Both Prop Placement and Product Placement are targeted marketing strategies. Placement Targeting can vary greatly depending on the nature of the product being placed and the targeted content in which it will be seen by the audience. A reputable placement agency should be able to provide sound justification for supplying certain products to a production for use on screen and provide the brand (often their client) with safeguards to offer some control or insight of the placement targeting parameters.
Placement Targeting can take many different forms. This often particular attention to the type of/specific characters with which the product should be associated with; the context/scenes/scenarios in which the product should be seen; specific channels or programmes into which product should be placed in order to ‘achieve’ specific audiences groups; and the specific type of products that are provided to the production for use on set.