A recent study by BENlabs, a leader in entertainment AI, reveals that 88% of UK consumers experience positive emotions after seeing products or brands featured in TV programs and films, with 34% making a purchase as a result. The findings underscore a shift in consumer behavior, highlighting the increasing preference for product placement over traditional advertising.
As ad-free streaming services grow in popularity and multi-screening becomes the norm, traditional ads are struggling to capture consumer attention. To address this challenge, BENlabs surveyed 503 UK consumers to explore how product placement may offer a more engaging alternative.
“Product placement is an emerging yet powerful strategy in the UK,” said Erin Schmidt, Chief Product Placement Officer at BENlabs. “This research highlights its potential to drive brand awareness, influence perception, and increase sales. By enhancing the authenticity of content, it allows brands to connect with audiences more effectively than traditional ads.”
Product placement not only benefits brands but also enriches content, aligning with real-life consumer experiences. This authenticity encourages deeper viewer engagement.
In an era of fragmented attention spans, product placement offers a compelling solution for marketers. By integrating products naturally into entertainment, brands can:
This strategy aligns with consumer preferences for seamless, authentic advertising experiences that resonate with their daily lives.
BENlabs conducted the survey in January 2023, polling 503 UK consumers. Excluding those in marketing or advertising roles, respondents were asked about their TV viewing habits and attitudes toward product placement. The results were consistent across demographics, emphasizing the universal appeal of this strategy.
Download the full report here.
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