What is plinking?
Plinking is a kind of interactive product placement which you can interact by being embedded in an audiovisual medium through which you can make a purchase. This not only means that you can make references to the brand while playing a video, such as the brand of clothes or the shoes worn by those that appear on it, but also when you stop the video you can click on those products and obtain more information or access the web directly to purchase them.
TOOL FOR INTERACTIVE MEDIA
It’s a formula to promote products or services in an e-commerce that works in the form of hyperlinks, that is, brands tag their products in the place of the video they want. It’s possible the public labels. It can be done with any device that allows interactivity: Internet/web, T-commerce, M-commerce…
It arises to solve one of the main challenges: intrusive advertising and Ad Blokers. This tool is not excessively intrusive because the purchase can be made only when the video is paused. And if the consumer wants, he can choose to see the products labelled or not. Something similar happens with the fiction content in ‘The Wardrobe Of The Tele’, but the difference is that here you do not see the links to the products in direct, there is a label that indicates that you can acquire those products if you go to the web. And if you do, there they are.
Plinking turns out to be a tool that is still far from being developed but is already beginning to spread. Currently, IKEA and YouTubers use them a lot.
AN EXAMPLE OF PLINKING
‘Stupid’ from Diese is an example of a campaign using this tool:
As a result of concerns about the second screen, brands are gradually claiming fiction content to add their links and do plinking. And this is how a new business model emerges, a company that engages in this is Plinkers.
COMPANIES THAT DO PLINKING
These companies are dedicated to optimising video content. They advise, create and offer technical and marketing solutions for TV channels, producers, advertising agencies with the aim of creating new user experiences and finding a new video content monetization tool.