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BizReport : Research archives : November 16, 2006

Study: Follow Product Placement With Ad

Want a better return on your product placement buck? According to a new study, more television viewers will remember your placement if it’s followed by an ad in the next commercial break.

by Kristina Knight

But people don’t watch commercials? On the contrary, according to the “Product Placement Valuation Study” marketers got an 11% boost in sales when product placement was followed by an ad.

Some other interesting findings are that 60% of viewers felt more positive about a brand after a product placement, nearly 58% responded to product placement followed by a commercial, and 46% recognized the brand from a commercial alone.

Online as well as traditional marketers can learn something from the study. Placing a brand in a viral video or including it in online television shows is not enough. Product placements combined with commercials are the best way to boost brand recognition, loyalty and buying habits.

Online video advertising is expected to soar in the coming years, and so is online television and video watching. Internet users are more likely to watch online videos, and only a small percentage of those say their traditional television viewing habits have decreased because of online viewing habits.

Tags: online games, online marketing, online television, product placements

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