The Knowledge - James Grant Hay
The Knowledge is a series of interviews with leading screen industry figures, conducted by experienced film journalist Andrew Urban and published via the CSB blog.
James Grant Hay - biography
James Grant Hay is the founder and managing director of Australian product placement and branded entertainment agency InShot. His company’s recent Australian feature film projects include Three Dollars, Hating Alison Ashley and Little Fish, starring Oscar-winning actress Cate Blanchett. In addition to its film and television portfolios, InShot specialises in in-game advertising in video games, branded mobile games, Webisodes and online video advertising. InShot’s client list includes Kodak Australia, Hyundai, Nike, Apple Computer, Sony, Atari, Foster’s Group, Siemens, Microsoft Xbox, Swatch Group and Champagne Bollinger.
Prior to launching InShot in 2003, James worked in media sales with Foxtel and The Val Morgan Cinema Network. He was a speaker at X/Media/Lab, Resfest Digital Film Festival and the Screen Producers Association of Australia (SPAA) conference in 2004 and is a founding board member of the Australian chapter of the Branded Content Marketing Association (BCMA) based in London. He holds a Bachelor of Arts degree from Bond University and is a graduate of the Victorian College of the Arts School of Film and Television. A regular news media commentator and university guest lecturer of RMIT, James is also a guest feature writer on the branded entertainment space for Marketing Magazine in Australia. In 2008, InShot will launch its online video product placement marketplace.
Audio download
Chapter 1 - InShot and the product placement business - 17 minutes
- The business model for InShot
- Product placement and how it works
- Representing brands, production alliances
- Revenue streams
- How product placement helps producers
- Australia is among the top 5 product placement markets
- Demand coming from advertisers
- Impact on traditional screen advertising
Video downloads
Chapter 2 - Opportunities and flexibility - 12 minutes
- Informing producers and building an entrepreneurial approach
- Flexible business model
- Opportunity for content creators
- Advertiser-funded programming
- The European situation
Video downloads
Chapter 3 - Changing models - 10 minutes
- Impact of the Producer Offset
- The motivation for advertiser is visibility
- Branded content - a new revenue stream
- Changes to ‘appointment television’ and the impact on advertising
Video downloads
Chapter 4 - Monetisation and coordination - 7 minutes
- Advertising-funded v subscription content
- Hotspotting/hypervideo - advertising inserted digitally in content
- Coordination is one challenge in product placement
- Globalisation of product placement
Video downloads
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