Harnessing the Power of Product Placement

Product placement in movies and television shows has been a popular marketing strategy for a few decades now. Here at Pure Octane HQ we’ve noticed this technique becoming more prevalent, especially with the rise of streaming services and the nearly limitless entertainment options they’ve brought into the spotlight.

Product placement has been an effective marketing technique for a long time, but it really gained notoriety after the success of “E.T.” in 1982. Hershey claimed that Reese’s Pieces candies saw a 65 percent increase in sales after they were prominently featured in the blockbuster film. Since then, marketing tie-ins have become commonplace in major motion pictures and TV shows. Whether it’s a type of soda, a brand of computer, or a specific car model, products find themselves neatly displayed onscreen.

Rising budgets for feature films have been one of the key causes for the increase in product placements. Receiving compensation from brands is one way to offset the tremendous costs that come with bigtime Hollywood productions. What was once a way to build realism into a story has become a valuable technique for brands and film producers alike.

One landmark study showed that 32 percent of viewers recall a product if it is visually placed in a movie or TV show. We’re a bit surprised by that figure around the Pure Octane office, but it shows how effective even a passing glance of a product can be when it’s seen on the big (or small) screen.

Product placement will likely continue to serve as a powerful marketing strategy well into the future.