Product placement in films has lasting value, according to John Zamoiski, co-CEO of NMA Entertainment & Marketing, because fans watch films again and again on DVD and popular films have a long life on cable TV.
Audi, through the placement of several of its cars and an as-yet-undetermined promotional role, will have a major presence in the film version of Marvel Studios' superhero "Iron Man." The German automaker's R8 model will be used by the title character when he's in the guise of business mogul Tony Stark, and other Audi models will have cameos in the film.
The CW on Aug. 5 will screen the second installment of OfficeMax's branded entertainment special, "Schooled." The reality TV show, whose first installment aired last year on ABC Family, was co-created by the retailer's agency, DDB, Chicago, to help OfficeMax become kids' retailer of choice for school supplies.
Buckmaster takes questions posed by readers of Fortune magazine. Buckmaster says the "for sale" section of the online classifieds network generates the most traffic, and that sites for San Francisco, New York, Los Angeles and Seattle are the most-visited.
Sixty-two percent of Web users who view video online prefer professional video to amateur video, a Pew Internet & American Life Project study found. Thirteen percent of users watched video commercials via in-stream placements or rich media banners, the study found.
The rise of the DVD and VOD has extended the life span of episodic TV shows, making them more attractive for product-placement marketing. There were more than 108,000 product placements on TV shows in 2006, a 30% jump from the previous year, according to research from Nielsen.