Viewer response to branded integration

Barbara Zack
IAG Research, United States

David Kaplan
IAG Research, United States

INTRODUCTION

Faced with an increasingly challenging media environment (fragmentation, commercial avoidance, etc.), advertisers are more and more often turning to branded integration to try and get their message to consumers. The most common types of branded integration are:

  • Traditional placements, where the product is somehow placed or integrated into the program (such as when a can of soup is shown on a kitchen countertop.)

  • Display of an iconic logo within the program content, although the actual product itself is neither mentioned nor shown (such as when a character on the show is seen wearing a t-shirt with an identifiable logo.)