backtop


Print 31 comment(s) - last by CZroe.. on May 21 at 9:13 PM


Apple's iPhone used in Mission:Impossible 4  (Source: cultofmac.com)
Apple devices have made 891 appearances in TV shows in 2011, which is an increase from 613 appearances in 2009

Apple came, saw, and conquered many aspects of the tech world, but now, the Cupertino-based gadget maker is seeing its name in lights as it works to conquer Hollywood as well.

Product placement in television and film has become a big deal for companies with devices to show off. The reason for this is that consumers are using DVRs and video streaming services more and more. DVRs allow users to bypass commercials, and video services like Netflix do not have commercials. Without television commercials, it's harder for companies like Apple to advertise their latest products.

That's where television shows and movies come in. Product placement within the TV shows and movies have become an increasingly important avenue in advertisement. It's not a new form of advertising by any means, but over time, tech giant Apple has made it a crucial part of its ad technique without paying a penny.

According to Nielsen, a global marketing and advertising research company, Apple devices have made 891 appearances in TV shows in 2011, which is an increase from 613 appearances in 2009. Also, Brandchannel, which tracks product appearances, reported that Apple products popped up in over 40 percent of movies that struck gold in the weekly box office in 2011. This is huge compared to most brands.

While most companies have to pay to have their products featured in a TV show or film, Apple has managed to do so for free by simply offering as many free iPhones, iPads, and Macs as needed.

"Apple won't pay to have their products featured, but they are more than willing to hand out an endless amount of computers, iPads and iPhones," said Gavin Polone, producer of HBO's Curb Your Enthusiasm. "It's kind of a graft situation."

Apple's product placement goes back to the 1990's when the PowerMac laptop made an appearance in Mission: Impossible. Now, the latest Mission:Impossible movie is featuring about eight minutes of Apple products like iPhones, iPads and Macs. The approximate value of this screen time is $23 million.

Apple has the right idea with TV and movie product placement. According to Ace Metrix, an ad tracking firm, test audiences recently gave an iCloud commercial a 15 percent less favorable rating than previous commercials. With traditional commercials on the decline, free advertisement on TV and in movies seems to be the way to go.

Source: Businessweek



Comments     Threshold


This article is over a month old, voting and posting comments is disabled

RE: Hope the Studio got their cut
By TakinYourPoints on 5/14/2012 10:34:16 PM , Rating: 0
I work in the film business. Apple products are used because they look great on camera (better than anything else) and because they're used up and down the entire production chain anyways.

An example of when I mainly saw other companies like Dell on a set was on Die Hard 4, and Dell paid for that product placement (Alienware laptops, etc). In music videos it used to be Samsung phones for every Interscope artist, now its all Beats headphones. Given a choice though, its usually Apple stuff so long as it fits in the art budget, or if it is integral to what we're doing. I recently worked on an Intuit ad and the easiest thing in the world to shoot was the 27" iMac, just turn on a light and it looked gorgeous. The generic PC laptop we also shot, not so much.


RE: Hope the Studio got their cut
By Solandri on 5/15/2012 4:58:31 AM , Rating: 4
Yeah. I think most people who dislike Apple don't really understand that regular folks like Apple products. They look nice and they're easy to use. The slick advertising also makes them feel good about buying/using it - that they made the right choice spending their money on it. That's why Apple gets this kind of product placement for free (well, for the cost of giving away some of their products). Its users like them.

I disagree with most of what Apple does, but it's totally obvious to me when I see an Mac or iP* user fawning over their device that they have a strong emotional response to it. Like it or not, people are emotional creatures - if forced to choose between emotion and rationality, emotion will usually win out. And sales will be based not just on features and specifications, but how the buyer feels about the product.

If you're gonna compete with Apple, you're not gonna win by trying to convince people who like using Apple products that those products suck. You have to win by convincing them that your product is better.


RE: Hope the Studio got their cut
By Targon on 5/15/2012 8:07:07 AM , Rating: 2
It is easy to convince people that a $2000+ Apple is going to be better than a $600 Windows based system. The real key is that many people are having financial problems these days, and a $700 Windows based system is still pretty good, with a 23 inch flat panel display.


RE: Hope the Studio got their cut
By bupkus on 5/15/2012 10:29:59 AM , Rating: 1
But what about the fact that Apple products don't get viruses? Huh? One nasty virus could cost you plenty.
Bet you didn't see that coming, did you.

Boink boink boink boink. <img=kid on pogo stick>


RE: Hope the Studio got their cut
By GotThumbs on 5/15/2012 1:29:54 PM , Rating: 1
"Apple products don't get viruses"

Are you really that daft? It's NOT that they are imune to attack...its because no one has been interested in attacking them. That is changing...as you may have read about Apples recent issue with Malware.

