In 2017, 487 scripted original series aired on television. These productions extend well beyond broadcast and basic cable TV to pay cable and subscription-based networks like Netflix, Amazon, Hulu and YouTube Premium (also known as OTT networks). Netflix, Facebook and Apple are allocating billions of dollars to create original content. It’s as if the list of broadcast platforms is almost as long as the list of shows!
Meanwhile, according to the Box Office Mojo website, almost 750 feature films were released theatrically in 2017! Statista reports that the total box office revenue in North America amounted to 11.38 billion U.S. dollars in 2016, the highest it has ever been. In 2017, the annual box office gross amounted to 11.07 billion U.S. dollars.
Viewers are switching from commercially-sponsored broadcast and cable viewing to subscription services and theatrical releases at a breakneck pace. According to TechCrunch, in 2017 56.6 million viewers “cut the cord” to their cable service. And while they’re viewing their OTT content on laptops, pad devices or their smartphones, 38% of cell owners are using their devices, not only to view content but to keep themselves occupied during commercials or breaks. These different venues for viewing entertainment content are referred to as “multi-platform.” Taken together, this data indicates that in 2018, commercials purchased on broadcast and/or cable channels not only reach fewer of a brand’s potential customers, but they might miss their desired demographic almost entirely.
If you’re hoping to reach the elusive millennials who watch OTT programming like Netflix and Amazon, commercial spots simply aren’t available to purchase. The only way to get in front of these hard to reach consumers is through product placement and brand integrations. HERO has already been racking up exposures on virtually all of these networks for years. Our clients are showing up on smartphones, laptops and even good, old-fashioned 4K smart TVs.
Product placement is now a standard component of countless brands’ media mixes. To determine if it’s right for yours, just answer these three questions.