Beyond product placement

Yesterday’s advertising column by Stuart Elliot in the New York Times discussed how several companies have gone beyond product placement to actually produce their own programs, with their own brands as the stars, of course. While this may not be new (BMW films broke ground with this concept several years ago) it is a trend that seems to be catching on. And why not? As Elliot noted,

"Programming sponsored by and produced for single advertisers offers them benefits like exclusivity, reduced clutter and the ability to incorporate products into scenes in ways that do not seem blatant or contrived. The consumer, in turn, gets programs, almost always free, that can serve as alternatives to watching another episode of ‘Deal or No Deal’ or the umpteenth ‘Law & Order’ rerun.”

Most of the shows now being produced by advertisers will be short 3-5 minute programs aired on cable TV networks. But with the proliferation of TV channels, and with it low quality programming, advertiser produced programming could be ripe for growth. We’ve been hearing for a while now about how engaging and entertaining customers can build brand relationships. If these shows can be made truly entertaining instead of just blatant product pitches, advertiser produced programming could do just that.