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Digital Product Placement Gains In Popularity While Viewers Barely Notice

  • Reuters, Monday, February 27, 2006 11:30 AM
Digital Brand Integration made its debut during an episode of the CBS series, "Yes, Dear." A box of Kellogg's Club Crackers was digitally placed into a scene for twenty seconds, unbeknownst to most viewers. The company behind this latest form of stealth marketing, Marathon Ventures, added StarKist Tuna and Chevrolet into other CBS shows and is poised to ink a deal with Fox. This serves as a way for brands to subliminally show their brand in a TiVo and DVR-ruled world. Pretty soon, the stars of the shows need not show up for work. Someday, maybe they'll be digitally added after the fact.

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