Archive for the ‘Offline Media & Marketing’ Category

Is product placement in House of Cards the new future of advertising?

Netflix’s “original” new drama House of Cards is making waves across several industries. Besides being created/funded/produced by Netflix (typically a content distributor), it’s also making headlines in the marketing world. With a rumored cost of over $100 million for the first season ($3 MM+ an episode), many people are wondering how Netflix could afford to make the series, let alone make money on it. If you look closely, one theory becomes evident.

Product placement.

(image courtesy of Engadget)

Popular tech blog Engadget has noted that in one scene, there are 9 Apple devices on a table and screens turned on. Even for a congressman, it seems excessive? According to one of their sources, Apple provided them with equipment to use in the film. While no money exchanged hands (officially), having a company gift equipment to use in film saves a significant part of the prop budget (and the overall budget of the film). Not only are actors/actresses using the products on the show, they are often talking about them, thus feeding into the thought that it’s a “personal recommendation” of a product. Also, since the entire season is available at once, there is nothing stopping people from pausing to research a company and/or product.

This trend comes as good news to most companies. It’s much easier (and cheaper) for companies to provide products to studios then pay exorbitant amounts of money to have their products be featured. As long as everyone plays by the same “rules”, it also levels the playing field. (Coincidentally, only Apple has admitted to not pay anyone for product placement) The question remains if consumers will wise up to the trend and start tuning out the products.

What do you think of Netflix’s choice?

 

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New Click-to-Call Feature From Google

Now people searching using their smart phones can click a phone number in the ad and be connected to a business.  Rather than being charged for a ‘click’, the  advertisers is charged for the ‘click to call’… This works on the same principle as the pay-per-click feature in Google Adwords.

Helen Leggatt@Biz Report states, “After trial participants experienced “improved” click-through rates (from 5% to 30%) and increased telephone calls, as well as more traffic to their websites,  Google has decided to roll out the click-to-call service to all advertisers.

The cost to advertisers is the same as the cost for a click, which is a relatively inexpensive way to get a conversion or lead from an interested consumer.

“Many local advertisers – large and small – want to receive calls rather than clicks. And this new option provides a great deal of value and new possibilities for those advertisers. It’s also a bargain – call for the price of a click – for early advertisers, compared to more formal pay-per-call programs out there today,”  says Greg Sterling, principal analyst at Sterling Market Intelligence.

For more information on how to participate in this latest marketing feature from Google contact, The InterCon Group Search Engine Marketing Consultants at 866-488-8424.

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