Product placement is rapidly becoming a serious marketing discipline worldwide, and the PQ Media Global Product Placement Forecast 2006-2010 sets the standard for product placement coverage, measurement and ROI. It is the global brand marketer's essential "planning guide" to customer engagement, revealing for the first time total worldwide spending, business building insights and in-depth analysis; medium-by-medium, country-by-country and culture-by-culture.
Global brand marketers are accelerating their use and payment for product placement in markets worldwide, as the fear of ad-skipping technology, skepticism of traditional advertising and declining government financing for media in many countries have fueled demand for this alternative marketing tactic.
Global paid product placement spending in TV, film and other media surged 42.2% in 2005 to $2.21 billion, driven by an accelerating shift in leading markets toward paid placement structures from barter and added-value models.
While the shift is moving slower in Europe than in the Americas due to regulatory hurdles under review, the Asian markets continue to be more free-wheeling with regulations vague or nonexistent in some cases. The United States is by far the world's largest paid product placement market, and it is the model to which other countries aspire.
If the barter/exposure value of non-paid placements were included, the global product placement market would be valued at $5.99 billion in 2005.
The report includes exclusive historical and forecast data for the 2000-2010 period, including actuals from 2005 and estimates for 2006. Data and analysis on the world's leading markets by region and by country are featured in 19 separate chapters.
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