement mean when they come into force from 28th February 2011 and how they can benefit from this change in legislation.
Darryl points out that “Placing products into content is an ideal way of ensuring exposure to a receptive audience without alienating the viewer or jeopardising the integrity of the production”
Darryl continues “Unlike the US, product placement in UK productions needs to be in a subtle and less intrusive way otherwise it will turn the viewer off”.
He goes on to site the placement of Dr Pepper in 90210 as a clunky placement that British viewers would not stand for.
“It’s about striking the right balance between a brand having on screen exposure and being noticed but not interrupting the viewer’s enjoyment of the programme”
If a brand and a production company understand that and can work together with that aim, it will be beneficial for both parties and product placement will thrive.