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 professionals 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.
Gerhard Schmuecker | idw
CU Denver study shows product placement, branding growing in popular music
10.03.2015 | University of Colorado Denver
Study Shows the Factors Influencing Which Conservation News Get Shared or Liked in Twitter and Facebook
04.03.2015 | National University of Singapore
Astronomers from Chalmers University of Technology have used the giant telescope Alma to reveal an extremely powerful magnetic field very close to a supermassive black hole in a distant galaxy
Astronomers from Chalmers University of Technology have used the giant telescope Alma to reveal an extremely powerful magnetic field very close to a...
A team of physicists from MPQ, Caltech, and ICFO proposes the combination of nano-photonics with ultracold atoms for simulating quantum many-body systems and creating new states of matter.
Ultracold atoms in the so-called optical lattices, that are generated by crosswise superposition of laser beams, have been proven to be one of the most...
According to new research out of the Texas A&M Health Science Center College of Medicine, that is indeed the case. Chetan Jinadatha, M.D., M.P.H., assistant...
Researchers from ICFO, MIT and UC Riverside have been able to develop a graphene-based photodetector capable of converting absorbed light into an electrical voltage at ultrafast timescales
The efficient conversion of light into electricity plays a crucial role in many technologies, ranging from cameras to solar cells.
Electrical charges not only move through wires, they also travel along lengths of DNA, the molecule of life. The property is known as charge transport.
In a new study appearing in the journal Nature Chemistry, authors, Limin Xiang, Julio Palma, Christopher Bruot and others at Arizona State University's...
13.04.2015 | Event News
25.03.2015 | Event News
19.03.2015 | Event News
17.04.2015 | Power and Electrical Engineering
17.04.2015 | Earth Sciences
17.04.2015 | Physics and Astronomy