A news article in the NY Times states that a new report due to be released from PQ Media states that product placement has become a key marketing strategy. Nowadays products are pushed to consumers wherever they go: movies, television and radio shows; on Web sites; in video games; in lyrics; in newspaper and magazine articles; and even in the plots of novels.

“Product placement has emerged as a key marketing strategy worldwide,” said Patrick Quinn, president at PQ, who offered a preview of the report in a telephone interview with the NY Times yesterday.

“There’s a new media order emerging,” Mr. Quinn said, “fueled by a fear of ad-skipping technology, doubts about traditional advertising’s effectiveness and, in some countries, a search for new revenue streams as government subsidies decline.

“As brand marketers are seeking to effectively engage consumers with an emotional connection, product placement is no longer a novel tactic and is increasing dramatically.”

The PQ report tracks several types of product placements. One type is paid placements, where marketers spend money to weave their wares into the plots, scripts and content of entertainment offerings. Another type is barter, when, for instance, an airline provides tickets to the producers of a TV series in exchange for the airline appearing or being mentioned in an episode.

Spending on paid placements worldwide will reach $3.1 billion this year, the PQ report forecasts, compared with $2.2 billion in 2005. The United States led last year with $1.5 billion in paid placements, the report says, followed by Brazil, Australia, France and Japan.

By 2010, the report predicts, worldwide paid placements will total almost $7.6 billion.

Read the whole report here

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