Date
24 October 2017
Ad placement on TV programs will work only if the advertisers are honest about their intentions. Photo: Reuters
Ad placement on TV programs will work only if the advertisers are honest about their intentions. Photo: Reuters

TV ad placements: A few stray thoughts

Many sports fans were late for work on Monday as they spent long hours in front of the TV during the weekend watching their favorite games.

First, there was the Hong Kong Sevens, which saw Fiji retain their title Sunday by beating New Zealand. Hong Kong team made it into the final round, but lost to Japan in the end.

After the rugby, there were football games — involving Leicester City, Tottenham Hotspur and Manchester United.

Moreover, it was also time for MotoGP, followed by the Masters Golf tournament.

If you have watched all of those games above, you’d have spent at least 18 hours in front of the TV.

And it’s still not the end yet. There was another game on the basketball field, a battle between the Golden State Warriors and San Antonio Spurs.

We can see the ups and downs of life in different sports. Football, basketball, rugby, golf, car racing … you will no doubt be late for work after watching all the games.

Now, I had a few thoughts on my mind after the long hours of TV over the weekend. 

It’s about ad placement.

What is the first rule of ad placement?

Well, it’s about letting you know clearly that it’s an advertisement in the first place.

I observed that TVMost is good at product placement. It is interesting how the ads of a product or brand are placed into TV programs each time.

The strategy will work until the trick is exhausted or adopted by all other ad producers.

An ad placement won’t serve its purpose if it pretends not to be an advertisement.

Consumers will feel cheated if they find that an “objective” article or program was just a commercial.

There is, indeed, a lot you can learn from watching TV.

This article appeared in the Hong Kong Economic Journal on April 12.

Translation by Myssie You

[Chinese version 中文版]

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MY/DY

HKEJ columnist

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