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Product placement


Key reading

OOH placement

Refining a product placement business

This article highlights some real world examples of product placement that is contextually appropriate to the program, the category and the audience. The paper looks at the changing role of product placement in a fragmented media landscape, including integrations with esurance and Turner broadcasting.
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The future of product placement

The view from media agency MEC on developments in personalised placements for on-demand television.

Key insights on the UK product placement TV market

The effectiveness of product placement for audiences that are new to this technique.

The implicit impact of product placement

Research that highlights some interesting points to consider when designing a product placement strategy.




Latest case studies

Chewbacca Mask Star Wars

This case study describes how toy manufacturer Hasbro turned a viral phenomenon featuring its Star Wars Chewbacca mask into a 360º communication on TV and social networks in Spain.

Clinique: Smart Beauty

This case study shows how Clinique, a global premium skincare brand, launched two new products into the Australian market, cementing the brand as a leading skincare innovator.

Paramanya: A million downloads in a month

This case study shows how Paramanya, a localised mobile game in Turkey, launched with a three-phase strategy to generate awareness and interactivity.

Priority Mail Shipping: USPS Delivers with The Amazing Spider-Man 2

This case study describes how the United States Postal Service partnered with a blockbuster film to regain its position as a trusted postal carrier.

Latest articles

How to mix brand placements in television programmes to maximise effectiveness

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

Comparing Brand Placements and Advertisements on Brand Recall and Recognition

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

Product placement and the promotion of healthy food to pre-adolescents: When popular TV series make carrots look cool

Although many scholars have raised concerns about product placement directed at children, the practice may offer interesting outcomes when used for pro-social objectives.

The future of product placement

This article discusses developments in the UK of personalised product placement in on-demand television.

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Monique Dolbin

Americas

Monique Dolbin
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Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com