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  Report: Advertising Industry

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  Product Placement

With television still being very popular, commercial entertainment has transferred the concept of soap operas onto the Web. The first of this new species of "Cybersoaps" was "The Spot", a story about the ups and downs of an American commune. The Spot not only within short time attracted a large audience, but also pioneered in the field of online product placement. Besides Sony banners, the companies logo is also placed on nearly every electronic product appearing in the story. Appearing as a site for light entertainment, The Spots main goal is to make the name Sony and its product range well known within the target audience.

browse Report:
Advertising Industry
-3   Missing Labeling of Online Ads
-2   "Stealth Sites"
-1   Sponsorship Models
0   Product Placement
+1   Individualized Audience Targeting
+2   "Attention Brokerage"
+3   Links
RTMark and Adbusters at the WTO Conference in Seattle