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Advertainment is Sneaking Into Music, Movies, TV and More


The very name "advertainment" sends thrilling vibrations up the spine of anyone with marketing in their blood or communication in their genes. And it produces a strong shiver of disgust from many of my colleagues in the music industry.

"I don't want my songs to be involved in advertising," they say, forgetting entirely that by wearing branded running shoes, a t-shirt hawking Fender guitars and a baseball cap emblazoned with the Peavey logo, their very lives are involved in advertising. Plus, if they attend an awards show, they happily state the brand and designer names of everything they're wearing.

They further ignore the fact that radio itself is a form of advertainment. What gets played has little to do with musical accomplishment or artistic merit, but is directly related to the backing of large corporate distributors. I have been told to budget anywhere from a quarter of a million dollars to $350,000 in promotional costs to obtain national radio play on (the appropriately-named) commercial radio stations. Is it any wonder that corporations are seeking ways to build a little brand awareness into the songs?

Turn on any rap, urban or hip hop station and you can start counting the product mentions in the lyrics, some paid-for, some just happenstance. In the electronic-pop field, I have done it myself. On my "Electro Bop" album are songs such as "Paranormal Radio" (which begins as a documentary about American Technology Corporation's HyperSonic Sound system), "Sheena Sez" (about talk radio host Sheena Metal), and "Check the Tech" (about the joys of watching the TechTV channel).

Has this advertainment hurt acceptance of the album? Not that I've noticed. Many e-mails from around the world cite "Paranormal Radio" as their favorite track. Not one person has complained about the ad messages, I assume because the audience for my dance-oriented music is pleased to receive information about technology and a far-out rock-talk jock such as Ms. Metal.

Ads and entertainment go hand-in-wallet in many other ways, some pretty strange. In music alone, we have all wondered about Bob Dylan's "Love Sick" in Victoria's Secret commercials (not to mention Mr. D himself smirking between shots of the lovely bodies wearing the lingerie). But don't overlook Keith Richards in the "Cover Girl" ad while "Honky Tonk Women" plays, or Willie Nelson's "Red Headed Stranger" in the Herbal Essence spot, or Iggy Pop's liquor/drug/sex-soaked "Lust for Life" blasting throughout the Royal Caribbean commercials. (Love to work with the Account Executive who was able to sell that concept!) By contrast, Sting crooning from the back seat of a Jaguar seems a very model of demographic compatibility.

And that's the point: ads and public relations are routinely dismissed as silly, annoying, intrusive or a waste of time right up to the moment when they are delivering facts the reader or listener wants. Then, suddenly, the sponsored message is viewed as helpful and instructive. Therefore, the trick is to achieve the right match between audience and message.

One problem is choosing your media. Just listing advertising outlets can be daunting: TV, radio, outdoor, newspapers, magazines, transit, direct mail, Internet banner. Many of these have subsets: paid inserts (advertorial) in newspapers and magazines, sponsored "newsbreaks" and infomercials on broadcast media, static or animated announcements at stadia, those dreaded 'Net pop-ups, brand names on sports uniforms and equipment (can you say NASCAR?), etc.

One of the most enjoyable categories for producers of both music and advertising is viral 'Net marketing, which has had some notable success stories such as BMW Films, the Seinfeld AmEx campaign, and of course, Burger King's Subservient Chicken.

We haven't even considered cooperative advertising, which can be anything from myriad logos at the bottom of an event poster to the branded music tones and flashing-light Intel trademark that ends every other commercial for someone else's computer products.

But it extends further. Consider: Magazines that sell cover stories; product placement in movies and TV (and yes, live theater); branded clothing; bumper stickers; even fliers stuck on parked cars. There are ad messages on private automobiles (and those anti-humanistic trucks that some insist are called SUVs). Pull up behind a vehicle in traffic and you can read an ad for the car dealership on the license plate frame, plus another piece of public relations for the state on the plate itself. (Come on, you don't think it's hype to put "Land of enchantment" on every vehicle licensed in the state of New Mexico?)

You might think that this plethora of options makes it easier for firms to get their messages across to their targeted demographics, but a good case can be made for the opposite view. TV audiences are turning to Tivo and pay-per-view. Radio audiences are discovering XM and Sirius Satellite Radio. Newspaper readership is becoming an oxymoron. Motion picture audiences can be heard groaning, mocking or booing the pre-feature commercials.

