Technology-driven product placement — Erin Schmidt // BENlabs
- Part 1 Technology-driven product placement — Erin Schmidt // BENlabs
- Part 2Measuring product placement in TV — Erin Schmidt // BENlabs
- Part 3The future product placement — Erin Schmidt // BENlabs
Show Notes
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02:18Technology driven product placementTechnology-driven product placement involves using tech to identify opportunities for brands and determine where brands should be based on their audiences and audience engagement. This approach also helps the creator and the brand community connect through technology.
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03:07Popular product placements by BENlabsBENlabs has a diverse history of successful product placements in various categories, including the BMW Z3, the Camaro in Transformers, and KFC in Stranger Things. While technology was not always a part of their approach, it has become a driving force in their evolution.
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04:03Strategies to secure product placementsThe first method involves supplying products to the production community and the second approach is to pay to offset production costs and drive brand value. Finally, the third method is virtual product placement post-production.
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06:21The importance of positive representation in product placementThe key to successful product placement is ensuring that brands are represented positively in content. While fair usage doesn't require permission, it's crucial to work with production teams to ensure that their brand is presented in a non-disparaging way.
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08:02Investing in product placement as a marketing mediumTo successfully use product placement as a marketing medium, brands should invest in the space and scale across the entertainment landscape. It's important to identify the right fit for the brand and engage with producers to ensure authenticity and avoid forcing it.
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09:21Using AI to find the right fit for product placementThe focus on audience and engagement is key to finding the right fit for product placement opportunities. BENlabs uses AI for audience clustering to identify opportunities for brand integration in content and predict future impressions.
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10:50Companies that should be leveraging product placement as a marketing strategyProduct placement can work for a variety of companies, regardless of their size or type of product. From tangible products like CPG brands to intangible brands like Canva and Zillow, any company that has the ability to spend in this space should consider using product placements.
Quotes
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"We have 40 years of history in the product placement space. It hasn't always been a tech-driven opportunity. But that's really where our evolution as BENlabs has been." -Erin Schmidt, Chief of Product Placement, BENlabs
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"Peloton got hit hard two years ago with the Sex and the City spin-off where two characters across those two series either died or had a heart attack following using a peloton." -Erin Schmidt, Chief of Product Placement, BENlabs
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"With product placement, representation matters and so does ensuring that you are representing your brand to the best of your ability because there is fair usage." -Erin Schmidt, Chief of Product Placement, BENlabs
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"If it's a fair usage, and really represents the brand in a non-disparaging way, usually a production doesn't have to seek permission to use a brand." -Erin Schmidt, Chief of Product Placement, BENlabs
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"If you want to do product placement as a marketing medium, treat it as a marketing medium. And don't think of it as just, I want to be in this one show." -Erin Schmidt, Chief of Product Placement, BENlabs
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"In my experience, no brand is off limits. Anyone who has the ability to spend in the product placement space should do it. And we're seeing great results on the back end of that." -Erin Schmidt, Chief of Product Placement, BENlabs
- Part 1 Technology-driven product placement — Erin Schmidt // BENlabs
- Part 2Measuring product placement in TV — Erin Schmidt // BENlabs
- Part 3The future product placement — Erin Schmidt // BENlabs
Up Next:
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Part 1Technology-driven product placement — Erin Schmidt // BENlabs
Erin Schmidt, Chief of Product Placement at BENlabs, talks about product placement. While it may seem like a subtle and unobtrusive form of advertising, the impact of product placements should not be underestimated. When done well, product placements can not only increase brand awareness but also improve brand perception and drive sales. Today, Erin discusses technology-driven product placement.
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Part 2Measuring product placement in TV — Erin Schmidt // BENlabs
Erin Schmidt, Chief of Product Placement at BENlabs, talks about product placement. When it comes to product placement, there are several variables to consider in order to ensure a successful placement. Ultimately, a successful product placement is one that effectively integrates the product into the content in a way that resonates with the audience and contributes to positive brand perception and sales. Today, Erin discusses measuring product placement in television.
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Part 3The future product placement — Erin Schmidt // BENlabs
Erin Schmidt, Chief of Product Placement at BENlabs, talks about product placement. With platforms such as Amazon and Peacock offering in-show product purchases, the convenience of instant gratification has become the norm for consumers. For advertisers, this presents an opportunity to capitalize on a stronger attribution model and potentially revolutionize product placement. Today, Erin discusses the future of product placement.
Play Podcast
