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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 Thu. December / 12 / 2019

The advertising barrage begins less than two months before the Iowa caucuses - CNN
The advertising barrage begins less than two months before the Iowa caucuses  CNN

Bloomberg pours $100 million into 2020 advertising blitz - Fox Business
Bloomberg pours $100 million into 2020 advertising blitz  Fox Business

University of Phoenix Settles Deceptive Advertising Claims for $191 Million - The Wall Street Journal
University of Phoenix Settles Deceptive Advertising Claims for $191 Million  The Wall Street Journal

How SMBs can make more money with digital advertising - DigitalCommerce360
How SMBs can make more money with digital advertising  DigitalCommerce360

Tokyo 2020 Olympics already at over $1B in TV advertising revenue - Fox Business
Tokyo 2020 Olympics already at over $1B in TV advertising revenue  Fox Business

Healthy Community, ADVERTISING: Advertorial — HOLLY CARLING: Sacrificing our health - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — HOLLY CARLING: Sacrificing our health  Coeur d'Alene Press

Univ. of Phoenix Must Pay $191M for Deceptive Advertising—Mostly to Students - Nonprofit Quarterly
Univ. of Phoenix Must Pay $191M for Deceptive Advertising—Mostly to Students  Nonprofit Quarterly

VIZIO LAUNCHES DIRECT ADVERTISING BUSINESS - Broadcasting & Cable
VIZIO LAUNCHES DIRECT ADVERTISING BUSINESS  Broadcasting & Cable

CBS Joins OpenAP Advertising Consortium - Deadline
CBS Joins OpenAP Advertising Consortium  Deadline

Kim Kardashian West suing Alabama doctor over ‘vampire facial’ advertising - AL.com
Kim Kardashian West suing Alabama doctor over ‘vampire facial’ advertising  AL.com

Report: Advertising Scammer Bribed a Facebook Employee to Keep Its Posts Up - Gizmodo
Report: Advertising Scammer Bribed a Facebook Employee to Keep Its Posts Up  Gizmodo

Maurice Saatchi quits advertising firm he co-founded - BBC News
Maurice Saatchi quits advertising firm he co-founded  BBC News

Online advertising key in countdown to Iowa caucuses - UI The Daily Iowan
Online advertising key in countdown to Iowa caucuses  UI The Daily Iowan

What's next for podcast advertising - AdAge.com
What's next for podcast advertising  AdAge.com

PlaceIQ and FourthWall Media Partner to Connect TV Advertising with In-Store Visits - MarTech Series
PlaceIQ and FourthWall Media Partner to Connect TV Advertising with In-Store Visits  MarTech Series

Advertising and communications company Lindsay, Stone & Briggs to close - Madison.com
Advertising and communications company Lindsay, Stone & Briggs to close  Madison.com

OpenX Granted Patent For Scoring Impressions and Users in Programmatic Advertising - MarTech Series
OpenX Granted Patent For Scoring Impressions and Users in Programmatic Advertising  MarTech Series

Commercial – False advertising – Lanham Act - Massachusetts Lawyers Weekly
Commercial – False advertising – Lanham Act  Massachusetts Lawyers Weekly

Here's what you need to know in advertising and media this week - Business Insider
Here's what you need to know in advertising and media this week  Business Insider

How successful retail advertisers stand out - Retail Customer Experience
How successful retail advertisers stand out  Retail Customer Experience

Keep your LinkedIn advertising strategy focused in 2020 - Marketing Land
Keep your LinkedIn advertising strategy focused in 2020  Marketing Land

Meghan Markle's designer pal ordered to stop advertising with royal's photos: report - Fox News
Meghan Markle's designer pal ordered to stop advertising with royal's photos: report  Fox News

The advertising industry is re-evaluating its core purpose, expert says - CNBC
The advertising industry is re-evaluating its core purpose, expert says  CNBC

SEC's Advertising Changes For Investment Advisers | Fox Rothschild LLP - JD Supra
SEC's Advertising Changes For Investment Advisers | Fox Rothschild LLP  JD Supra

The Pitch: Advertising and marketing news for 12.11.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 12.11.19  RichmondBizSense

