Marketers looking to captivate audiences in video entertainment have two primary tools at their disposal: traditional ads on streaming platforms and in-show product placements. But why settle for one when you can have the best of both worlds?
Recent research from BEN, a leader in product placements and creator partnerships, reveals that combining these strategies delivers significantly better outcomes, including higher sales and increased website traffic.
“Using both a 30-second spot and in-show integrations amplifies impact,” says Erin Schmidt, Chief of Product Placement at BEN. “Most cases show a significant increase in attribution when both methods are employed.” Schmidt’s expertise includes placing brands in hit shows like Stranger Things and Riverdale.
BEN, in partnership with TV analytics firm 605, analyzed data from cereal, snack, and automotive brands that employed dual advertising strategies on major networks like CBS, The CW, and ABC. Here’s how audiences were segmented:
Using Catalina shopping data and LiveRamp website tracking, BEN measured the impact of these exposures on sales and online engagement.
The results underline the power of dual strategies:
“Integrating a brand meaningfully into a storyline makes it memorable,” says Barbra Robin, SVP of Integrated Marketing at The CW Network. “Pairing that with a commercial reinforces the moment and drives action.”
The research also offers fresh insights for networks. Often, product placement and ad sales are siloed, but the data showcases how working in sync could deliver greater value for brands and networks alike.
Product placement is becoming an essential advertising tool, with companies like NBCUniversal and Amazon expanding digital product-placement. Meanwhile, Netflix and Disney+ are developing ad-supported tiers, opening new doors for integrated marketing.
For brands and networks alike, the message is clear: leveraging both ads and product placements is the key to staying ahead in an increasingly competitive entertainment landscape.
By optimizing your marketing strategy with a mix of ads and product placements, your brand can achieve stronger engagement and lasting impact with audiences.
Explore how BEN can elevate your brand through integrated strategies. Contact us today to learn more!
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