What is product placement? The Netflix example
Posted: Sun Dec 15, 2024 6:29 am
In recent years, we have moved from purely offline advertising, such as print media, radio, television or billboards, to a wave of digital advertising that combines with the former to respond to new needs .
However, that's not all. New technologies are changing everything. And advertising is no exception.
Have you ever heard of product placement? This is a type of denmark phone number data advertising that was already used in the analogue era, but now, in the digital era, it has taken on a new meaning.
Throughout this article we will talk about what product placement is and how it benefits brands. In addition, we will talk about an example that is surely familiar to you… the case of Netflix!
We tell you everything at Mailrelay .
1 What does product placement mean?
1.1 What is product placement?
1.2 Types of product placement
1.3 5 benefits of product placement
1.3.1 1) It does not saturate the consumer:
1.3.2 2) It is more natural:
1.3.3 3) Intervenes in brand or product perception:
1.3.4 4) It has a wide reach:
1.3.5 5) It is an exclusive action:
2 Product Placement: Netflix Example
2.1 Analysis of product placement on Netflix
2.1.1 The House of Paper
2.1.2 Paquita Salas
2.1.3 Sense 8
3 Conclusions on product placement
What does product placement mean?
You've probably read this message while watching your favorite show: "This show contains product placement." But...what does it mean?
This message is warning you that the series or program that is about to start includes advertising. However, these are a type of advertising that is not very or not at all invasive. In other words, it barely bothers the viewer, but it is very powerful.
Let's see with an example. There are series in which the actors drive the same brand of car. It seems as if in that town or city, where the story is set, only cars of that brand are manufactured or sold.
This is because the brand in question has paid the series for product placement. That is, for advertising its vehicles in the different episodes of the series. Every time one of them appears, the brand is paying like it pays Facebook for its campaigns.
This doesn't just happen in TV series, but also in movies and shows. How many have you seen where the presenter or the panelists have a bottle of water from a particular brand next to them? That's also product placement.
What is product placement?
If you've followed me this far, you probably already have a very clear idea of what product placement means. In fact, from now on, you'll be paying more attention to the screen to see this type of practice.
Product placement is a type of advertising that is characterized by not being invasive, being natural and not bothering the viewer.
In short, we can define it as an advertising technique based on the inclusion of third-party products in audiovisual content. This can be a film, series or television program.
As we will see below, there are several ways to apply it.
Types of product placement
Now that we've defined what product placement is, let's look at the types that exist. Well, if you look closely, in some cases the product only appears on screen, in others the actor interacts with it and there's also the possibility of talking about it.
Based on this, we distinguish the following types of product placement:
● Active. This refers to those examples in which the actors interact with the product. For example, this occurs when a character drinks a cup of Cola Cao, or a nice cold bottle of Coca Cola.
● Passive. In this case, the product is simply part of the set, nothing more. This happens, for example, when scenes set in kitchens appear and a milk carton with its brand is seen in the background.
● Hyperactive. We talk about hyperactive product placement when the actors, in addition to interacting with the product, explicitly mention it. Imagine that a character arrives at another person's house and asks them, "Would you like a Coronita?" And they immediately appear taking a sip.
● Verbal. Lastly, it is a verbal placement when it is only spoken about. That is, there is no interaction. If, in the previous case, only the question appeared, it would not be a hyperactive placement, only a verbal one.
In short, product placement can be active, hyperactive, passive and verbal. In addition, we can understand that the price that brands pay will also depend on the level of interaction or visibility on screen.
However, that's not all. New technologies are changing everything. And advertising is no exception.
Have you ever heard of product placement? This is a type of denmark phone number data advertising that was already used in the analogue era, but now, in the digital era, it has taken on a new meaning.
Throughout this article we will talk about what product placement is and how it benefits brands. In addition, we will talk about an example that is surely familiar to you… the case of Netflix!
We tell you everything at Mailrelay .
1 What does product placement mean?
1.1 What is product placement?
1.2 Types of product placement
1.3 5 benefits of product placement
1.3.1 1) It does not saturate the consumer:
1.3.2 2) It is more natural:
1.3.3 3) Intervenes in brand or product perception:
1.3.4 4) It has a wide reach:
1.3.5 5) It is an exclusive action:
2 Product Placement: Netflix Example
2.1 Analysis of product placement on Netflix
2.1.1 The House of Paper
2.1.2 Paquita Salas
2.1.3 Sense 8
3 Conclusions on product placement
What does product placement mean?
You've probably read this message while watching your favorite show: "This show contains product placement." But...what does it mean?
This message is warning you that the series or program that is about to start includes advertising. However, these are a type of advertising that is not very or not at all invasive. In other words, it barely bothers the viewer, but it is very powerful.
Let's see with an example. There are series in which the actors drive the same brand of car. It seems as if in that town or city, where the story is set, only cars of that brand are manufactured or sold.
This is because the brand in question has paid the series for product placement. That is, for advertising its vehicles in the different episodes of the series. Every time one of them appears, the brand is paying like it pays Facebook for its campaigns.
This doesn't just happen in TV series, but also in movies and shows. How many have you seen where the presenter or the panelists have a bottle of water from a particular brand next to them? That's also product placement.
What is product placement?
If you've followed me this far, you probably already have a very clear idea of what product placement means. In fact, from now on, you'll be paying more attention to the screen to see this type of practice.
Product placement is a type of advertising that is characterized by not being invasive, being natural and not bothering the viewer.
In short, we can define it as an advertising technique based on the inclusion of third-party products in audiovisual content. This can be a film, series or television program.
As we will see below, there are several ways to apply it.
Types of product placement
Now that we've defined what product placement is, let's look at the types that exist. Well, if you look closely, in some cases the product only appears on screen, in others the actor interacts with it and there's also the possibility of talking about it.
Based on this, we distinguish the following types of product placement:
● Active. This refers to those examples in which the actors interact with the product. For example, this occurs when a character drinks a cup of Cola Cao, or a nice cold bottle of Coca Cola.
● Passive. In this case, the product is simply part of the set, nothing more. This happens, for example, when scenes set in kitchens appear and a milk carton with its brand is seen in the background.
● Hyperactive. We talk about hyperactive product placement when the actors, in addition to interacting with the product, explicitly mention it. Imagine that a character arrives at another person's house and asks them, "Would you like a Coronita?" And they immediately appear taking a sip.
● Verbal. Lastly, it is a verbal placement when it is only spoken about. That is, there is no interaction. If, in the previous case, only the question appeared, it would not be a hyperactive placement, only a verbal one.
In short, product placement can be active, hyperactive, passive and verbal. In addition, we can understand that the price that brands pay will also depend on the level of interaction or visibility on screen.