I’m excited to share the findings from a recent collaborative study with YouGov, which delves into the effectiveness of product placement strategies in media. BENlabs & YouGov’s research was aimed at determining whether a "standout" integration strategy—characterized by bigger, fewer moments—is more impactful than a "standard" product placement strategy, involving a scaled campaign with multiple "average" moments. Our findings found the average standout product placement generated a Net Placement Value (NPV) of $412,400, compared to $299,803 for a single standard one, though various combinations (2 standard vs 1 standout, 4 standard vs 2 standout) lead to varying results. So what was the key takeaway? The study reveals that there isn't a one-size-fits-all answer to a brand's product placement strategy. While standout and standard placements both show significant benefits, the choice between them should align with a brand's overall marketing strategy, risk tolerance, and capacity to support a standout placement with additional marketing activities. Both scaled campaigns and significant moments in tentpole content hold their unique advantages. Brands are encouraged to consider how these strategies align with their marketing goals to maximize impact. If you need help from BENlabs pushing the boundaries of innovative marketing, I’m happy to help craft your brand’s strategy. #ProductPlacement #MarketingStrategy #BrandImpact #YouGov #ResearchHighlights https://lnkd.in/dDxEMvpZ
YouGov is a great platform!
Film and Entertainment Executive. Global Licensing, Film Production, Business Development and Brand Partnerships.
2moWith the recent consumer outcry at some streaming services changing their price plans and moving to a more traditional model of ad support revenue, product placement has to be a more serious consideration by content providers as means to satisfy all parties. - Consumers don’t have to watch a sofa advert in the middle of a horror film (happened to me last week!). Instead, the branded sofa is already placed in the scary looking house. - Streamers generate significant revenue, whilst also using relevant real world props, also saving on Production costs. - Brands generate a more targeted consumer interaction, whilst also feeling natural. - Brands are able to interact directly with their chosen target market, in a real world situation, using studio data ranging from actor trends, film and tv genres and franchises. With the correct product placement, brands have the ability to launch a new product and change the conversation overnight, whilst studios and content providers continue to be on top of current trends and engage with consumers at the highest level.