A New Way of Measuring Success

Product integration/placement are blasting through audience barriers to traditional and digital advertising. While not a silver bullet, creatively it is about as effective as a TV or online video spot.

For example: 40% of TV ads underperform creatively; 76% of viewers pay no attention to them; and 96% skip right past online video ads. Product integration/placement puts your product message in the middle of the programming and provides an unskippable impression. With odds like those for commercials, product placement/integration is ideal.

ABX Product Integration & Placement Testing

• ABX evaluates product integrations and placements with the same proprietary methodology used for testing ads in all media types.
• The show, film, music video or other communication vehicle is evaluated by respondents randomly selected from a stratified probability sample via the internet.
• The integrations and placements are evaluated using standard ABX KPIs including brand recognition/recall, key message communication, call-to-action, reputation, and likeability.
• ABX KPIs are also used for integration-specific metrics such as familiarity with the show or film containing the integration.
• Product integration/placement results can be directly compared to one another to determine which constructs are most effective.
• They can also be directly compared with results from other media types that show high ROI from such efforts.

Research and Benefits

ABX has been testing creative for integrations/placements, along with TV/OLV spots, for years and found them equally effective.

For example, a recent ABX study for a major global entertainment company (Brand X) showed TV spots scored higher in almost all KPIs except for brand recall, while product integration scored highest for See Again. The chart below illustrates this study, which compares hundreds of TV/OLV spots against 100 product integrations.

As the chart shows, the other KPIs for the two groups were not statistically different. Brand Recall for product integration is lower, perhaps, because of its subtle integration into programming.

Gary Getto, President of ABX, explains how testing product integration and placement creative enables marketers to see:

• How product integration compares to other media types and determines its effectiveness across a range of KPIs.
• How the brand registers with the audience.
• Whether perceptions changed.
• Whether any actions are likely to be taken.

Which integrations and shows work best, etc.
“We can quantify the value of product integrations and placements for any brand or business; identify where it fits into overall marketing plans; and provide insights that will make future product integrations successful.

And we can deliver these results in 24-48 hours at affordable price points,” says Getto.

The article linked below shares important research with you and suggests how to beat the system using both product integration and placement with traditional advertising.

CLICK HERE to read the full article.