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BizReport : Viral Marketing : January 20, 2009

Is product placement next stop for online video?

Product placement could be the next stop for online video, giving Hollywood and the land of video games a run for their money. Tadcast, a video startup, has launched, giving online marketers the change to place their products in online video clips.

by Kristina Knight

Here is how the system works: marketers' products or brands are matched to clips being produced by independent video producers who want to monetize their content. Marketers tells producers what requirements they would have before their products are chosen for placement. From there, cost (CPM basis) is discussed and then video producers skim through the list of campaigns to determine if there is a match. The platform is set up to organically incorporate the placement. The videos are then submitted to Tadcast.

Although just getting started, the new venture is an interesting concept. In the past Hollywood movie or television producers and game creators have been the only ways for marketers to get product placement, a highly sought after placement. Placing a can of Coke or Pepsi in a blockbuster movie or headlining brands like Adidas in video games has reach that cannot be reached with simple display ads or cross-platform campaigns.

In February, to help them launch to the public, Tadcast will start a contest which allows video producers to create clips with product placements of one of three brands with a top prize of $5,000.

Tags: online video, product placement, Tadcast

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