Product Placement Is An Effective Brand Strategy
Product placement in Hollywood movies such as The Matrix, Minority Report and James Bond can be highly effective in generating brand awareness, according to the latest research from Mediaedge:cia.
The study of 11,300 people in 20 countries found that brands advertised through product placement are more likely to get noticed by film fans than those in text messaging or radio commercials – and are only marginally less noticeable than than those in television ads.
According to Mediaedge:cia, 61% of film fans said they noticed brands advertised through product placement, a further 23% named text messaging and 47% noticed products in radio ads. However, around 62% of respondents said television was more effective as an advertising medium.
Younger audiences were found to be more responsive to brands advertised through product placement with 41% of consumers aged between 15 and 24 regarding products as high quality when related to films. The study claims this highlights their disposition to this kind of marketing and communications.
Th report shows that more than 20% of those who watched The Matrix successfully named Nokia as the film’s main brand and 25% of viewers identified Aston Martin with the James Bond franchise. However, just 9% of respondents correctly identified Gap’s association with Minority Report due to the plethora of brands that appeared in the film.
Consumers located in the Americas or Asia Pacific regions were found to be more likely to be aware of product placement, but increasing advertising clutter in the US and the UK markets has led to lower awareness among film fans in these areas.
Not all consumers respond positively to product placement and almost 60% of those surveyed said they object to any interference in the film making process. However, they also acknowledge that films require funding and that brands may play a role in this.
Earlier this month research from the Branded Content Marketing Association estimated that branded television content will quadruple by the end of 2004 as advertisers search for more cost effective ways to promote their products (see Advertiser Funded Television To Take Off In 2004).
Mediaedge:cia: 020 7803 2000 www.mediaedgecia.com
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