Measuring product placement in TV — Erin Schmidt // BENlabs

Show Notes

• 02:40
  Measuring the effectiveness of product placement on your target audience

  Measuring the effectiveness of product placement can be done through brand lift studies. With brand lift studies, you can understand how you're changing your brand's perception with your audiences and analyze how your placements are performing to optimize for better results.
• 04:19
  Measuring the ROI of product placements

  BENlabs conducts attribution studies to measure the sales attribution or website visits of an exposed audience through product placement. These attribution studies are done specifically for linear or traditional TV.
• 05:35
  Assessing the impact of product placement on sales and website traffic

  BENlabs partnered with 605 to measure product placement impact on sales and website traffic. This helps them understand the uplift in sales or website traffic of an exposed audience compared to an unexposed audience.
• 06:55
  Why BENlabs tracks linear TV to determine exposure vs OTT

  605 is tracking that data of who's watching shows based on their audience exposure and testing. However, BENlabs cannot track exposure through streaming services like Netflix due to limited access to data and the current technology available.
• 08:47
  Using data and technology to understand product placement sales attribution

  BENlabs typically uses zip code level data to understand the audience within a specific area, and pixels to track purchases and site traffic. With 605s data, the output on average has been a 10% to 25% lift in purchases from exposed audiences versus unexposed audiences.
• 09:57
  Product placement vs other marketing channels

  Combining product placements with 30-second spots can lead to substantially better performance than either individually can in a marketing strategy. Product placement has also been shown to perform as well as TV spots and digital advertising in terms of sales.
• 12:08
  Factors for a successful product placement

  The factors for a successful product placement include authenticity, character alignment, and context. Brands that align their products with characters and storylines that embody their target demographics are likely to see a higher return on investment.
• 13:57
  Ways to measure product placement success

  One method is to understand sales data and model out the key attributes of a good sales day. Another way is by looking at key performance indicators such as time on screen and the visibility of the product within the creative.