Are you curious about incidental advertising and how it is affecting consumers? In this week’s newsletter we explore the phenomenon of incidental advertising and how it works in today’s media climate. We’ll start with a definition of incidental advertising, then move on to why it’s becoming increasingly popular with marketers. After that, we’ll examine the various ways it’s used and how it impacts consumers. Finally, we’ll explore the ethical questions around incidental advertising and how it differs from product placement. So whether you’re a consumer or marketer, come with us as we journey through the world of incidental advertising and learn how to best understand it!
This week’s brain teaser!
Before we dive in, it’s time to sharpen your mind with the weekly brain teaser! I am all around, silently shaping your thoughts and decisions, but you hardly notice me. What am I?
This week’s term: Incidental Advertising
Incidental advertising is a form of advertising that does not directly promote a brand or product, but rather integrates it into the background or storyline of another medium, such as a movie, a TV show, or a video game. The purpose of incidental advertising is to create brand awareness and recognition without being intrusive or annoying to the audience. Incidental advertising can also enhance the realism and credibility of the medium by using familiar and authentic products.
Incidental advertising is different from product placement, which is a more explicit and paid form of advertising that involves placing a brand or product in a prominent position or scene in another medium. Product placement usually requires an agreement between the advertiser and the producer of the medium, while incidental advertising can be done without such an agreement.
Key differences between incidental advertising and product placement:
| Feature | Incidental Advertising | Product Placement |
| Intent | Unintentional | Intentional |
| Overtness | More subtle | More overt |
| Target audience | Not targeted | Targeted |
| Effectiveness | Can be effective at raising brand awareness | Can be more effective at influencing purchase decisions |
At its core, incidental advertising is about connecting a brand with a specific audience and providing that audience with an immersive cinematic experience. It is an effective Marketing strategy designed to deliver a message to a target customer base. Companies can use incidental advertising to promote their products and services without spending large amounts of money on conventional advertising campaigns.
Incidental advertising can be beneficial for both the advertiser and the producer of the medium. For the advertiser, incidental advertising can increase brand exposure and recall, as well as generate positive associations and word-of-mouth. For the producer of the medium, incidental advertising can reduce production costs, add realism and variety, and avoid legal issues.
The benefits of incidental advertising are numerous. It can give a brand more visibility, create a strong brand reputation, and even increase sales as it engages consumers in a more personal and powerful way. Unlike traditional advertising, incidental advertising is tailored to the individual, which has its own advantages. For example, a company that sells high-tech gadgets may want to strategically place their products in action movies in order to raise brand awareness and ultimately, boost sales.
Incidental advertising can also have a positive impact on the company’s bottom line. It is an effective way to capture an audience’s attention and compel them to purchase the product. Not only is it an excellent way to increase brand awareness and create customer loyalty, but it also helps to build trust with the customer base.
By utilizing the power of incidental advertising, companies can benefit from a creative and cost-effective way to promote their products and services. With the rise of social media, there are even more opportunities for using incidental advertising to target potential customers. Through strategic placement, companies can increase brand recognition, increase their customer base, and maximize their ROI. So, if you’re looking for a creative and effective way to promote your business, this may just be the right tool.
Case Studies on How Brands Use Incidental Advertising
Emirates Airlines in ‘’Sex and the City 2’’ Series
Emirates made strategic product placements in blockbuster Hollywood movies. Sex and the City 2 is a 2010 romantic comedy film that is a sequel to the 2008 film Sex and the City, which is based on the HBO TV series of the same name. The film follows the four main characters, Carrie, Samantha, Charlotte, and Miranda, as they travel to Abu Dhabi for a luxury vacation.
Emirates Airlines is the national airline of the United Arab Emirates (UAE), and it is one of the largest and most prestigious airlines in the world. Emirates Airlines operates flights to over 150 destinations across six continents, and it is known for its high-quality service and amenities.
The airline made a strategic incidental advertising in Sex and the City 2 by featuring its brand and services in several scenes of the film. For example, Emirates Airlines’ logo was visible on the tickets, boarding passes, luggage tags, and uniforms of the characters. It also showcased its first-class cabin, lounge, and spa in the film, as well as its destination, Abu Dhabi. In fact, the film’s producer, Michael Patrick King, said that he chose the UAE as the setting for the film because he wanted to show a contrast between the characters’ lives in New York and a different culture. He also said that he did not receive any money or incentives from the UAE government or Emirates Airlines for filming in Dubai. However, he did acknowledge that Emirates Airlines provided access to its airport lounges and aircrafts for filming purposes. Therefore, it seems that Emirates Airlines’ incidental advertising in Sex and the City 2 was more of a mutual benefit than a paid deal.
