Blurred lines between entertainment and advertising
13th Nov 2006, 19:56 GMT
Filed under: Product Placement, Television, Corporate Office Max, Snickers and Burger King are just a few examples of companies that are no longer content to simply advertise or have their products placed within existing content. They and others are beginning to create content of their very own, either on TV, as a movie or online. It's part of a new trend driven by the desire to not be ignored by young people who are skipping commercials or otherwise tuning out traditional ads. They're getting help from the very content producers, such as Disney, that you'd think would view these kinds of things as competition. Disney, TNT and MTV, though, have put corporately produced content on their cable networks, though, because of the niche appeal such branded programming is likely to have. This isn't just happening on the small screen, either. Burger King is making a movie that will probably star or at least feature an appearance by The King. Pepsi produced a movie about snowboarding. These movies often aren't branded outright, though, and simply list the company as a presenter or sponsor. I think branded entertainment like this is going to eventually fall victim to the same consumer weariness that's now affecting traditional advertising, though. People are just as likely to tune out someone's sponsorship of a movie or TV show as they are a 30-second spot. I'm not sure what will be left to advertisers after that, but since this field is still so relatively new we've got a while before we have to worry about it. Read | Permalink | Email this | Comments
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