wHAT IS PRODUCT PLACEMENT?
Where Entertainment Meets Brand Visibility
Why Product Placement works in modern media
Product placement is a strategic marketing technique where real world brands and products are seamlessly integrated into film and television content. Instead of relying on traditional commercials, this approach allows brands to appear naturally within the storyline, whether it's a character sipping a specific beverage, driving a certain car, or enjoying a recognizable snack. These placements can be visual, verbal, or even central to a scene, making the product part of the viewer's entertainment experience without disrupting the narrative. Nielsen Media Research found that television product placements can raise brand awareness by 20%, while also triggering audience desire for featured products.
This kind of exposure is powerful because it connects brands with audiences in an organic, emotionally engaging way. When a product appears in a popular show or movie, it can create strong associations with beloved characters, aspirational lifestyles, or pivotal moments. Unlike traditional ads, which are often skipped, product placements blend naturally into content, delivering proven results:
- Research from Harvard Business School suggests that prominent product placements in films can increase a brand’s sales by up to 47% (Anand & Watson, 2004).
- According to Nielsen, 75% of consumers search for products they see in TV show or films, and 57% end up purchasing from the brand (Nielsen, 2021).
At International Promotions, we specialize in securing high-impact placements that elevate visibility and create lasting impressions for our clients. With 86% of U.S. marketers rating product placement as highly effective, our team works closely with productions to ensure authentic integrations that deliver real results. Whether it’s a blockbuster film or a hit streaming series, the right placement can shape perception, deepen audience connections, and drive meaningful engagement for your brand.
References
Williams, Petrosky, Hernandez, & Page Jr. “Brand Awareness Impact Study.” Nielsen Media Research, 2011. https://medium.com/@diggitmagazine/product-placement-from-hollywood-to-social-media-75c2051df1a2
Anand, B., & Watson, M. (2004). Tournament models in the movie industry: Evidence from the field (Harvard Business School Working Paper). Harvard Business School.
Nielson. (2001). Branded entertainment & product placement effectiveness report. Nielsen Holdings PLC.
PR Newswire. “New Study from BENlabs Reveals Product Placement Drives Consumer Behavior.” Press Release, 2023. https://www.prnewswire.com/news-releases/new-study-from-benlabs-reveals-product-placement-in-media-drives-consumer-behavior-301903366.html