Maximising product placement

Changes in UK broadcast legislation means product placements are set to make an increasing appearance* and is seen by many as a lifeline to the channels, for ITV alone it is expected to generate between £25 – £100 million in additional revenue.

Online and more specifically YouTube has not been victim(?) to such regulation, serving up content from other regions and continents with heavy product placement bias and funding.

The “Goggle” Box

The recent announcement of Google TV raises some interesting questions as to how they will approach monetisation. It has long been published the return on Google’s investment in YouTube has yet to be realised, with wild variations in the predicted revenue and running costs of the operation meaning 2010 is either going to finally be the turning point of profit, or yet another sunk cost for the search giant.

You tube today still relies on “served” advertisements as its main vehicle for revenue generation – but could this be smarter?

The opportunity to embed code in to the ad’s for user interaction has been available for some time, as yet this has not been deployed within YouTube. Will they (Google) adopt a similar advertising push model when they move into TV or adopt a smarter use of technology, data and measurement to engage users?

Selling out

Recently Lady Gaga’s “Telephone” video had 20 product features, not bad for a sub 4 minute music video. Now admittedly the speed at which these were presented would have made it tough to actually engage real time with each of the references, but one can’t help they could have been smarter in leveraging all of these mentions through some form of click on / click through overlay.

*BBC excluded

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