VIRTUAL PRODUCT PLACEMENT IN TELEVISION PROGRAMMES

Novi načini gledanja televizije, recimo preko spletnih platform ali z zamikom, kličejo po spremembah klasičnega oglaševalskega televizijskega modela. V zadnjem času smo priča velikemu upadu uspešnosti 30-sekundnega oglasa. Kot odgovor producentov in oglaševalcev se je razširila uporaba promocijskega umeščanja izdelkov, blagovnih znamk in storitev. Razvoj tehnologije je prinesel nastanek virtualnega promocijskega umeščanja, s tem pa možnost umeščanja izdelkov, blagovnih znamk in storitev tudi glede na želje in potrebe manjših segmentov gledalcev ter njihovo lokacijo. Virtualno promocijsko umeščanje ponuja nove možnosti za lažjo merljivost uspešnosti promocijsko umeščenega izdelka tudi za znanstvenike.New ways of watching television for example through internet platforms or with time delay, are calling for changes to be made in traditional broadcast television advertising model. In recent years we have seen a decline in the effectiveness of the 30 second ad and as a response the use product placement has spread. Additionally, a possibility that came with the development of new technologies and the birth of virtual product placement arose to place product according to the segment of the audience targeted and their location. Furthermore, virtual product placement offers new possibilities for scholars to measure the successfulness of said product more effectively