😍 2022-05-09 16:00:19 – Paris/France.
9th May 2022
Amazon Prime Video and NBCUniversal's Peacock have joined a growing trend among media companies publishing virtual product placements on online content. Streaming.
Research firm eMarkters reports that Peacock is experimenting with virtual product placements for advertisers to embed their ads in programs after production, such as on a billboard displayed in a content scene. Both NBCUniversal and Amazon showcased VPPs at last week's IAB NewFronts, with Amazon-owned Prime Video and Freevee (formerly IMDb TV) set to begin delivering content with virtual ad slots.
While product placements in movies and TV shows aren't new, the impact on consumers spans across age demos, led by 22% of older baby boomers (1946-1964 ) coveting the marketing concept, compared to 19% among Gen Z (1997 -2003) demo.
Reports have revealed that while the progress of VPPs portends opportunities for marketers, the concept still lags behind in popularity with consumers compared to TV ads, email and social media.
"Product placement has the potential to explode," Beth Fossen, an assistant professor of marketing at Indiana University, told eMarketer, adding that advertisers can't make VPPs too overt on social media platforms. Streaming.
"If VPPs become less subtle, they have the potential to disrupt the viewing experience and even backfire," Fossen said.
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