The future product placement — Erin Schmidt // BENlabs
- Part 1Technology-driven product placement — Erin Schmidt // BENlabs
- Part 2Measuring product placement in TV — Erin Schmidt // BENlabs
- Part 3 The future product placement — Erin Schmidt // BENlabs
Show Notes
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02:33The future of product placement as a marketing channelFaced with decreasing budgets and ad avoidance being at an all-time high, advertisers need new and unique ways to reach viewers. Players like Amazon and Peacock are already exploring formats in which you can purchase products within their series.
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04:51The future of product placement and technology integrationThe future of product placement involves integrating technology such as QR codes, Amazon shop, and reverse image search to allow for a seamless purchase experience. However, there is a need for a scalable model to fully realize this potential.
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06:25The impact of short form user generated content on product placementBrands will need to closely monitor performance based on the indicators of success that need to be met. The future of product placement will require a balance between understanding key performance indicators and maintaining the authentic voice of the creator.
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08:08The evolving landscape of content consumption and distributionThe future of media consumption involves a variety of formats, from short-form content on TikTok to long-form content on YouTube and traditional linear TV. Linear TV is not dying, but rather finding new homes as networks invest in streaming platforms.
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10:00The relationship between producers and brands in the changing media landscapeProducers have the final control of their output, which allows them to create the content they want. Brand partnerships are becoming more valuable to producers, especially as streaming platforms invest in lots of content to understand their audiences.
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11:35Investing in product placement for future successThe future of product placement will likely have a stronger attribution through-line. So brands should invest in building datasets to understand their audience and integration performance to be well-positioned when shoppable content is live.
Quotes
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"Over the last 10 years, we've seen a dramatic shift in desirability for product placement, both from brands and creators due to budget needs." -Erin Schmidt, Chief of Product Placement, BENlabs
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"Ad avoidance is at an all-time high. How can you find new and unique ways to reach your viewer? Through supporting that creator and being a part of that content." -Erin Schmidt, Chief of Product Placement, BENlabs
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"We're seeing the ability to pause a show on Amazon and go to Amazon shop and buy from this episode." -Erin Schmidt, Chief of Product Placement, BENlabs
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"I don't think linear is dying. I think linear is going to find new homes. That's why you're seeing each and every one of the big networks investing in a streaming platform." -Erin Schmidt, Chief of Product Placement, BENlabs
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"The beauty of the production relationship is that in 90% of the cases, the producers have the final control of their end product." -Erin Schmidt, Chief of Product Placement, BENlabs
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"It's really expensive to create good content..That's why you see each of these streamers investing in lots of content so they understand who their audience is." -Erin Schmidt, Chief of Product Placement, BENlabs
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"The future of product placement will have an attribution through line that hopefully will be stronger than a digital click-through rate." -Erin Schmidt, Chief of Product Placement, BENlabs
- Part 1Technology-driven product placement — Erin Schmidt // BENlabs
- Part 2Measuring product placement in TV — Erin Schmidt // BENlabs
- Part 3 The 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.
Play Podcast -
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.
Play Podcast -
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.