Souq.com in ‘’Al Hayba’’ Ramadan Series
Souq.com is a Dubai-based online retailer that sells a wide range of products, from electronics to fashion. Souq.com was acquired by Amazon in 2017 and rebranded as Amazon.ae in 2019. The use incidental advertising by Souq.com to subtly integrate its services into popular Middle Eastern TV series, portraying characters using the platform. For example, in the 2016 Ramadan series “Al Hayba”, a Lebanese drama about a clan leader and his love interest, one of the characters orders a dress from Souq.com and receives it the next day. In another scene, another character browses Souq.com on his laptop and comments on the deals and discounts available.
Although Souq.com seems to have executed product placement in ‘’Al Hayba’’, the lack of evidence positions the campaign as incidental advertising. For this campaign to be categorized as a product placement one determining factor needs to be cleared and that is proof-of-payment. No such claim exists publicly and as such we determine it is what it is, incidental.
The deduction of our AI on this is summed below:
- Souq.com did not place its brand or product in a prominent position or scene in the TV series, but rather integrated it into the background or storyline of the TV series. The placements were not intrusive or distracting, but rather blended in with the environment and added realism and variety to the show.
- Souq.com did not pay a fee for the placement of its brand or product in the TV series, nor did it have an agreement with the producer of the TV series. (lack of evidence that a payment was made)
- Souq.com did not directly promote its brand or product or influence the audience’s purchase decision in the TV series, but rather created brand awareness and recognition among the audience.
Almarai in ‘’El-Khaleya’’ & ‘’Al-Asouf’’
Almarai is a Saudi Arabian dairy company that produces and distributes a wide range of dairy products, such as milk, cheese, yogurt, butter, and cream. Almarai is one of the largest and most popular dairy brands in the Middle East, with a market share of over 50% in Saudi Arabia.
The use of incidental advertising to integrate its products into daily life scenes of various Middle Eastern films and shows. For example, in the 2017 Egyptian comedy film “El-Khaleya” (The Cell), one of the characters drinks Almarai milk from a carton while watching TV. In another scene, another character eats Almarai cheese with bread for breakfast. In the 2018 Saudi drama series “Al-Asouf” (The Winds), one of the characters serves Almarai yogurt to her guests. In another scene, another character buys Almarai butter from a grocery store.
Their strategy aimed to promote its dairy products as everyday essentials that are consumed by different segments of the society. Almarai also wanted to increase its brand awareness and loyalty among the viewers of the films and shows, as well as to showcase its product quality and variety.
Pepsi in ‘’The Voice Arabia’’
The Voice Arabia is a popular reality singing competition show that airs on MBC, one of the largest broadcasters in the Middle East. Pepsi, one of the sponsors of the show, used incidental advertising to subtly integrate its brand into the show’s format and content. For example, Pepsi’s logo was displayed on the microphones used by the contestants and coaches, as well as on the cups and bottles placed on their tables. Pepsi also created branded content for the show’s social media platforms, such as behind-the-scenes videos and interviews with the contestants and coaches. Pepsi’s incidental advertising strategy aimed to create a strong association between its brand and music, as well as to reach a large and engaged audience across multiple channels.
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We have seen some examples of how incidental advertising was executed by brands in the MENA region, such as Pepsi, Souq.com, Emirates, and Almarai. These examples showed how incidental advertising can increase brand exposure and recall, as well as generate positive associations and word-of-mouth. However, we also noticed that most campaigns in the MENA region are not documented or reported in detail. This makes it hard to learn from the mistakes and successes of others. If you would like us to cover your next campaign drop us an email and we’ll be in touch soon!
Answer for the riddle: Incidental Advertising
Did you guess it right? If you did, congratulations! You are well-versed in marketing terminology. If you didn’t, don’t worry! You can always learn more by subscribing to our newsletter and reading our articles.
Stay tuned for our next issue, where we will explore another interesting marketing topic. Until then, happy marketing!
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