Long ago I wondered about those global positioning satellites above us. I thought about how they can pinpoint where we are and how we might use that technology for more than just targeting systems. Then mobile phones came out and not long after Google Maps showed us how to get around. When Bluetooth came about, our phones suddenly became part of a hyper-local tool kit that didn’t need a satellite and is far more accurate. Bluetooth gave birth to wireless headsets so we could talk hands free. It allows our phones to talk with our computers or our car. And as soon as we were able to download apps for our phones we had advertising to go with them. Then someone realized advertising could take advantage of that hyper-local tool kit and proximity marketing was born.
A short background on where this idea came from. Product placement is the practice of displaying a brand’s product or trademark somewhere within the content being consumed. It can be subtle or big and bold.
Product placement has been around a long time. “In the 1920s-30s US commercial radio evolved into a sponsored medium when broadcasters sought to impose the cost of programming onto advertisers. 1.” Product placement made its way into the film industry in the 1920s 2.
- Branded Entertainment Reshapes Media Ecosystem, Cynthia B. Meyers, Carsey-Wolf Center ↩
- The Elon Journal of Undergraduate Research in Communications, Vol. 1, No. 1, Winter 2010 ↩