Rise in TV programmes aimed simply at showcasing goods

13/01/2006

Dominic Proctor, Chief executive of MindShare Worldwide, shares his views in The Times on the effectiveness of a product placement approach.

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Share Worldwide, shares his views in The Times on the effectiveness of a product placement approach. MindShare believes that placement has become much more effective than any 30-second advert, and now wants to bring the idea to Europe.

Dominic Proctor Dominic Proctor says: 'We work with some of the world’s biggest advertisers, like Unilever, ford and Nike. These companies are looking for new ideas on how to showcase their products in a big way. With traditional advertising coming under pressure, it is necessary to come up with innovative new ideas to advertise'.

Proctor argues that reality television offers the best opportunities for advertisers looking for product-placement arrangements. As WPP demonstrates, some advertisers are keen to push it, arguing that, if a careful approach is taken, there is no reason for it not to work.

Please read the full article below. (upload asset 2006 Proctor product placement_The Times)

tagged as:

TV, Global, Media

Context

The Andrex puppy adverts for toilet tissue form the UK’s longest running consistent television campaign – they first appeared in 1972

Media : TV

Per capita car ownership has increased by 300% in the last 40 years

Region : Global

The USA has 161,000,000 personal computers, that’s more than the next 7 countries combined. Japan, Germany, China, United Kingdom, South Korea, France, and Canada have a combined total of 157,865,000.

Sector : Media

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