Traditional Advertising Methods That Work - Business.com
Traditional Advertising Methods That Work  Business.com

Top Phoenix news: University to settle false-advertising claims; seeking $181K lottery winner; more - Hoodline
Top Phoenix news: University to settle false-advertising claims; seeking $181K lottery winner; more  Hoodline

Advertising continues to assume mothers only use knowledge for domestic caring - Phys.Org
Advertising continues to assume mothers only use knowledge for domestic caring  Phys.Org

BIA: Financial Ads To Fuel Local Advertising In 2020 - Radio & Television Business Report
BIA: Financial Ads To Fuel Local Advertising In 2020  Radio & Television Business Report

Thanks To Our Advertisers! - Above the Law
Thanks To Our Advertisers!  Above the Law

What to Watch For: 2020 Trends, Predicted by Video Advertising's Leading Experts - AdExchanger
What to Watch For: 2020 Trends, Predicted by Video Advertising's Leading Experts  AdExchanger

Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Enduring gifts - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Enduring gifts  Coeur d'Alene Press

NBCU Claims $1B in Olympic Advertising Sales - Broadcasting & Cable
NBCU Claims $1B in Olympic Advertising Sales  Broadcasting & Cable

Cashmere Agency Appoints Advertising Veteran Chuka Schneider as Group Account Director - Associated Press
Cashmere Agency Appoints Advertising Veteran Chuka Schneider as Group Account Director  Associated Press

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Holiday stress management: Biggest causes of stress and anxiety - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Holiday stress management: Biggest causes of stress and anxiety  Coeur d'Alene Press

How In-App Advertising is Collecting Your Data [Infographic] - Business 2 Community
How In-App Advertising is Collecting Your Data [Infographic]  Business 2 Community

Tech Tuesday: Regulating Political Advertising - WOSU
Tech Tuesday: Regulating Political Advertising  WOSU

OpenX Granted Patent For Scoring Impressions, Users In Programmatic Advertising 12/11/2019 - MediaPost Communications
OpenX Granted Patent For Scoring Impressions, Users In Programmatic Advertising 12/11/2019  MediaPost Communications

YouTube Introduces Shopping Ads To Increase Visual Advertising - Forbes
YouTube Introduces Shopping Ads To Increase Visual Advertising  Forbes

Shamrock Capital Makes Investment in Ad Results Media, the Leading Advertising Agency in Audio and Podcasting - Business Wire
Shamrock Capital Makes Investment in Ad Results Media, the Leading Advertising Agency in Audio and Podcasting  Business Wire

Will the 2020s be online advertising's holistic decade? - TechCrunch
Will the 2020s be online advertising's holistic decade?  TechCrunch

It's almost 2020, and advertisers still see women as mom-shaped placeholders - Fast Company
It's almost 2020, and advertisers still see women as mom-shaped placeholders  Fast Company

Donald J. DeBona Sr., who sold advertising for a medical publisher, dies - Baltimore Sun
Donald J. DeBona Sr., who sold advertising for a medical publisher, dies  Baltimore Sun

How to be the Best at Drive-to-Store Advertising - ExchangeWire
How to be the Best at Drive-to-Store Advertising  ExchangeWire

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

Google changed its targeting policies to shine a light on political ads, but campaigns are now eyeing more opaque platforms - CNBC
Google changed its targeting policies to shine a light on political ads, but campaigns are now eyeing more opaque platforms  CNBC

What investment advisers should know about the SEC’s proposed advertisement solicitation rule updates - JD Supra
What investment advisers should know about the SEC’s proposed advertisement solicitation rule updates  JD Supra

ShopAdvisor Survey Exposes Gaps in Advertising and Promotion Strategies for QSR and Fast Casual Restaurants - PRUnderground
ShopAdvisor Survey Exposes Gaps in Advertising and Promotion Strategies for QSR and Fast Casual Restaurants  PRUnderground

Political advertising has embraced the memefication of everything, including Love Actually - New Statesman
Political advertising has embraced the memefication of everything, including Love Actually  New Statesman

