Warc Briefing: Product Placement

This briefing offers an overview of the history, theories and key trends related to Product Placement.

Warc Briefing: Product Placement

Definition:Product placements are paid-for appearances of brands in non-advertising environments, such as films, TV shows and recorded music.

Quick facts

  • The product placement sector is expected to treble in size between 2005 and 2010, rising to $7.6bn in valuei.
  • Three in four advertisers believe that brand commercials should be run in conjunction with associated product placement dealsii.
  • About half of US consumers – including two-thirds of over-65s and one third of 16 to 34-year-olds – are "annoyed" by the amount of product placement in movies and...

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