Sure, if you run a closed ecosystem like Apple....you can control exposure to outside issues. But think about how much control naive consumers are GIVING to Apple. Apple controls ALL SIDES of their environment. Hardware, software, content. They get consumer $$ from ALL sides. Sure Apple is great in the general consumers mind...because they have zero understanding of what is actually occuring. Apple is obtaining more and more control in telling many consumers how/what the can do with their products....."Your holding it wrong" for example.

I'm fine sitting on the sidelines and watching the general population give away its freedom of choice.


RE: Hope the Studio got their cut
By Valahano on 5/16/2012 7:14:11 AM , Rating: 2
You silly... it was a joke.


RE: Hope the Studio got their cut
By The Raven on 5/16/2012 9:48:34 AM , Rating: 2
quote:
I'm fine sitting on the sidelines and watching the general population give away its freedom of choice.
I am too...as long as the gov't doesn't say that it is illegal to "jailbreak" my PC.


RE: Hope the Studio got their cut
By The Raven on 5/15/2012 10:52:18 AM , Rating: 1
quote:
It is easy to convince idiots that a $2000+ Apple is going to be better than a $600 Windows based system.
FIFY
Not that they are all idiots, but given the parameters of your statement...
And intended purpose is another thing.
I don't have solid stats, but I'd wager that they would look something like this: 80% of all Apple PCs are overpowered for what they are used for. 40% of all others are overpowered. This sort of thing happens when you just want the shiney object.


RE: Hope the Studio got their cut
By Motoman on 5/15/2012 11:10:11 AM , Rating: 1
quote:
If you're gonna compete with Apple, you're not gonna win by trying to convince people who like using Apple products that those products suck. You have to win by convincing them that your product is better.


No you won't. Because there's no possible way that they would ever believe anything is better.

Apple consumers are making an entirely emotional decision to join the church of Apple. It's horrifically irrational - no amount of discussing with them why it would be a more rational choice to buy something else is going to help. If it's Apple, they buy it...if it's not, they don't. End of story.

Ultimately the only company that can fix the Apple problem is Apple. They'll have to at some point wind up sucking so bad that their own followers start to wake up. I'm pretty sure that's impossible...but it's the only way that issue is going to be resolved.

It's not unlike Jonestown. Even at the end when it was clear that their leader had been lying to them the whole time, and was stark raving mad, the followers just went ahead and drank the kool aid and went down with him...rather than face the fact that they were so pathetically duped by the con man.


RE: Hope the Studio got their cut
By messele on 5/15/2012 3:15:48 PM , Rating: 3
Have you considered that your view that under no circumstances an Apple product is the right choice to make is just as fanatical as those you berate?

Idiocy can be an opposing force too.


RE: Hope the Studio got their cut
By Motoman on 5/15/2012 11:28:24 PM , Rating: 2
Considered? Sure. And found to be wrong.

The internet is littered with information about how horrifically bad an Apple decision has been for the past 20 years. You people don't get to keep pretending that it isn't.


By TakinYourPoints on 5/16/2012 9:51:16 PM , Rating: 1
quote:
Idiocy can be an opposing force too.


It is definately an opposing force, look at Motoman's entire post history for proof. He makes the idiots who post on the Fox News page look rational


By TakinYourPoints on 5/19/2012 8:38:18 AM , Rating: 2
quote:
It's horrifically irrational - no amount of discussing with them why it would be a more rational choice to buy something else is going to help.


Says the guy running a second rate business who cons customers into buying inferior AMD parts "because Intel is evil".

Model of rationality and logic right here.


RE: Hope the Studio got their cut
By xenol on 5/16/2012 12:24:14 PM , Rating: 2
So the secret to making a computer look good is give it a matte aluminum look and a black bezel on the LCD.


By TakinYourPoints on 5/16/2012 9:54:23 PM , Rating: 2
Not entirely. Lots of companies have been doing their version of a MBP for years and it still isn't the same. Proportions (huge huge thing), materials, there's a lot more to it than simply using aluminum


RE: Hope the Studio got their cut
By mutatio on 5/15/2012 5:47:25 AM , Rating: 1
Yeah, even when the show/movie blocks the Apple logo the devices still look sleek and clean. Much like Apple's design ethos with their devices of, "It shouldn't get in the way of the user experience," we also see this in something as seemingly simply as a photo shoot or an ad (whether in print, online, or video). These devices can work to amplify the appearance of a tech product as well as work to not distract the viewer from the intent of the ad. e.g., The advertiser wants you to see that a computer is being used to access their service with the focus being on their service, not on flashing neon or LED lights or garish lines that are par for the course on a host of non-mac systems. It will be interesting to see how Apple works to refine the MacBook Air design as we begin to see the ultra book knockoffs saturate the market.


“We do believe we have a moral responsibility to keep porn off the iPhone.” -- Steve Jobs














botimage
Copyright 2014 DailyTech LLC. - RSS Feed | Advertise | About Us | Ethics | FAQ | Terms, Conditions & Privacy Information | Kristopher Kubicki