Competition in the media is increasingly voracious and quick in its response to new companies that continue to enter the international audiovisual product market.
And between massive layoffs and new platforms that have come out in a very short time (and those that are missing), the performance of the streaming market has good results and that is reflected internationally, showing that the entertainment market has been significantly transformed. in the audiovisual market, causing the user to have access to these services in a very generalized way and forming part of their daily life (if they have the economic capacity to access the current platform offer.
If we refer to the streaming audio market (considering music and podcasts, among other options), thanks to Spotify, Amazon Music Y AppleMusic the numbers in terms of subscribers are large: there were 500 million subscribers to streaming music services until the end of 2021, growing by up to 65 times since 2010. To this figure must be increased the number of podcast listeners who is above 600 million people.
Regarding audiovisual streaming, where we consider large companies such as Netflix, Amazon Prime Video, Disney+, AppleTVamong others, there are more than 1,079 million subscribers worldwide (Netfllix is still the most demanded service), which means that there is revenue generated for 70 thousand 845 million dollars, hoping that Disney + will be the platform with most subscribers in the world by 2026 (284.2 million).
Video streaming platforms are successful, we already see it. But, what is happening with the advertising that could be taken advantage of in them due to their great opportunity per audience that is increasing?
Although it is already glimpsed that some of these companies will be able to develop 100 percent of their cheapest options to offer them with advertising space to customers who require it, it is a road that remains to be walked and advertising cannot wait for it to be achieved. totally. To do this, audiovisual producers and brands take up an option that is not new but is very effective in current advertising: the Product Placement.
This effective strategy in which you can show and interact with products or services in movies, series or video games, for example, is currently the way to do effective advertising in an integrated and natural way to the content that we consume on the aforementioned platforms (avoid compare with many cases of soap operas or magazine programs that unfortunately do it in the most obvious way possible and make others feel sorry).
The product placement non-intrusive, related to the target audience and that takes advantage of the same actors as “natural recommenders” of the products or services that appear, is what causes the looks of the brands to be directed to current productions, turning them into attractive windows to display successfully. The perfect formula: The content is magnified and the brand is magnified.
A clear example of this is what happens with “Stranger Things”. In just 8 episodes last season, 100 brands from 45 product or service categories appeared. Did anyone feel the presence of all these marks evident? I do not.
The placement of brands such as KFC, Airing, Eggo, Cheetos, JVC, Mrs. Butterworth, Polaroid, Radio Shack, Reese’s Pieces, 3 Musketeers, Coca-Cola, Cadillac, Chevrolet, Casio, 7-Eleven, Adidas, Pentax, Reebok, Burger King, among others, was estimated at 15 million dollars. just for Coke, which appeared in all episodes, the soft drink brand received 1.5 million worth of exposure in the first 3 days of its launch. It is worth mentioning that in 4 days (from July 4 to 8) 40.7 million household accounts had seen the launch of the series.
Now, in the fourth season, with the presence of 140 brands, Coca Cola and Lacoste occupy the first places in brand placement in the first 28 days of diffusion (1.83 million dollars the first and the second 1.8 million, although it only appeared in an episode). Now other brands are added such as Domino’s, peanut butter jif, Vans, Converse, Sony (with his famous Walkman), Mountain Dew, Crayola, Marlboro and Doritos. Now it is projected that they can reach 30 million dollars in brand placement (double from last season).
That’s the winning formula. What will come in the future with this marriage of convenience between product placement and streaming content?
For now, Bill Gates and his company BEN Group, a company specializing in product placement, influencer marketing and promotional integrations, are already working on technology that applies data, segmentation and artificial intelligence to adapt products and services that are shown to the public according to their needs. viewer profile and thus maximize the advertising impact, avoiding useless impacts.
In this way, each viewer will be shown different products according to their consumption habits thanks to technology that will collect data from decoders and smart TVs. If there are different viewers watching the same content they will be hit with different ads. In addition, BEN Group predicts which new series, movies or programs will be successful and communicates this to advertisers so that they can develop appropriate and personalized strategies in the content that interests them the most. In other words, an intelligent product placement.
Exciting, right?