Join MirriAd live at The Hospital Club or by webcast on the evening of 28th November for a presentation on Digital Product Placement. The session will feature MirriAd’s Chairman Peter Bazalgette and CEO Mark Popkiewicz, chaired by Gina Fegan CEO d-media.

Overview

Branded Entertainment and especially Product Placement continues to grow at a phenomenal rate around the world with real potential to take over 5% share of  global TV revenues which are currently predicted to rise to $322Bn by 2013. The association of great brands with great content creates a powerful medium. Research by some of Europe’s leading broadcasters and agencies shows that over 90% clearly see and respond positively to placements with brand recall rates being comparable to commercials at 30% or even 60% recall with prompts, the key difference being that if the audience is watching the show, they will definitely see the brand. If audiences feel good about placed brands we typically see more than 15% of that audience showing a raised interest in purchasing featured brands. These effects, coupled with changing advertising regulations in TV provide both a key new revenue opportunity for broadcaster/producers as well as low risk access to large audiences by brands. New technologies will soon allow brands to target audiences on digital TV platforms and in turn audiences to engage directly with brands through mobile and other devices , thus further increasing the attraction of this rapidly evolving new medium.

So Product Placement will soon earn its place as an important new revenue stream for the media industries in the newly deregulated markets, but it has to be executed with sensitivity to the content whilst at the same time at scale. Audiences react negatively to clumsy placement in the same way as to any form of poor advertising. The challenge for the newly deregulated markets is to quickly arrive at a business model that standardises the way in which brands can engage, satisfy the needs of all the stakeholders and can be efficiently executed with guaranteed predictable results and clear proof of performance for all.

To book your place or register: http://www.d-media-network.com/tag/mirriad/