What Is Virtual Product Placement?

媒体和娱乐巨头亚马逊和NBCuniversal最近在最近结束的2022年IAB Newfronts中发布了虚拟产品的广告(VPP)广告。这种大胆的举动将重新发明公司及其受众如何感知和与品牌互动。

What is VPP, and how can it potentially benefit brands? This is a comprehensive guide to virtual product placement to help you reinvigorate your marketing strategy.


What Is Virtual Product Placement?


What Is Virtual Product Placement?

您以前看过很多次。您正在看电影,看到主角在听节拍,而相机则放大了一副标有一对耳机。或者,您正在观看自己喜欢的电视节目,并看到女演员享受一罐可乐。

产品放置的简短历史

The practice dates as far back as the 19th centurywhen a Lever Brothers product was featured in a Lumière Brothers film. Since then, it has grown to encompass different aspects of modern entertainment and media.

您已经看到了无数电影,电视节目和音乐视频中产品展示的示例。这种策略一次又一次地用于巧妙地介绍某些品牌,并且显然可以使用。它可以推动销售,促进品牌知名度,并为吸引新客户的机会开放,而不会太多。

在1982年的斯皮尔伯格(Spielberg)E.T.外星人, the protagonist Elliott used Reese’s Pieces to lure E.T. to his home. The brief product placement helpedtriple Reese’s sales在E.T.发布的短短两周内。

Since then, product placement has helped numerous brands, such as FedEx (抛弃),乐高(乐高电影), and Aston Martin (James Bond), in a number of different ways like expanding their reach, boosting sales, and gaining huge fan bases. Here are some more TV shows and films that used product placements:

  • The Office
  • Seinfeld
  • 欲望都市
  • 朋友们
  • 陌生的东西
  • Top Gun
  • The Italian Job
  • Jerry Maguire

虚拟产品放置的兴起

Product placement is a huge industry. In 2021 alone, global spending for product placements grew by approximately 14% percent compared to 2020, reaching a whopping$23 billion。And it’s expected to become bigger in the coming years. However, as technologies continue to evolve and consumer expectations periodically shift, this “traditional” way of advertising products has become a bit outdated.

The advent of streaming platforms enabled consumers to have a more optimized viewing experience. No longer do they have to sit through scheduled programming and experience disruptive conventional ads. Streaming services have enabled viewers to forgo conventional ads, but the problem is, how can companies generate revenue if people are no longer looking at traditional ads?

As streaming services and subscription video-on-demand (SVOD) platforms grow in popularity, companies and marketers are driven to find new ways to place their products in front of an audience and give opportunities for remonetization.

Enter the virtual product placement. VPP enables brands to incorporate their products into movies or shows during the post-processing phase. Traditional product placement entails months of planning to enable seamless product integration. On the other hand, VPP is flexible and enables brands to better curate ad experiences and experiment with newer ways to advertise their products.

VPP的好处

VPP lets companies see a show’s final cut and, from there, determine where their product can be integrated, all without disrupting the show’s flow. Additionally, it lets brands integrate new ads to a show in the future, essentially allowing them to remonetize that particular content. Also, it gives more room for brands to reconsider placing products that are unavailable or discontinued.

Advanced technology, such asAIand machine learning, have allowed companies to find out which shows can be potential hits. Taking things a step further, companies can use this data, alongside consumer behavior insights, to strategically place products depending on a viewer’s habit or preferences.

So where can VPPs appear? Practically anywhere within a show. For example, Nestlé can place virtually place ads for Nespresso in a scene inRiverdaleorBreaking Bad。Here’s another example to better illustrate the potential of VPPs. Say you love coffee and are frequently searching for coffee or coffee-related products on Amazon. If you’re using Prime Video, then it’s possible that you’ll encounter contextual ads and start seeing product placements for Nespresso or Starbucks on one of your favorite TV shows.

Entertainment and VPP

In Amazon’s case, it introduced the VPP ad format to select Prime Video and Freevee series. The VPP ads can appear in a show’s background or foreground, and they can also appear as dynamic in-program ads.

尽管亚马逊的VPP工具仍处于Beta阶段,但它将允许品牌在后期制作过程中策略性地将广告插入精选节目中。NBCU的孔雀流媒体平台还通过其“现场广告”来研究VPP,这将使广告客户能够在后期制作过程中将其广告集成到节目的相关场景中。

Virtual product placement is proving to be a valuable addition to a brand’s marketing arsenal. Brands that have tested it have seen asignificant increasein both brand favorability and purchase intent. VPP campaigns can benefit both brands and their audiences because it helps the latter enjoy content without disruptions, while the former can incorporate their products in new places and better reach their target audience. It provides a faster and more convenient way to integrate ads within a program, and it can also be used to measure a campaign’s effectiveness.

So where does VPP fit into the streaming platform model? For ad-supported streaming models, virtual product placements can offer new ways for brands to more precisely target and reach their audiences while allowing them to continue driving ad revenue.


产品安置和影响者营销金博宝188备用网址

How can VPP potentially alter the影响者营销状态金博宝188备用网址as we know it? Technological developments have greatly democratized how people consume and create content. Traditional media no longer has total control over advertising and promotion methods.

