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The most recent media statistics indicate that last year, the time spent viewing a screen for recreation increased by one hour to over 16 hours per week . The biggest contributor to this increase was Video Gaming . It is a known fact that during the time spent in front of the consoles, the viewer not only pays close attention to the screen but is also involved in the media - the game. This combination is highly sought after by advertisers.

The gaming industry offers us an unrivaled, vicarious and fantasy experiences, that can be sometimes profound and extreme in nature. This experience is what super-glues the relationship between the gamer and the game and provides the most involved interactivity among all entertainment media. Such a media is prized by advertisers for their ability to hold the gamer’s attention. Its no big surprise that In Game advertising and product placement is being so quickly adopted by the gaming industry as an alternative revenue source. This has also helped bring down the cost of the video game title and console for the gamer - A development that has been welcomed by the gaming community. As the gaming industry becomes more sophisticated we are going to see more innovative placements and advertisements in our video games.

Game publishers should make sure that the ads and placements are non intrusive in nature and are done in a way that actually lends reality to the scene. If they are able to do that, In-Game advertising and product placement will truly mature into a very effective alternative revenue source to the gaming industry. With studies claiming that brand retainment among gamers is around 60-65%, video games are no doubt very attractive to the advertisers. The day when ads and placements become an integral part of our video games is definitely not far away.

In Superman II, Marlboro paid a sum of US$42,000 for 22 placements. Not only did Philip Morris arrange for Lois Lane (Margot Kidder) to smoke Marlboro, but Superman II also included a classic fight scene in which Superman and the bad guys throw a Marlboro truck back and forth across Lexington Avenue. From , Apple computers in Mission Impossible to Reeses Candy in ET, we have seen almost all products placed in our movies.

So whats next for Product Placement?

Enter : Virtual Product Placement.

Product placement that is done post a movie’s production is Virtual Product placement. Images of products are digitally inserted into movie frames to make them look like they belong in the original footage. This technology can be the solution to video monetization on the web. Also, would someone be able to take the entire library of Hollywood films - from silents, to musicals to the present day movies and tag them digitally with virtual product placement? If that happens what would that mean? Can the miles and miles of archived celluloid be brought back to commercial life?

Ofcourse, any new technology poses new challenges. But, I am hopeful someday an idea like this will sound as easy as coloring our black and white movies.

Here are some brave companies that are exploring this challenge :

• SeamBi
• Coull
• MirriAd

Product placement in music videos has been around for a while now.

Product placement specialist firms like Propaganda GEM (P-GEM) are increasingly placing products in Music Videos. P-GEM has placed products in movies and TV shows. Sex and the City, Will and Grace and George Clooney wearing Lacoste throughout the entire movie of Syriana are some of the works of P-GEM.

As product placement moves to music videos, brand marketers are laying a lot of emphasis on “Hands-on or featured use of the prodiuct” while making sure that the product goes well with the genre of the music.

Blue Flame Marketing and Advertising is a company owned by the Rapper and hip-hop mogul Sean Diddy. Blue Flame has a long and impressive client list that includes includes Versace, Nike, Pepsi, Foot Locker, Bentley and much much more. With names like Puff Daddy, Puffy, P. Diddy and Diddy, Sean Diddy is a brand and product himself and he has blurred the line between music and products. He has truly blended his screen character, music, dance moves and his acts and antics with the many products that feature in his videos.

Hip Hop is big for product placement. New York Times on September 2, 2002 published an article : “Hip-Hop Sales Pop: Pass the Courvoisier And Count the Cash“. The mini economy of Product Placement in music videos is so alive and buzzing that one wonders if there is more to Bruce Springsteen’s -’Cadillac Ranch” and Prince’s “Little Corvette”.

Here is a video of Sean Diddy in Busta Rhymes - Pass the Courvoisier. Watch the cognac bottle.