Brand Placement in Music Videos: Effectiveness in UK, Spain and Italy

Abstract

Brand placement is used as an alternative advertising strategy. This case study aimed at investigating its efficacy in music videos in the UK, Spain and Italy through surveys. The first research question aimed at determining the degree of association between nationality and brand familiarity. Results have reported a directional association for half the brands advertised. The second research question aimed at determining the correlation between brand familiarity and brand recall. This study demonstrated that the greater the familiarity of the brand, the more likely it is to be recalled after watching a music video. The third research question aimed at determining whether participants were more aware of brands that they had not previously heard of after watching the music videos. Results showed similar responses of participants either agreeing or disagreeing with the statement and similar results were obtained for the Italian and British samples. It could be concluded that brand placement in music videos is especially effective in certain cultures and situations.

A Comprehensive Bibliometric Study of Product Placement with an Ethical Emphasis

“…Moreover, product placement is acknowledged as an advertising strategy, in music videos. Is widely utilized in campaigns (Piazzolla et al, 2021). Product placement is renowned for its ability to influence people's perception of brands thus gaining endorsements and maximizing the advantages of featuring products on listing sites (Boeing et al, 2013).…”

Ecosistema digital y plataformización de contenidos: lógicas de distribución y consumo musical transmedia en los nuevos formatos audiovisuales y el livestreaming

“…El camino para lograr impacto y notoriedad de marca se allana de esta forma, pero además genera formas de creación de storytelling por su relación con artistas, canciones y letras y géneros musicales: los usuarios, los receptores, los fans y todo tipo de públicos las perciben como parte de relatos y experiencias con los que conectan emocionalmente. El contenido de marca (branded content) y el emplazamiento publicitario (product placement) son estrategias que incardinan los productos convencionales de todo tipo -alimentación, calzado, ropa-con la música -la producción audiovisual, a través del contenido audiovisual (Miguélez-Juan, 2023;Piazzolla et al, 2021)-. El videoclip es un formato que desarrolla fácilmente la innovación publicitaria para las marcas, donde pueden adaptarse hasta ser irreconocible para el público objetivo (Sánchez et al, 2021).…”