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First came product placement. In exchange for a payment, whether in cash, supplies or services, a TV show or a film would prominently display a brand-name product.
Then there was virtual product placement. Products or logos would be inserted into a show during editing, thanks to computer-generated imagery.
Now, with the rise of Netflix and other streaming platforms, the practice of working brands into shows and films is likely to get more sophisticated. In the near future, according to marketing executives who have had discussions with streaming companies, the products that appear onscreen may depend on who is watching.
In other words, a viewer known to be a whiskey drinker could see a billboard for a liquor brand in the background of a scene, while a teetotaler watching the same scene might see a billboard for a fizzy water company.
Streaming services could also drop in brand-name products based on when a show is being watched. Someone who watches a streaming show in the morning could see a carton of orange juice within a character’s reach, while a different viewer watching the same thing in the afternoon could see a can of soda.
It could start within a year, said Stephan Beringer, the chief executive of Mirriad, a virtual product placement company that has worked brands including Pepsi, Geico and Sherwin-Williams into ABC’s “Modern Family,” CBS’s “How I Met Your Mother” and the Univision program “El Dragón.”
Streaming services are more likely than traditional TV companies to pull off this specially targeted version of product placement because they have direct access to far more information on their customers. With every click of the remote, viewers tell the services something about themselves, information that can be used to determine which products might appeal to them.
This supercharged version of digital product placement is being developed at a time when the marketing business — which bet big on TV commercials for decades — needs new tricks to grab the attention of ad-hating cord-cutters.
Mr. Beringer, the head of Mirriad, said the current digital product placement technology has been successful enough to suggest that a bespoke version is a logical next step.“Viewers have been educated to look away from advertising,” he said. “But we’re putting something in that contextually makes sense. If you do it well, and it’s not annoying, it can work.”
Through digital video services like Hulu and YouTube, companies are already able to target viewers based on information about their ages, their locations, where they like to shop and other details. Some of the data is collected by the platforms themselves, others by outside data companies. And now streaming services are mulling how to make use of that information to create tailored product placements.
“Just like there’s no reason that all viewers of a program need to see the same advertisement, there’s no reason that they all need see the same brand integration or crossover campaign,” said David A. Schweidel, a marketing professor at Emory University……..
Link here to view the full article
With thanks to Richard Hale at Tongue Tied.
From the famous claim to an unsuspecting Chinese public that “Pepsi will bring your ancestors back from the dead” to the hotel in Japan that invites you to “take advantage of the chambermaid” we have all seen bad translations in action.
We’re not going to preach as we all make mistakes from time to time, but at Tongue Tied all of our translations are done by native speakers based in the target country and they are proofread as standard to eliminate any human errors…
OK so we did preach a little bit but, just like the American computer company Wang, we would like our customers to know that we really care about the quality of our work… we just wouldn’t choose their slogan “Wang Cares” to show.
Here are some favourites…
Paris: “Please leave your values at the front desk”
Switzerland: “Our wines leave you nothing to hope for”
Norway: “Ladies are requested not to have children in the bar”
Vienna: “In case of fire, do your utmost to alarm the hotel porter”
Bucharest: “The lift is being fixed for the next day. During that time we regret that you will be unbearable”
Moscow : “If this is your first visit to the USSR, you are welcome to it”
Japan : “Guests are requested not to smoke or do other disgusting behaviors in bed”
Thailand: “Please do not bring solicitors into your room”
Nairobi “Customers who find our waitresses rude ought to see the manager”
Acapulco: “The manager has personally passed all the water served here”
Link to Tongue Tied mistranslations for more goodies!