Product Placement

Up untill February 2011, product placement was prohibited in television programmes made for UK audiences. It was however, permitted in video-on demand content and appeared in many non-European programmes.

In February 2011, Ofcom announced that for the first time ever in the UK TV programmes, made for UK audiences, could contain product placement as long as they comply with Ofcom rules. This means that today, advertisers can place products (trademarks) or services (“products”) in television programming.

So, for advertisers in Scotland the opportunities to place products, literally or virtually, are now a reality in our home grown programmes like Scotland’s Greatest Album. In addition to this, not only can products be placed during the production of a programme, but with STV’s investment in Mirriad’s digital placement solution, STV’s advertisers can now be offered virtual placement of products in new and aquired programmes - after they are made. This has created exciting opportunities for advertisers interested in funding programmes made by or broadcast by STV.

So who is Mirriad and what does the technology do? Mirriad is a small UK sofware firm chaired by entertainment mogul Peter Bazalgette (best known for introducing Big Brother into the UK). Mirriad’s technology allows STV to add products such as a branded bottle of water or washing up liquid in a scene after it is shot. This ‘virtual’ model of product placement is highly flexible.  Just think, if a company changes its product’s packaging and the programme is repeated, than that packaging can be upgraded the next time the programme is shown. Alternatively, if the programme is available on the STV Player, at stv.tv or on You Tube, then the product packaging can be updated very quickly. What’s more, if the programme is to be released in overseas territory then the actual nature of the product can be updated ir completely changed/replaced by a substitute brand.

It may be early days and untried territory but Product Placement is destined to become yet another exciting opportunity for your brand to reach your audience.

For more information on how to use Product Placement effectively contact Kelly Bredin on 0141 300 3703 or .(JavaScript must be enabled to view this email address).