J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Get in touch with us nowProduct placement on media
Despite TV's long history with this marketing tactic, the small screen came in third among the fastest-growing channels by spending on product placement worldwide in 2021. Digital media and music topped the ranking with increase rates of around 16 and 14 percent, respectively. The figures reflect how the internet continues to attract more investments from advertisers. A 2022 survey asked marketers across the globe how they would change their agency budgets in the following year. The leading channels were online video, social media stories, video streaming, and the metaverse, all with average growth rates above 60 percent. Meanwhile, they planned to raise by 17 percent their allocations to TV product placement. A year earlier, another global study showed that seven out of 10 respondents trusted product placement made by influencers, suggesting that digital channels are entirely on board with embedded marketing.Right behind TV – but ahead of print media and film – video games experienced the fourth-highest growth in product placement in 2021, at over nine percent. With mobile in-game advertising alone attracting an estimated four billion dollars in investments in 2023, this medium has gained momentum as players turn their attention to scores and advertisers alike. As mentioned above, music had the second-highest increase rate in product placement in 2021, which may go beyond lyrics alluding to brands and translate into music videos featuring products, services, or logos. During a survey the following year, adults in the United States reported remembering more songs used in all types of commercials than those played only in ads from brands they consume. The result indicates that a remarkable beat can trump pre-established preferences.
