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Our Placement Attributes Include:
Recently Answered Questions...
Placement is a marketing communication channel through which products, services and messages actively gain on-screen exposure within the scenes and scripts of television programmes or films. Placement is a vital part of marketing across TV, Cinema, Digital, VOD, Music Production and Gaming.
As the UK’s most successful Placement Agency, we ‘place’ our clients across all content using sophisticated targeting techniques. We understand client briefs and analyse scripts thoroughly, ensuring high quality, relevant brand exposure with meaningful results and measurable ROI.
Prop Placement is the free supply of products to the production companies and/or studios. The brand supplying the products cover the cost of the product supply and delivery to the production sets or prop houses. These products are supplied for a specific purpose (i.e. to gain on-screen exposure) and often on the agreement that they are to be used for a specific scene or within a specific character. There is no legal obligation from the production to use the products on screen or include them in the final cut. Brands who undertake an active approach to placement will often use a Placement Agency to ensure that the supply of products converts to on-screen exposure efficiently and effectively. Prop Placement is generally considered a cost-effective, long term, strategic method of gaining exposure on-screen.
Undue Prominence is when brands feature on screen for longer than necessary or take up more too much of the screen to the point at which it becomes distracting for the viewer. In some cases, brands will have to be on screen for longer periods of time than others in order to tell the story, so the Undue Prominence guidelines must be balanced with guidelines around Editorial Justification.
Netflix does not have any advertising on its website, mobile apps or TV apps. Whilst Netflix currently promote their own content (not unlike the BBC), there have never been ads and there is no record of them intending to start advertising to their subscribers. This creates a more premium, exclusive feel to the service and means that the access to content is instant and convenient. Not unlike the BBC, the only thing you will see on Netflix is either the content itself or promotion for content the viewer might enjoy. From a marketing communication point of view, the only way for brands to access non-commercial platforms/channels such as the BBC or Netflix is via Prop Placement or Product Placement.
Product Placement is when a contracted agreement is made between the broadcaster and the brand regarding the integration of brands in to the content. The deal sets out certain guarantees around the specific products to be ‘placed’; when during the programme or film the products will be seen (often over a set time period) on screen and the nature in which the products will be referred to or used on screen. The brand pays for these guarantees and the production is obliged to deliver a certain amount of branded exposure as agreed. Product Placement is generally considered a short term, tactical approach to placement which whilst expensive allows more planning and specific activation on other channels.