Product placement more favourable than traditional advertising, research finds

A further 88% of Brits experience positive emotions after seeing products or brands in TV content, with 60% of consumers searching online for a product seen on TV. More than half (51%) of those who search online actually make a purchase.

The findings come from a new research study from BENlabs which surveyed 500 UK consumers about their TV viewing habits, perceptions, and attitudes towards product placement.

The research suggests that product placement generates better recall and is more likely to result in consumers researching products. BENlabs finds that the ‘proliferation’ of ad-free TV streaming services and consumers’ ‘propensity to multi-screen’ has made it harder for brands to reach consumers through traditional TV advertising.

Almost half of UK consumers (47%) become aware of products for the first time via integration in TV and film content. Over two in every five consumers also admit that product placement improves their opinion of the product or brand.

“In the UK, product placement is a relatively nascent marketing channel and this new research provides brands and agencies with valuable insights into its effectiveness at driving awareness, consideration, and sales,” BENlabs chief product placement officer Erin Schmidt said.
“Product placement also offers benefits to content producers as it makes TV programmes and films more authentic by echoing consumers’ real-life experiences. This is a key factor in driving consumers to research and purchase products they see on TV and in films more often than those they see advertised on TV.”

Marketing Beat