A lot can be said about being in the right place at the right time, and a recent Nielsen study found that common axiom is especially true when it comes to advertising effectiveness.
The study looked at both standard television advertisements and in-program placements (IPPs)–brands or products that air within a program itself—and found that one actually helps the other.
While the amount of primetime, non-sports IPPs measured in Nielsen’s TV Brand Effect coverage has declined in recent years across the English language broadcast networks—from 185 brands showcasing 5,580 integration occurrences over the 2012-13 TV season to 136 brands airing 4,455 integrations during the 2014-15 season—their impact hasn’t. In fact, when these integrations aired in the same program as standard ads for the same brand, brand memorability for those ads increased 16% among adults 18-34.
The lift was and even more pronounced when brand memorability was measured among the broader demographic of adults 18-49 years old, which saw an 18% increase.
There were also some differences among gender lines, too.
While an adjacency lift was noted across both genders, the lift in brand memorability for ads airing adjacent to IPPs versus without IPPs was 26% among men 18-49, while the lift was only 9% among women in the same age group.
“Increasing the resonance of a standard advertisement by positioning a branded integration in close programming proximity is a proven way to add value and increase effectiveness,” said Chad Dreas, Managing Director of Media Analytics, Nielsen. “While there has been a decrease in both brands and occurrences in regards to branded integrations, it is still a great opportunity for marketers looking to increase their advertising impact,” adds Dreas.
Source: Nielsen Newswire
