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Branded Content Is Not As Easy As It Looks

by Lori Taylor · 0 comments

One of my favorite TV shows is Modern Family.  It’s “LOL” or “LMAO” or “ROFL” type of TV.  For the most part, the entire family can consistently watch it and we love every character.

It’s not a new thing to drive BMW’s around and smash them up in a James Bond movie to promote your brand, or have the show characters drink a Coke.  But I’ve never experienced a TV show doing a much better job of “on purpose product placement” than the iPad episode of Modern Family.

Having one of the main characters be a raving fan for the iPad was smart!  I don’t think it’s spam, I’d call it a grand slam instead – and good old-fashioned branding fun.

There were some grumblings the next day pretty much saying Steve Jobs and the producer of Modern Family were  too Captain Obvious with the way they incorporated the product into the show.

Overall it made me laugh and in no way shape or form did I feel disingenuous or irritated in any way.  It was actually very funny and meaningful to me because I could relate –  I love mine that much too!

In 2010, online video advertising in the U.S. grew from $1 billion to $1.5 billion.  This year we should see online video settle somewhere between $2 billion to $3 billion in the U.S. alone.  More important, I’d compare online video’s trajectory from 2010 to 2011 to where search was in the 2002-2003 period.  By 2002, the paid search market was rapidly growing and small and medium-sized businesses were shifting their budgets from print to the web.  In 2003, the “OMG” moment came when Google filed for its IPO and opened its books to reveal how massive was the business it had built around paid search.

Read more here…

Lori Taylor

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