Product Placement in Online Music Videos
Katrin Scherschel
Broschiertes Buch

Product Placement in Online Music Videos

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

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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 pl...