Product Placement/Branded Content

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of product placement and branded content.

Product Placement/Branded Content

Mi hui Pak

Branded Entertainment and Product Placement seems to be a growing business –the 2009 emarketer article shows that ad spend in this media increased 4% from last year. However, there is still a dearth of substantive research on how and if PP works better than traditional commercials.

ADVERTISING EFFECTIVENESS

The 2005 NBC study found that:

  • Recall for Traditional Commercials and Product Placement, when shown alone, was the same (50%).

  • Highest recall was found when Traditional Commercials and Product Placement were shown together (67-68%).

The findings from a 2006 Nielsen Media Study: The Performance of Brand...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands