Product Placement in Online Music Videos. Analysis and Comparison Between the Actual Product Placement in Music Videos and the Expectations of Generation Y

      Аннотация: Two studies were conducted to first analyse through content analysis the way how branded products appear in 35 popular German online music videos. Results revealed that especially Hip Hop and Pop music are the genre for placements whereas the most placed product categories are electronic devices, cars and alcohol. Second a survey of 749 German Millennials were conducted using the YouGov Deutschland AG’s online panel to examine the best way of reaching Generation Y through music video product placement. Pop music (68%), Hip Hop (57%) and Electronic music (41%) are the most associated product placement genres for the millennial generation. Thus the best effect on Generation Y have placements in music videos when shown in close-up view, when the branded products match the music genre as well as when the branded products are shown continually. Moreover music video product placement is a further opportunity for unknown and new brands.

Ключевые слова: Attitude, Brand Placement, effect, Generation Y, Millennials, Product Placement, music video