So we’ve been talking about product placement for a few weeks now: where it is, what it is, why it works and doesn’t work, who else is talking about it. But how do we know if it is effective or not? Sure we can all spot it, but that doesn’t necessarily mean it’s doing what marketers intend it to do. Advertisers can do all the right things: make sure the placement isn’t too intrusive, match the brand to the content of the vehicle, target the right audience. But they haven’t had a concrete way to measure its effectiveness.
…Unit now. Despite the right planning, results must be monitored to evaluate the success of placements. That’s where Nielsen Media Research comes in. You might recognize Nielsen for its TV ratings and audience measurements. This time, Nielsen has come up with a new rating system: for product placement. The new service, Place*Values, is a Web-based product placement performance assessment tool. The tool evaluates past placement performance and predicts the success of new placement opportunities. An article in Brandweek about Place*Values describes it as delivering “performance scores on brand recognition, attitude toward a brand and purchase interest.” Advertisers hope this new system will help to standardize pricing for product placements and other brand integrations.
As explained by Nielsen’s Product Development and Marketing Director Annie Touliatos, “Place Values assigns product placement scores based on what percentage of the audience will recognize the brand, what percentage will feel good about the brand and what percentage will be interested in purchasing the brand.” Index scores are also assigned to different levels of placement effectiveness compared to that of a 30-second ad, with a score of 100 indicating that they are equally effective, a score above 100 meaning it is more effective to the excess degree, and a score below 100 meaning it is less effective to the excess degree.
To find out more about Place*Values, read this Brandweek article, or News Release issued by Nielsen on its new service.
…Unit now. Despite the right planning, results must be monitored to evaluate the success of placements. That’s where Nielsen Media Research comes in. You might recognize Nielsen for its TV ratings and audience measurements. This time, Nielsen has come up with a new rating system: for product placement. The new service, Place*Values, is a Web-based product placement performance assessment tool. The tool evaluates past placement performance and predicts the success of new placement opportunities. An article in Brandweek about Place*Values describes it as delivering “performance scores on brand recognition, attitude toward a brand and purchase interest.” Advertisers hope this new system will help to standardize pricing for product placements and other brand integrations.
As explained by Nielsen’s Product Development and Marketing Director Annie Touliatos, “Place Values assigns product placement scores based on what percentage of the audience will recognize the brand, what percentage will feel good about the brand and what percentage will be interested in purchasing the brand.” Index scores are also assigned to different levels of placement effectiveness compared to that of a 30-second ad, with a score of 100 indicating that they are equally effective, a score above 100 meaning it is more effective to the excess degree, and a score below 100 meaning it is less effective to the excess degree.
To find out more about Place*Values, read this Brandweek article, or News Release issued by Nielsen on its new service.
1 comment:
10 points - thanks for the description of the placement on rachel ray show
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