New Study from BENlabs Reveals Product Placement in Media Drives Consumer Behavior
BENlabs, the leading entertainment AI company for brands and creators, released a new report today finding that 63% of consumers have positive emotions after seeing products or brands in TV content, while 47% say they enjoy seeing their favorite brands in shows. The report, “State of Product Placement 2023,” analyzed product placement’s ROI, and consumers’ feelings on it compared to traditional marketing and advertisements.
RECOMMENDED POSTS
POPULAR POSTS
The survey focused on three areas: understanding marketers’ perspectives on product placement, understanding consumers’ perspectives on product placement and consumers’ research and purchase behaviors. The report found that:
- Marketers’ are overwhelmingly optimistic about product placement – In fact, 86% of U.S. marketers who’ve tried product placement rate it highly, while 81% consider it to be an effective marketing channel. Additionally, 91% see it as effective in reaching non-ad supported audiences.
- To top it off, eight-in-10 marketers consider AI to be very important when making a decision about what marketing company to use for product placement opportunities.
- Successful product placement can elicit positive emotions in viewers – A little over six-in-10 (63%) of respondents reported feeling positive emotions (happiness, inspiration, interest, and/or curiosity) after seeing a product or brand in a film or TV programs, while 47% like seeing their favorite brands and products in TV shows and films. Given a choice, a majority (52%) of consumers would prefer to watch a TV program with product placement over advertising.
- Consumers are quick to research products and brands they see on screen – Three-quarters (75%) of consumers have searched for a product/brand on at least one platform after seeing it on TV/film, furthermore, 57% of those consumers go on to purchase the same product, or a different product from the same brand.
- Almost one-in-five (17%) made the purchase as they were watching, 12% did so within two hours, 14% waited more than a day and 18% took longer than one week.