Study’s Downsides to Product Placement Challenged by Digital Technology

Jan 23

A Journal of Management and Market Research study: Product placement Effectiveness: Revisited and Renewed, makes an interesting and balanced read across the subject of product placement, and throws up some statistics worthy of note which we’ll cover in a future blog.

What we’re focusing on in this post is the fact the study makes reference to a few observations in an attempt to level the balance, by offering up a brief selection of reasons why product placement advertising may have its downsides.

One of these reasons is lack of control over how products are integrated into a scene. Daugherty and Gangadharbatla (2005) said that products may end up being used unethically or could be ignored, misused or criticised. “Advertisers must exert greater control over product or brand appearances to ensure their prominence,” says the study.

A second reason cited as a downside to product placement advertising is that marketers have little or no influence over how successful the campaign will be. “It is difficult to predict where to place brands for maximum positive exposure,” the study suggests.

“Marketers are increasingly pressured to be accountable for expenditures and results. Thus, while the use of product placement is growing and the positive effects of product placement have been established, it is important for the marketer to measure whether and to what degree the firm’s investment is worthwhile. However, there is little evidence on whether or to what extent these investments pay off,” says the study.

Fair points – but Arguments Fail when Product Placement is Digital

These could be considered fair points with regard to static product placement, where brands are integrated into storylines and scenes at script or director level. However, with digital product placement – where brands are placed retrospectively into a scene by digital means – the arguments fail.

By using digital product placement technology with integrated measurement and analysis tools, brands can take full control of their placements, and enjoy premium exposure.

ZoneSense is MirriAd’s unique system that seamlessly places branded imagery into existing content. And since November 2011, placements are accurately measurable thanks to the integration of a new analytics service. Information on exposure duration, position, integration level and orientation to the camera is all made automatically available, allowing the brand and content owner to be familiar with all aspects of a campaign: on demand and in advance, thus mitigating a brand’s investment risk. 

So the proof of the campaign performance – before and after – is in the analytics. And the control is in the hands of the brand. Downsides: consider yourselves challenged!