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Marketers Take Product Placement to Music Videos

Taking advantage of both the proliferation of hand-held devices like iPods and cell phones as well as the popularity of music videos, Propaganda Global Entertainment Marketing of Los Angeles is helping marketers place their products in music videos, Media Life reports.

The company places products and logos in music videos in various ways, ranging from popping up in the background to being used by the performers. “Hands-on or featured use are the more desired placements,” said Arden Doss, managing director. Fitting the product to the right music genre is also important, Doss said. “The goal is to seamlessly marry a product that fits within the story being told or the lifestyle being communicated.”

Propaganda GEM spin-off PREVA Media of Geneva, Switzerland, evaluates qualitative and quantitative aspects of product placement, including music videos - in which PREVA evaluates recall and gross rating points. Automobiles, clothing, jewelry and electronics are categories well suited for placement in music videos. The success of these placements depends also on uncontrollable factors like the audience of the performer, the number of times a video airs and the popularity of the video.