Reported today on The New York Times For the full article visit:
advertisingYou See Pepsi, I See Coke: New Tricks for Product PlacementThe streaming services have data on viewers' spending habits and brand preferences, and they're looking into new ways to use it.First came product placement. In exchange for a payment, whether in cash, supplies or services, a TV show or a film would prominently display a brand-name product.Then there was virtual product placement. Products or logos would be inserted into a show during the editing, thanks to computer-generated imagery.Now, with the rise of Netflix and other streaming platforms, the practice of working brands into shows and films is likely to get more sophisticated. In the near future, according to marketing executives who have had discussions with streaming companies, the products that appear onscreen may depend on who is watching.In other words, a viewer known to be a whiskey drinker could see a billboard for a liquor brand in the background of a scene, while a teetotaler watching the same scene might see a billboard for a fizzy water company.Streaming services could also drop in brand-name products based on when a show is being watched. Someone who watches a streaming show in the morning could see a carton of orange juice within a character's reach, while a different viewer watching the same thing in the afternoon could see a can of soda.It could start within a year, said Stephan Beringer, the chief executive of Mirriad, a virtual product placement company that has worked with brands including Pepsi, Geico and Sherwin-Williams into ABC's "Modern Family," CBS's "How I Met Your Mother" and the Univision program "El Dragón."Streaming services are more likely than traditional TV companies to pull off this specially targeted version of product placement because they have direct access to
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