Global product placement spend rises

Global spending on product placement rose by 11.7% to $8.25bn last year, helped by a more structured approach to this strategy in emerging markets, according to PQ Media.

The data provider's latest Global Product Placement Spending Forecast reported that the fastest growth was seen in China, up by 27.2% to $103m in 2012, with both the Russian and Indian markets also recording expansions of more than 20%.

Brazil grew more slowly than the other BRIC nations at just 13.4%, but with spending of $861m it was three times the size of the others three markets combined, and ranked second only to the US.

In Brazil's case, the telenovela was a key driver of growth, and this genre was also important in the rest of Latin America and the US Hispanic market.

Product placement has benefited from a rise in time-shifted video consumption in all markets, as advertisers seek new ways to reach viewers avoiding traditional ads.

http://www.warc.com/LatestNews/News/EmailNews.news?ID=31278&Origin=WARCNewsEmail