The first episode ofThe Sexiest Beasts — the new dating-show-with-a-twist that Netflix
Sexy Beasts, a reality TV show, is not liable for making the Peaky Blinders comment. However, the episode serves to remind us of something we’ve all forgotten in this streaming age: convenience comes with a cost. We’re talking not about the monthly cost of streaming services.
Platforms such as Netflix, Apple TV+, and HBO Max, depending on the subscription packages you choose, allow us to indulge in uninterrupted content delivery directly into our pleasure centers. It’s even better that we can enjoy the content without having to endure the interruptions of ads, which is a relic of broadcast television.
But just because we don’t watch commercials any more, and have moved most of our TV watching to streaming sites, doesn’t mean that brands won’t be there waiting. Indeed, thanks to their aggressive countermoves worthy of Beth Harmon herself from Netflix’s The Queen’s Gambit, brands are getting increasingly creative with how they put the message they want to share in front of streaming audiences who don’t always even realize it’s there. Advertising is an all-consuming force you can’t hide from. Streaming lovers, it is obvious that you will be targeted. There is a way.
You’ll see more of the same type of things on Netflix if you look closely. These are subtle and overt attempts to get a brand’s name out there for maximum exposure. However, they also have the ability to not be too explicit and leave viewers with a bitter taste. This is why Eggo waffles and Coke were prominently featured in Stranger Things. Similar to the case a few years back, Subway partnered with Netflix to create a Green Eggs and Ham Sub Sandwhich (eggs, ham and cheese). This was in conjunction with Netflix’s Green Eggs and Ham series. __S.28__
One report claims Eggo earned more than $200,000 “earned media value” due to its prominent presence on Stranger Things. (Eggo waffles were, as you will recall, a favourite snack of Eleven the girl with mysterious powers. Eggo didn’t know that Eggo would be featured so prominently on Season One. The brand knew that the second season was coming and it was prepared to capitalize on this tie-up via both experiential marketing campaigns as well as social media campaigns.
PQ Media research has shown that global product placement spending will increase by 13.8%, compared to just 5.9% in total marketing spend. It is projected to reach $23.3 million.
David Schweidel, Emory University’s marketing professor told Bloomberg that if I start to put together my viewing experience using a variety of streaming services I may not get exposure to television advertising. Product placement is a way to cut down on production costs when there’s no advertising. .”
However, this assessment isn’t a universal one. It acknowledges that producers don’t need advertising support, but ignores that Netflix has a large subscriber base which generates predictable, recurring revenue monthly. Sometimes, product placement is a bit more complex than we might think. Netflix emphasizes that companies don’t have to push brands or marketing messages at you. However, that doesn’t mean they are not there.
A second hugely-popular Netflix series is the streaming service’s Spanish-language hit Money Heist, also known as La Casa de Papel. This was another chance to show how, according to a New York Times headline, Netflix is not ad-free, but it’s still a brand.
The fifth season of the series will be released in September. According to reports, Diesel paid Netflix a licensing fee in order to create a line inspired by the series. In fact, a commercial from the company included video of actors wearing the products, and was shot in a way that it looked like it was footage from the show. Brands have a wide range of options when it comes to using Netflix content. They can use the platform to display their message in front of millions worldwide. Brands can also leverage the inherent marketing potential of Netflix content to take their brand’s opportunity offline.
It’s not only Netflix. Although there are no commercials and ads interrupting the movies or shows on Apple TV+ you will still see messages that communicate a little about the iPhone maker to the viewers. Such as in the second season of Ted Lasso, which debuted on Apple TV+ on July 23.
One point during the season Coach Beard tells his AFC Richmond coaches that he is in love with a woman. It’s become serious. He explains how he can prove that it has become serious. He explains to his coworkers that they now share an iCloud accounts.
Concave Brand Tracking studied the top 50 movies in 2020 to get an overview of how all of this looks. They also took notes of each brand featured. The brand visibility, time on the screen, as well as the advertising value generated by exposure, were all measured. According to the company, this list included over 1,000 brands and “almost 2,000 brand/movie collaborations.”
One example is: According to the firm, Porsche received more than $7.5million in product placements via Bad Boys for Life. This film stars Martin Lawrence and Will Smith. Smith drives a 2020 911 Carrera FS through the movie.
The top 10 films released in 2020 based on their brand value are as follows. (Also, note the brand value of each movie, as per Concave brand tracking)
- Bad Boys for Life — $90 million
- Spenser Confidential — $85 million
- The Gentlemen — $69 million
- Wonder Woman 1984 — $59 million
- Tenet — $53 million
- Extraction — $48 million
- The Wrong Missy — $33 million
- The Old Guard — $33 million
- Sonic The Hedgehog — $33 million
- Project Power — $32 million