Microsoft is about to start aggressively advertising Windows 10 to Windows 7 stragglers - BetaNews
Microsoft is about to start aggressively advertising Windows 10 to Windows 7 stragglers  BetaNews

Is Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) CEO Paid Enough Relative To Peers? - Yahoo Finance
Is Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) CEO Paid Enough Relative To Peers?  Yahoo Finance

Google restricted ad targeting for political ads - Vox.com
Google restricted ad targeting for political ads  Vox.com

Legal Public Notices 12/11 | Legal Advertising - Orlando Weekly
Legal Public Notices 12/11 | Legal Advertising  Orlando Weekly

That $120,000 banana and the limits of brands jumping on bandwagons - Fast Company
That $120,000 banana and the limits of brands jumping on bandwagons  Fast Company

Pick one: Mental health or work in advertising - Campaign US
Pick one: Mental health or work in advertising  Campaign US

Five advertising trends for 2020 from Australasia's top creatives - The Drum
Five advertising trends for 2020 from Australasia's top creatives  The Drum

TV ad sales leaders who left their jobs in 2019 - AdAge.com
TV ad sales leaders who left their jobs in 2019  AdAge.com

Anne Fine: Story on hospital expansion read like free advertising - GazetteNET
Anne Fine: Story on hospital expansion read like free advertising  GazetteNET

Facebook and Alphabet upgraded by Stifel on advertising optimism - CNBC
Facebook and Alphabet upgraded by Stifel on advertising optimism  CNBC

Cut the cookie: digital advertising's overdue diet - The Drum
Cut the cookie: digital advertising's overdue diet  The Drum

When Must a Travel Advisor Disclose Supplier Identity in Advertising? - Travel Market Report
When Must a Travel Advisor Disclose Supplier Identity in Advertising?  Travel Market Report

Editorial: Legislature wise to consider shining a light on political advertising - Yakima Herald-Republic
Editorial: Legislature wise to consider shining a light on political advertising  Yakima Herald-Republic

Vizio Launches Direct-To-Purchase, Smart TV Advertising Business 12/11/2019 - MediaPost Communications
Vizio Launches Direct-To-Purchase, Smart TV Advertising Business 12/11/2019  MediaPost Communications

The 30 Under 30 Reshaping Marketing And Advertising 2020 - Forbes
The 30 Under 30 Reshaping Marketing And Advertising 2020  Forbes

More Issues for Advertisers on CBD Copy - Radio & Television Business Report
More Issues for Advertisers on CBD Copy  Radio & Television Business Report

Apple is forcing the ad industry to change - Computerworld
Apple is forcing the ad industry to change  Computerworld

5 trends that threaten the Facebook-Google duopoly in digital advertising - AdAge.com
5 trends that threaten the Facebook-Google duopoly in digital advertising  AdAge.com

Why podcast advertising is effective - AdNews
Why podcast advertising is effective  AdNews

Lawyers take action against BP's climate greenwashing advertising campaign - Balkan Green Energy News
Lawyers take action against BP's climate greenwashing advertising campaign  Balkan Green Energy News

Snapchat enjoys a bump in political advertising - Financial Times
Snapchat enjoys a bump in political advertising  Financial Times

FDA issues warning letter for not including the most serious risks in advertisement for medication-assisted treatment drug - FDA.gov
FDA issues warning letter for not including the most serious risks in advertisement for medication-assisted treatment drug  FDA.gov

Mother accuses Marks & Spencer of false advertising after buying ‘awful’ Christmas tree online - The Independent
Mother accuses Marks & Spencer of false advertising after buying ‘awful’ Christmas tree online  The Independent

3 Top Stocks to Buy in Digital Advertising - Motley Fool
3 Top Stocks to Buy in Digital Advertising  Motley Fool

Nearly Nine In Ten Think Political Advertising Rules Need Strengthening 12/10/2019 - MediaPost Communications
Nearly Nine In Ten Think Political Advertising Rules Need Strengthening 12/10/2019  MediaPost Communications

Ad buyers are wary of advertising becoming a casualty of the streaming wars - Digiday
Ad buyers are wary of advertising becoming a casualty of the streaming wars  Digiday