This means there are a lot of people working on new ways to get the product benefits into the brains of the consumers. I do it with humorous radio scripts and subliminally seductive music, but there are going to be some innovations in our industry, and at the risk of appearing foolish, I'm going to make a few predictions. Within the next few years, we'll see:

* Debit card scanners in TV sets, so you can order during a commercial with the flick of your remote.

* Barcodes in songs, so you can download from iTunes by swiping your XM or Sirius player with your Visa or MasterCard.

* Credit cards built into wristwatches, so your "plastic money" is always close at hand.

* Links to product sites in every scene of DVD movies or computer games. Do you want the shoes in the Tony Hawk Pro Skater game? Click-click-click and they're on their way to you via FedEx (note product placement for the big competitor to United Parcel Service).

* Broadcasts of infotainment and advertainment will pop up everywhere: in public restrooms, at the Starbucks, at traffic signals, at the gas pump, on your mailbox, in the packages you purchase, in the parcels that arrive at your door, etc.

* Captive broadcasts. Just as you can preview the music on packaged CDs (available in EU now, but coming soon to the USA), the product benefits, price points and warranty information will play as soon as you lift up a product in the store.

* Digitized logo placement in the rebroadcasts of syndicated TV shows ("Hey, we can sell the product placement another three times!")

* Branded ingredient lists on menus.

* Corporate artwork that takes you on a virtual tour of the company.

* Interactive ads, where you get to play Jerry Seinfeld and/or Superman (or the driver of the BMW) in a five-minute escape from reality (and from reality TV).

* Holographic projections of commercials from postage stamps, car and house keys, magazine covers and ad pages, etc.

And these are just the changes we'll be seeing in the next few years. We're not even discussing the opportunities for advertainment once we move beyond traditional broadcast methodology; when microchips are embedded under your skin, YOU will be the receiver for TV, radio, satellite, telephone, and global positioning system signals. And at that point, the possibilities for marketing communication via advertainment are going to become truly mind-boggling.

Are these prospects exciting, frightening, or both? My view is positive. After all, a lot of these new forms of communication are going to need my scripts and my music.

# # #

Scott G is president of G-Man Music & Radical Radio. His music is on commercials for Verizon Wireless, Goodrich, Monaco Motor Coaches, BAE Systems and more. A creative director of the National Association of Record Industry Professionals (NARIP) and a member of The Recording Academy (NARAS), he writes about music for MusicDish.com and the Immedia Wire Service. The G-Man's albums are released by Delvian Records and are on Apple's iTunes. He can be reached via http://www.gmanmusic.com.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. March / 19 / 2024

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Thanks to generative AI, advertising's business models will be reinvented  Fast Company

Ahead of IPO, Reddit blends advertising into user posts - The Register
Ahead of IPO, Reddit blends advertising into user posts  The Register

Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit - The Business of Fashion
Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit  The Business of Fashion

Kristen Cavallo Retires From Advertising After 30 Years in the Industry - Adweek
Kristen Cavallo Retires From Advertising After 30 Years in the Industry  Adweek

Kristen Cavallo retires from advertising for political activism - Ad Age
Kristen Cavallo retires from advertising for political activism  Ad Age

While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok - Digiday
While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok  Digiday

Fox recalled for Iwo Jima service, advertising agency, TV show - Cleveland Jewish News
Fox recalled for Iwo Jima service, advertising agency, TV show  Cleveland Jewish News

National CineMedia 4Q Profit Rises After Increase In Advertisers - MarketWatch
National CineMedia 4Q Profit Rises After Increase In Advertisers  MarketWatch

Tesla flexes Model Y achievements with Cybertruck in rolling advertisement - TESLARATI
Tesla flexes Model Y achievements with Cybertruck in rolling advertisement  TESLARATI

What a TikTok Ban Would Mean for Advertisers - Bloomberg
What a TikTok Ban Would Mean for Advertisers  Bloomberg

Podcast Industry in 2024: Top Platforms, Audience Stats, & Ad Trends - eMarketer
Podcast Industry in 2024: Top Platforms, Audience Stats, & Ad Trends  eMarketer

TU media studies professor wins award for advertising research - The Collegian online
TU media studies professor wins award for advertising research  The Collegian online

Electronic Advertising Provisions Become Law in VA - Brewers Association
Electronic Advertising Provisions Become Law in VA  Brewers Association

Advertising Sales Representative (Fargo) - KVLY
Advertising Sales Representative (Fargo)  KVLY

