Streamers Have Fallen for Digital Product Placement, but Buyers Aren’t Yet Sold

Amazon and Peacock can now insert brands in postproduction and swap new ones in later

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Traditional TV product placement takes months or even years to plan and execute. But with advancements in digital effects, almost anything is on the table—and Amazon is taking that sentiment literally.

During its NewFronts presentation in May, Amazon showcased an example of M&M’s digitally appearing on a table in an episode of Prime Video’s series Bosch. Despite the candy not being on set during filming, Amazon’s Virtual Product Placement (VPP) had the brand front and center in the scene. “The



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This story first appeared in the Aug. 1, 2022, issue of Adweek magazine. Click here to subscribe.