Amazon Management Talks AWS and Advertising - The Motley Fool
Amazon Management Talks AWS and Advertising  The Motley Fool

To Draw Advertisers, Video Services Need to Agree on Audience Measures - The Information
To Draw Advertisers, Video Services Need to Agree on Audience Measures  The Information

Advertising + alcohol: An examination of modern agency culture - Campaign US
Advertising + alcohol: An examination of modern agency culture  Campaign US

Instagram marketing is taking over the advertising industry - - VENTS Magazine
Instagram marketing is taking over the advertising industry -  VENTS Magazine

Advertising veteran Tara Sinha no more - Livemint
Advertising veteran Tara Sinha no more  Livemint

Hulu Says Advertising DTC Brands is Very Effective with Streaming - Cord Cutters News, LLC
Hulu Says Advertising DTC Brands is Very Effective with Streaming  Cord Cutters News, LLC

Sight Lines ezine: A first look at the dazzling Daxing Airport advertising - The Moodie Davitt Report - The Moodie Davitt Report
Sight Lines ezine: A first look at the dazzling Daxing Airport advertising - The Moodie Davitt Report  The Moodie Davitt Report

Landmark Lawsuit Wants Fossil Fuels Ads to Carry Warning Labels - Gizmodo
Landmark Lawsuit Wants Fossil Fuels Ads to Carry Warning Labels  Gizmodo

Rising Demand for Online Display Advertising Services Market by 2019-2026 Focusing on Leading Players Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek - Market Report Gazette
Rising Demand for Online Display Advertising Services Market by 2019-2026 Focusing on Leading Players Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek  Market Report Gazette

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Arlington Vet Turns to Advertising to Find Kidney Donor - Dallas Observer
Arlington Vet Turns to Advertising to Find Kidney Donor  Dallas Observer

Chase bank chooses Dallas man with Down syndrome for advertising campaign - The Dallas Morning News
Chase bank chooses Dallas man with Down syndrome for advertising campaign  The Dallas Morning News

How to police political advertising - The Economist
How to police political advertising  The Economist

Internet giants are shelling out billions on advertising, driving global growth in spending: GroupM - Which-50
Internet giants are shelling out billions on advertising, driving global growth in spending: GroupM  Which-50

US Patent no. 10255615: System and method for contextual virtual local advertisement insertion - Lexology
US Patent no. 10255615: System and method for contextual virtual local advertisement insertion  Lexology

Facebook launches new safety tools for advertisers as criticism continues over false political ads - CNBC
Facebook launches new safety tools for advertisers as criticism continues over false political ads  CNBC

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Carvertise Expands as It "Drives" National Advertising Campaigns - MarTech Series
Carvertise Expands as It "Drives" National Advertising Campaigns  MarTech Series

Should Pressman Advertising Limited’s (NSE:PRESSMN) Weak Investment Returns Worry You? - Simply Wall St
Should Pressman Advertising Limited’s (NSE:PRESSMN) Weak Investment Returns Worry You?  Simply Wall St

'Open discrimination of foreigners': Landlord fined after advertising flat 'to Germans' - The Local Germany
'Open discrimination of foreigners': Landlord fined after advertising flat 'to Germans'  The Local Germany

Ad Buyers Starting To Use The Trade Desk DSP Over Google, According To Advertiser Perceptions Report - AdExchanger
Ad Buyers Starting To Use The Trade Desk DSP Over Google, According To Advertiser Perceptions Report  AdExchanger

Bloomberg places at least $37 million in television advertising over next two weeks - CNN
Bloomberg places at least $37 million in television advertising over next two weeks  CNN

A Beginner's Guide to Programmatic Advertising and How it Works - Promotion World
A Beginner's Guide to Programmatic Advertising and How it Works  Promotion World

Peloton 'wife' pops up in new advertisement - Reuters
Peloton 'wife' pops up in new advertisement  Reuters

Former Labour MPs launch advertising blitz urging voters to reject Corbyn at election - The Independent
Former Labour MPs launch advertising blitz urging voters to reject Corbyn at election  The Independent

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