Advertise with Us - E&E News by POLITICO
Advertise with Us  E&E News by POLITICO

BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau - BMI, music
BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau  BMI, music

National columnist examines CFPB reverse mortgage advertising data - Yahoo Finance
National columnist examines CFPB reverse mortgage advertising data  Yahoo Finance

CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America - Editor And Publisher Magazine
CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America  Editor And Publisher Magazine

OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023 - PR Newswire
OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023  PR Newswire

Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media - Abccolumbia.com
Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media  Abccolumbia.com

Can advertising tell the truth? This vodka brand is giving it a shot - The Drum
Can advertising tell the truth? This vodka brand is giving it a shot  The Drum

Advertising Could Gobble Up The Grocery Business - AdExchanger
Advertising Could Gobble Up The Grocery Business  AdExchanger

Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024 - MediaPost Communications
Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024  MediaPost Communications

Learning from the (Advertising) Pros | BU Today - Boston University
Learning from the (Advertising) Pros | BU Today  Boston University

Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com - TipRanks
Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com  TipRanks

Advertising salary guide—why design jobs are in demand - Ad Age
Advertising salary guide—why design jobs are in demand  Ad Age

Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase - Yahoo Finance
Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase  Yahoo Finance

Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday? - InvestorsObserver
Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday?  InvestorsObserver

National CineMedia, Inc. Announces New $100 Million Share Repurchase Program - Yahoo Finance
National CineMedia, Inc. Announces New $100 Million Share Repurchase Program  Yahoo Finance

Textured Hair Advertising Campaigns : from one queen to another - Trend Hunter
Textured Hair Advertising Campaigns : from one queen to another  Trend Hunter

Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say. - Insideradio.com
Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say.  Insideradio.com

Court Tosses Out False Ad Case Over Sephora's "Clean" Line - The Fashion Law
Court Tosses Out False Ad Case Over Sephora's "Clean" Line  The Fashion Law

Private Equity Firms Investing in Advertising and Marketing Companies - Business Insider
Private Equity Firms Investing in Advertising and Marketing Companies  Business Insider

Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV - BeetTV
Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV  BeetTV

3 big reasons to be optimistic about advertising in 2024, survey reveals - The Drum
3 big reasons to be optimistic about advertising in 2024, survey reveals  The Drum

ADWEEK Names Ryan Joe Editor in Chief - Adweek
ADWEEK Names Ryan Joe Editor in Chief  Adweek

National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023 - Yahoo Finance
National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023  Yahoo Finance

Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use - AdExchanger
Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use  AdExchanger

Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc.  Defense World

Microsoft Advertising testing new interface similar to Google Ads - Search Engine Land
Microsoft Advertising testing new interface similar to Google Ads  Search Engine Land

What a TikTok Ban Would Mean for Advertisers - WiscNews
What a TikTok Ban Would Mean for Advertisers  WiscNews

A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News - Campaign Asia
A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News  Campaign Asia

EU introduces new rules on transparency and targeting of political advertising - Présidence française du Conseil de l'Union européenne 2022
EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

Sunbelt Securities Inc. Purchases 503 Shares of Lamar Advertising (NASDAQ:LAMR) - Defense World
Sunbelt Securities Inc. Purchases 503 Shares of Lamar Advertising (NASDAQ:LAMR)  Defense World

A weary advertising spend canary in a slow start to the year - AdNews
A weary advertising spend canary in a slow start to the year  AdNews

What Would a TikTok Ban or Sale Mean for Advertisers? - Adweek
What Would a TikTok Ban or Sale Mean for Advertisers?  Adweek

Ayurvedic company in India banned from advertising certain products : Goats and Soda - NPR
Ayurvedic company in India banned from advertising certain products : Goats and Soda  NPR

GenAI in Advertising - EMARKETER
GenAI in Advertising  EMARKETER

MFE rises over 5% on strong Q1 advertising forecast - TradingView
MFE rises over 5% on strong Q1 advertising forecast  TradingView

IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options. - Insideradio.com
IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options.  Insideradio.com

Adalytics report exposes the intricacies of made-for-advertising sites - Digiday
Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

Amazon apologizes after its AI advertising system makes costly error - Search Engine Land
Amazon apologizes after its AI advertising system makes costly error  Search Engine Land

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Free TV says further gambling advertising restrictions would significantly impact revenue  AdNews

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Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com  Fort Atkinson Online

Microsoft shows another Bing popup advertisement to Windows users - Ghacks
Microsoft shows another Bing popup advertisement to Windows users  Ghacks

