Digital product placement refers to the purposeful integration of a product into another media — movie, TV show, music video, social media (influencers), video game or ad for another product.

For example, you might see a character on your favorite show or an influencer you follow on social media drinking a canned beverage with the label clearly visible. This is product placement, and the advertiser has paid for that privilege. Had they not, the can would likely say SODA or some other generic or fictional name.

The goal of product placement is to be more subtle than an ad overtly proclaiming the virtues of a brand. The intent of the placement is to draw the viewer’s attention to the brand and trigger their desire to purchase, solely because they like or identify with the person on screen.

Non-digital product placement involves purchasing coveted retail space. For example, advertisers often pay more to be placed on shelves at eye level or at the ends of aisles, places more visible and convenient for shoppers. Brands may also pay “slotting fees” to limit shelf space for their competitors.

Benefits of product placement include:

  • Brand recognition and awareness
  • Less obtrusive, does not interrupt the action
  • More cost-effective than ads in the long term
  • Profit potential is high

Though smaller businesses might not have the dollars to purchase product placement in TV and movies, LEE ENTERPRISES, POWERED BY AMPLIFIED DIGITAL AND BRAND AVE. STUDIOS can help you use social media for product placement. For more about our influencer marketing capabilities, visit Brand Ave. Studios at