This morning I was talking to a colleague, a media planner in a big agency that has seven branches between USA and Canada. He confessed his frustration in picking out the right product to suggest to his Clients to have the certainty to meet its proper target. “Once, with a 30” spot on prime time, you were more or less sure to centre at leat between 20 and 30% of 18-49 year-old target, during any day of the week. Now everything has changed”.

For example, my friend told me again, I watch the Saturday Night Live on Sunday morning at breakfast and pass over the ads. I do not wait for the news and I am sure that the audience survey do not tell us anything about what happens at home”. It is even important to point out that in the USA people spend more time in web surfing than watching TV and the market of DVD rental has reached huge proportions; all this suggests how difficult it can be for a professional person to find out and suggest to his Clients the best way through which to propose their own commercial messages. From this point of view product placement is really a solution. Its target is quite well divided considering the different kind of movies (comedy, action movie, thriller, etc.), the director, the production, the distribution, the plot, etc. Its life cycle lasts more than 30 seconds “one shot” (about 7 passages between movie, DVD, TV, summer and TV performances, etc…) and its importance is by sure bigger…maybe my friend was not only unburden over but even offering to cooperate…..