我们已经看到了影响者营销如何进金博宝188备用网址入社交媒体以及它如何继续影响消费者的选择。它还预示着一个更真实的运动和观众参与的时代,这导致了更好的产品召回和clickthrough rates。尽管如此,问题仍然存在,虚拟产品放置如何潜在地影响影响者营销?金博宝188备用网址

As influencers continue to change their approach to marketing and make their way into virtual spaces like the metaverse, it’s not difficult to imagine them promoting or starring in in-show or in-game ads. We’ve yet to see the impact that this new ad format can have on金博宝188备用网址。影响者营销的奇妙之处在于它随着时代的发展而发展。金博宝188备用网址我们可以期望有影响力的人利用这种新的营销工具继续发展品牌的覆盖范围,受众,参与度和收入。


How Is Virtual Product Placement Revolutionizing the Way We See Content?

VPP is expected to revolutionize the way brands approach advertising. It could pave the way for a more viewer-centered, personalized way of showing ads, allowing brands to better leverage consumer behavior and data and show their audiences relevant, customized ads in a non-intrusive manner.

如前所述,VPP通过允许品牌在同一节目中删除和交换广告来提供灵活性。例如,观看亚马逊的观众Reacher2月的系列可能已经看到了Turbotax的广告。但是,在随后的观看过程中,他们可能已经注意到广告不再存在。

除了亚马逊和NBCU外,沃尔玛的Vudu流媒体平台还推出了智能电视的购物广告。但是,媒体并不是第一个引入和利用这种新广告格式的媒体。

游戏行业已经在使用虚拟产品放置在游戏内广告来推动收入和参与度。游戏中广告的常见示例包括显示横幅,可玩广告,游戏内广告牌以及“订单墙”或游戏内的虚拟墙壁。

NBA 2K22’sThe Cityshowcased billboards featuring Nike and Puma. Another example is Obama’s 2008 election campaign, which was showcased in games likeGuitar Hero IIIand需要快速碳

The Potential Challenges with Virtual Product Placement

  • 广告广告

Virtual product placement isn’t yet an all-in-one solution. It’s innovative, yes, but it can also run the risk of creating hyper-focused ads or oversaturating a show with virtual ads, which can deter viewers. Companies like Apple are doubling down on limiting such ads, and consumers are becoming wary of hyper-targeted marketing.

So how can virtual product placement circumvent this potential problem and help brands offer a more seamless, unobtrusive advertising and viewing experience? Well, what could be VPP’s weakness could also be seen as its strength.

我们还不知道VPP是否会经历传统广告所经历的相同的消费者推动力。但是,虚拟产品的放置和相关技术可以使用消费者数据来提出更具影响力和真实的广告系列,这将引起品牌的目标群体的共鸣。此外,营销人员应该注意不要使用VPPS Willy-Nilly,而应该在何时,何时何地以及如何应用VPP时更加敏锐。

  • Changing Iconic Content

Another challenge is using VPPs to change product placements in old shows. Can you imagine E.T. opting for jelly beans instead of the iconic Reese’s Pieces? Retroactive brand marketing is possible, and some ad agencies are already using VPPs to insert products into existing shows.

However, in aCBC采访, Ryff founder and CEO Roy Taylor shares that toying with iconic content might not be such a good idea. There’s still some debate about whether or not iconic pieces of content should be updated with newer product placements, especially if these product placements are anachronistic.

  • 知识产权和法规

也有知识产权的问题rights. Can companies just change a show or piece of content? Also, will this entail brands adding product placement notices or logos indicating such practices to updated content? How will this new practice impact the authenticity and credibility of a campaign?

鉴于虚拟产品的位置仍引起人们的关注,我们尚未有很多问题。不可否认的是,VPP可以更改广告游戏,但是营销人员还需要考虑到产品放置方面的关键考虑。


虚拟产品位置有什么存储?

Is VPP just a hype, or will it become advertising’s next big thing? While this ad format is still fairly recent, it already paints a picture of what advertising could look like in the near future. We’ve yet to see its full potential, but VPP is slowly proving itself to be a valuable asset for brands and marketers.

经常问的问题

What is virtual product placement?

虚拟产品放置(VPP)是一种新的广告格式,可在通过CGI的后期制作过程中将广告数字化纳入节目中。它可以帮助公司在相关场景中介绍精选的广告,并为他们提供了将来通过切换广告来重新货币内容的机会。

公司使用的是什么吗?

Companies like Amazon and NBCUniversal are currently introducing the VPP ad format to their respective streaming platforms. Video games are also using VPP to introduce ads into games for platforms like PlayStation and Xbox.

它与“传统”产品放置有何不同?

Traditional product placement often entailed advance planning for brands to seamlessly integrate their products into movies or shows. It’s also inflexible, and companies can’t easily alter the ads they’re showing even if the product itself is no longer available. Virtual product placement lets companies add their products at a much later stage using computer-generated imagery. This allows them to better identify a more relevant spot where their ads can appear. Moreover, VPPs offer flexibility, giving brands the opportunity to remove, update, or completely change an ad within a show according to their needs or goals.

哪些公司提供VPP服务?

There are already several companies that are offering virtual product placements for brands. These include:

  • Andersson Technologies的合成眼
  • Triplelift
  • 瑞夫
  • Kinetic Vision

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