YouGov & BENlabs：2024年美国植入式广告效果分析报告（英文版）（24页）.pdf

1、Product Placement Plotted 2024Living consumer intelligence| Standard vs.Standout FormulaU SProduct placement plotted 20242Foreword from BENlabsProduct placement is experiencing incredible growth,with more and more brands investing in this marketing strategy.This growth is partially being driven by a

2、d-distraction and the rapid shift of viewership from linear channels to streaming platforms on which many audiences opt to avoid advertising altogether.But another key factor driving the adoption of product placement is the ever-increasing volume of data demonstrating its effectiveness as a marketin

3、g channel.Research conducted by BENlabs in 2023 found that 75%of consumers have searched for a product after seeing it in content and that 63%feel positive emotions after seeing a product placement in film or TV.For many marketers,the discussion has shifted away from whether product placement should

4、 be part of their marketing mix to how they can do it best.YouGovs study provides insight on a key aspect of this discussion:the value of large,scripted placements in breakout hits versus prominent placements across a variety of shows.The knowledge provided in this study should be considered essenti

5、al when building out a data-driven approach to product placement.”Aaron FrankSenior Vice President,Strategy,Research&Insights,BENlabsWhat is product placement?For decades,television and film have served as powerful cultural mirrors,capturing human experiences,reflecting our times,and shaping our wor

6、lds.Audiences around the world are naturally drawn to these art mediums and have only grown more engaged since the development of streaming services.Product placement is a fascinating element born from the evolving relationship between content and advertising,allowing brands to integrate themselves