1、 一、外文原文 Product Placement Growing Most Recent Numbers Total $1.5 Billion By Jon Lafayette Product placement has become a huge business both in the U.S. and abroad, as anyone who has seen Courtenay Cox drive around in a Pontiac Solstice in FXs Dirt could tell you. A new report from PQ Media confirms
2、that impression, with figures showing that the U.S. was the largest market for paid product placement at about $1.5 billion in 2005. Thats up 49 percent from 2004. With barter and value-added deals factored in, the value of product placement in the U.S. during 2005 rises to $6.2 billion. Television,
3、 which accounts for the biggest chunk of paid product placement, grew 70.5 percent to $941.2 million in 2005, while placements in film were worth $499.8 million, up 23 percent. Globally, the paid-product-placement market was $2.45 billion, up 40.3 percent. If the value of non-paid placements is incl
4、uded, the market would be $6.24 billion, up 27.8 percent from 2004. Television accounted for the bulk of paid product placement spending in 2005 at $1.6 billion worldwide, up 51 percent from 2004. The report called product placement one of the fastest-rising stars of this new media order. The growth
5、 is fueled by the perception that ad-skipping technology is negatively impacting the 30-second spot, driving brand marketers to seek alternatives such as product images embedded in the program rather than during commercial breaks. That explains the rapid growth of placement at a time when traditiona
6、l spending on TV ads is virtually flat. In the U.S., the biggest spending category is transportation and parts, which is also the top traditional advertising spender. Other big users of product placement include apparel and accessories； food and beverage； travel and leisure； and media and entertainm
7、ent. The growth will continue, according to PQ Media. In the U.S., paid product placement is expected to hit $5.5 billion in 2010, a 29.6 compounded annual growth rate. The value of paid TV placement should rise by 34 percent annually to $4.1 billion. Globally, the value of paid product placement in
8、 2010 is expected to hit $8.1 billion. Thats a compounded annual growth rate of 27.1 percent. About $6.1 billion of that will be on television, which is growing at a 29.8 annual percentage rate. Product placement is defined as a process through which an advertiser integrates a product into selected
9、media, most often television and film, for clear visibility. PQ Media noted that although the product is visible, it is often not the focus, as it needs to fit almost seamlessly into the context of a scene or story. PQ Media noted that product integration is a special type of product placement in wh
10、ich the advertisers product is central to the programs plot line. The report discussed three ways an advertiser can provide compensation for product placement: The first is straight pay； the second is barter, in which the product itself is the compensation. In both of these cases, PQ values the prod
11、uct based on the quality of the placement. The third way an advertiser can provide compensation for product placement is when it is considered value-added and included in the purchase of more traditional ad time. As with barter arrangements, PG looks at the exposure value of the placement in putting
12、 a value on it for the study. According to PQ Medias Opinion Leader Panel, paid placements are overwhelmingly replacing barter and added-value arrangements. In addition, brand marketers are becoming more aware of the quality of placement by using various measurement tools and seeking better integrat
13、ion of their products into television programs and films, the report said. PQ Medias methodology for its study is a combination of its Global Opinion Leader Panel, which includes more than 50 of the worlds leading authorities in product placement, its proprietary Spend Track database and exclusive e
14、conometric modeling. The research company said it believes in separating paid-placement spending from the value of barter and exposure of non-paid placements in order to reflect demand in the marketplace for product placement. 二、译文 植入广告 成 长 最新数据总计 15 亿美元 作者：乔恩 拉斐特 植入广告在美国以及国外 都 已经成为 了一个 巨大的产业，任何 看过
15、柯特妮 考克斯 在 FX 电视台 推出的 电视剧 流言 中开着 庞蒂克至点 车 的 人都能告诉你 这一点 。 PQ 媒体 最新报告证实了 这 个 想法 ， 其 数据 资料 显示美国 是 植入广告 花费 最大的市场 ， 在 2005 年约达到 了 15 亿美元，比 2004 年增长了 49%。 如果再加上 物物交换和增值交易， 那么 美国植入广告的价值在 2005 年 就 上升到 了 62 亿美元。 电视 媒体算是 植入广告 花费的大头 ，在 2005 年增长 了 70.5%，价值达 9412 万美元， 而 在电影中 植入广告 的价值 也 达到 了 4998 万美元，增长 了 23%。 全球 市
16、场上，植入广告市场价值已经 达到 24.5 亿美元，增长 40.3%。如果算上没有付费的植入广告的价值， 那么全球 市场将达到 64.4 亿美元 ，比 2004 年同比增长27.8%。 2005 年全球电视媒体占了付费植入广告花费的大部分，达到了 16 亿美元，比 2004 年同比增长 了 51%。 报告 中 称 ， 植入广告 是 “新媒体 秩序 中增长最快的明星之一” ，它的 增长得益于广告 跳过 技术对 30 秒广告产生负面影响的观念 ，这一 观念 驱使品牌 营销人员 寻找其他可替代的方式 例如 将 产品信 息 植入到节目中，而不是 插入广告 时间 。 这就解释了 为什么 植入广告在一段时
17、间内快速增长而传统电视广告 的 花费 却日趋平衡 。 在美国，花费最大的行业是交通业及其 相关行业，同时也是最 传统 的 广告 花费的所在 。其 他 较大的植入广告 花费 有服装及饰品，食品和饮料，旅游休闲以及媒体和娱乐。 根据 PQ 媒体研究，增长还将继续。 2010 年美国付费植入广告有望达到 55 亿美元，年复合增长率为 29.6%。付费电视植入广告的价值将每年上升 34%达到 41 亿美元。 全球付费植入广告的价值在 2010年有望突破 81亿美元，年复合增长率为 27.1%。其 中电视大约占 61 亿美元，年增长率为 29.8%。 植入广告被定义为广告 人 将产品融入到 所选 媒体 中的一个过程 ，通常 其选择的 媒体 是电视和 电影， 因为他们有很好的视觉效果 。 但 PQ 媒体 却 指出 ， 尽管产品 是可见的 ， 但 它通常不是 视觉的 焦点，因为 它必须要不着痕迹的 完全融入 到电影电视场景或剧情 中。 PQ 媒 介研究 指出产品整合是 一种特殊类型的植入广告。在 这种类型中广告主的产品是 节目情节线的中心点。
