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Advertising, Books

Posted by Mark Sinclair, 27 February 2008, 11:51    Permalink    Comments (9)

Just watch the first minute or so of the above clip, a Brits broadcast from online entertainment channel ITN On. As product placement goes, you might think that Will Ferrell's new film, Semi-Pro, had lucked in what with the reporter's clipboard proudly declaring its title to camera (0.33). But keep watching – Ferrell's only gone and innocuously got his film into another shot (from 1.12-1.30): this time the intrepid reporter's standing next to a billboard advertising the movie and – hey – there's its title again, on the side of the taxi she's climbing into! Lucky coincidence?

Well, no. All of these references to Semi-Pro were actually added in to the broadcast digitally and, according to MirriAd who are behind the work, this is a first for "embedded advertising in showbiz content". While the work is for an online commercial channel, targeting an audience who, potentially, would be interested in seeing the film, doesn't this all just feel a little creepy?

Of course it does, but then as many ad execs will argue, is using this technology any worse than a sponsored opener, or the common-or-garden "in association with..." tagline? Perhaps not, but it does seem that the parameters within advertising (advertorial, advercontent, whatever you want to call this) have shifted again. By becoming actual content, these ads aren't ads in the way we're used to experiencing them.

OK, so a spot like the Cadbury's Gorilla isn't a "regular" ad – it irreverently plays with ideas of branding and association and owes its success to the power of redistribution through the web; but embedding ads/products digitally into what appears to be a straight-to-camera video report (regardless that it's for a commercial "entertainment" channel) seems like very different territory.

Here's a snippet from the release that accompanies the launch of the work which was commissioned by WPP’s media planning agency, MediaCom, to promote Semi-Pro (out this Friday):

"The move to embed advertising within online content heralds a significant development for online publishers and advertisers. Unlike other forms of online advertising, such as pre-rolls, post-rolls, companion ads overlays and pop-ups, MirriAd’s digitally embedded brands and images cannot be skipped by viewers, and do not intrude on their viewing experience, giving advertisers a powerful new promotional tool. They can also be interactive. MirriAd provides content owners with a new way to monetise online content."

Hmm.

So there's no "pre-roll" advertising, allowing the viewer an uninterrupted experience? No. That's not true. This experience has been interrupted from the beginning. It also means there's just more space for another name to tag on the start of such a broadcast and that, in fact, what you end up watching on your monitor isn't all that it appears to be.

One could of course argue that as this is all part of an "entertainment" package from a commercial channel and that those looking to secrete their messages within commerical broadcasting will always seek to do so in more inventive ways.

But ITN On is also a provider of "news" broadcasts to mobiles. Will it be long until this kind of technology is used during actual news coverage, if only to ensure that "brands and images" do not "intrude" on a viewing experience?

We'll see.

9 Comments

"If the target audience don't see through this then I'll buy everyone a copy of Final Cut" was a comment we just received, which I accidentally deleted...

Would you mind posting again, whoever you were?!

Thanks, Mark

PS and yes, the clipboard is rather hamfisted workmanship...
creativereview
2008-02-27 12:32:16

For some reason I want to go and see Semi-pro... and grow a fringe.
Ed
2008-02-27 12:59:09

The clipboard didn't look great, no doubt, but it comes as no surprise to see this digital product placement happening.

Next we'll be seeing rival TV stations battling it out for the rights to show their logos on the interviewer's microphone, after the video has been shot.
David Airey
2008-02-27 13:21:43

I'd love to say I was shocked and outraged.

It's interesting how this is highlighted as particularly 'creepy' whereas the stealthy interruption of our audio-visual sphere by GAP is painted as somekind of philanthropic project. I would suggest this is equally as furtive and creative as any other gorilla marketing. Pretty colours, sounds, flickering pictures keep us drooling in ignorance.

Any territory is there to be exploited -- until advertizing-hell freezes over and there is resistance, the boundaries fall one by one.

now

"click the red button"

for a fool's paradise
aa-nn-dd
2008-02-27 16:03:05

A few months ago U caught a program on TV about a 'new' way to advertise.Using the theory of 'by recommendation' by friends idea it seesm that advertisers were now using actors to play the part of 'ordinary' folk who would befriend you in the street and asl simple questions like directions to a certain place and, in doing so would extoll the virtues of such and such product or company.They even employed the persuasiveness of black cab drivers..That is sinister because the public aren't aware that they are being advertised to and so aren't able to maked informed choices..this advert placement smacks of the same thing.in fact I think that advertsing slogans in football grounds during matches use a similar 'digital' approach by 'matting' in an ad and able to pan when the action changes.What bugs me about this is a pattern of more and more intrusiveness with business..it will come leeching its way through our skin next!Pop Ups on Net illustrate the worst extreme and excess of this business.I've said it before and I'll say it again two industries came together 'digital' and 'business' and they got into bed one day and spawned a monster..and we are paying the price of that union...robert
robert chewter
2008-02-28 05:02:29

This is just yucky, isn't it? I actually felt turned off from wanting to see Semi Pro (not that it was high on my list of things to see - when will Will Ferrel stop remaking the same film over and over again with different sports?), but now feel compelled to see Buddy, simply for intruding on this footage in a more blatant way. Why digitally put the name of your product on some bint's clipboard when you can slap it on the back of a bloody great bus?
Daniel
2008-02-28 12:12:40

If you're dim enough to fall for this, then you deserve Semi-Pro, that's all I can say.
jeremy
2008-03-06 16:31:25

I'll buy everyone a copy of Final Cut Semi-Pro.

Did you see what I did there?
Marty
2008-03-11 21:23:21

More intrusive business,,regarding us as idiots gullible of 'buying into' anything..
robert chewter
2009-09-21 12:47:50

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