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If you\u2019ve ever found yourself Googling \u201cSATC Samantha purple dress where to buy\u201d after binging a few too many episodes of Sex and the City<\/em>, you\u2019re not alone.<\/p>\nThree-quarters of US consumers said they\u2019ve searched for a product or a brand online after seeing it in a TV show or in a film, according to new research from BenLabs, an agency that specializes in product placement, influencer marketing, and licensing. Nearly 60% of those customers who searched for something said they ended up making a purchase\u2014either of the same product or of a different product from the same brand.<\/p>\n
The data, which was collected through a survey of more than 650 US adults in April 2023, underscores some of the ways product placement on TV may drive purchasing decisions, something that is of increasing interest among advertisers as consumers continue to migrate to streaming services, many of them with ad-free tiers.<\/p>\n
\u201cAnecdotally, we\u2019ve always known that there is this inherent power of product placement to drive purchase,\u201d said Erin Schmidt, chief product placement officer at BenLabs, which has placed brands like KFC, Cheetos, and Absolut vodka in shows like Stranger Things, Never Have I Ever, <\/em>and Dead to Me. <\/em>The survey data, she said, just \u201cconfirms what we’ve always believed to be true.\u201d<\/p>\nConsumers generally feel favorably about product placement, according to the survey results from BenLabs: Just over half of survey respondents said they\u2019d prefer watching a TV show that had product placement in it over watching ads.<\/p>\n
And the effects of product placement on purchases can be rapid. Of the one-third of all consumers who said they\u2019d purchased a product or from a brand they saw on TV, more than half said they made those purchases within one day of seeing the product placement, BenLabs found.<\/p>\n
Big business:<\/strong> Product placement is only growing bigger as advertisers shift their budgets toward the medium and as media companies invest in new tech to improve outcomes. In 2022, product placement spending in the US exceeded $15 million, according to PQ Media, and by 2026, advertisers are expected to spend $23.5 million. Globally, product placement spending is expected to reach almost $41.5 million by 2026.\u00a0 The vast majority of that business is on TV, which accounts for three-quarters of all product placement, although some other mediums\u2014like podcasts\u2014are also experimenting with it.<\/p>\n<\/div>\nRead the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can. If you\u2019ve ever found yourself Googling \u201cSATC Samantha purple dress where to buy\u201d after binging a few too many episodes of Sex and the City, you\u2019re […]<\/p>\n","protected":false},"author":1,"featured_media":9933,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-9932","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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