What's my ROI? Those are words that entertainment marketing agencies don't particularly like hearing! But in today's economic times when brands are tightening their budgets, it is definitely a valid question.
So how do you measure ROI from product placement and entertainment marketing? Well the truth is, most of the time you can't. Sure, there are great talking points including consumer impressions (20 million plus first-run for top shows such as NCIS and American Idol), multiple platforms (theatrical, DVD, Blu-Ray, VOD, iTunes, Hulu.com, etc.) that garner incremental viewership and lifetime advertising (unlike traditional radio/television commercials, your product placement is embedded for life in films and TV shows). Bottom line? It is very difficult to link sales directly to brand integration. So you might be asking yourself, why do it?
Branding, branding and more branding. Let's face it, it is just as difficult to equate product sales from traditional media advertising. Even great Super Bowl ads (see hilarious Budweiser spot above spoofing the on-set benefits of product placement) don't necessarily have consumers rushing to buy your product. Product placement won't do that either. What it will do is provide millions of consumer impressions, implied celebrity endorsement (priceless) and invaluable branding (no DVR skipping).
Ultimately, you want product placement to help "move your brand forward" with potential consumers. If you happen to pick up some sales along the way, that's icing on the cake!
So how do you measure ROI from product placement and entertainment marketing? Well the truth is, most of the time you can't. Sure, there are great talking points including consumer impressions (20 million plus first-run for top shows such as NCIS and American Idol), multiple platforms (theatrical, DVD, Blu-Ray, VOD, iTunes, Hulu.com, etc.) that garner incremental viewership and lifetime advertising (unlike traditional radio/television commercials, your product placement is embedded for life in films and TV shows). Bottom line? It is very difficult to link sales directly to brand integration. So you might be asking yourself, why do it?
Branding, branding and more branding. Let's face it, it is just as difficult to equate product sales from traditional media advertising. Even great Super Bowl ads (see hilarious Budweiser spot above spoofing the on-set benefits of product placement) don't necessarily have consumers rushing to buy your product. Product placement won't do that either. What it will do is provide millions of consumer impressions, implied celebrity endorsement (priceless) and invaluable branding (no DVR skipping).
Ultimately, you want product placement to help "move your brand forward" with potential consumers. If you happen to pick up some sales along the way, that's icing on the cake!
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