Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

For digital TV advertising, the future is now

23.11.2004


The future of TV is digital and promising: ultra-high definition images, unlimited choice, interactive features, and much more. But for many of these features, the future is now. With this tone, Rector Professor Klaus Fischer opened the 2nd Product Placement Congress, an event jointly organized by Nürtingen University and the Andreas Waldner Marketing and Communications Agency.



According to host Ronniccia Eisenmann the starting point for advertisers in the dawning digital TV-age is clear cut. The days of the familiar 30-second-spot during the commercial break are over. The viewers readiness to flip channels using their remote control combined with the TiVo makes for the advertising professional’s nightmare, explains Walter Berner, head of the technology department at the agency for communication of German state of Baden-Württemberg. The TiVo is a new digital video recorder which handily eliminates annoying ads from movies or TV-shows and stores it, ready to watch and commercial-free, on a hard drive. The antidote to this assault on the industry is product placement. Products are visibly placed in the hands of actors or in the background of scenes and so become part of the action. The big advantage for companies: the image of the programme eventually rubs off on the brand.

"To make a product really successful, people have to love it," says the President of the professional soccer club VfB-Stuttgart, Erwin Staudt. "For that you need emotions." Therefore soccer clubs such as the VfB offer a unique option for presenting products in the public spotlight. "The VfB Stuttgart produces emotions," Staudt sums up the fascination of soccer. Indeed, soccer has a high potential for getting a marketing message across, confirms Arne Bergmann, head of the advertising marketing department at the Pay-TV-channel "Premiere". The channel is at the forefront of digitalisation and knows its viewers very well. "We know your name, your birthday and your account information," Bergmann jokingly describes the opportunities for targeting specific audiences. In this new TV-world, special interest channels and video-on-demand services offer something for every taste. Advertisers also get to know every secret, enabling them to fine-tuning their message for every single viewer.


Digital technology hasn’t even reached its full potential yet. Stacey L. Jones, vice president of Creative Entertainment Services, a product placement agency in Hollywood reported from some product placement new trends in the US. Next to the still important broadcasting market, video games offer splendid conditions to introduce brands. Nowhere else are consumers so young, attentive, and spent incredible amounts of time in front of the screen. According to Ms. Jones, traditional advertising in the US is already in retreat, opening up tremendous growth opportunities for new forms of marketing such as product placement. New virtual technology, for example, makes it possible to exchange products in digital media. With this "virtual product placement" James Bond would be able to drive a BMW, Mercedes, Ford, or a Mazda in the same movie, depending on world region and the targeted audience. In addition to many legal problems with this approach there is also the question of credibility: What car is James Bond actually driving in? Does this kind of obvious product placement convince anybody anyway? Prof. Ing. Wolfgang Pappler, the owner of Product Placement International, an agency in Vienna, has a clear answer: "Obtrusive product placement is useless and contra-productive." On the other hand, well-done and fitting product placement shows significant results and leads in the long-term almost certainly to success, insists Mr. Pappler. He is supported by Wolfgang Schürmann, Business Development Manager Marketing at the satellite company Astra, who sees numerous new marketing possibilities in the rapid digitalisation of TV. Satellite companies already offer a wide range of services (special interest channel, electronic TV guides, web-TV etc.), which not only threaten traditional advertising but also provide previously unknown opportunities to target viewers ever closer.

Another big dream of advertisers that digital technology might realize is the dream of TV as a truly interactive medium. "Digital technology brings enormous progress in this area," observes Annett Reimer, executive director of Ancari Teleshopping. With interactive TV, the viewer should be able to pick programmes as he or she pleases, get background information and, preferably, be able to order the product just seen on TV with the remote control. Although real interactivity is still rare, the future of interactive product placement is bright. In a more general way, Dr. Iris Ramme, professor for marketing and media research at Nürtingen University affirms this view: "Companies increasingly acknowledge the importance of product placement." This is one result of the newest Product Placement Monitor, a study that was presented by Dr. Ramme and Andreas Waldner during the congress.

