Embedded Advertising/Product Placement/Branded Entertainment and Marketing Soar

Today, more than ever, marketers are seeking ways to get their products and brands in front of consumers in a relevant and effective manner through embedded advertising. This is the practice of arranging for products and brands to be seen in use by entertainers or athletes, or in relation to a specific event or locale. For example, marketers very frequently pay substantial fees to have characters in a movie drive a certain make of car or drink a certain brand of soft drink. This is often true in television as well. A related concept is native advertising, in which media content appears to be editorial in nature rather than looking like advertising.

Embedded and native ads now go far beyond product placement in films and TV shows. For example, “advertorials” in magazines have become as commonplace as “infomercials” on television. Often, these advertorials are eight to 16 pages in length, and contain useful information such as travel tips, fashion guides or recipes, and may feature photos of or quotes from noted personalities. Unfortunately for the consumer, it is often difficult to tell where editorial content leaves off and advertorials begin.

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