Gazette wins top news, advertising honors from Wisconsin Newspaper Association - The Janesville Gazette
Gazette wins top news, advertising honors from Wisconsin Newspaper Association  The Janesville Gazette

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Elections 2024: Political advertisers supercharge TV News AdEx growth; to grow by over 85 percent  Storyboard18

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Data: Advertising budgets impacted by privacy legislation & signal loss  Mobile Marketing

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Goodbye Lady In Red: Massive Illegal West End Avenue Building Advertisement Comes Down  westsiderag.com

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Jivox Announces IQ DaVinci For Direct Advertising: A Single Workflow To Launch Campaigns On Multiple Retail Media ...  PR Web

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Large Brands Are Still Advertising on Made-for-Advertising Sites  Adweek

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Anomaly wins global brief to ‘supercharge’ Tonies audio platform  More About Advertising

Hispanic Hair Care Campaigns - Trend Hunter
Hispanic Hair Care Campaigns  Trend Hunter

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Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits  Yicai Global

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Paper v pixels: Making a sustainable advertising choice  The Media Leader

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Pennsylvania now advertising in NYC, Chicago to push execs, business people to relocate to the state  Tri-State Alert

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Egg freezing: 41 percent of clinics could be breaching advertising guidelines • PET  BioNews

Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now - Ottawa Citizen
Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now  Ottawa Citizen

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The Pilot Announce Exciting Updates for Supporters, Readers and Advertisers  PenBayPilot.com

Social Security: How we protect you from misleading advertising and communications - Terre Haute Tribune Star
Social Security: How we protect you from misleading advertising and communications  Terre Haute Tribune Star

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US oil production hits record levels under Biden  Vox.com

The Willy Wonka experience's generative AI debacle is just the start of our nightmarish new advertising reality - Fast Company
The Willy Wonka experience's generative AI debacle is just the start of our nightmarish new advertising reality  Fast Company

Columbia man found guilty after advertising drugs on social media - WIS News 10
Columbia man found guilty after advertising drugs on social media  WIS News 10

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Who Benefits from Direct-to-Consumer Pharmaceutical Advertising?  UMass News and Media Relations

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Brands unknowingly wasting dollars on Made for Advertising sites  Search Engine Land

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DCPS begins re-advertising for superintendent position as search drags on  Yahoo! Voices

Advertise - exploreClarion
Advertise  exploreClarion

TikTok advertisers will look to rivals if US Senate moves ahead on ban - Reuters
TikTok advertisers will look to rivals if US Senate moves ahead on ban  Reuters

MediaLink-UTA dispute signals end of an era for advertising excess - Campaign US
MediaLink-UTA dispute signals end of an era for advertising excess  Campaign US

Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest - Defense World
Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest  Defense World

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‘Sneaky’ social media ads are luring young into gambling, say campaigners  The Guardian

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The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear)  Media Makers Meet

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Water brands face recent class action lawsuits over false advertising, microplastics, more  Top Class Actions

Inside the 'made for advertising' crackdown—and why it isn't working - Ad Age
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Amazon Says It Sold Ads for Products Shoppers Couldn't Buy - Bloomberg
Amazon Says It Sold Ads for Products Shoppers Couldn't Buy  Bloomberg

A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well - EMARKETER
A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well  EMARKETER

CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE) - Variety
CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE)  Variety

FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising - KMVT
FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising  KMVT

Storyboard18 - Storyboard18
Storyboard18  Storyboard18

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Enduring Power of Attorney as an integral tool for asset protection and care assurance – legal insights  South China Morning Post

RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts - Hollywood Reporter
RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts  Hollywood Reporter

How the TikTok ban threat is affecting advertisers and creators - Ad Age
How the TikTok ban threat is affecting advertisers and creators  Ad Age

SDSU student advertising team receives top honors at American Advertising Awards - SDSU Athletics
SDSU student advertising team receives top honors at American Advertising Awards  SDSU Athletics

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Meet The Ad Tech Players Using Generative AI For Their Media Buys - AdExchanger
Meet The Ad Tech Players Using Generative AI For Their Media Buys  AdExchanger

Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion - Modern Retail
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Lamar Advertising (NASDAQ:LAMR) Shares Acquired by Raleigh Capital Management Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Acquired by Raleigh Capital Management Inc.  Defense World

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The role of CMO in driving success for CXOs  ETBrandEquity

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