Real-time product placements can soon be generated through smartphone advertisements.

Booyah, a location-based gaming company, is teaming up with H&M to design a unique digital product placement campaign. Whenever consumers are near an H&M outlet, their Booyah game application will feature an H&M branded product. And if the consumer decides to show the featured product at the nearest store, he/she will get discount opportunities.

The deal will be beneficial to both companies. For Booyah, it will increase its consumers gaming experience. For H&M, it will give them accurately targeted product placements that can easily turn into instant sales.

If the formula works, other brands and advertisers are sure to follow similar product placement formats.
  
 

The Italian government has approved a decree that will allow product placement in local television. A move that will benefit Mediaset, a broadcaster associated with Prime Minister Silvio Berlusconi.

The government also outlined some rules about product placement.

“Common rules are introduced for all services that broadcast images on any platform,” explained Claudio Scajola, Industry Minister. “European rules foreseeing more flexibility for advertising (are introduced), including product placement in TV programmes; (as well as) rules that strengthen safeguards for under-aged (viewers).”

Analysts say that product placement would be able to benefit Mediaset, because it is a top advertiser on television.
 

Britain is on for product placement. And according to research, product placements will make a big splash in commercial television.

Lightspeed Research investigated which programmes should contain product placement and 58 percent of participants said soap operas.

Only 36 percent of the poll participants said that product placement would affect their enjoyment of their TV shows. However, 81 percent of the poll said that product placements would influence their purchasing decisions.

On the other side, networks and producers are more than happy to welcome a new revenue stream.
The government has confirmed that it will legislate product placement. Regulators will come up with a list of prohibited products for product placement, including alcohol and fatty foods and drinks.

Source: MediaWeek  

Experts estimate that product placement on Coronation Street is worth £330,000 a week.

Margaux Matris, a brand analysis firm, uses technology to assess brand exposure in sporting events to look at the appearance of products in television programmes to estimate their value.

The company analyzed the value of a week of product placements on the show. It also studied product placement opportunities for brand advertisers.

The producers tried to conceal the brand appearances; however, analysts still noticed six product placements, including a Nokia mobile phone.

The company said that cereal boxes, drinks, and toiletries, racked up three minutes of air time per week.