Tuesday

Inside the World of Tech Product Placement

Tech brand owners are like many others in seeing the demise of traditional TV and print advertising. But, says Jo Best, they have some magic dust when it comes to product placement.

Kiefer Sutherland uses a Cisco phone. Sharon Stone prefers Mitel. No coincidence, of course - both companies have invested time and more than a few quid to make sure the right, perfectly manicured fingers are wrapped around their handsets.

According to Nate Elliott, analyst at JupiterResearch, the advent of PVRs - devices such as the TiVo, which allow individuals to record vast amounts of TV easily to a hard drive - means more and more of us are skipping traditional ads, forcing marketers to find new ways of getting their products into our glazed eyeballs.

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