![]() “In-content advertising brings many advantages over traditional product placement,” says Stephan Beringer, CEO of Mirriad, a video technology company using AI and computer-vision technology to insert ads in content after it’s produced. Meanwhile, Lexus recently partnered with Mirriad to add virtual signage promoting the brand and 3D models of its vehicles in music videos from South Asian-American musicians Mickey Singh and Jonita Gandhi. (Sometimes products that are donated to the production can also wind up being part of the story even without a sponsorship, like how a main character on last season’s And Just Like That died while exercising on Peloton’s stationary bike, not an association the brand wanted.) Plus, advertisers often have limited to no creative control over how a product ends up being featured in a show, despite paying for the screen time. Without significant obligations to disclose product placements in many circumstances, this approach can drive major visibility for brands featured in popular shows, movies, or music videos, especially among today’s advertising-adverse audiences.Īt the same time, paid product placements come at a steep price, as this type of advertisement on network and streaming shows range from $150,000 to high seven figures, according to Stacy Jones, CEO of Hollywood Branded, an ad agency specializing in product placements. streaming services aren’t yet obligated to disclose product placements in programming. While identifying select sponsorships as part of a broadcast television show is required by the Federal Communications Commission (FCC), U.S. And now, viewers may see even more products popping up in shows on streaming platforms-including products that are digitally added after filming. Netflix didn’t respond to a request for comment, but previously stated that no brands paid for product placements in season three of the show. Similarly, there’s no advertising disclosures to be found on Netflix’s Stranger Things, despite there being 140 brands featured in the fourth season’s first seven episodes.
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