Advertising’s latest tactic: behavior placement

The 40th anniversary of Earth Day is just around the corner (April 22, 2010), so how do you get the word out?

The Wall Street Journal reported that broadcast company, NBC Universal, is taking a new approach to advertising with behavior placement. “In just one week on NBC, the detectives on “Law and Order” investigated a cash-for-clunkers scam, a nurse on “Mercy” organized a group bike ride, Al Gore made a guest appearance on “30 Rock,” and “The Office” turned Dwight Schrute into a cape-wearing superhero obsessed with recycling.”

Coincidence? Hardly. NBC Universal planted these eco-friendly elements into scripted television shows to influence viewers in a way that they won’t really notice Tina Fey tossing a plastic bottle into the recycle bin, or that a character on “Law and Order: SVU” switched to energy-saving light bulbs. It’s designed to sway viewers to adopt and model their actions as seen in their favorite shows. Blatant product placement can put off cynical, savvy viewers. “People don’t want to be hit over the head with it,” says NBC Universal Chief Executive Jeff Zucker. “Putting it in programming is what makes it resonate with viewers.”

Moreover, in a time where broadcast TV advertising is on the decline, it helps sell ads to brands looking to ally themselves with a socially aware program. Behavior placement is an extra incentive to advertising at a time when digital video recorders give viewers with an unprecedented ability to skip commercials. This way, advertisers aren’t forcing their way into YOUR program via pesky commercials.