Tuesday, March 07, 2006

"CBS executives declined to comment"

Digital product placement alters TV landscape

A breakthrough in television advertising debuted without fanfare last spring as a brand-name box of crackers appeared on the CBS sitcom "Yes, Dear" for about 20 seconds, seen but hardly noticed by millions of viewers. Unbeknownst to them, the image of Kellogg's Club Crackers had been digitally painted onto the top of a coffee table after the scene was filmed, launching the latest advance in a growing marketing practice known in the industry as product placement but derided by critics as "stealth advertising."

The "Yes, Dear" episode in April 2005 marked the first commercial use of a patent-pending innovation dubbed Digital Brand Integration, or DBI, developed by New York-based Marathon Ventures, and grew out of an unprecedented marketing deal with CBS. ...

- via Persistence of Vision

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