The series mode influenceuses : why they multiply the product placements

Les séries en mode influenceuses : pourquoi elles multiplient les placements de produits

The series soon turned into influenceuses ? They will multiply the investment of products, such as, for example, Stranger Things

The series are available on Netflix, Amazon Prime Video, Disney+, and other Apple TV+ will they become the next Nabilla Benattia and Sananas ? The product placements are more numerous in the TV shows, making the series the new influenceuses. But why this practice is being used more and more ? And does it really for brands to have more buyers ?

The product placements is intensifying

While candidates of reality tv are more likely to refuse to do product placements on social networks, on the contrary, the trend has invaded more and more movies and series. But the product placement on the big or small screen does not date from yesterday. It even has more than a century (if, if, this is true). Already, in 1895, the Lumière brothers were in the pub for mineral water Evian in their film Boarding. A marketing technique that has continued over the years, the sagas of James Bond, Mission Impossible, to Mom, I missed the plane. Even the clips of music were many to quickly using this process.

Then the series have quickly replaced film in the hearts of the spectators, and the product placements are therefore invited, in episodes of Friends, Desperate Housewives or The Big Bang Theory. Even the series day-to-day French, as Tomorrow belongs to us on TF1 and More beautiful life on France 3 are product placements for brands of cars, brands of creams, or even for brands of jams. A technique of advertising that has further intensified with the arrival of platforms for streaming such as Netflix, Amazon Prime Video, Disney+, or Apple TV+.

For example, the Stranger Things on Netflix has always been the beautiful use of product placements. Outside of Burger King, in front of which Eleven (Millie Bobby Brown) and Max (Sadie Sink) stops during their outing to the mall in season 3, several brands have often sought the successful series to be pub. And one of them is Coca-Cola. The soft drink has been put forward in virtually every episode of the third season, as well by his hero, by Mike Wheeler (Finn Wolfhard) and his mother Karen (Cara Buono) or by Lucas (Caleb McLaughlin). In short, if you have not made boner for cans of “New Coke” of the show, it is that you are blind or that you fell asleep before the episode.

Les séries en mode influenceuses : pourquoi elles multiplient les placements de produits

The series soon turned into influenceuses ? They will multiply the investment of products, such as, for example, Stranger Things

Les séries en mode influenceuses : pourquoi elles multiplient les placements de produits

The series soon turned into influenceuses ? They will multiply the investment of products, such as, for example, Stranger Things

Les séries en mode influenceuses : pourquoi elles multiplient les placements de produits

The series soon turned into influenceuses ? They will multiply the investment of products, such as, for example, Stranger Things

Les séries en mode influenceuses : pourquoi elles multiplient les placements de produits

The series soon turned into influenceuses ? They will multiply the investment of products, such as, for example, Stranger Things

According to PQ Media, in the United States, the marks have simply spent $ 10 billion dollars for product placements in 2018 (including the tv, platforms, and music clips). A huge figure which was higher than in 2017, where they had already spent $ 8.8 billion. The figures therefore prove that there are more and more.

An idea shared by Jim Nail (Forrester, an agency of the analyses), which was provided to Business Insider about streaming sites : “With the product placement, I expect it to become an important part of their activities”. According to him, the product placements are therefore still very beautiful days in front of them, especially on Netflix, and his colleagues. For what reason ? “There’s a lot of money in this area that they could easily operate without indulging in the traditional advertising”.

Why they are essential to Netflix and its competitors

In fact, unlike the TV channels, Netflix, Amazon Prime Video or even Disney+ were not (or almost not) of cuts pub. Reed Hastings, CEO of Netflix, had said in a letter to shareholders do not want to put ads on the platform : “If you see media that are speculating on the fact that we decide to add advertising, you can be assured that it is false”.

And the paid subscriptions of the users could not fund their series and their films. When asked by Business Insider, Laura Martin (Needham & Company, a company specializing in consulting services) has revealed that 10 million subscribers would activate and désactiveraient their subscriptions during the year. In the clear, they do not leave Netflix or Amazon Prime Video, but pause to test other platforms of streaming. Well, yes, because the competition is fierce. Between the animated movies, cult Disney that you want to review (or even their catalogue including the Marvel and Fox), the series teen of Netflix (such as Sex Education, 13 Reasons Why, Elite…), the award-winning series for Amazon Prime Video (Fleabag, The fabulous Ms. Maisel…), we do not know where to give head (and what platform SVOD pay).

So, the investment products of interest to also (and especially) the SVOD since it is necessary to find the money somewhere. It is as well that the series could more than ever to become the influenceuses of tomorrow, a substitute candidate(s)of reality tv and each other to advocate for such-and-such brand.

The pub, which would work with users

The CNC (Centre National du Cinéma et de l’image animée) has even unveiled today, then the investment products may represent up to 30% of the total budget of a film in the United States. And in France ? The site said that it would pay up to 5% of the total amount invested to produce a feature-length film.

Not only the product placements are becoming more common, Hollywood and elsewhere, as in France, but in addition, the sales of the products increase really when they appear in a series or a movie in exchange for money. For example, Business Insider has relayed that Stranger Things has boosted sales of Coca-Cola (which would have earned 1,268 billion dollars), Microsoft (which would have been $ 369 million) and H&M (which would have accumulated 211,5 million) over a period of 60 days (or 2 months), after the release of season 3 of the famous show Netflix.

A new way to position the products ?

Amazon Prime Video has even had the good sense to evolve the product placements. How ? By offering subscribers to win the object of their choice is present in season 2 of Jack Ryan. It was enough then to spot the product that you desire, to the tweeter and cross your fingers to hope to receive. A beautiful campaign that could advertise the series, to the product and the sales site. Maybe this technique is already present on the social networks (several influenceuses direct links to e-shops in the pictures of their outfits of the day), will develop with the time on the small screen.

Note, however, that if a brand appears in a series or a movie, that doesn’t always mean that she has paid to be there. Sometimes, shows are of the clothing or objects to immerse the viewer in the time of the plot. These elements are simply there to strengthen the credibility of the story. For example, Bandersnatch, the episode interactive Black Mirror, had asked subscribers to choose between Quaker Sugar Puffs and Kellogg’s Frosties. But Netflix had not been paid by the enterprises of the cereal. The series just wanted to put the plot in the 1980s thanks to the typical breakfast of the eighties.

To be clear, he is going to have you wait to see even more of the tumblers Starbucks, smartphones, Apple, or burgers at McDo in the upcoming episodes of your favorite series, that the brands have paid or not.

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