Marketing in the COVID-19 crisis

This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

Read more

Why it matters

Viewing of ad-free SVOD services is surging, and this trend will only accelerate while consumers are confined to their homes during COVID-19 outbreak. Advertisers pursuing reach must consider other means by which to reach these audiences.

Takeaways

  • Embedded marketing typically involves a brand paying the TV producers of OTT programming to have their product or service featured in a natural and relevant way.
  • While product placement deals typically involve a one-off feature in an episode, integrations can go one step further, enabling brands to explore co-promotional opportunities.
  • Digital product placement using AI-driven programmatic can enable brands to connect with consumers using messaging that feels native to the medium, and avoiding anything which could jar.