Is Digital TV, a brave, new world for advertisers and customers? The possibilities for product placement seem boundless. Only the constant worry of uncontrolled and "invisible" commercialisation of TV casts shadows at the bright future. But there is some hope. "In the end the customers make the decision," says Andreas Waldner, lecturer at Nürtingen University. "Too much product placement annoys the viewers, harms the companies’ images and, in turn, leads to a reduction of advertising. In the end, the system regulates itself." Hanns-Peter Nagel

Gerhard Schmuecker | idw
Further information:
http://www.fh-nuertingen.de

More articles from Communications Media:

nachricht On patrol in social networks
25.01.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO

nachricht Tile Based DASH Streaming for Virtual Reality with HEVC from Fraunhofer HHI
03.01.2017 | Fraunhofer-Institut für Nachrichtentechnik Heinrich-Hertz-Institut

All articles from Communications Media >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: A Challenging European Research Project to Develop New Tiny Microscopes

The Institute of Semiconductor Technology and the Institute of Physical and Theoretical Chemistry, both members of the Laboratory for Emerging Nanometrology (LENA), at Technische Universität Braunschweig are partners in a new European research project entitled ChipScope, which aims to develop a completely new and extremely small optical microscope capable of observing the interior of living cells in real time. A consortium of 7 partners from 5 countries will tackle this issue with very ambitious objectives during a four-year research program.

To demonstrate the usefulness of this new scientific tool, at the end of the project the developed chip-sized microscope will be used to observe in real-time...

Im Focus: Giant Magnetic Fields in the Universe

Astronomers from Bonn and Tautenburg in Thuringia (Germany) used the 100-m radio telescope at Effelsberg to observe several galaxy clusters. At the edges of these large accumulations of dark matter, stellar systems (galaxies), hot gas, and charged particles, they found magnetic fields that are exceptionally ordered over distances of many million light years. This makes them the most extended magnetic fields in the universe known so far.

The results will be published on March 22 in the journal „Astronomy & Astrophysics“.

Galaxy clusters are the largest gravitationally bound structures in the universe. With a typical extent of about 10 million light years, i.e. 100 times the...

Im Focus: Tracing down linear ubiquitination

Researchers at the Goethe University Frankfurt, together with partners from the University of Tübingen in Germany and Queen Mary University as well as Francis Crick Institute from London (UK) have developed a novel technology to decipher the secret ubiquitin code.

Ubiquitin is a small protein that can be linked to other cellular proteins, thereby controlling and modulating their functions. The attachment occurs in many...

Im Focus: Perovskite edges can be tuned for optoelectronic performance

Layered 2D material improves efficiency for solar cells and LEDs

In the eternal search for next generation high-efficiency solar cells and LEDs, scientists at Los Alamos National Laboratory and their partners are creating...

Im Focus: Polymer-coated silicon nanosheets as alternative to graphene: A perfect team for nanoelectronics

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are less stable. Now researchers at the Technical University of Munich (TUM) have, for the first time ever, produced a composite material combining silicon nanosheets and a polymer that is both UV-resistant and easy to process. This brings the scientists a significant step closer to industrial applications like flexible displays and photosensors.

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

International Land Use Symposium ILUS 2017: Call for Abstracts and Registration open

20.03.2017 | Event News

CONNECT 2017: International congress on connective tissue

14.03.2017 | Event News

ICTM Conference: Turbine Construction between Big Data and Additive Manufacturing

07.03.2017 | Event News

 
Latest News

Researchers create artificial materials atom-by-atom

28.03.2017 | Physics and Astronomy

Researchers show p300 protein may suppress leukemia in MDS patients

28.03.2017 | Health and Medicine

Asian dust providing key nutrients for California's giant sequoias

28.03.2017 | Life Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>