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BizReport : Social Marketing : June 23, 2008
Splashcast Hotspots: Product placement platform
Everyone is familiar with product placement in movies and television shows as film stars cruise about in BMWs wearing Tommy Hilfiger and drinking Pepsi. What would such a marketing tactic look like when mixed with the interactivity of online video?
It would probably look a lot like Splashcast’s recently launched product Hotspots. The social advertising pioneer’s new technology platform allows marketers to insert product placement messages into video content. Over a year ago, Microsoft Labs released a similar tool, Video Hyperlink.
How does Hotspots work? Various objects within an online video that appear subtly highlighted can be clicked on by the viewer. The viewer is then taken to further product or brand detail, or perhaps relevant sponsored information. For instance, in an online cookery demonstration video a food or beverage Hotspot might be displayed taking the viewer to a food brand or recipe website.
"Now any advertiser can effectively reach social network users," said Splashcast's CEO Michael Berkley. "HotSpots can be used by brands looking for content sponsorships or by advertisers looking to partner with content developers. Either way, it provides an effective means for marketers to reach this critical consumer audience."
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