Ukraine is Ready for Effective Usage of Product Placement in Movies and TV Series

During the Financial and Legal workshop in the course of international Film Business Conference 2015 Oksana Stekhina, the director of Business Development at Dentsu Aegis Network Ukraine, told about product placement and about the ways to convince the Ukrainian advertiser to use it in film and television industry.  

According to Stekhina, now the circumstances for the development of alternative ways of advertising in Ukraine are favourable and this is first of all the result of recent bans on direct advertising of some products.

In such case product placement is rather effective strategy, which nowadays is successfully used in foreign markets. However, Oksana Stekhina notes that the Ukrainian advertiser is not prepared and poorly informed about the possibilities of its usage. One of the main reasons for this situation is the lack of qualified research on this subject, which could have shown the advantages of using this method.

The common opinion on this issue is that the product placement in films is, first of all, a big financial risk and costs big budgets. On the other hand, development director of Dentsu Aegis Network Ukraine believes that it isn't necessary to begin with the full-length projects. "Advertisers need to be accustomed to this method in small doses. If the offer to invest in a full-length films – it's a big risk, but if you offer to buy a few episodes in the long-running TV series - it's much less risk and it is much more likely to get wanted coverage and ratings. If you try it first in the series, when it comes to a feature movies  the advertiser will have the experience of trust, and it will be much easier to sell", - says Oksana Stekhina.

But in order to establish effective communication with the advertising market, the filmmakers must help as insiders of the market, who can provide more detailed information about their projects, which are at the initial stage of production.

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