What we know about product placement

Examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Product placement is typically used to enhance brand awareness, recall and ideally drive sales. Studies indicate it can play a subtle and implicit role and have a positive impact on brand perceptions and recall, particularly when used in conjunction with TV advertising or programme sponsorship. Product placement can be passive whereby the product appears in the programme or film or it can be active where the brand becomes part of the storyline. As viewing habits shift to ad-free streaming services and online gaming content the interest in and opportunities for product placement are increasing. As digital technology advances it will...

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