oliver koch-pahl "product placement"
DESCRIPTION
Filmteractive Conference 2014 presentationTRANSCRIPT
Product Placement Oliver Koch-Pahl, VP Sales and Business Development International
fayteq GmbH
Product Placement Is
Already Everywhere!!!
Floating Borderless
The Goal
Creating Emotions
Creating Demand
Creating Sales
Creating Brand Loyalty
More Players
More Opportunities
Netflixamazonprimetwittergo
oglevodafonecomcastyahoo
applefacebookyoutube…
EVERYBODY LIKES
VIDEO!
New Formats
New Channels
Own Content
Direct To Consumer
Does PP Work?
Oh Yes!
Case 1
Pandora
Casting Show: Pandora in “The Perfect Model“
Pandora charms and bracelets as rating system for the models
Casting Show: Pandora in “The Perfect Model“
Evelyn Wrobbel, Vice President Marketing Pandora: „ (...) Product Placement effectively increased sales in charms by half
and more than redoubled sales in bracelets."
40 % unaided brand awareness
50 % sales increase of promoted charms; 120 % sales increase bracelets
ROI = 11,4
Increase of involvement by usage of online contest, posts on facebook, 2 web videos
(jewellery styling & winner of contest at Pandora store) with each 200.000 views in 8 weeks
360°Marketing Mix
Competitions
Social Media, e. g. spin-off
discussions on facebook
Production of web videos
Promotion through
special editions, licensing
Product
Placement/ Branded
Content
Case: Pandora
Case 2
The Voice Kids
Case 3
Nissan
The Future
Product Placement Goes Digital
Content Owners And
Producers Will Participate In
The Advertising And Product
Placement Revenue Stream
Digital Product Placement Helps
Production Funding
Longtail Monetization Of Content
Higher Value Of Content
Affiliate - Shopping
fayteq GmbH
We Provide State Of The Art Digital
Product Placement
AdVantage
Seamlessly Integration Of Ad´s
And Brands
Full Automization
Fits Current Workflows
AdVantage
Ad Insertion Just Before Broadcast
Multiple Playouts For Different
Channels
Different Ad´s Within The Same
Video for Different User Groups
Video fayteq Integration
Video with fayteq integration
Ad-Server
Integration in the player on the device
How Can That Look ?
Summary
Production Funding
Longtail Monetization Of
Content Through Reuse Of
PP Integration
Higher Value Of Content
Thank You For Your Time!