There’s been much discussion recently about the UK Placement market, which is generally reported as having got off to a slower start than expected.

Intelligent, strategic placement which will work for both brands and programmes involves many disciplines and skill-sets which hitherto have not had to come together in pursuit of a common goal. Placement’s slow growth is partly because participants have found this a little frightening, and can too-easily be placed into the “too-difficult” box.

To help address this, Madigan Cluff, the Pinewood based agency specialising in the planning and auditing of placement, have launched a UK first – a half-day seminar that covers how best to take advantage of this new media opportunity, which is a $5 billion dollar market in the United States.

With tailored versions aimed at production companies and brand owners (and their advisors), the seminar is called Best Practice in Brand Placement.

After an introductory market update, the session covers key issues, such as:

• How can we learn from the success of placement in other, more mature marketplaces?
• How can we match our objectives with appropriate programming that will be of interest to commissioning broadcasters?
• How can we deploy professional research techniques to deliver the perfect offer for our brand-owners?
• And how do we then develop beyond the traditional broadcast piece (e.g. into online/promotional iterations)?
• How can we make the money value equation work for all parties?
• What do we have to do as an organisation to make best use of placement?
• And how can we be sure that we are pursuing placement in a way that makes best commercial sense for all the parties involved?

Michael Cluff, partner at Madigan Cluff, said:

“In the not too distant future, placement will grow to be as important a part of the marketing mix as it is in the USA. British programming is the second most exported worldwide after the US, and unlike advertising placements go wherever programmes are transmitted. To date neither programme makers nor advertisers have created big opportunities – we believe our expertise can help bridge the gap – and give people the knowledge and experience to get started.”

“Hence this seminar. Which is designed to address precisely that. It’s informative, it’s solution orientated, and it’s fun. What’s not to like?!”

Relative newcomer Money Drop was the top format title by value created in 2012; pushing Come Dine With Me into second place, according to a new 172-page report that covers 16 territories. The TV Formats in Europe report using Madigan Cluff data further states that The Voice entered the top 10 in 2012. Who Wants to Be a Millionaire was the top title in both 2009 and 2010, but had dropped to ninth in 2012.

Read the full press release (pdf)

Read the full document (pdf)

By combining three major databases Pinewood Studios based NMG Product Placement, Essential Television Statistics and Madigan Cluff have been able to take a look at the additional value created for advertisers with international brands placed into UK programmes. Taking a sample of recent placements in UK dramas this unique process shows that advertisers frequently achieve as much value from the overseas export versions of the programme as they have received from the original UK transmission.

Many UK TV programmes are extensively exported. When TV programmes are exported sponsorship rights and the content of advertising breaks may change. However, brands embedded in the programme will remain and be seen whenever, and wherever, the show plays.

For international brands placed in UK drama this can effectively double the communication value of the placement

This unique process combines NMG’s Tracker™ database detailing which brands have appeared in specified episodes of programmes, with ETS’s database which tracks when these episodes are played in more than 40 countries worldwide, together with Madigan Cluff’s database which values each overseas transmission.

Read the full document (pdf)

The attached PDF is the Madigan Cluff autumn update on changes influencing how brands interact with programmes transmitted around the world. This edition features:-

• Why football is more local than global.
• Edging into the spotlight – how Product Placement is slowly rolling out in Europe.
• How the $6 billion market for imported drama in Europe is holding steady.
• The influence of brands looks at reaction to brands in and around Celebrity Big Brother?

If you are interested in further information on any of the articles please feel free to contact us at info@madigancluff.com

Read the full newsletter (pdf)

After extensive research work we are pleased to announce that our report on the legalisation, initial selling, broadcast and measurement of product placement in major European markets has now published in partnership with Screen Digest.

Copies of the report can be obtained from Screen Digest (www.screendigest.com) at a cost of £995.

Read details of the report (pdf)

More and more Broadcasters and Production Companies are waking up to the potential to showcase brands in their programmes.

But it’s all a bit of a maze for brand-owners.

Who to go to for advice? What’s right for my brand? How much should I be paying? How to measure?

Madigan Cluff is the UK’s leading media consultancy specialising in placement.

To meet brandowners’ needs, we have launched a unique product, the Madigan Cluff Product Placement Review.

We take a brief for you. Go away and do our work. Then deliver:

• A comprehensive Market Update
• Best Value Guidance
• A Tailored Competitive Analysis
• An Opportunity Analysis for your brand
• And finally – a draft Action Plan

It’s highly affordable, in cost terms. But it could be absolutely priceless.

For more information contact peter@madigancluff.com

Madigan Cluff’s Peter Jones and Deloitte’s James Bates provide an opening salvo.

Click here to read full report: http://www.brandrepublic.com/opinion/login/1056952/

Madigan Cluff have recently developed a pair of guides to help production companies and advertisers understand the issues about placement as placement becomes a live issue in the UK and across Europe. Copies of each guide are available free – if you are interested in a copy of one the guides please send us an e-mail to info@madigancluff.com

TEN QUESTIONS A PRODUCER CAN HAVE ON PRODUCT PLACEMENT

• What is the current state of play for Product Placement?
• What is the market value of placement and how can it be estimated?
• What are brand owners looking for in placement?
• What are the positive influences which will help make a placement visible and effective within a programme?
• How can brands help to promote my programme?
• Why should brands want to have promotional and digital links with a programme?
• How do we get rewarded for placement when a programme gets exported to overseas markets?
• How can we help advertisers understand the timeline on their return on investment?
• What is the best process for ensuring you maximise the value you get from placement?
• How can Madigan Cluff help in assessing the value of the placement opportunities you have?

TEN QUESTIONS A BRAND OWNER CAN HAVE ON PRODUCT PLACEMENT

• What is the current state of play for Product Placement in the UK?
• What will be the broad impact of the new placement framework?
• I know how to plan advertising. But how do I plan placement?
• How can I reach an informed judgement on what will work for me?
• How can I get a handle on whether my placement is good value?
• Why should brands want to have promotional and digital links with a programme?
• Do UK-created programmes, tend to get much overseas exposure?
• How can I get a handle on whether my placement is good value?
• How best to ensure that the deal works well for all parties?
• How can Madigan Cluff help in assessing the value of the placement opportunities you have?

Michael Cluff writes about the current state of placement for advertisers in Europe and the increasing opportunities to exploit programmes to promote brands. The full article can be downloaded below or the magazine can be obtained by going to http://www.ebiquity.com/billetts/response/index.asp.

Read the full article (pdf)