The study into the effectiveness of product placement in movies found that, in general, brands advertised through product placement are more likely to get noticed by film fans than those in text messaging or radio ads.
Furthermore movie product placement comes only marginally below products featured in TV commercials. The study found 61% of film fans said that they noticed brands advertised in this way, compared with 62% of those who said TV was a more effective medium; 23% named text messaging and 47% named radio ads.
Almost 30% of people said that they would be persuaded to try a brand after having seen it in a movie with that figure rising to over 40% among 15- to 24-year-olds.
The study found that the younger the audience, the more reactive and favourable they are to brands advertised in this way. Forty-one per cent of 15- to 24-year-olds regarded a brand as high quality when associated with films.
Highlighting the difference between international markets the study found that Americans or those in Asia Pacific are more likely to be aware of this form of communication. In Europe those in the UK, France and Italy reported lower awareness.
The study also found that like TV advertising, many brands suffer from mis-attribution and clutter. For instance, Nokia was quoted by 31% of film viewers who saw 'The Matrix Reloaded', even though it was not featured in the movie. Nor was Sony Ericsson, which got 17% of recognition among viewers. Only 9% of those who saw 'Minority Report' correctly associated The Gap with the film.
Of those who watched 'The Matrix', 23% successfully named Nokia as the film's main brand, 21% correctly named Samsung with the sequel and 25% of viewers correctly identified Aston Martin as the current partnership with the James Bond franchise.
The study was carried out through Mediaedge:cia's proprietary Sensor global research study, with around 11,300 adults across 20 countries polled. Further details can be accessed .
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