The Importance of Product Placement Discussed at the 2nd International Product Placement Symposium In Istanbul
ISTANBUL, TURKEY, (January, 24, 2014) – The 2nd International Product Placement Symposium marked a new chapter in the industry of product placement in Turkey. Organized by Istanbul-based agency 3P Product Placement Production and held at the Sheraton Maslak Istanbul Hotel on January 17-18, 2014, the event brought together the world’s experts raising some fundamental questions on the practice and processes of product placement.
Among the international speakers and 3P agency partners were Hollywood’s reputed branded entertainment professional Marsha R. Levine, CEO of A-List Entertainment (The Matrix, Spiderman 3, Desperate Housewives, Friends, Twilight Saga: Breaking Dawn) and Munich-based product placement agency expert Sandra Freisinger from MaMedia. Seasoned leaders on product placement strategy such as Locavi’s Dr. Ferdinand Froning (Sex and the City, Transformers, A Good Day to Die Hard) and performance coach Ralph Watson also shared examples and their views on effective product placement processes.
(RTÜK) Radio and Television Supreme Council President Dr. Davut Dursun; (TVYD) Television Broadcasters Association Board of Directors President Dr. Zahid Akman, and representatives of Turkish national government entities such as the Ministry of Economy, the Turkish Exporters Assembly (TIM), the Istanbul Chamber of Commerce (ITO), the Advertising Foundation, and main broadcast and global corporation members also presented their views on the topic.
As (RTÜK) Radio and Television Supreme Council member Dr. Hamit Ersoy said based on the organization’s research, 80% of television advertising spots in Turkey are not watched which makes product placement a marketing tool that should be strongly considered by brands.
As a result of the fruitful discussions at the event, and as later confirmed by RTUK President Dr. Davut Dursun during Bloomberg TV program Reklamarkasi on Friday 24, 2014, the Radio and Television Supreme Council will take the necessary steps to improve the regulations of product placement in Turkey, by revising the laws that limit four product placements to one hour of broadcast on television. This will facilitate a better management of the practice at a national level.
With more than 35 participants, 5 workshops and 4 panels, the event also hosted the first talks and laid out plans for the establishment of the first European product placement association which has been named as BEEMA (Branded Entertainment Europe MENA Asia). The BEEMA Association will be launched at DISCOP Istanbul, Eurasia’s highly regarded television and online content industries gathering, in March 4-6, 2014. “With the help of BEEMA, brands will be able to easily reach their target audiences and production companies will benefit from an ideal pool of contacts and information. Istanbul stands as a bridge between Europe, Asia and the Middle East and North Africa, regions were Turkish serials are very popular,” says M. Akif Ebiçlioğlu, co-founder of BEEMA and CEO of 3P Product Placement Production.
The Second International Product Placement Symposium opened up fresh opportunities in the field of branded entertainment, making use of Istanbul’s bridging location to Europe, the Middle East and North Africa, and Turkey’s popular and internationally-distributed television content.
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M. Akif Ebiçlioğlu / Raquel Casino
3P Product Placement Production
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