Advisement during Music Videos - Jessica

Brands are increasingly embedding their products within music videos in their advertising; this creates an ease of targeting their audience. Products placed in music videos never disappear, as long as the video exists, so does the advertising campaign. This solidity is different from other ads which may be played before or after the music video, this is because (especially if the music video is a hit) the video is most likely to be played more than a single advert (imprinting the product in the audience mind). Music videos are particularly influential among younger audience, therefore brands which are longing to  'woo' 18-25 year olds demographics, are taking full advantage of this.

A quote I learnt, which to me I believes sums up advertisments embedded within music video:

"Product placement promotes consumer identification, interaction and conversation around a brand"

Diet Coke, Sony, Dating Site (Plenty of Fish) and Wonder Bread are just some of the brands that play the latest leading roles in a selection of music videos, and according to PQ Media, the trends are set to grow rapidly, bringing high returns on investment for brand owners.

Britney Spears' video for her hit single 'Hold it Against Me' featured Plenty of Fish, Make Up For Ever, Radiance (Perfume by Britney Spears) and Sony.

Lady Gaga's video for 'Telephone' presented viewers with the Virgin Mobile and of course the legendary hairstyle, Diet Coke - aka the eccentric pop star's 'hair rollers'

According to a report released last week by PQ Media, the money spent on product placement in recorded music grew 8 percent in 2009 compared with the year before, while overall paid product placement declined 2.8 percent, to $3.6 billion (£2,493,247.45). Patrick Quinn, chief executive of PQ Media, said that revenue from product placement in music videos totaled $15 million (£9360660) to $20 million (£12480880) last year, more than double the amount in 2000, and he expected that to grow again this year. For years, the opportunities for product placement  in music videos were limited. MTV was the dominant outlet for videos, and its policy prohibited blatant plugs in videos, so the network would often blur brand labels or ask for a new version without the placement. However there are a few occasions when music channels (MTV, Kiss) do not blur out blatant plugs in videos.

This is our own attempt to add promotion to our video: