A $6.6bn opportunity to increase reach for brands?
Virtual product placement (VPP) companies provide product placement services into video content using digital technologies. Solutions in this sector include both real-time virtual placement & post-production placement that can be applied to feature-length films, TV series, sports broadcasts, and more.
In this report, we introduce VPP, present its advantages relative to the status quo, and discuss the secular trends enabling this new market opportunity. We also provide new insights into the annual revenue opportunity of VPP for content owners. Our core finding: VPP is set for take-off in 2023, with a potential revenue opportunity of $6.6 billion in film & TV content.
To produce this research report on the Future of Virtual Product Placement, Radicle built a custom network of domain experts – from virtual product placement startup leaders to industry stakeholders – to source insights for this report.
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Sponsored Research
This research has been sponsored by a Virtual Product Placement market participant. They had no editorial involvement or control outside of contributing their perspectives alongside those of other market participants. If you are interested in sponsored research on your market, please get in touch.
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Product Placement: Past, Present, and Future
Since product placement in visual media was introduced in the late 19th century, this market has evolved significantly. Initially, brands would provide their products for free, but today, this is typically a paid exchange. In 2021, product placement into feature-length films and TV shows was valued as a $19b market opportunity in the U.S.
The prevailing form factor of product placement has been manual placement. Because it involves the physical integration of products into films and TV shows, manual placement requires agents on set and alignment between content owners and brands far in advance of shooting scenes.
The next evolution in this industry is virtual product placement (VPP). VPP can be implemented after scenes are shot, digitally rendering content without requiring props or agents to be on set. Powered by cutting-edge technology, VPP creates the possibility of a product placement market not only in newly created content, but also in decades’ worth of catalog content.
In this report, we introduce VPP, present its advantages relative to the status quo, and discuss the secular trends enabling this new market opportunity.
We also provide new insights into the annual revenue opportunity of VPP for content owners. Our core finding: VPP is set for take-off in 2023, with a potential revenue opportunity of $6.6 billion in film & TV content.
*** Download the report here ***
Some excerpts are below:
