Study: Product placement as a success factor

According to a study by the American market research company PQ Media "Global Product Placement Forecast", the global market for product placement is set to grow dramatically. For the current year, the global market is forecast to grow by 38.8 percent to 3.07 billion dollars. According to the forecasts, traditional advertising will lose market share. In comparison: last year, 2.21 billion dollars were spent on program-integrated advertising.
Strongest growth rates in television International decision-makers were interviewed and advertising market statistics were consulted for the study. The information on placement investments in cinema, television and other media was examined. Television has shown the strongest growth rates in the last five years. Product placement in TV media is the first choice for advertisers and will increase by 47.8 percent to 2.11 billion dollars in the current year.
Europe behind the USA In general, the development of product placement is slower in Europe than in other markets. The reason for this is the legal prohibitions. However, PQ" Media predicts that the expected approval by the European Union will provide a new boost from the end of 2007. Growth rates could then be in the three-digit range. The largest market with very strong growth rates is currently the USA.
On the way to becoming a key instrument PQ Media President Patrick Quinn even sees product placement as the next key marketing instrument. This is because conventional forms of advertising such as commercials are becoming less important. Ways are also being sought to counter the public's tendency to avoid advertising by means of new technologies. Product placement, on the other hand, enables the seamless integration of the brand into the program.