Product placement 2005: what worked (and didn’t)

Using IAG's tracking studies Barbara Zack, managing director and chief strategic officer for IAG Research, looks at the successes and failures of product placement in U.S.

Product placement 2005: what worked (and didn't)

Barbara Zack

Product placement is one of the primary tools currently employed by advertisers in their struggle against media fragmentation and viewer indifference – and (just as with regular advertising) these savvy advertisers are determined to understand what works, what doesn't, and – perhaps most importantly – what's it worth?

Many IAG clients – networks as well as advertisers – are mining our data for learnings about the effectiveness of product placement, and to understand the synergies between product placement and regular advertising. For every measured placement, IAG tracks viewers' recall of the...

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