The company has unveiled a new advertising method, called Virtual Product Placement, where it is adding fake computer-generated products to scenes in Prime Video and Amazon Freevee content.
Amazon is experimenting with a new way to let brands advertise their products on the company’s original shows. During its recent Newsfront 2022 presentation (via AFTVnews), the company launched the Virtual Product Placement beta program, which will let brands use CGI to insert their products in original shows on Amazon’s Prime Video and Freevee (previously IMDb TV) platforms after shooting has concluded.
According to Amazon, one brand that tried Virtual Product Placement reported “a 6.9% increase in brand favorability and a 14.7% increase in purchase intent for their campaign”. Some of the shows and movies already using VPP include Reacher, Tom Clancy’s Jack Ryan, the Bosch franchise, Making the Cut, and Leverage: Redemption.
Amazon isn’t adding random new objects and billboards to shows and movies, it is only offering VPP in shows and movies with empty spaces specifically designated to be filled in later with advertising CGI, at least for now.
The company showed off an example screenshot from the Bosch: Legacy series, which has a computer-generated bowl of M&M’s.
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