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Product placement

Product placement is a form of paid advertising in which branded products and services are noticeable within an entertainment production, such as a movie or TV show. Product placements are presented in way that will generate positive feelings towards the advertised brand as it is mentioned, displayed, used or significantly featured in some other way. The aim is for the audience to develop a stronger connection with the brand and therefore think more strongly about using it themselves.

Key Reading

Important papers from across the Warc database

This article highlights some real world examples of product placement that is contextually appropriate to the program, the category and the audience. The paper looks at the changing role of product placement in a fragmented media landscape, including integrations with esurance and Turner broadcasting.
The view from media agency MEC on developments in personalised placements for on-demand television.
The effectiveness of product placement for audiences that are new to this technique.
Research that highlights some interesting points to consider when designing a product placement strategy.

Case Study

This case study describes how toy manufacturer Hasbro turned a viral phenomenon featuring its Star Wars Chewbacca mask into a 360º communication on TV and social networks in Spain.

Case Study

This case study shows how Paramanya, a localised mobile game in Turkey, launched with a three-phase strategy to generate awareness and interactivity.

Case Study

This case study shows how Clinique, a global premium skincare brand, launched two new products into the Australian market, cementing the brand as a leading skincare innovator.

Case Study

This case study describes how Hasbro Deutschland GMBH promoted its toy NERF Blasters to a new demographic in Germany.

Case Study

This case study explains how Ikea, the furniture and homewares retailer, increased interest in its catalogues in Australia to boost sales.

Case Study

This case study describes how fast-food giant McDonald's partnered with Twitch, the biggest online game live webcast platform in Taiwan, to launch its Dual Combo menu.
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Research Paper

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

Article

This article examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Research Paper

This study investigates the moderating influences of brand congruence and placement prominence on the impact of game-evoked flow on cognitive and affective outcomes for in-game brand placements.

Article

This article charts the history of the James Bond series, originally created by author Ian Fleming, which has since become one of the biggest film franchises in the world.

Research Paper

This research compares two competing views – the integration view and the interference view – to see whether presenting a brand placement in multiple modalities can enhance its effectiveness.

Research Paper

Although the literature on brand placement is rapidly evolving, no studies thus far have focused on radio brand placement or on the effects of the combination of brand placement and commercials.
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  1. Article

    Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.
  2. Article

    This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.
  3. Article

    Star power, genre, sequel, and word of mouth (WOM), are among the critical factors affecting a film's box-office success.
  4. Article

    Product placement is fiercely being courted by firms as a consequence of the declining credibility of traditional broadcast advertising and the '30-second spot'.
  5. Article

    This article discusses TV sponsorship, and uses the examples of Anchor, the butter brand, and very.co.uk, the online retailer, to demonstrate that an integrated '360' approach to TV sponsorship has the greatest results.
  6. Article

    This article examines brand-execution tactics (showing and naming the brand) in television, internet video advertising, and brand placement within TV programs.
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