Product placement and tech – more than just good guys using Macs

Let's not be too surprised to hear that Microsoft, and others, are getting sophisticated about product placement in leading films and TV shows. The technology industry is merely catching up with the worlds of consumer packaged goods and other well-known brands and it will experience similar wins and losses.

A good marketer knows a good placing at the right moment is worth thousands of paid-for slots in papers and online as well as traditional written and broadcast ad spots. However, the problem is that things can go wrong and – to be honest – this industry sometimes just isn't cool enough.

US shows have led the way. For years a Mac appeared atop the desk of stand-up comedian Jerry Seinfeld at a time when his was the top-rated comedy in the world. A rival, Friends, for a short time even saw a Java station on the floor of that faux NY apartment living room set. (It wasn't used of course, but then what was, apart from big sofas?)

But when we say tech companies have a lot to learn, we're not just thinking of some of the lame efforts that must make the higher-ups at Coca-Cola have a good chuckle. Look no further than a Wired article from last year. Returning once again to hit 'real-time' drama 24, they reported on readers who spotted that all the good guys use Macs, all the baddies PCs.

Great news if you're at Apple, not so good for Michael Dell and co.

But with the likes of Microsoft getting serious about this stuff – and what better place than the next day of 24, with its heavy use of comms, encryption, databases and more – it won't be long before the good guys start defusing those nuclear warheads with the help of Windows Smartphone OS. Or something like that.

The industry maturing also means programme-makers won't get to give all the goodies Macs.

Did someone say Apple, Dell and Microsoft? To see where Steve Jobs, Michael Dell and Bill Gates sit in this year's silicon.com Agenda Setters poll, click here.