Implicit product placement

Andrew Tenzer
Channel 4

Channel 4 devised a gamification methodology to reveal the impact of product placement on viewers, with brands such as Nokia Lumia and Uncle Ben's, able to quantify the benefit of appearing in its programmes.

Jamie Oliver: Uncle Ben's rice featured in Jamie's 15-Minute Meals and Jamie's Money Saving Meals

Paid-for product placement is relatively new to UK broadcasters, media agencies and market research companies. Consequently, at the time of launch there was limited knowledge of how best to apply, price and research the impact of campaigns. Comparisons with established markets such as the US and Australia offered little inspiration as the different regulatory environment means that market conditions in the UK are unique.