Thinkbox "Closer to Content 2011": Key insights on the UK product placement TV market
Carlos Grande Warc
Under the broad heading of bringing brands "closer to content", Thinkbox – the UK commercial television industry body – recently presented best practice from different strands of branded TV content, including the nascent world of UK television product placement.
Although product placement is well established in markets such as the US (where some estimate it accounts for up to 5% of TV advertising spend), it has only been permitted in the UK since the spring of 2011.
Product placement (PP) operates...